5 ways a New York coffee shop takes retail to the next level
Retail and shopper marketing expert Sharon Yourell Lawlor explores the Starbucks Reserve at the Empire State Building in New York
Print4 March 2025
For this week’s What’s In Store: A Retail Lens? retail and shopper marketing expert Sharon Yourell Lawlor explores the Starbucks Reserve at the Empire State Building in New York—a store that takes retail, hospitality, and technology to the next level.
Yourell Lawlor noted that with seamless mobile ordering, immersive tasting experiences, and exclusive product discovery, this space is more than just a coffee shop—it’s a masterclass in experiential retail.
4 ways a coffee shop takes retail to the next level
1/ Seamless shopping setup – Right at the entrance, baskets were readily available. A small detail? Maybe. But in a store of discovery, where you’re likely to pick up multiple items, this subtle nudge makes a difference.
2/ Retail meets hospitality – As you explore the space, it’s effortlessly easy to be inspired by the merchandise around you. The store cleverly blends product, experience, and atmosphere, making shopping feel organic rather than transactional.
3/ Exclusive & localised offerings – A special Empire State Building micro-blend was available, with on-site sampling that encouraged trial and purchase. Other premium products, like whiskey barrel-aged beans and cold brew kits, reinforced the store’s positioning as a destination for coffee lovers.
5/ Frictionless ordering & collection – Whether you prefer quick service, self-ordering, or full table service, the experience is tailored to different customer preferences.
Want to know what makes it so special? Find out in this week’s edition of What’s In Store: A Retail Lens? Click here.
Read more: 7 top tips for an immersive retail experience
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