In Silicon Valley, we exchanged ideas and experiences with digitalisation giants such as Google and Salesforce, as well as start-ups yet to enter the European market. In a small group, we received an insight into the American market. The rapid changes in consumer behaviour became clear in our discussions with pioneers and drivers of digital change.

For me, this glimpse behind the scenes was crucial: An understanding of the technological possibilities is just as important as a realistic appraisal of changing user habits on this and the other side of the Atlantic.

This time I’m visiting New York with the small, ever-inspiring group from the EHI Retail Institute. The trip kicked off with a visit to Eataly at the World Trade Center. Shopfitting here means combining the Italian way of life with Italian food and its preparation, the smell of fresh bread and coffee and seemingly endless colour effects. Goods are presented in a way that encourages customers to linger longer. You can literally sense the quality and freshness of the products; the subtle messaging is gratefully taken on board by customers.

In Manhattan a walk along the High Line and a short trip to Chelsea Market are a constant source of inspiration and a real treat for the senses. Just as inspirational was our night time trip to Times Square to assess the impact of the new Swarovski store outside opening hours and simply experience one of New York’s most famous landmarks.

Brimming with inspiring ideas from New York’s contemporary retail landscape and exciting insights on the future of commerce, I turned my back on Silicon Valley and the Big Apple—but I’ll definitely be back before long!