Retail Refined

As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely act on their stated values, underscoring the urgent need for more meaningful brand experiences. So, how can brands take control of how their message shows up while delivering real value to consumers? In this episode of Retail Refined, host Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape. They discuss how Nift is enabling brands to own the consumer experience through AI-powered, hyper-personalized rewards that feel less like advertising and more like appreciation. Here’s what you’ll learn in this episode: Why traditional advertising models fall short—and how brands can shift to performance-based gifting that drives loyalty and revenue. How Nift’s patented AI creates a personalized, delight-driven experience across digital and physical retail environments. What the rise of “AI-native” consumers means for the future of commerce, and how brands must adapt to stay relevant. Elery Pfeffer is a seasoned technology executive with over two decades of experience leading hypergrowth startups and scaling innovative platforms from inception to large-scale operations. He is the founder and CEO of Nift, a commerce media and gifting platform, and previously founded Pursway, which helped major brands in retail, telecom, and finance expand their consumer reach. Pfeffer also served as a Fellow at Harvard University’s School of Engineering and holds a degree in Math and Computer Science from Tel Aviv University.

Luxury retail is no longer confined to storefronts and seasonal campaigns. Brands are bringing hospitality to retail, building deeper emotional connections, and extending their presence beyond the product. Coach, among other heritage labels, is experimenting with cafés, branded bars, and immersive spaces that offer more than a transaction—they offer belonging. According to MG2 Advisory, 1 in 5 consumers say immersive, sensorial store experiences are a top reason they return to luxury stores, and nearly 1 in 4 cite creative offerings and high-touch services as key motivators for repeat visits. These findings reinforce the growing demand for experiences that feel distinct, emotionally engaging, and memorable. So, how can retail brands design experiences that go beyond shopping and spark genuine loyalty and community? In this episode of Retail Refined, host Melissa Gonzalez speaks with Giovanni Zaccariello, SVP of Global Visual Experience at Coach. Together, they unpack how Coach is transforming retail environments into community-centered spaces, blending Gen Z values with design innovation and consumer insights. From cafés to digital universes, Coach is testing bold ideas to turn brick-and-mortar into something far more memorable. This approach is a leading example of bringing hospitality to retail in a way that is both localized and globally resonant. Key highlights from the episode: * Coach is integrating cafés, bars, and mobile coffee trucks into retail locations to increase dwell time and emotional connection. * Each experience is hyper-localized—menus and design reflect the culture of each location, from Tokyo to Singapore. * Coach sees hospitality as a strategic way to engage Gen Z and Gen Alpha, blending community, culture, and self-expression. Giovanni Zaccariello is a seasoned visual merchandising and experiential design leader with over two decades of global experience across top fashion and lifestyle brands. As SVP of Global Visual Experience at Coach, he has driven innovation through immersive retail concepts, hospitality integration, and digital engagement strategies, with prior leadership roles in Asia and North America. His career spans brands like Mexx, Marks & Spencer, Topshop, Esprit, and Uniqlo, showcasing expertise in global visual strategy, consumer-centric design, and cross-cultural brand storytelling.

As in-store experiences become key to brand loyalty, LEGO is doubling down on its core brand essence of play, using it as both a design philosophy and a strategic lever. The company is transforming its physical spaces into destinations that spark imagination, encourage interaction, and strengthen emotional connections with shoppers of all ages. With nearly 70% of parents surveyed citing creativity as an essential skill for their children’s development, LEGO’s cross-generational appeal has never been more culturally relevant. So, how does LEGO continue to blend physical retail with digital relevance, global scalability with local authenticity, and imaginative play with operational efficiency? On this episode of Retail Refined, host Melissa Gonzalez sits down with PJ du Toit, Global Design Director at the LEGO Group, to explore how the company builds immersive, scalable, and meaningful retail experiences that stay true to its playful DNA. From flagship stores and vending machines to full-size LEGO-built F1 cars, this episode dives into how the company brings brick-by-brick consistency and creativity across every customer touchpoint. The main topics of conversation are… How LEGO designs stores as “recruitment vehicles” to attract new customers while retaining loyal fans. The importance of modular, scalable, and locally tailored retail concepts. The company’s “test and learn” culture, which allows for innovation, iteration, and even failure in creating engaging retail formats. PJ du Toit is the Director of Global Retail Concepts at the LEGO Group, where he leads the development of retail strategies, designs, and implementation across multiple channels. He collaborates with cross-functional teams—including LEGO Retail, Retail Development, and LEGO Agency—to shape immersive, sales-driven brand experiences. His current focus is building a unified, cross-channel retail platform that delivers consistent global impact.

As Gen Z cements its role as the cultural vanguard and Gen Alpha begins to assert its voice, brands face mounting pressure to not only keep pace but to actively shape youth identity. With social commerce booming and physical retail undergoing reinvention, staying relevant means delivering experiences as dynamic as the customers themselves. One stat alone says it all: after Kendrick Lamar sparked a flare jeans frenzy, American Eagle saw a 125% spike in Google searches and 25% more store traffic in just days. So how does a legacy retailer like American Eagle Outfitters keep its edge with a generation that swipes faster than it shops? And what does it take to not only follow culture—but lead it? On this episode of Retail Refined, host Melissa Gonzalez sits down with Craig Brommers, Chief Marketing Officer at American Eagle, for a deep dive into loyalty, culture, and the art of speaking to multiple generations at once. From TikTok virality to in-store innovation, Craig shares how American Eagle is turning its 50-year playbook into a blueprint for the next era of retail. Key topics of discussion… How American Eagle uses feedback loops—from 35,000 Gen Z store associates to a 2,000-person youth panel—to track trends in real time and adjust marketing and product strategies accordingly. Why the “Lived In” store concept is the most successful in American Eagle’s 48-year history, blending elevated design with community-driven experiences to drive conversion and loyalty. The launch of the “Live Your Life” affiliate program, a bid to transform creators into digital store associates and cement deeper bonds with youth consumers in the social commerce age. Craig Brommers is a seasoned global marketing executive with deep expertise in brand expansion across geographic, digital, and category dimensions. He has led marketing at top retail brands including American Eagle, Gap, Abercrombie & Fitch, Calvin Klein, and Speedo, consistently driving growth through purpose-driven strategies and a strong command of data-informed decision-making. An MBA graduate from UCLA’s Anderson School, Craig is known for building high-performing, cross-functional teams and balancing global consistency with local market relevance.

As electric vehicle adoption surges—projected to make up over half of all new car sales in the U.S. by 2030—the expectations around where and how we charge are rapidly evolving. Charging stations are no longer just utility hubs; they are becoming lifestyle touchpoints. Today’s EV drivers seek more than speed and convenience—they want frictionless technology, elevated amenities, and design that speaks to their personal values. A new report from MG2 Advisory asks: What if EV charging stations embraced “unreasonable hospitality” and became places people actually look forward to visiting? How can EV charging stations evolve from functional infrastructure into brand experiences that surprise, delight, and earn loyalty? In this episode of Retail Refined, host Melissa Gonzalez is joined by Charles Forster, founder of the automotive media brand Automo Speed Crew. Together, they explore what it would mean to embed the principles of hospitality into EV environments—from seamless app experiences to destination-worthy food and community spaces. Drawing from MG2 Advisory’s latest consumer research, they break down user personas and reveal how brands can transform charging from a necessity into a memorable interaction. Highlights from the conversation include… Understanding the EV personas: From “Speed Seekers” who prioritize fast and seamless charging, to “Comfort Cruisers” and “Destination Dwellers” who value relaxation and immersive experiences, charging environments must cater to varied expectations. Amenities as differentiators: From elevated restrooms and premium seating to on-site services like tire inflation and detailing, going beyond the basics can drive loyalty. Tech-enabled hospitality: Frictionless mobile apps for reservations, payments, and real-time charger status are key to reducing range anxiety and elevating the user experience. Charles Forster is a seasoned product development leader with over 15 years of experience in UX design, front-end engineering, and digital branding across fintech, SaaS, and media sectors. As Director of Product Development at VersioPay, he oversees the design and development of integrated payment processing platforms and user interfaces. He has also led large-scale enterprise projects, founded the automotive media brand Automo Speed Crew, and consistently applies his expertise in software innovation, startup growth, and user-centered design.