Forget passive browsing – these stores are all about creating engaging, interactive environments that leave a lasting impression.
Let’s delve into some Dutch success stories, both established giants and innovative upstarts:
1. Hema: This iconic Dutch retailer is known for its playful and interactive approach. Their stores often feature “try-and-buy” stations for cosmetics and gadgets, while some locations boast in-store photo booths or even small cafes for a relaxed shopping experience. Hema also regularly hosts themed events and workshops, creating a sense of community and excitement around the brand.
2. Albert Heijn: The Dutch supermarket leader isn’t just about groceries. Their “AH to go” concept stores offer a grab-and-go experience with interactive touchscreens for recipe inspiration and self-checkout options for added convenience. Some Albert Heijn locations also feature in-store “restaurants” with hot food counters and seating areas, blurring the lines between grocery shopping and a casual dining experience.
3. Decathlon: This sporting goods giant is well-known for its interactive in-store experiences. Customers can test out equipment before purchase, with dedicated areas for trying on sports apparel, hitting a few practice swings on a golf simulator, or even testing bikes on an indoor track. Decathlon also hosts in-store fitness classes and workshops, encouraging customers to engage with their products and embrace an active lifestyle.
Beyond the Big Names:
1. Rituals: This home and body care brand isn’t just about selling products, it’s about creating a sensory oasis. Their stores are designed to feel like luxurious home spas, with calming music, soothing scents, and testers galore. Rituals even offers personalized hand massages and in-store yoga classes.
2. Tony Chocolonely: This Dutch chocolate company is all about fair trade and fun. Their flagship store in Amsterdam is a Willy Wonka-esque wonderland, featuring chocolate tastings, interactive displays on cocoa sourcing, and even a “Willy Wonka Golden Ticket” experience where lucky customers win prizes.
3. De Bijenkorf (The Beehive): This iconic Dutch department store has reinvented itself as a luxury experience destination. The store boasts interactive displays like a virtual reality beauty counter, alongside in-store cafes, personalized styling consultations, and even cooking demonstrations by celebrity chefs.
4. Sneaker District: This Amsterdam haven for sneakerheads goes beyond just selling shoes. They host exclusive launch events, invite guest DJs who spin vinyl on retro turntables, and even curate art exhibitions all within the store. It’s a place for sneaker enthusiasts to connect and celebrate their passion.

By prioritizing engagement, entertainment, and creating a sense of community, they’re not just selling products, they’re building lasting customer relationships.