The event was an interesting discussion led by one retail expert to several others.  After his immersion into the US market, not just through the expansion work for Amoobi, but through extensive store visits, Olivier shared a fresh perspective and a first-hand look at what is working for US giants sparking new ideas for improving the shopper experience and fostering innovation in Europe. 

The conversation covered several topics and while some strategies may not be directly replicable in Europe, the overarching themes provide powerful inspiration.  

Here are some of the key takeaways Olivier shared:

US retailers are part of the community_. There is a palpable sense of belonging in the US market. Shoppers often refer to « their » stores, and retailers actively cultivate this connection . Through ingenious marketing campaigns that emphasize local products, they build empathy and community that nurtures fidelity.

Loyalty programs that deliver value and tangible savings. US loyalty programs are straightforward and effective. Often tied simply to a phone number, they focus on clear and immediate benefits which are reflected on the receipt after every purchase or extend to other types of services and products. Retailers also message the « total savings » on every receipt, reinforcing the program’s worth with each transaction.

US retail is about experience. The grocery trip is being elevated to an experience. Stores taken to new levels with imaginative decor (like depicting European streets) in-store bars and live cooking demonstrations. This, combined with novelty aisles, create your own selection and product-specific corners, turns the physical visit into an engaging and memorable activity.

Communication that connects. Humor is a key tool. In-store communication, packaging, and marketing campaigns are filled with puns and wordplay. Retailers use blunt and funny marketing campaigns to create a sense of proximity and build a more approachable and memorable brand personality.

While retailers craft the overall experience, brands play a dominant role in the layout. Merchandising is often organized in « brand blocks » rather than just by product category. It’s common to see brands get dedicated corners or even – almost- entire aisles (as is the case for Coca Cola),  fully adopting the « store within a store » concept, giving brands a dominant role in the shopper’s view.

Is all about the shopper. Stores are full of details that facilitate the shopping experience. This ranges from in-store navigation cues, with clear and large signages, to new technologies like smart shopping carts, cleaning robots at store and retail media.  While retailers may be slower to adopt some technologies, they are quick to test solutions that visibly improve the purchasing experience.

A constant stream of product innovation.  The pace of product launches is impressive. From new formats and « healthier » options to ready-to-cook meal kits, the market rapidly adapts to consumer preferences. The current « protein era, » with brands highlighting macronutrients and launching entire high-protein lines, is a perfect example of the market’s speed in responding to consumer trends..

This isn’t to say the US market is ahead in all aspects. Europe leads in areas like electronic shelf label (ESL) adoption and a much stricter legislation on drugstore products and competition between brands.  However even as e-commerce captures over 16% of total US retail sales (a figure set to exceed 20% by 2027),  according to the U.S. Census Bureau, American retailers are boldly investing in their physical footprint.

Why? They are following the consumer. So far in 2025, the majority of retail sales  came from physical stores  (83.7%)  and to the date 45% of US consumers still primarily shopping in brick-and-mortar stores, 27% regularly shopping both online and in-store, and new generations (Z) are opting to return to the physical shopping experience, the data* is clear: the store is far from dead, and physical stores have an enduring power. 

Whether or not every US strategy can be replicated in Europe, Olivier’s immersion provided a fresh, practical perspective on a market that refuses to stand still. It highlights the massive, evolving opportunities that continue to exist for the physical store and provide a valuable benchmark for anyone looking to innovate the European shopper experience.

To watch the complete « Bridging the Atlantic: Retail Innovation from the U.S to Europe » conference, [Click here]

Want to see the pictures of the event? [Click here]

*Data source: October 2025, Report, Capital One Shopping. Online vs In-Store Shopping Statistics.

Discover the critical differences and untapped opportunities that can influence the European retail strategy.

Meet the experts

Olivier Delangre – CEO & Co-Founder Amoobi

Just returning from the U.S. after 9 months working on expanding Amoobi’s footprint in America, Olivier brings us a compelling visual exploration of the US retail landscape with exclusive, on-the-ground observations to highlight the core differences among retail models and uncover tangible opportunities for your business.

Pierre-Olivier Beckers – Chairman Amoobi

Board Member at Amoobi, Former President & CEO, Delhaize Group and Chairman of the Consumer Goods Forum.His distinguished career also includes being named Manager of the Year and BEL20 CEO of the Year.

With more than 30 years in the retail world and a vast experience as the CEO of Delhaize Group, Pierre-Olivier Beckers-Vieujant will bring his view and expertise on the topics addressed by Olivier Delangre.

Join us on the 9th of October, Thursday

Agenda

16:00
Welcome & Guest Arrival.

16:30
Introduction by Pierre-Olivier Beckers-Vieujant.
Presentation by Olivier Delangre.

17:45
Networking & Drinks.

Location

At Rue de la Recherche 15, 1400 Nivelles CapInnove, Nivelles, Belgium.

Don’t miss out this great opportunity!

Download the press release

I’m thrilled to share an update on our progress towards becoming the leading in-store customer tracking solution for space optimization. Over the past 12 months, we’ve accomplished remarkable milestones, and we’re already excited about another growth-filled year in 2024.

Highlights of 2023:

• We closed the year with a remarkable 40% revenue growth, marking our fifth consecutive year of steady expansion. We also achieved a fourth consecutive year of profitability, strengthening our financial standing.

• We welcomed four new clients, all among the top 20 largest retailers or brands globally! We renewed all our clients (except one) and are grateful for their unwavering trust. We’re truly fortunate to have a remarkable roster of clients worldwide.

• Speaking of our clients, 65% of our recurring revenues originate from Europe (the remainder mostly from the US) and 72% of our revenues come from retailers. Our current projects span Belgium, France, Netherlands, UK, Germany, Spain, Greece, Brazil, and the US. We’ve now deployed our technology across 14 different US states, from the Atlantic to the Pacific coast, with more to come in 2024.

• Most significantly, our clients have achieved record sales growth thanks to reimagined space allocations in their categories. To illustrate, one of our clients, who utilized our insights across the majority of its category reviews, achieved an impressive average of +16% when testing new space allocations based on Amoobi recommendations!

• We’ve garnered praise from the industry and our clients – here are a few examples: Finalist of the FMI midwinter tech contest, recognized as a « disruptor in traditional category management » in this article, and recommended on a European platform for disruptive innovations.

• We’ve continued to enhance our insights platform ASK, recently gathering valuable feedback from our beloved users. We’re currently improving our internal tools to deploy our solution even more swiftly, and we’re developing some truly exciting new features for 2024!

We’re delighted to see our clients continuously coming up with innovative ways to maximize the value of our insights. We’re still on a mission to spread the word about our exceptional capabilities and why optimizing in-store space is crucial. We’re confident that we’re setting the standard for what it means to be a transformative, data-driven, space optimization retailer. Onward and upward!

Olivier Delangre
CEO Amoobi