In this episode of Retail Power Talks, we explore the ideas and innovators shaping the future of physical and digital commerce. In this episode, we're diving into the world of sensory-driven retail with a true visionary — someone who has spent more than two decades reimagining how people connect with spaces, products, and brands.

Our guest is Heidemarie Kriz — a pioneer in the field of immersive retail, an award-winning retail architect, and the founder of Point of Sale Doctor®. She’s worked with global giants like Nike, Apple, and Levi’s, helping them craft retail experiences that not only attract attention but build lasting emotional loyalty.

From color psychology to spatial storytelling, Heidemarie’s approach blends science, art, and intuition — and today, she’s here to share her journey, her process, and what’s next for the future of brick-and-mortar.

Q: You've been described as a visionary in the world of sensory retail. Can you describe for us, what sensory retail means and what first sparked your passion for creating immersive retail spaces?

A: Since early childhood, I've been fascinated by the three skins of human beings. The first skin is our own, the second is fashion, and the third is the space we inhabit our homes, shops, and environments. These layers must be in harmony. Imagine wearing ill-fitting haute couture while living in a palace, you wouldn’t feel comfortable. The reverse is true as well.

This idea of holistic well-being experiencing comfort with all senses has captivated me for decades. Bringing that sensory depth into retail spaces became my mission. Today, as hospitality and retail converge more than ever, I feel validated in my early vision. I call it the Holistic Retail Experience, which integrates everything from color psychology to spatial perception. Just think of how Apple uses ceiling heights to shape emotion. We're influenced far more than we realize.

Q: Your consultancy, Point of Sale Doctor®, is unique in how it combines online and offline space optimization. What’s your approach when diagnosing a retail ‘pain point’ for a client?

A: This hybrid model was born during the pandemic and begins with a detailed walkthrough starting at the storefront to identify what I call “disruptors” or “pain points.” With over 25 years plus of global experience and hundreds of implementations, I can quickly spot issues and provide actionable, real-time solutions. That’s become my USP.

Clients receive concrete recommendations they can implement immediately. We often stay involved in the process, and many clients have achieved double-digit revenue increases—even in already successful stores. We boost visibility, convert passersby into customers, and enhance the overall in-store experience. It all adds up to stronger sales and more repeat visits.

Q: You’ve worked with global giants like Nike and Levi’s. Can you share a memorable project where the sensory design made a measurable business impact?

A: Nike was an early pioneer here. During my five years in-house, we created emotional resonance through synchronized music, large-format visuals, and immersive screens. There were many goosebump moments. Nike understood how to move people. Sadly, they’ve lost some of that magic in recent years—but hopefully, it’ll return.

Nespresso stores are another example, as is the House of Rituals in Amsterdam. More recently, during a Retail Walk in New York City, I found many inspiring examples. To share these great examples, I will do more retail walks in New York in the upcoming months. In NYC, scent plays a much larger role at the point of sale than in Central Europe.

Q: As someone who has led over 200 retail design projects, how do you tailor your strategy for different cultural markets — especially between Europe and the Middle East?

A: Every project starts with understanding the local context whether it's in Austria or abroad. Even within Europe, shopping habits differ from region to region. When we develop concepts like those we’ve delivered in Dubai or Morocco we immerse ourselves in the culture, consumer habits, and values of that location.

Only then can we create relevant solutions that truly work. Our goal is always to satisfy not only the client, but also the end customer. After all, they are the ones who will embrace (or reject) the store.

Q: You were recently named a Top Retail Expert in New York by RETHINK Retail — congratulations! What does this recognition mean to you at this point in your journey?”

A: It’s a great honor and deeply meaningful recognition of my daily work. Especially since it comes from so far away. I was told I’m the only Austrian—ever—to receive this award, which makes me very proud of course. But more than that, it energizes me to keep pushing boundaries and making an impact in this field. “Recognition like that is so well-deserved — but knowing you, it’s just fuel for your next big idea.”

Q: Your Retail Trend Tours in cities like Vienna, Venice, and New York are famous for giving professionals insider access. What are some trends you’re seeing in 2025 that retailers should absolutely be paying attention to?”

A: Authenticity is everything—customers can instantly tell if a brand is genuine or just plays a role. Less is more—focus on curated presentations, highlighted with perfect lighting and supported by excellent service. Multisensory experiences—the more senses you engage, the more memorable the experience. Think of music that matches the time of day, fresh flowers or ambient scents, tactile furniture, and products that invite touch.

Phygital retail is the new normal. Whether a customer orders online or in-store, they expect seamless service, flexible pickup, or delivery. The lines between digital and physical are gone. What matters now is: convenience and emotional connection.

Q: And finally — for young architects and designers who dream of transforming spaces like you do, what’s one piece of advice you wish you’d received early in your career?”

A: Just do it. That quote, from a brand I worked closely with for years, still resonates deeply with me. Keep moving forward, even when others don’t understand your path.

When I began working in retail design over 25 years ago, the term didn’t even exist. People felt sorry for me because I was "just designing shops." But I believed in it and stayed on the course. Now, I get to help shape meaningful spaces and consult brands to be successful. That’s the reward.

Heidemarie enlightened us with her experience in her world of sensory retail — where every detail matters and every element tells a story. Her insights remind us that physical retail isn't just about selling products; it’s about creating emotional, memorable experiences that resonate long after the customer leaves the store.