What's In Store

Sharon Yourell Lawlor and Renee Hartmann visit Future Stores by Outform on London's Oxford Street during London Fashion Week to experience the Jordan Brand x Mowalola "Something's Off" launch, and ask whether immersive retail delivers real commercial value.

Filmed on Oxford Street, London, during London Fashion Week, September 2026.

We experience it first as shoppers, then go behind the scenes with Ariel Haroush, Founder and CEO of Outform.

CHAPTERS

00:00 Oxford Street and the battle for attention

01:21 Inside the Jordan Brand x Mowalola activation

02:22 Our first impressions as shoppers

04:05 Can the high street be as dynamic as a social feed?

06:22 Theatre vs cinema: the idea of cinematic retail

07:26 One store, four roles in a single day

11:18 What really counts as retail media in a physical store

13:56 Single-brand vs multi-brand stores

19:16 Why Outform built its own store

21:03 Changing brands in 24 hours

26:14 Scaling from pilot to rollout with Dick's Sporting Goods

28:02 How Outform measures what works

29:37 What's next for physical retail

KEY QUESTIONS ANSWERED

What is Future Stores on Oxford Street?

Future Stores is a retail space on London's Oxford Street, developed by Outform, where brands create immersive, technology-enabled experiences without opening a permanent store. Ariel Haroush describes it as a "flagship on demand." Brands including Jordan Brand, Tesla, Renault and Shein have activated there.

How fast can Future Stores change from one brand to another?

Within 24 hours. Merchandise and furniture are prepared in advance, but the store environment can be fully transformed overnight. Ariel contrasts this with traditional pop-ups, which typically need four to six months of design, engineering, fabrication and installation.

What is retail media in a physical store?

According to Ariel, retail media should come last, not first. The right order is: enhance visual merchandising, then improve engagement and conversion, and only then build in-store monetisation.

How do single-brand and multi-brand stores differ?

Both need better visual merchandising and higher conversion. In-store monetisation matters far more for multi-brand retailers, which is where Outform works with retailers such as Dick's Sporting Goods and SCHEELS. Dick's started with a single pilot store and has since moved to a multi-store deployment.

How do you measure an immersive retail experience?

Outform tracks two layers. "Necessity" measurement follows the shopper journey from passing the store to glancing, entering, engaging and converting. "Proactive" measurement acts on that data in real time. On Oxford Street, around 12 to 13 percent of passers-by glance at the store, and changing the window content can lift that rate. Impact also extends online: a Shein activation generated around 25 million views from people who never visited the store.

ABOUT OUTFORM

Outform: https://www.outform.com

Future Stores: https://futurestores.com/

Ariel Haroush on LinkedIn: https://www.linkedin.com/in/ariel-haroush-7526bb2/

ABOUT THE HOSTS

Sharon Yourell Lawlor is a retail and shopper marketing strategist and keynote speaker on shopper behaviour, retail innovation and in-store experience. Managing Director of Think Plan Do Consulting, one of NRF's Top 50 Retail Voices 2026 and a RETHINK Retail Top Global Influencer.

Renee Hartmann is a retail strategist and keynote speaker on the future of physical retail, retail media and AI in retail. RETHINK Retail Top 100 Expert, co-author of Next Generation Retail, and a speaker at NRF Retail's Big Show Europe, eComerce Expo, VivaTech, DMEXCO and EuroShop.

More episodes: https://www.whatsinstoreretail.com

In this episode of What's In Store, hosts Sharon Yourell Lawlor and Renee Hartmann visit the Vienna fulfilment centre of Gurkerl, the online grocery brand of Rohlik Group, to see how the retailer delivers a full weekly grocery shop at same-day speed, profitably.

Petr Lizner, Director of Strategy & Growth at Veloq (Rohlik Group's technology arm), and Pablo Cueto Mateos, Gurkerl's Fulfilment Centre Manager, explain how AutoStore robotics, automated labour planning, dynamic route prioritisation and real-time demand forecasting come together to pick, pack and deliver a full weekly shop of up to 25,000 SKUs within a three-hour window, with 60-minute express delivery available.

Key figures from this episode:

- €1.8 billion annual revenue across Rohlik Group's five European markets

- 18,000 SKUs at the Gurkerl Vienna fulfilment centre

- 3-hour standard delivery window, 60-minute express

- 60-70% of orders fulfilled same-day

- 95-98% perfect order rate

- 0.5% shrink, versus 2-3% for traditional retail stores

- 500 units per hour picker productivity in robotised sectors, versus 100-150 manual

- 13 minutes from order received to departure from the fulfilment centre

- 14 AutoStore grids operated across Rohlik Group's markets

Guests: Petr Lizner (Veloq / Rohlik Group), Pablo Cueto Mateos (Gurkerl)

Hosts: Sharon Yourell Lawlor & Renee Hartmann

CHAPTERS00:00 Inside Rohlik: How Same-Day Grocery Actually Works01:32 Rohlik & Veloq: Making Online Grocery Profitable05:15 The Full Weekly Shop: Choice, Speed & Loyalty09:21 No Substitutions: Getting the Order Right First Time12:31 Fresh at Scale: Choice Without Compromising Speed15:56 Freshness, Bakery & Reducing Food Waste19:43 Inside AutoStore: Automating Grocery Fulfilment25:01 Humans + Robots: Productivity & Quality29:46 From Order to Door: 13-Minute Fulfilment32:47 The Last Mile: Delivering the Customer Promise36:28 What Other Grocery Retailers Can LearnWHAT’S IN STORE - MAKING SENSE OF MODERN RETAILWhat’s In Store - Making Sense of Modern Retail is a content series that takes viewers inside the stores, spaces and businesses shaping modern retail.Hosted by retail strategists Sharon Yourell Lawlor and Renee Hartmann, the series goes behind the scenes with retailers, brands and the businesses enabling them to explore what they’re doing, why they’re doing it and what others can learn.Each episode connects the dots between retail strategy, operations, technology and the shopper experience, bringing real-world retail innovation to life and translating what is happening on the ground into practical insights for the wider industry.The series explores topics including retail innovation, shopper experience, technology, store design, retail media, convenience, operations and the changing role of the physical store.Observe. Decode. Explain. Inspire.FEATURED IN THIS EPISODEPetr Lizner – Director of Strategy & Growth, Rohlik Group & VeloqPablo Cueto Mateos – Gurkerl Fulfilment Centre Manager

www.whatsinstoreretail.comFEATURED ORGANISATIONSRohlik Group: https://www.rohlik.group/Veloq: https://veloq.com/Gurkerl - Rohlik Group’s Austrian online grocery business: https://www.gurkerl.at/en-AT/HOSTSSharon Yourell Lawlor & Renee HartmannFollow Sharon Yourell Lawlor on LinkedIn: https://www.linkedin.com/in/sharonyourelllawlor/Follow Renee Hartmann on LinkedIn: https://www.linkedin.com/in/reneehartmann/

#RetailInnovation #GroceryTech #SameDayDelivery #RetailTechnology #Ecommerce