The crown store is an amazing section in ESO, you have to buy crowns with real money, so it makes you think about what to buy when you actually have them In-Game, although everything there is amazing, from costumes, mounts, pets, and learning how to smith different kinds of armor, it would be amazing, to try and give some ideas for the Crown Store. Personally, I think they should have a whole Pack based off of NPC monsters. Dremora, Mummy, and Zombie, all that. For the mounts, what would be really cool, would be an undead horse, seeing it's skin rotting, like the flesh atronach. Also, for the pets, maybe an ice wraith