All posts filed under: Shopping Experience

Channels Are For Televisions, Not For Customer Experiences


The title of this post is a direct reference to a few reports from Forrester on the Omnichannel Playbook for 2018 written by Brendan Witcher. Since when I read this the first time, I thought that this provocative sentence really summarises in the best possible way one of the biggest organisational mistakes many companies are still doing: organise themselves by channels. Reality is that this truly “inside-out” perspective misses the real value driver in the new experience economy: customers. While prior economic offerings—commodities, goods, and services—are external to the buyer, experiences are inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level. They don’t understand the different business models that companies put together. As a customer, I want to be able to buy a product in one point of sale and return it online. I want to be able to have assistance wherever there is a signage of that brand. I want to be able to exchange and be reimbursed if there …

The Future of Working in Retail


With news titles of “Retail Apocalypse” lingering around in masses, a drop of traffic in many area of retail, that is driving a constant pressure on productivity in store, one of the key question for the professionals working in HR Retail is how can we make Retail attractive for today’s talents? The issue is even more complicated. Many agree now that the future of retail is in delivering experiences. But these don’t come easy, in an industry that for a lot of time has been used to often hire low skilled labor, focusing on basic customer service and “hoping for the best“. In a not so distant past, it was sufficient to have a decent product, and then a script for smile, greet, check the size and process the customer at the till. Sales would come. In the omnichannel reality we live today, things have changed. A sales associate in store is asked to compete with customers that normally have already done all the product comparison at home before coming to store. She’s asked to …

The Value of a “wow” Shopping Experience


A couple of days ago I’ve spoken at the annual Marketing Symposium that Deloitte organizes in Luxembourg. My short intervention was focusing on the concept of Shopping Experience, and on the way it relates to what I define “people centric retail development“, i.e. the concept that store personnel is the driver in the delivery of a real “wow” experience for the shopper. I really believe there needs to be a focus on this aspect. The retail industry is facing a real challenge at the moment: the luxury segment is forced to become more and more exclusive, to keep its affluent clientele. The more “cheap” segment is constantly evolving, and is now seeing tenacious battles between the various market leaders as well as new entrants. The “in between” segments are the more challenged ones, squeezed in between the chic and the cheap. So far they have been able to compete thanks to a certain degree of specialization. But more and more they will need to relate their own survival to their capacity to deliver enough positive …