Mara Carvalho, Digital Director @ Salsa Jeans | 🎙️ Digital with a Human Heart: Salsa Jeans' Omnichannel Journey
In this episode, our guest is Mara Carvalho, Digital Director at Salsa Jeans, who reveals how the innovative denim brand creates seamless customer experiences across all touchpoints.Mara shares how Salsa brings the in-store experience online through their unique system, where store associates provide personalised shopping assistance via chat to digital customers. Learn about their creative use of physical stores as fulfillment centres, dramatically reducing delivery times while optimising resources.Mara also discusses Salsa's evolving loyalty program that caters to their most valuable customers—the 5% who generate 20% of sales—with exclusive benefits, including their "Infinity" service offering complimentary repairs and alterations. This conversation offers valuable insights into how traditional retail brands can successfully bridge the physical and digital worlds while maintaining a human touch throughout the customer journey.
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Gianfranco Cuzziol, CRM and Personalisation Advisor | 🎙️ From Car Boots to CRM: The Art of Purposeful Personalisation #8
In this episode, we're joined by Gianfranco Cuzziol, CRM and personalisation expert whose journey spans from astrophysics, to second-hand card salesman, to global CRM leader, including roles as Global Head of CRM at AESOP. Gianfranco shares profound insights on the art of meaningful personalization in retail, introducing his concept of "thick" versus "thin" data.He explains why personalisation without purpose is pointless and how over-personalisation can actually harm customer engagement, illustrated through real-world examples from his experience. We explore the delicate balance of data collection in physical retail, the importance of store-specific communications, and how brands can build trust through progressive profiling. The conversation touches upon correlations he's discovered in customer behaviour. For example, how buying birdseed could signal an upcoming major DIY project, demonstrating the power of understanding customer context beyond pure transaction data.Through compelling stories and practical examples, Gianfranco shows us why successful retail personalisation isn't about collecting more data, but about understanding the 'why' behind customer behaviour and earning the right to ask for information by delivering genuine value in return.Timestamps0:00 Intro01:46 Gianfranco Cuzziol07:58 Number and data in CRM09:23 Personalisation with purpose is pointless15:30 Understanding thick and thin data in personalisation19:30 First, understand your customers 24:30 Customer segments & customer journey28:34 Store-First Approach @Aesop31:10 Providing helpful information for customers36:34 Minimum viable data47:20 Rapid fire round 👾
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Harri Nieminen, Head of Customer Experience and Insight | 🎙 Customer Experience Reimagined: Inside Stockmann's Emotional Value Index #7
In this episode, we’re joined by Harri Nieminen, Head of Customer Experience and Insight at Stockmann, the iconic 160-year-old Nordic department store. Harri takes us on a deep dive into how Stockmann measures customer experience with their unique Emotional Value Index (EVI).He explains how this innovative approach allows Stockmann to truly understand their customers' feelings, translating emotions into actionable insights that drive business growth and keep shoppers returning generation after generation. We also explore Stockmann's culture of customer centricity, where departments collaborate to elevate CX, and discuss the delicate balance between embracing digital innovation and preserving human connections in the physical retail space.Timestamps00:00 Intro02:46 Harri Nieminen08:00 Emotional Value Index (EVI) @ Stockmann13:55 Translating EVI into actionable steps to drive business growth25:59 How to deliver CX insights and drive changes across the organisation31:35 Toolkit and setup37:10 The role of technology in the physical world42:12 Balancing the CX expectation between customers from different generations45:20 Rapid fire round 👾P.S. If you enjoyed this episode, please let us know by subscribing to our channel and giving us a 5-star rating on Spotify, Apple Podcasts, or wherever you watch your podcast.
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Alan Ferrero, Digital & Ecommerce Director at Camper | 🎙 Redefining Loyalty: Inside Camper's Walking Society and Sustainable Future #6
This episode features Alan Ferrero, Digital & Ecommerce Director at Camper. We explore how this 50-year-old Mediterranean shoe brand is reimagining the future of sustainable footwear while building a thriving digital community.Alan shares insights into Camper's Walking Society loyalty program, which has grown to 3.5 million members by focusing on community and shared values rather than traditional points-based loyalty. We discuss their groundbreaking sustainability initiatives, from repair services to the innovative modular shoe concept. We also dive into how Camper successfully blends digital innovation with traditional craftsmanship, and their vision for the future of personalised footwear. Timestamps:0:00 Intro1:50 Alan Ferrero as Digital Director @ Camper6:24 Camper’s community-focused loyalty program, the Walking Society12:10 Breaking down data silos14:20 Enhancing customer loyalty, especially with Gen Z18:09 In-store experience20:45 Sustainability initiative29:58 Challenges during digitalisation31:14 Digitalisation in physical stores33:30 Personalisation through technology36:31 Customisation through modular shoe38:35 Rapid fire round 👾P.S. If you enjoyed this episode, please let us know by subscribing to our channel and giving us a 5-star rating on Spotify, Apple Podcasts, or wherever you watch your podcast.
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Peter Pernot-Day, Head of Strategic and Corporate Affairs for NA and Europe at Shein | Shaping the Future of Fashion: Shein's On-Demand Production Model #5
In this episode, our guest is Peter Pernot-Day, Head of Strategic and Corporate Affairs for NA and Europe at Shein. We discussed the secret to Shein's success and rapid expansion in fashion retail, a fast-moving and highly competitive industry.In this episode, we provide insights into how Shein leverages tech innovation, such as their on-demand model and innovative supply chain, to reshape how we design, produce, and shop for clothes. We discuss how Shein's on-demand model keeps up with ever-changing consumer preferences, as well as the key strategies they use to build customer loyalty and retention. Additionally, we explore how Shein addresses the sustainability topic. We also have a peek into their potential brick-and-mortar strategy, the Shein X program, and global expansion strategies.Timestamps:00:00:00 Intro00:02:05 Peter Pernot-Day00:04:17 On-demand model 00:10:55 Micro-production & sustainability00:14:25 Optimising customer LTV00:19:06 Omnichannel retention strategies00:22:33 Pop-up stores and potential brick-and-mortar strategy00:28:14 Shein X program00:31:20 Shein's innovative supply chain: the digital merchant system00:39:00 Global expansion 00:42:10 Rapid fire round 👾P.S. If you enjoyed this episode, please let us know by subscribing to our channel and giving us a 5-star rating on Spotify, Apple Podcasts, or wherever you watch your podcast.
One of the key things we frequently observe is the speed with which the retail space is evolving and how many people are finding it challenging to keep up. That’s exactly why we started this podcast - to provide experts a stage to share what they have been working on, bring new ideas to the forefront, create more awareness, and explore cutting-edge technologies. In a world where customer experiences can make or break a brand, “The Retail Spotlight” is a new podcast series where executives from leading retailers and brands share their stories, innovations, and strategies that puts the customer at the center of every experience. The Retail Spotlight podcast is powered by refive (https://www.refive.io/en/)
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