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What had been considered outdated is suddenly innovative again. The pendulum is swinging back, and with it, a renewed appreciation for the power of in-person experience, customer connection, and developing top talent from within.
It has been so interesting to see these trends play out, because they remind me of the norms and best practices I grew up with and that sparked my passion for the retail industry.
I am a “retail brat,” having grown up going to work with my dad on Saturdays at his chain of paint and wallpaper stores. When I was in high school, my brother helped me secure a job at the shoe store where he worked as the district manager. The store was in the mall, so during breaks and before and after work, I had the opportunity to shop and explore the mall and catch up with my friends who were also working there or just hanging out. It was a cool experience that catapulted a lifelong career in an industry I still love.
Fast forward to today and you can see that, in many ways, the more things change the more they stay the same.
Retail has spent the last decade running at full speed toward digital transformation, automation, and frictionless everything. BOPIS (buy online, pickup in store), which took off during Covid, made client service convenient; it also made it pretty transactional. Intentionally or not, it has almost become a customer avoidance/sales prevention strategy as it practically eliminates upselling and rapport-building conversations with customers.
Meanwhile, Gen Z is flocking to the malls. Yes, malls! And not just for shopping, but for community, culture, and connection. As new generations of young people discover the simple joys of hanging out and shopping at the mall, retailers and shopping centers are responding by hosting events, live experiences, and immersive pop-ups. In short, they’re bringing the energy back to the retail industry and in-person experiences.
The upshot? While AI tracks our every click and serves up products in our feeds, the in-store experience is making a comeback, and customer service—the real, human kind—is becoming a competitive advantage.
In light of these trends, one of our clients, Rob Phillips, Ariat International’s Sr. Director, National Retail Sales, shared an initiative they’ve launched called “Let’s Grow 20-Year Associates.” It’s both forward-thinking and reflective of what we’ve learned from the “good old days” of retail. Here’s how Rob describes it:
At Ariat, we’re focused on building 20-year employees, not short-term hires that happen all too often in retail. We’d rather retrain than rehire, and we recognize our teams through programs grounded in our core values: Teamwork, Integrity, Respect, Quality, and Innovation. By investing in our people through leadership training and development along with product knowledge, we’re creating a stronger, more consistent experience for our customers.
There’s a huge difference when real people, not bots, read and determine your needs and build trust through conversation and empathy. A skilled, loyal, and engaged sales associate doesn’t just suggest; they understand.
Read more about retail’s “back-to-basics” best practices that have never been more relevant. Everything old may just be new again—and that could be exactly what retail needs.
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