Avani Davda, former CEO, Godrej Nature’s Basket and Tata Starbucks shares pointers for creating a great retail experience. #CEO #Leadership #Strategy
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00:00 [MUSIC PLAYING]
00:03 To me, the most important element
00:17 of looking at design in a store is,
00:19 one, creating a beautiful experience
00:21 for two primary stakeholders-- your employees as well
00:25 as your customers.
00:27 I think in a retail environment, if you
00:29 want to create an experience for the customer,
00:31 you have to take care of the employee--
00:33 the back of house areas, their washrooms,
00:35 and how they are really comfortable in the space.
00:39 In this, I think another important element
00:41 that sometimes we forget is about touching
00:43 all different senses, not just the visual sense.
00:46 By this, I mean the sound, the aromas, the textures
00:49 of the materials that are used.
00:52 Fourth important thing for me is that design alone
00:54 is not just the hardware.
00:56 I think the uniform of the employees,
00:58 as well as the communication that goes into a store,
01:01 has to really blend in, because all of that
01:03 brings your brand experience to life.
01:07 Last but not the least, I believe
01:08 that a sense of community is very important.
01:11 If a customer today, in the age of omnichannel,
01:13 is taking the effort and the time to come to your store,
01:16 you have to weave in a little bit about the storytelling
01:19 of where you exist.
01:20 To give you an example, use Indian textures,
01:23 Indian stories.
01:24 That is very, very essential to create a sense of community.
01:28 [MUSIC PLAYING]