People are the priority
NRF gave a voice to big-box brands as well as smaller start-ups and direct-to-consumer (DTC) brands. While the challenges they face can be different, the brands that are seen as the most innovative and successful in the face of today’s environment all spoke to the importance of fostering a culture of common values internally and reflecting that belief system externally in an authentic way. Heidi Isern, senior director of product management and customer experience innovation at Gap Inc. has taken a holistic approach, saying the company is “making sure that whatever we’re doing is impacting everyone in a positive way.”
Kevin Johnson, CEO at Starbucks, is investing in a “human-first digital strategy” where “one of the common themes going forward is finding ways to create human connection. Human interaction. The world needs that.” To achieve this, forward-thinking retailers are soliciting customer feedback, prioritizing community management and investing in people development. Anderson says, “retailers should have the necessary information at hand to create an experience driven by the rich knowledge of the relationship between the brand and their customer. They should know the customer, and tailor the experience to match.”