In retail, sustainable success isn’t just a series of profitable transactions. It’s built on strong storytelling, seamless customer experiences and relatability — essential building blocks to retain and acquire customers.
At eTail Connect West, these foundational concepts were at the forefront as thought leaders explored how brands can go beyond surface-level interactions to create deep, lasting connections, turning one-time customers into loyal advocates.
ETail Connect West is an invite-only, exclusive rendezvous of senior-level executives, accelerating peer-to-peer information sharing. Mark Scherzer, program director for Worldwide Business Research, says, “We bring together retail innovators from qualifying companies in a closed-door setting, which serves as a catalyst for open dialogue and collaborative problem-solving.”
- Kate Maher from Nike laid the cornerstone with her belief that we need to bring brand stories directly to consumers, wherever they are — seamlessly connecting online and offline journeys.
- Carlisha Robinson from Beyond Inc. echoed this sentiment, challenging us to move beyond transactions and create personalized experiences that resonate equally with a 60-year-old and a 19-year-old.
- Mina Zandbar, formerly of Wella, highlighted AI as the tool that can supercharge these connections, helping brands build on their strengths and adapt to change, one step at a time.
These insights weren’t just theoretical. They provided a blueprint for any retailer striving to thrive in a world where personalized digital experiences are no longer optional — they are key drivers of growth.
Storytelling as a path to loyalty — insights from Nike’s Kate Maher
Nike has long been a brand synonymous with inspirational storytelling. According to Kate Maher, head of retail innovation, the role of storytelling has evolved — brands must now deliver the right stories to customers at every step of their journey. “A huge component of that is bringing those stories to people where they are, connecting their online and offline journeys,” Maher explains.
Maher emphasized that Nike’s highest-value members — those who engage with both digital and in-store experiences — are significantly more loyal, often spending four times as much as the average customer. To better support these customers, Nike empowers in-store associates to bridge the gap between digital and physical interactions.
“We’re putting more power in the hands of in-store athletes so they can better recognize high-value consumers, connect their online activities and help them confidently complete their purchase in-store,” Maher says.
By understanding a customer’s digital behaviors and needs, Nike’s goal is to encourage more informed, confident purchases — whether it’s finding the perfect fit for a pair of tights or a high-consideration purchase, such as a limited-edition sneaker. “When you get it right, when you give them confidence in their choice, you’ve got a customer for life, not just a random sale,” Maher concludes.
Nike’s approach is clear:
- Create experiences that resonate.
- Empower teams to personalize interactions.
- Use storytelling to forge deeper connections.
It’s not about isolated transactions but building lasting relationships through confidence and engagement.
Pro Tip. Equip your in-store sales associates to create or access digital customer profiles, asking (and recording) detailed questions about comfort preferences, sleep habits and any online research the customer has done. A thoughtfully documented customer journey will boost customer confidence and increase the likelihood of a sale and, ultimately, long-term loyalty.
Going beyond the transaction and building relationships with Beyond’s Carlisha Robinson
Carlisha Robinson, chief customer officer at Beyond Inc., emphasized that personalization is no longer just a retail buzzword — it’s the foundation of lasting customer relationships. “The transaction is not the end. It’s the beginning of a conversation that you’re having with the customer every time they come back,” Robinson shares.
Robinson explained how Beyond Inc. tailors its marketing and website experience to different demographics, recognizing that what appeals to a 60-year-old shopper is vastly different from what attracts a 19-year-old. “We have to consider what grabs the interest of a 60-year-old, a 30-year-old and a 19-year-old, and how data can help customize the on-site experience for each.”
This deep understanding of customer needs allows Beyond Inc. to create personalized experiences that engage customers at every life stage, whether they’re furnishing their first apartment or decorating their forever home.
Robinson also highlighted how personalization extends beyond marketing, shaping the entire customer journey on the website. Using AI and data-driven insights, Beyond Inc. tailors online experiences to individual preferences, ensuring that each shopper feels seen and understood. From recommending products at the right moment to offering seamless checkout options, the goal is to create a personalized, intuitive shopping experience that keeps customers coming back.
Pro Tip. Train in-store sales teams to ask targeted questions about sleep habits, firmness preferences and mattress size to provide personalized recommendations that enhance the shopping experience and build customer loyalty. On your website, collect data to track what customers are searching for, what products keep them coming back and what’s missing from your offering.
AI implementation — leveraging AI to evolve with the right focus with Mina Zandbar
It’s clear AI has proven to be a game-changing tool for retailers hoping to improve their customers’ journeys, both in-store and online. Mina Zandbar, former vice president at Wella, shared her insights on how organizations can successfully integrate AI into their operations without rushing into it. “You don’t have to be a first or second mover to win,” Zandbar says. “If your organization has a 100-year backbone of doing things a certain way, pick an area and then drive AI capabilities toward that subject.”
Zandbar emphasized the importance of a thoughtful, step-by-step approach to AI integration. At Wella, her team focused on content optimization, leveraging AI to improve how the company presented product information to consumers.
She stressed that AI alone isn’t enough though — it requires a human touch to ensure accuracy and relevance. “You cannot trust what ChatGPT or different AI tools drive for you. You have to have that human touch to Q/A the content and make sure it’s tailored to what you want.”
The key takeaway from Zandbar’s approach is to focus on solving the right problems with AI, rather than chasing trends. By integrating AI in a way that aligns with your long-term goals, you can enhance your customers’ experiences and streamline internal processes without disrupting the core of your business.
Pro Tip: Start small by using AI to optimize your product descriptions and recommendations. For example, AI tools can help generate personalized product suggestions based on customer preferences, while sales teams provide the human touch to ensure each recommendation is accurate and engaging.
The future of retail lies in mastering the balance between human connection and technological innovation. By weaving storytelling into every touchpoint, using personalization to transform transactions into relationships and integrating AI thoughtfully to enhance — not replace — human expertise, you can build experiences that go beyond the sale.
The key isn’t in being first or fastest, but in staying focused on what matters most, creating authentic, seamless experiences that keep customers coming back.
