Brand Strategy Director Geoff Wilson talks to Drapers about the evolving role of store manager.
As the retail sector rapidly evolves, the role of the store manager needs to evolve too. Customer service is becoming increasingly important as the defining in-store experience, thus store managers will have to evolve from business facilitators to creative hosts. As Geoff says, “Deriving skills that straddle hospitality and theatre, the future store manager’s ‘creative hosting’ role will be to enhance the customer experience of the venue, the service and products themselves.”
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