In this exclusive interview, we speak with Elisa Ottaviani, Retail Director at Roberto Cavalli, to explore the evolving dynamics of the retail sector. Elisa shares her insights on the future of offline retail, the impact of technology on customer engagement, and the importance of creating meaningful, in-person experiences. As the retail landscape shifts, Elisa offers a thoughtful perspective on the challenges and opportunities that lie ahead.
Interview Retail with Elisa Ottaviani: Unique experiences in retail
We start by assessing the current context of the retail sector. Will offline disappear?
Offline will never disappear as retail relies on creating a unique emotional bond with people which can only really be formed in person. Brands will need to make sure to play the game right since in-store experience will remain front of mind for customers and leave a long-lasting impact on their perception of the brand. Purchasing a good or service is not just a transactional process, it is a unique exchange between brand and customer with mutual trust at the centre. Online is merely one avenue (an important one for the business at that) which does not carry the same impact as an in-store experience.
But, what about online?
Online retail is a channel utilized mainly by customers who look for convenience: in that moment, they are looking to primarily save time and/or money. Offline meanwhile gives the brand the opportunity to form an emotional bond with the customer which goes beyond purchase history or crm kpis. Online will never replace that and to be honest, I believe that that in-person engagement is the best part of our job, and has contributed to plenty of personal and professional enrichment.
Offline meanwhile gives the brand the opportunity to form an emotional bond with the customer
What is the biggest problem or weakness that retail has to face?
Retail has to face the demons created by its own success, the overabundance of stock and possibility (incentives) of purchase anywhere. We do not really need more readily accessible goods nowadays, so retailers need to create a reason to became a recurrent place (be it virtual or physical) to visit – products alone will not be enough. The biggest mistake for the industry is to think that lowering prices will automatically increase chances of purchase. The reality is much more complicated than that.
In that context, what role does technology play in retail?
In today’s connected world, technology integrates with our lives in multiple way through our everyday life and the retail experience makes no exception, being it e-digital or physical. In fact, with new technologies like intelligent cameras and sensors, retailers avail a growing number of touchpoints to interact with consumers and gather precious Data.
Consolidating and giving business sense to this Data is critical to keep your brand ahead of competition, so the question is ‘how do I keep up with innovation and ensure I capitalize from the investment in technology?’. Future retailers must take risk and innovate the way they use technology to improve consumers’ experience while predicting their behaviours.
Future retailers must take risk and innovate the way they use technology to improve consumers’ experience
What does it take for a store to work? Is there a magic recipe?
Once the basics needs of the store are covered (product, display, correct market price and store conditions), I always remind my team on the shopfloor that the magic comes from us; I truly believe that genuine curiosity in the lives of people (and seeing them as more than just customers) will lead to real interactions and sales generation. Turnover is simply the result of this curiosity and being fascinated by the multitude of different stories that we are lucky to come across everyday. Listening is at the core of our retail function and getting to know your customers in a way that no AI will ever be able to replicate and leverage.
How is customer loyalty achieved?
Let them feel unique, part of a bigger mission, sense of belonging ….
Nice 🙂 And… Last one: How do you see the future of retail?
Retail will have to offer unique experiences involving all 5 senses, nurturing the human need to socialise, their uniqueness, and sense of belonging. The team on the shopfloor and overall store experience, are the first (and often only) interactions clients will have with the brand. Because of this, coming across as genuine, empathetic and inspirational, is key.
