In this new interview, we sit down with Tyla Jurgens, Marketing & Strategy Manager at AVENIR, a Berlin-based circular fashion brand with a strong focus on purpose-driven practices. As the retail industry evolves in a rapidly changing digital landscape, Tyla shares her insights on the future of offline retail, the ongoing interplay between online and physical spaces, and the critical role technology plays in shaping the customer experience. She also touches on stock management challenges, the importance of happy staff, and how to foster long-term customer loyalty. Tyla’s forward-thinking perspective offers a compelling glimpse into the future of retail and how brands like AVENIR are navigating this dynamic environment.
Interview Reatil Sector with Tyla Jurgens
Will offline disappear?
Offline will always remain, but evolve continuously depending upon current trends and consumer practices. As online retail spaces evolve, from pages of sale product towards more curated shopping experiences, so will offline retail spaces. There will always be the need to reach customers in different spaces, to test out new products and experiences for a brand, not all of this can be done online. Consumer behaviours are constantly shifting and being influenced by multitudes of different factors. Brands need to remain responsive and more flexible with their retail offerings and have faster reaction times towards the desires of their market.
What are its defects and virtues in front of online retail?
To compare the positive and negatives of both online and offline retail spaces it would be best to consider what is trying to be achieved through the retail space firstly. Retail is the sales of goods to the public. Both online and offline are working to achieve the same outcomes through a similar set of systems but using very different techniques and management in terms of achieving this.
From a stock management perspective, online offers much more advantages due to the capabilities of technologies existing to streamline and monitor the processes, eliminating many margins for human error. While this is a benefit for management of stock it is not necessarily and advantage towards sales. Whereas an item sold out online may result in a missed sales, while in a retail store sales associates can assist in offering alternative solutions, such as size or design – a positive to offline. Sales online are largely dependant upon advertising and brand awareness, this is a positive as online sales surpass offline due to the easy access digital advertising has gained through the increase of social media and digital platforms. However with the rising accessibility to digital advertising through Meta and GoogleAds, many brands have inflated budgets fighting to capture their audience’s attention online. These marketing cycles are fast paced and not having the performance that advertising once did…
It is possible to continue comparing the two spaces via different channels, departments, capabilities etc. forever, however comparison does not often bring positive results when what is being compared is so different. To compare the positives and negatives of online and offline retail may be where the issue in this begins. They cannot be approached in the same manner or understood as one space. While they share the same desired outcome, the key to using both in their most advantageous way is to understand that they are not the same. They are able to support and grow from one another when utilised for their best assets rather than trying to compensate for measures against one another.
The biggest weakness that retail has to face is stock management
What is the biggest problem or weakness that retail has to face?
The biggest weakness that retail has to face is stock management. Stock management ruins retail, for staff and for customers. Technologies need to be incorporated into offline and online retail spaces as to streamline sales opportunities, understand consumer data and best serve the audience. Stock management will help companies to better plan their production, manage their warehouses, reduce losses and serve their future market better.
In the current context, what role does technology play in retail? Does it help to engage your customers? Highlight a current technology or innovation that you believe is setting a trend.
Technology is increasingly playing a role within retail online and offline, however I don’t believe that technology has been uptake as to engage with the customer for retail as it could… Fashion is really slow with incorporating technology into its’ offerings I feel, even beyond retail and customers, in design and supply chains too!
The most engaging technology towards customers would be the use of digital advertising… more innovative technologies such as body scanning and online fitting are not widely incorporated or used, and offline interactive tech are quite basic in their implementation as I think they are not fully investigated and understood within fashion retail contexts. An opportunity for tech, retail and customer engagement would’d be in more partnerships and collaborations with existing fashion tech solutions aimed towards helping customers understand their wardrobes and personal style. Apps such as “Save My Wardrobe” always come to mind as a solution more brands should be looking towards.
People make a space, and retail staff makes a store
What does it take for a store to work? Is there a magic recipe?
Happy staff. People make a space, and retail staff makes a store. Invest in the people who are investing their time in your brand and product. Store staff are taking on so much in their role and are often overlooked in their value. They are expected to achieve huge sale targets for often a very low pay considering what those setting the targets are receiving… Store staff are often cleaning the store, managing stock, managing the store and most importantly, managing direct customer relationships. Sometimes this is the most human interaction a customer has with a brand, that can really set the tone for many – especially when thinking in luxury markets. Investing in your staff’s job satisfaction will have the most positive effect towards a store working.
How is customer loyalty achieved? How do you engage your customers?
Customer loyalty is achieved through consistency, transparency and building trust. Marketing is fed to customers everyday through so many channels, they are not going to become loyal to any brand as they know no brand is loyal towards them when marketing is made for the masses. Many customers know not to expect personal attention, and many brands know that it is impossible to give personal attention to each customer. However it is possible to deliver on consistency in the level of customer service offered, production / order lead times, product quality, return / replacement policies. These seemingly automatic communications and customer interactions are often following the purchase of a customer. They have shown their trust in your marketing / brand / product through their purchases. The following service received from the brand is the basis for how the customer will feel the brand values them and determine how their engagement with the brand will go forward. These interactions can be the development of individual brand loyalty, and when achieved on amass level can naturally grow brand engagement and reputation.
I believe retail will remain, as selling goods will always remain
