Using market research and clear metrics, Gates explored what is happening across in-store, online, and brand interactions, highlighting where friction points occur and where retailers and brands may be unintentionally losing sales opportunities. Rather than focusing on channel conflict, the discussion centered on understanding the customer experience and identifying ways to create a more seamless path to purchase.
The result was one of the Summit's most engaging conversations, providing retailers and brands with fresh ideas and actionable takeaways that can help strengthen the run specialty channel and improve the experience for consumers at every touchpoint.
As Gates presented her data, she repeatedly encouraged open and honest dialogue between brands and retailers, and examined how decisions made at different points in the consumer journey can either strengthen or weaken the overall customer experience. Gates encouraged attendees to look at their businesses through the eyes of the customer and to focus on reducing barriers, improving consistency, and creating experiences that build trust and loyalty.
The presentation was described as ‘excellent’, ‘spectacular’, and’ great information’, with multiple respondents highlighting that it helped open their eyes, provided an interesting different view, and was good for seeing the progress being made in retailer/brand collaboration. Kathy was specifically praised by several attendees for providing important data points, with comments noting that many retailers and vendors attended because "this is where change starts."
