PROFILE

Lesley Everett

CEO and President, Walking TALL Training & Consulting, Inc.
Creator of the Walking TALL methodology for the Personality of the Corporate Brand and author of 3 books, latest being Corporate Brand Personality - Re-focus your Organization's Culture to Build Trust, Respect and Authenticity. Works with large retail organizations to help them create the critical layer of brand personality in every customer and client interaction.

Visit Lesley's website at: www.walkingtall.org
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  • Posted on: 09/21/2017

    Will a new lunch menu make Starbucks a food giant?

    Why not just stick to what you are really good at? If I want coffee and perhaps a snack, and the location is good, I'll go to Starbucks. I can't see this changing for most people if they offer lunch. Without full kitchens, they are in danger of diluting the brand and what they are good at with food that will probably not be as good as many other options for lunch around. They will open themselves up to a new area of competition and quite probably not be up to it.
  • Posted on: 09/14/2017

    Millennials, not Boomers, say associates are key to shopping experiences

    This is important research and all retailers should take close note of it. While technology is important in the lives of Millennials, they still value the human interaction. I see so much focus on technology solutions in retail today and a decreasing level of attention to basic customer experience skills. Maybe it's time to re-focus on training and bringing human personality into the brand experience.
  • Posted on: 09/07/2017

    Will Levi’s virtual stylist put more online shoppers into its jeans?

    An excellent move by Levi's! It may not always provide the perfect pair of jeans but it will sure serve to engage customers with the brand, increase chances of good fit and possibly attract new customers. Buying jeans can be an unpleasant experience for some people and body shapes and this might just help to ease the process!
  • Posted on: 08/14/2017

    Why is Adidas partnering with a knockoff brand?

    A very smart move I would say. If Adidas has seen a very real threat from Hender Scheme and identified that their product is popular and likely to remain so, then why not bring them on the inside and work with them instead of taking a law suit against them? Given the amount of time and money it takes to take action against a company, why not put in the same -- but positive -- effort and make it an asset of the company? It won't always work but in this case it does.
  • Posted on: 07/28/2017

    Have men become the primary grocery shoppers in America?

    I'm not sure that much needs to be changed to cater to more men shopping than in previous years. Couples tend to share household chores more and both men and women will shop from lists. However with men perhaps being more likely to want to dash in and grab something for tonight's dinner without really knowing what, examples like Trader Joe's display for Tricolore Salad (with all the necessary ingredients beautifully arranged in one place and perhaps an additional recipe sheet provided) could be a helpful attraction. Offering help with a quick solution to an immediate challenge might be a good move.
  • Posted on: 07/24/2017

    Do mini makeup studios make sense for Sephora?

    What a great move for Sephora! They have the advantage of their products being of such appeal personally to their customers that creating an even easier way to get up close and provide individual advice is a sure way to drive more product sales and loyalty. We know that the best sale is an emotional one from which we feel a connection to the product, company and the people, so this is set to be a huge success.
  • Posted on: 07/20/2017

    Will facial recognition tech make for happier customers at Walmart?

    Facial recognition is taking the customer experience challenge just too far. OK I can see its merits if staff reductions are to be made in a significant way and for shoplifting prevention. However if staff are still in stores and trained well they have the best opportunity to address the challenge of customer loyalty and satisfaction. Being given the skills to detect if a customer is unhappy, dissatisfied or needing assistance and reacting accordingly is a far better way to create the desired service levels. As for the link between biometric data and transaction data; sorry, I can't see the benefits or possible advantages.
  • Posted on: 07/07/2017

    Could a robotic grocery store startup become a model for ending food deserts?

    Convenience will always be an attractive option to the demographic this is aimed at so it will probably catch on. With this and products like Blue Apron and store delivery services the need to visit the grocery store is becoming less of a requirement. But what is the long-term goal here for grocery retailers? They will still need to work hard to get people into stores where they spend more rather than just getting the convenience items needed right now.
  • Posted on: 06/14/2017

    Can fitness centers save malls?

    Time is one of the most important commodities in our busy lives and if we can get and do several things in the same place then it's a bonus. This seems like a good replacement for department stores and we could see a positive sales impact for malls with more people taking advantage of their favorite stores being in the same place as their leisure and health activity, and vice versa.
  • Posted on: 06/13/2017

    Can retailers escape the scourge of free shipping?

    While we can't dispute the fact that free shipping is an attractive option at point of online sale, I'm not so sure consumers expect it every time or if they do they realize that the cost is taken care of elsewhere in their purchase and it's not actually free. Loyalty schemes where points can be built up to use against shipping might work, or perhaps even very low shipping fees will be enough to keep consumers happy. It's the high fees that in my view create an issue for consumers.
  • Posted on: 06/12/2017

    Could ’embeddables’ in wearable tech give brands a clearer view of consumers?

    If the customer feels a level of personalization in a product (particularly one that is important to them and their lifestyle) and a connection to a brand as result, it can only be a good thing for Under Armour's brand loyalty. This will come at a cost of course, so the price point needs to be one that is not out of kilter with the perceived benefits and is attractive to the target consumer. I do see it being as much of a marketing tool as a source of useful data for Under Armour.
  • Posted on: 06/09/2017

    Is it time for stores to ditch the free Wi-Fi?

    Quite simply, it would be a disastrous move by retailers not to invest in fast Wi-Fi. Although Gen Z (and a significant percentage of the rest of us!) still like to shop in stores, that want to use their technology for checking out pricing and functionality for example. Making this more difficult for them will result in them not using that store, and it won't take long for the message to get around!
  • Posted on: 06/05/2017

    Are retailers selling their souls and giving away customers to Amazon?

    Isn't this simply a matter of giving consumers what they want in one place, bringing them into the store where they will make other purchases and as a result potentially become a loyal customer?
  • Posted on: 06/02/2017

    Can Walmart workers deliver better last mile results on their way home from work?

    If the employees are aware of the potential positive impact they can have on the whole customer experience then this could work very well for Walmart. On the other hand, a less-than-pleasurable interaction with customers could create a negative layer to the brand that they don't need. Overall a good idea to explore and if done well could have positive effects on the brand.
  • Posted on: 05/16/2017

    Are digital CX initiatives being lost on Baby Boomers?

    The marketing challenge for retailers has always been how to appeal to different demographics. Mobile engagement is here to stay for a while and many Baby Boomers will embrace this too. However most people, especially Baby Boomers, will react positively to feeling valued as a customer and to convenience, so focus should continue to be put on areas such as employee interaction with customers and ease of access to a real person when buying online. Therefore, does it really matter if mobile engagement is being lost on Baby Boomers? We still need to use it and Millennials are now America's largest generation.

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