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: 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.
  • Posted on: 05/09/2017

    Will online grocers redefine hotel room service?

    With the increase in Airbnb usage as an affordable choice, particularly for families, this could be a very good idea for online grocery deliveries. However it will only work with longer stays of a week or more and should be targeted at these types of stay if possible. Perhaps developing a solution that provides all the basic ingredients needed as well as the choice of main meal items, a sort of midway point between traditional online grocery shopping and services such as Blue Apron, would be a good business move.
  • Posted on: 04/27/2017

    What can TripAdvisor bring to retail?

    There is no doubt that review sites such as TripAdvisor have for a while been an important factor in the online retail sector in particular for both consumers and retailers. Similarly so in the hospitality sector for measuring guest satisfaction. Consumers are used to using these websites to check out a service or company before they buy. However I don't believe that having this service in the stores will add anything at all. Consumers use their mobiles! Why go to the vast expenses of introducing kiosks in stores? It feels like a step backwards!
  • Posted on: 04/20/2017

    Is personalized packaging going mainstream?

    While the Coke personalization campaign has been effective in creating a buzz and a talking point, and no doubt the upcoming one in May will be similar, I don't believe it is a strong enough initiative to be an effective way of building brand loyalty for other brands -- or even for Coke. It's fun, it's something to talk about but it's a nice-to-have fad and not personal enough to create a customer experience that has the emotional effect required for creating long-term loyalty.
  • Posted on: 04/19/2017

    Will Chewy.com help PetSmart gobble up the online pet market?

    Chewy.com has an excellent customer service model -- PetSmart will need to ensure that theirs is of an equivalent standard by providing a high level of training to frontline employees and creating an engaged employee culture. Failure to do this will create an inconsistency in the two brands that could have significant negative effects.
  • Posted on: 04/17/2017

    Should retail employees have board representation?

    This is not only a great idea, it is crucial for several reasons. All too often decisions are made in the boardroom without real-time information being provided from the heart of the most important client-facing areas of the business which could mean vital data is missed. Furthermore, creating a culture of openness and trust among the ever-increasing Millennial and Generation Z workforce in particular requires this level of inclusiveness and transparency from senior leaders. If confidentiality can be managed, this is an excellent move for retailers especially.
  • Posted on: 04/13/2017

    Are retail CEOs ready to ‘disagree and commit’ like Jeff Bezos?

    As a small business owner for the past 20 years, I know that opportunities can be lost while trying to ensure minimum risk and having all the facts. While Amazon is arguably in a fortunate position to be able to to take more risks than some businesses, the stakes are still high if they get it wrong. In a world that is fast-moving and where an idea can be out-of-date before it even leaves the drawing room this is a refreshing attitude to take. It is great to see a CEO empowering, trusting and leading people in this way.

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