Seeking Superior Shopper Experience? Look to the White Coat

Nov. 14, 2012 - PRLog -- MIAMI — Informed. Collaborative. Gifted listener. Effective communicator. Trustworthy. Attuned to personal preferences. High integrity. Solid work ethic. Creative problem-solver.

Most would agree these attributes describe a “good friend,” “good colleague” and “good leader.” In the demanding store (and online) environment, it’s a challenge to credit associates with these qualities. However, it is possible to create a culture in which people rise to their best to serve customers. If in doubt, ask a pharmacist. Better yet, ask a “Good Pharmacist” from Target.

Elliott Sogol, PhD, RPh, FAPhA, and Group Manager of Professional Services at Target, will deliver a keynote on this lofty objective during the RetailConnections Business Executive Summit Feb. 24-26, 2013, in Miami. Summit attendees can expect eye-opening insights and parallels to be drawn between the pharmacist-patient relationship and associate-shopper interactions.

A key driver of systemwide improvements in the customer experience is what Sogol terms “visible patient-centered care” that extends beyond hushed medical consultations that occur between the pharmacy counter’s privacy panels. The “visibility” is essential out on the store floor, where shoppers are actively engaged, whether that means assistance in locating items or making product suggestions. When purposely visible to all on a consistent basis, such habits become infectious and engrained in the store team.

In short, the winning techniques espoused in “The Good Pharmacist,” co-authored by Sogol, are highly relevant for engaging shoppers in all classes of trade. Following his presentation, Sogol will meet with attendees for a book signing session.

“RetailConnections Summit seeks to present fresh ideas that retailers can put into action immediately,” said Marc Millstein, President of RetailConnections. “Elliott’s approach to hiring and developing staff whose personal characteristics, virtues and habits serve customers exceptionally well represent a unique approach worth emulating.”

At Target, Sogol oversees clinical pharmacy services, education and professional development programs, Millstein said. “And as a science officer, you can bet he insists on empirical data that validates cause and effect.”

Sogol is among a powerful roster of speakers and presenters at the RetailConnections Summit, which draws senior retail executives from all classes of trade and all operational areas from marketing and merchandising to e-commerce, store operations, supply chain, IT, payments, finance and more. Business topics to be explored in general sessions, workshops, panel discussions and roundtables include omnichannel, customer engagement, mobile, social, RFID, analytics and brand-building. RetailConnections Summit presenters include:

• Stephen Jackson, CIO, Harry Rosen
• Elliott Sogol, PhD, Professional Services, Target
• Steve Light, Group VP, Merchandising Operations, Meijer
• Tiffany Tocco, VP, Marketing, The Bon-Ton Stores
• Adam Holyk, Group VP, Insights & Analytics, Walgreen
• Deanna Steele, VP, IT Applications, Express
• Lisa Kranc, SVP, Marketing, AutoZone
• Girisha Chandraraj, EVP, Marketing & Sales, Blick Art Materials
• Lonnie Lawton, CFO, Helzberg Diamonds Shops
• Butch Jagoda, VP of IT, Helzberg Diamonds Shops
• Bryan Tatoff, CFO, Danier Leather
• Serge Azadian, VP, IT, Great Atlantic & Pacific Tea Company
• Phil Cutter, CIO, Danier Leather
• Richard Hastings, Macro Strategist, Global Hunter Securities LLC

Registration for the RetailConnections Business Executive Summit Feb. 24-26, 2013, is complimentary for qualified retail executives and attendees can sign up via www.retailconnections.com. Discount rates at the Turnberry Isle Hotel & Resort are available for a limited time, after which point reservations will be accommodated on an as-available basis. Sign up now for this once-a-year senior leadership Summit.  

For more information, contact Marc Millstein (mailto:marc@retailconnections.com) (914) 620-5947 marc@retailconnections.com or visit our web site (http://www.retailconnections.com). For sponsorship opportunities, contact LuAnn Hallberg (mailto:luann@retailconnections.com), (814) 516-4965 luann@retailconnections.com.

RetailConnections serves senior retail executives by hosting events that provide exceptional learning and networking. We believe the value of establishing new business relationships in person far outweighs other forms of communication. In this era when knowledge from all retail departments is intertwined, events that bring together top-level management from every function area deliver the greatest business insights.