Chris Parsons, VP Partner Growth & Marketing at Hale and Author of Retail Rewired: How Modern Retail Leaders Drive Growth and Reinvention on The Four Pillars of Retail Leadership

In this episode of The Voice of Retail, host Michael LeBlanc sits down with Chris Parsons, VP Partner Growth & Marketing at Hale Performance Marketing and author of the new book Retail Rewired: How Modern Retail Leaders Drive Growth and Reinvention, for a compelling conversation about the future of retail leadership, customer experience, and loyalty. With more than 25 years of retail experience across organizations like Walmart, Ren’s Pets, and Home Hardware, Chris brings unique insight from both the retail and agency sides of the business.

Chris shares his remarkable career journey, including launching Walmart Canada’s eCommerce business and building omni-channel strategies at major Canadian retailers. Now at Hale, he explains how the agency differentiates itself in a crowded market by being fully accountable to client KPIs and sharing both wins and challenges alongside retailers. This refreshing approach underscores his belief that true agency–retailer partnerships require transparency, accountability, and shared ownership of outcomes.

The heart of the discussion focuses on Chris’s new book Retail Rewired. Written for retail leaders at every level, from store managers to C-suite executives, the book distills lessons from decades in the industry into four core pillars of modern retail success: invest in your people, stay customer-centric, think local, and deliver consistency. Chris explains how these pillars emerged organically from his real-world experiences and why they are critical for retailers navigating today’s fast-changing environment.

Listeners will hear Chris’s perspectives on customer immersion, the practice of living your customer’s experience to generate insights beyond dashboards and data. From his Walmart and diapers.com experiences to reflections on QR codes and personalization, Chris argues that brands need to move from transactional offers to truly personal experiences. He also stresses the frontline culture as the embodiment of a retailer’s brand—reinforced by his research showing that 71% of Canadians cite staff attitude and service as critical factors in where they shop.

The episode also dives into the evolution of loyalty programs. Chris challenges retailers to go beyond points and discounts, focusing instead on emotional loyalty rooted in customer preferences, timing, and service. He highlights opportunities to apply a “Netflix model” to retail personalization, where households can toggle between profiles for richer, more accurate engagement.

Finally, Chris reflects on his hopes for the industry over the next three years: breaking free from the outdated narrative of eCommerce cannibalization and instead embracing an integrated ecosystem view, where every program connects seamlessly across the retail enterprise.

The Voice of Retail podcast is presented by Hale, a performance marketing partner trusted by brands like ASICS, Saje, and Orangetheory to scale with focus and impact.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career. 

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.