Future Commerce [STEP BY STEP] Meet the Connectors: The New Role of Store Associates in a Digital World
Aug 13, 2025
In this engaging talk, Eric Shah, co-owner of Akira, shares insights from their 23-year journey in Chicago's fashion scene. He emphasizes the power of genuine customer connections over transactional interactions and how 'micro wins' lead to lasting loyalty. Eric discusses how technology should enhance, not replace, personal relationships in retail. Hiring for integrity and authenticity is key, as is fostering a positive workplace culture to better connect with customers. Akira's success lies in its commitment to personalized service in a digital age.
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Long-Term Focus Builds Differentiation
- Akira's advantage is continuity of leadership and deep customer focus built over 23 years.
- Consistent attention to detail and knowing the customer creates lasting brand differentiation.
Customers Expect Complete Experience
- Akira's customer expects trend-forward product, quality, value and high-touch service.
- The brand treats customers as guests and takes responsibility for helping them express themselves.
Ditch Formulaic Greetings
- Train staff to open authentically instead of using formulaic lines like "Can I help you find anything?".
- Encourage genuine welcome and personal connection as a core selling skill.