Michele Fuhs, Founder, Circle4x; Head of Premium Retail Experience, BMW Group (Germany)
Every brand today is “customer oriented.” Every Retailer wants to be “customer driven” and is searching for THE “customer experience.” Many retailers ask shopfitters to design the ultimate shop with a wowing design and astonishing appearance. But is the customer interested in beautiful surroundings? Everyone is going digital not really knowing what that means. But aren’t they missing out on something? As an advert of ESSO said in the late sixties, how good is it to have the “tiger in the tank if the driver of the car is not able to drive it?” Having experience from five years of Future Retail Design and Implementation at BMW, and two years of participating and exchanging at various retail conferences and congresses, Michele C. Fuhs shares the view of great leaders like Richard Branson: enable your own personal brand and satisfy your employees. They will satisfy your customers! At the end, Fuhs will describe why the challenge lies in balancing between physical, digital and human.