Interactive Customer Experience (ICX) Summit
2023 ICX Summit: Crafting an inclusive experience
Inclusivity, within the retail and banking customer environment, is the focus of a panel talk at the upcoming Interactive Customer Experience Summit in Sept.
June 14, 2023 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
The definition of inclusive, within the retail and banking customer environment, is straightforward. It's about putting people first, providing flexible options and making those with differences feel part of the community — in this case, the community is the relationship between customers and brands.
The topic is the focus of a panel talk at the upcoming Interactive Customer Experience Summit which is celebrating its seventh year as the official event of the Interactive Customer Experience Association. The event is being held Sept. 11-13 in Charlotte, North Carolina. The summit brings together B2C brands to learn from industry leaders, network among peers and hear from top innovators when it comes to innovative customer experience.
The "Creating a More Inclusive Experience" panel, which will be moderated by Jean-Pierre Lacroix, founder and president of Shikatani Lacroix Design, includes Jan Coonley, EVP and chief people and diversity officer at Heritage Bank of Commerce; EJ Kritz, EVP, training and customer experience at apc; and Chris Stamper, SVP of strategy, transformation and business development at Hudson's Bay.
The panel talk will reveal findings from a study that not only defines inclusiveness in the context of the retailer or bank branch's physical design but also explores how specific design elements contribute to creating an inclusive or exclusive customer environment. Additional panel talking points will be on how various visual communication tools and digital touchpoints hinder and improve inclusiveness for diverse customer groups.
Hudson's Bay strategy
At Hudson's Bay, the Hudson's Bay Foundation is partnering with organizations supporting diverse communities with a focus on Indigenous People's and Black People's opportunities in education, employment and empowerment, Stamper said in an email interview with RetailCustomerExperience.
Through rigorous internal research and the engagement of external advisors, the retailer has implemented a data-based strategic approach to improve inclusivity and equality among underrepresented demographics.
"I believe that creating an inclusive environment is critical as it is essential to represent the markets in which we work and live. It needs to be inclusive for both customers and employees. It needs to be true to the purpose of the company and it needs to be authentic," said Stamper. "Actions speak. Providing an inclusive environment drives deeper customer engagement, leads to great customer retention, better experiences and ultimately drives profit and higher employee satisfaction."
Hudson's Bay has led signature events like Shop Black, an event focused on showcasing the best in Black owned brands, companies and designers. It is working on institution building through fulsome support (monetary and in-kind) that it has committed to the First Nations University of Canada.
In addition, the brand has a program that highlights LGBTQI+ designers and supports community causes like Rainbow Railroad, a community-based organization that helps at-risk LGBTQI+ individuals get to safety around the world.
"We are focused on our journey of truth and reconciliation and demonstrating our commitment to Indigenous communities. We have implemented a truth and reconciliation framework, and are working with a number of impact partners, including the Downie Wenjack Foundation, Indspire, the Blanket Fund, where sales of the iconic Hudson's Bay blankets will now support a fund for Indigenous initiatives," said Stamper, adding that Hudson Bay's stores are accessible for consumers who are physically challenged, creating an environment where it is easy to shop.
Customers embrace inclusiveness
The inclusive strategy is getting tons of positive response from customers and those working to make retail spaces as inclusive as possible.
"The customer and community feedback has been overwhelmingly positive. We are hiring a diverse workforce, creating inclusive spaces for customers and associates and most importantly listening to feedback on how we can continue to improve," said Stamper.
The EVP also shared insights and tips on how a retailer and brand can jump start the inclusive strategy.
"If your organization is starting on the journey the key is to listen, understand customers and employees and then take meaningful action. Don't say you are doing things and then not do them. It's critical to create the environment for change, both internally and externally," said Stamper.
One mistake made is throwing topical Instagram solutions at the problem, he advised. "The goal is to address systemic barriers and redesign a colonial way of doing business that has oppressed many groups of people. This can sound daunting, but starting to do something is a great first step."
Research insight
Keeping the needs of all customers top of mind is important when designing your brand's physical space, but it's easier said than done, considering those needs differ from person to person.
During the panel talk Lacroix will present insight on a retail study on diversity and SLD is preparing to go into the field for a similar study in the bank environment.
The SLD retail diversity study found inclusive design elements impact customer loyalty and willingness to spend money.
"The consensus was that respondents would be more loyal toward a brand that put effort into making their stores inclusive, with 65% indicating that their loyalty would be at least somewhat impacted. When segmenting for different consumer groups, the answer was overwhelmingly similar — actively pursuing inclusive design elements has a positive impact," said Lacroix in an email interview. Out of all age groups, those aged 16-24 indicated the highest percentage of increased loyalty (73%), whereas those aged 45-54 indicated the lowest positive percentage (54%).
"This reinforces Gen Z's desire for an inclusive retail environment that welcomes all," said Lacroix.
A lesson that hit home
For panelist Kritz the concept of inclusiveness hit home recently after he sustained a broken leg.
"I suddenly found myself seeing retail environments through the eyes of somebody with a disability. To say this experience was humbling is an understatement," Kritz said in an email interview.
Serving diverse communities is so much more than color or sexual orientation, he said, adding that it extends to diversity of thought, the appreciation of disabilities that are non-visible and so much more.
"Consumers invest their time, money and advocacy with brands they feel a personal connection to. For any brand asking themselves, 'where do I start,' the answer is simple — ask. Ask your customers. Ask your employees. Ask those who live, work and play in your footprint. Surveys and focus groups provide invaluable insights to help a brand make data-driven decisions versus simply guessing."
Two for one
This year the ICX Summit is taking place simultaneously with the Bank Customer Experience Summit. Both events are hosted by Networld Media Group which holds several industry events throughout the year.
By bringing the two summits together in one place with one exhibit area and a combined agenda, attendees of both events will have the opportunity to gain a more diverse perspective on what it takes to create exceptional experiences for today's consumers.
About Judy Mottl
Related Media
Subscribe
Get the latest news and resources from Retail Customer Experience.
Recent Posts
