The Freedom of Flip-Flops with Scott Ziegler, EMEA Retail Director at Havaianas-Alpargatas

05/12/22 • 31 min

This episode features an interview with Scott Ziegler, EMEA Retail Director at Havaianas-Alpargatas. For 38 years, Scott has worked with some of the most iconic brands in the apparel world, from Foot Locker in the U.S. to now Havaianas in Europe, which sells over 200 million pairs of flip-flops each year.

On today’s episode, Scott walks us through their Madrid flagship location, makes a case for RFID, and explains what LMX Theory is and how he uses it to build out his teams.

“One of the great joys that I have is going into stores in Europe - and that was one of the big surprises for me - is how enthusiastic the employees were for the product.” -Scott Ziegler

Show Notes

(1:27) Tony’s takeaways on the conversation
(3:23) Scott’s background in retail and current role at Havaianas
(4:54) The freedom of flip-flop culture
(6:55) Transporting customers to the beach through store design, ambience, and passionate employees
(9:52) Recent developments: click-and-collect, franchising, and digital windows
(11:16) A walk through the Madrid flagship store
(13:56) Using technology to improve inventory accuracy
(15:34) The two-way trust exchange of Leader-Member Exchange (LMX) Theory
(19:34) Allowing employees to do their job and bring solutions
(21:58) Enhancing the customer experience
(24:23) Lightning round
(27:54) Scott’s parting advice

Sponsor

This podcast is presented by Dell Technologies and Intel. Together they help you realize digital transformation across retail by driving IT innovation to better engage with today’s connected consumer. Learn more at DellTechnologies.com/retail and Intel.com/retail.

Links

Connect with Scott on LinkedIn

Connect with Tony on LinkedIn

Connect with Tony on Twitter

Tony Saldanha - Transformant

On today’s episode, Scott walks us through their Madrid flagship location, makes a case for RFID, and explains what LMX Theory is and how he uses it to build out his teams.

“One of the great joys that I have is going into stores in Europe - and that was one of the big surprises for me - is how enthusiastic the employees were for the product.” -Scott Ziegler

Show Notes

(1:27) Tony’s takeaways on the conversation
(3:23) Scott’s background in retail and current role at Havaianas
(4:54) The freedom of flip-flop culture
(6:55) Transporting customers to the beach through store design, ambience, and passionate employees
(9:52) Recent developments: click-and-collect, franchising, and digital windows
(11:16) A walk through the Madrid flagship store
(13:56) Using technology to improve inventory accuracy
(15:34) The two-way trust exchange of Leader-Member Exchange (LMX) Theory
(19:34) Allowing employees to do their job and bring solutions
(21:58) Enhancing the customer experience
(24:23) Lightning round
(27:54) Scott’s parting advice

Sponsor

Links

Connect with Scott on LinkedIn

Connect with Tony on LinkedIn

Connect with Tony on Twitter

Tony Saldanha - Transformant

Previous Episode

Bringing the Brand to Life with Jonathan Muir, Global Director of Retail Activation at adidas

This episode features an interview with Jonathan Muir, Global Director of Retail Activation at adidas. Since joining the iconic sportswear company in September, Jonathan has helped to take adidas’s brand campaigns and bring them to life in stores.

On today’s episode, Jonathan walks us through their Berlin flagship location, makes a case for app integration being retailers’ number one priority, and reveals why he thinks sneakers create such an emotional bond with customers.

“I would love to get to the point one day where we’re not really just looking at conversion as a purchase at the cash desk. It's more about did that person join your platform or not?” -Jonathan Muir

Show Notes

(1:27) Tony’s takeaways on the conversation
(2:29) Jonathan’s journey across the globe
(6:07) Making brand campaigns come to life in retail environments
(7:36) A walk through adidas’s Berlin flagship store
(11:14) Driving the experiential with “Green Lab”
(12:50) A paradigm shift in the shopping experience
(15:09) How adidas is using the digital to power the physical
(17:18) Making app integration a focal point
(20:06) How to build a value-added experience that benefits consumers
(23:12) Jonathan’s key to driving acceptance and adoption
(25:50) The emotional connection of sneakers
(27:59) Lightning round
(32:43) Jonathan’s elevator pitch on retail activation

Sponsor

Links

Connect with Jonathan on LinkedIn

Connect with Tony on LinkedIn

Connect with Tony on Twitter

Tony Saldanha - Transformant

Next Episode

The Consumer Care Community with Moritz Klaemt, Vice President for Digital Marketing & eCommerce at Henkel

This episode features an interview with Moritz Klaemt, Vice President for Digital Marketing & eCommerce at Henkel. As a CPG brand specialist in Henkel’s Laundry & Home Care Division, Moritz helps to drive consumer value and alleviate pain points through digital transformation.

On today’s episode, Moritz discusses Henkel’s digital community platform, “Ask Team Clean,” explains the difference between consumer centricity and consumer engagement, and touches on the future of AI.

“Understand what is relevant for the consumer, and only then say, ‘okay, what role do I now play with my brands?’” -Moritz Klaemt

Show Notes