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'Speed into the curves' for retail success

Thursday, November 5, 2015  
Posted by: Rufino Cabang
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Jessie Thomas of PetSmart, Kristi Prior of Winsight, Marguerite Berry of Event Experiences, Eileen Tarjan of NEW, Christina Hunter of PetSmart and April Owen of GlaxoSmithKline at
the NEW Phoenix learning event.

"We need to continuously reinvent ourselves and adjust the way we work," Kevin Coupe, founder and "Content Guy" of, told NEW members and supporters at the NEW Phoenix learning event, Oct. 23, 2015 at Henkel Consumer Goods in Scottsdale.

Coupe shared leadership insights detailed in his book Retail Rules: 52 Ways to Achieve Retail Success, advising attendees on management and marketing with an eye toward staying ahead of consumers.

"Compete with the future," Coupe said, "instead of competing with your obvious competitor now."

Know where your customers are — or might be — going. "Establish who your competition is," Coupe noted. "Someone is looking to disrupt your business right now."

Recognize the value of your services to better market them, he said. "You may sell a product that’s the most important thing someone else buys." And on a larger scale, "be a resource for the customer instead of just a source for a product."

You want to "be the first company they think about," Coupe reminded attendees.

Embrace new thinking and new strategies. "Forget your old, bad habits," Coupe said. "Speed into the curves. Engage the curves."

Companies sending groups to the event include Albertsons/Safeway Southwest Division, Los Altos Ranch Market, PetSmart and Winsight LLC.

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