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Retail Innovation Series

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Inside Crate & Barrel’s Omnichannel Strategy with President Alicia Waters

📍Chicago

Your host, Paula Macaggi, went to Chicago to sit with Alicia Waters, the President of Crate & Barrel and Crate & Kids, to explore the brand’s innovative approach to modern retail. With a career spanning over a decade at the company, Waters delves into how Crate & Barrel has maintained its status as a home furnishings leader while adapting to the ever-evolving retail landscape. From launching new digital experiences to transforming physical stores into immersive customer environments, Waters shares the strategies that have helped Crate & Barrel create a seamless and purposeful shopping journey.

A central theme of the conversation is Crate & Barrel’s philosophy of “Design with Purpose.” Waters explains that this approach is about more than aesthetics—it’s about creating thoughtfully designed pieces that add functionality and quality to customers’ lives. The brand’s focus on sustainability is a key part of this, with products that adhere to strict environmental standards, such as GreenGuard certification for kids’ furniture. Additionally, Waters emphasizes how Crate & Barrel uses customer data to drive design decisions, ensuring that every product and experience is tailored to meet the needs of its diverse and mindful community.

The interview also highlights Crate & Barrel’s forward-thinking omnichannel strategy. Waters describes how the brand integrates its digital and physical stores to create a unified shopping experience, allowing customers to transition smoothly between online and in-store interactions. From augmented reality (AR) tools on the app that let customers visualize products in their homes to personalized design services offered both virtually and in-store, Crate & Barrel is at the forefront of using technology to enhance customer engagement. Waters notes that the flagship store in New York’s Flatiron district exemplifies this modern approach, offering everything from monogramming services to expert-led design consultations.

In addition to discussing Crate & Barrel’s retail innovations, Waters reflects on her leadership journey and the importance of fostering diverse, performance-driven teams. With over 60% of Crate & Barrel’s leadership positions held by women, the company is a shining example of gender equity in the retail industry. As Waters prepares for her upcoming appearance at Shoptalk Fall 2024 in Chicago, she expresses excitement about being part of an event that emphasizes women’s leadership in retail. This episode offers listeners valuable insights into how Crate & Barrel is shaping the future of retail while staying true to its core values of design, sustainability, and customer-centric innovation.

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