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- 36:49

Interview

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The Power of Play in Modern Retail: Lessons from a Hamleys

📍London, UK

In a world where one-click convenience reigns supreme, some brands have managed to maintain their magic by focusing on what truly sets them apart—experiential retail. For over two centuries, one global toy retailer has become a master at transforming retail spaces into playgrounds of wonder and imagination. With seven floors of interactive experiences in its flagship London store, this brand has proven that the physical world still holds a unique power to capture hearts, spark nostalgia, and build lifelong customer loyalty.

One of the key secrets to their success lies in creating environments where shoppers become players. This approach transcends age, turning even the most skeptical adult into a wide-eyed kid again. It’s about crafting spaces where customers can engage, touch, play, and feel the magic—something a screen simply cannot replicate. Whether it’s through live product demonstrations, immersive themed zones, or dedicated play areas, the focus is always on creating memories that outlast any transaction.

Scaling this kind of magic globally, however, is no small feat. It requires a deep understanding of local culture and the ability to balance global brand consistency with regional nuances. In some markets, for example, soft-play areas and family-oriented zones are essential, while in others, heritage and tradition play a larger role. This flexibility, combined with a commitment to innovation, allows the brand to resonate with a wide range of audiences across 17 markets and 200 stores.

Finally, the brand’s approach to innovation is a key differentiator. It embraces the idea that not every experiment will succeed, but each attempt brings valuable lessons. By fostering a culture of safe-to-fail prototyping and rapid iteration, the brand continually evolves to meet changing customer expectations while staying true to its legacy of joy and play. This mindset, paired with a commitment to delivering world-class customer experiences, ensures that the brand will remain relevant for another 265 years—and beyond.

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Interview

Coterie: When Product, Brand, and Experience Align

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Interview

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Coterie: When Product, Brand, and Experience Align

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Interview

How Helzberg Uses Technology to Remove Frontline Burden

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

Interview

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

How Helzberg Uses Technology to Remove Frontline Burden

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

Interview

How HANRO US Used Streaming Ads and Clienteling to Accelerate Growth

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

Interview

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

How HANRO US Used Streaming Ads and Clienteling to Accelerate Growth

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

Interview

Inside Westwing’s Turnaround: The Decisions That Changed Everything

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Interview

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Inside Westwing’s Turnaround: The Decisions That Changed Everything

At the center of this transformation sits an unusual balance of rigor and creativity. Hoerning often describes it as the tension between data and intuition.

Trends

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

Trends

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

The Rise of Brand Memberships and the Future of Customer Loyalty

Brand memberships are having a moment in retail, and it is not a passing one. Across fashion, beauty, grocery, and home, brands are moving beyond traditional loyalty programs built on points and discounts and instead creating paid or value-based memberships that promise access, belonging, and emotional connection.

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