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- 25:48 min

Interview

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Why Retail Leaders at Central Retail and 2degrees Put Employees First — and Saw Results

📍Singapore

In retail, there’s a growing realization that the customer experience can only be as strong as the employee experience behind it. For businesses operating at scale — across multiple countries, verticals, and workforce generations — creating a truly people-first culture requires more than lip service. It demands systemic change, consistent leadership buy-in, and a deep understanding of what motivates teams on the ground.

At Central Retail Group, Thailand’s largest retailer with operations in Vietnam and Italy, that transformation began internally — with the HR team. Traditionally seen as a back-office function, HR was repositioned as a strategic partner, with a clear mission to make the company a great place to work. Led by Chief People Officer Panchalee Weeratammawat, this shift empowered over 400 HR professionals to support 60,000 employees more effectively. By building purpose, embedding HR leaders in business decisions, and investing in long-term career growth, Central Retail saw a clear cultural shift that directly impacted customer-facing teams.

On the other side of the APAC region, 2degrees, a challenger telco brand in New Zealand, faced a different challenge: disengaged employees and an employee NPS (ENPS) score of -19. General Manager of Retail and Channels, Mia Anderson, launched a monthly ENPS platform, prioritized employee safety with duress alarms and safe rooms, modernized retail tech systems, and communicated every change transparently. In just a few years, 2degrees’ ENPS soared to +72, customer NPS improved, and the company was named Retail Employer of the Year — a testament to how culture transformation can drive business results.

What unites both Central Retail and 2degrees is a shared belief: when employees feel heard, safe, and supported, they deliver better outcomes for customers. This isn’t about perks or one-off programs — it’s about embedding trust, feedback, and purpose into the core of operations. For companies serious about long-term growth in today’s hyper-competitive retail landscape, investing in employee experience is essential.

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For years, retailers operated with managed service models that limited transparency and slowed execution. Now, brands want direct control, real-time measurement, and unified planning across media formats.

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