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Interview

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Scaling Connection: Inside Mecca’s Emotion-Driven Retail Model

📍Singapore

In an era where AI is reshaping the way we work and shop, Mecca Brands is proving that emotional intelligence may be the most powerful differentiator in modern retail. As Australia’s leading prestige beauty retailer, Mecca has built a network of 110+ stores not just on products, but on purpose — one that prioritizes joy, empathy, and deep human connection. At the heart of this strategy is Ian Burl, Chief Retail Officer, who believes that “the way you make an experience better is by thinking about emotion.”

Unlike many traditional retailers that focus on transactional efficiency, Mecca designs its customer journey around how people feel. Every detail — from store design to customer care — is engineered to create emotional resonance. Employees are trained not only in product knowledge, but in empathy and listening, with the brand investing an estimated 4% of its revenue in team education and engagement. The result? An experience that often moves customers to write heartfelt letters, and in some cases, even tears of joy on the shop floor.

This human-first philosophy extends to Mecca’s approach to technology. Rather than rushing to automate, the company is deliberate in implementing tech that enhances — not replaces — human interaction. Tools like clienteling apps or fragrance diagnostic devices are only scaled when they can contribute meaningfully to the emotional quality of the customer journey. “We won’t introduce technology that interferes with the connection between a team member and a customer,” Burl explains.

At a time when retail is being pushed to become faster and more data-driven, Mecca offers a counterpoint: that slowing down, listening deeply, and leading with EQ can be not only effective, but scalable. “Emotion is absolutely scalable,” says Burl. “But it requires culture, consistency, and an investment in people.” It’s a blueprint for a new kind of retail — one where the end goal isn’t just conversion, but connection.

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