Presentation from NRF 2023: Retail's Big Show Roberto Funari, Alpargatas (Havaianas & Rothy's) Giorgio Pradi, Sunglasshut Alberto Serrentino, Varese Retail Physical stores will stay relevant and become more strategic for retail organizations if they are no longer managed as points of sale. Stores are the most effective tool to acquire and engage customers. They have also been transformed into logistics, service, and experience hubs. Retail organizations need to shift from a product & operations focus into truly customer-centric business models that will demand new KPIs, and new ways to measure the contribution of the stores in attracting, retaining, and engaging more customers, increasing their lifetime value.

1. The store of the
future is less about
the store and more
about the business
model GIORGIO PRADI
President Sunglasshut NA
Sunglasshut
ALBERTO SERRENTINO
Founder
Varese Retail
ROBERTO FUNARI
CEO Alpargatas
Alpargatas (Havaianas &
Rothy's)

2. Alberto Serrentino
The store of the future is less
about the store and more
about the business model

3. Back to normal, but different – post pandemic return to stores
Higher digital penetration
New and different journeys
Less foot traffic
More omnichannel transactions
Store portfolio review
Physical stores need a new approach

4. CUSTOMER ACQUISITION/
ENGAGEMENT
THE
STORE AS
A HUB
New customers acquisition
CRM
Personalized journeys
Frictionless processes
Community
LOGISTICS
HUB
Pick-up point
Ship from store
Endless aisle
OMNICHANNEL
HUB
SERVICE
HUB
Project/ design
Installation/ repairs/
personalization/ resell
Training/ education
Financial services
Add services/ media
Streaming
Virtual and
Metaverse stores
Endless aisle
Marketplaces in/out
New KPIs

5. KPIs
● CUSTOMER BASE
● CAC (CUSTOMER ACQUISITION COST)
● CLTV (CUSTOMER LIFETIME VALUE)
● NPS (NET PROMOTER SCORE)
● OMNICHANNEL TRANSACTIONS
DATA ANALYSIS
● CUSTOMER JOURNEY
● RFV (RECENCY, FREQUENCY, VALUE)
DATA CAPTURE
● CUSTOMER IDENTIFICATION
Customer-Centric
● ENGAGEMENT
● CHURN
● TRANSACTIONS
● INTERACTIONS (STORE, DIGITAL)
& Data-Driven

6. Reinventing the store
is about rethinking
the business...
...challenging the culture and
the business model...
...redefining KPIs,
management model,
and the
organizational
design.

7. Thank you!
Alberto Serrentino

8. Sunglass Hut Stores

9. LOCATIONS
• 590 5th Avenue – New York, NY
• The Shops at Columbus Circle – New York, NY
• Brickell City Center – Miami, FL
• The Gardens Mall – Palm Beach, FL
• Downtown Palm Springs – Palm Springs, CA
• 356 N Beverly Dr – Beverly Hills, CA
• Sunglass Hut Outfitters inside Bass Pro Shops at the Pyramid – Memphis, TN
• Sunglass Hut inside Macy’s at Willowbrook Mall – Wayne, NJ

10. 590 5th Avenue Flagship – New York, NY

11. The Shops at Columbus Circle – New York, NY

12. Brickell City Center – Miami, FL

13. The Gardens Mall – Palm Beach, FL

14. Downtown Palm Springs – Palm Springs, CA

15. 15
356 N Beverly Dr – Beverly Hills, CA

16. Sunglass Hut Outfitters inside Bass Pro Shops at the Pyramid – Memphis, TN

17. Sunglass Hut inside Macy’s at Willowbrook Mall – Wayne, NJ