Radical changes took place in 2021 retail sales models, with traditional in-store retailers adopting digital apps and clienteling to offer a hybrid in-store and digital presence. Already-online retailers raced to embrace complex technologies to deliver omnichannel digital experiences. Customer experience can’t mean more to brands, and the human touch of ‘in-store’ assistants is a growing trend to support digital technologies for a hybrid sales process. Sarah Friswell, CEO at Red Ant, discusses what 2022 may hold for retailers to deliver for consumers’ needs and offers some tips to deliver CX that builds loyalty and impacts the bottom line.
After beginning her career in account management, Sarah followed the client relationship ladder all the way to the emerging digital landscape in Dubai, where she led major projects for leading global brands including IBM and Volvo. On her return to the UK, Sarah joined Red Ant where she applied her extensive experience of networked and independent tech-based businesses to drive the company forward in its pioneering work with high-profile brands such as Charlotte Tilbury, Furniture Village and Chalhoub Group. As Red Ant’s CEO, she is responsible for driving and guiding the business, from ensuring the company is run in a sustainable and ethical way to heading up talent selection and overseeing project progress and delivery to clients. She is particularly passionate about diversity, equality and encouraging the progression of women in what can be a tough industry, and has been instrumental in ensuring positive measures are part of Red Ant’s policies.