The most important influencers are not who you think by Susan Riley

Whether it’s Samsung KX hosting Craveable creator Seema Pankhania, Katie Taylor as athlete partner for Gymshark or Estrid collaborating with the likes of Gialu Mx, a brand’s choice of influencer is is all-important: the choice of one face, one body, one attitude can summarise a brand and what it stands for in a second.

And influencer marketing works wonders in so many ways when you’re online or staring up at a creative execution on a billboard. But what about in everyday life, when online communities step out from behind the screen and explore bricks and mortar spaces? Who are the faces representing you then, summarising what you stand for in a second?

I ask because a third of women think that in-store shopping experiences have got worse post-Covid, citing a lack of staff to help them, longer wait times at checkout and fewer friendly interactions. Thirty eight percent of women note a correlation between that and the rise of self-checkout options in stores, which suggests that – even though they value the speed and efficiency of DIY desks and pre-order collection points – something else is missing.

“Apart from M&S and John Lewis, a lot of the other stores don’t seem bothered with good customer service; it’s like you’re an inconvenience,” one millennial shares. “Often staff don’t even acknowledge you,” adds another. “I see a lot of people standing around looking at their phones. It drives me nuts!”

So what are consumers hankering for from brand influencers on the front lines? It comes down to two things: a warm welcome to show they’re valued and proof of expertise so that they can get advice and guidance. Otherwise, they might as well be online with a chatbot. “There is less knowledge around product. Staff just look up things online, which I could just do myself.”

Aside from the two high street service heavyweights of M&S (“always someone willing and able to help”) and John Lewis (“they know their stuff – they seem to have their own way of doing things”), other brands enhancing the IRL shopping experience for women include LUSH, Rituals. L’Occitane, Space NK, Anthropologie, Oliver Bonas, White Company, Neal’s Yard, Pandora and Michael Kors. They stand out either for their knowledge, warmth or patience, or for “making it an experience”.

As for others, Sweaty Betty is where “staff clearly embody the brand values and know the products really well”, while Uniqlo has cracked the art of self-checkout with “clever, easy-to-use checkouts manned by friendly, willing staff who are ready to help”.

It’s admittedly a challenge to make in-person shopping consistently warm and fuzzy when so many resources must be channelled into e-commerce (58% of women rely more on online shopping since the pandemic) but physical retail spaces remain a vital piece of the experiential puzzle. It’s why digital-first retailers like By Rotation host inviting ‘come in and try’ pop-ups. It's why Selfridges’ theatrical residency space The Corner Shop has an ever-rotating roster of brands like Skims and Celine. And it’s why big and bold flagships such as JD’s recent unveiling at Manchester’s Trafford Centre (complete with Usain Bolt!) matter so much.

But the impact of all these spaces and places, however instagrammable, will only be as good as those who have continued influence in them: the daily brand ambassadors who connect with the customers when they walk in. In a world stacked with chatbots, they’re the ones with the power to provide the memorable brand interactions women are looking for. As we lean further towards an experience economy, it appears feeling welcome and valued remains the most sought-after experience of all.

By Susan Riley, Head of Think Stylist