In this opinion piece, “The Impact of Diversity and Inclusion on Physical Store Strategy,” leading retail experience consultant Ian Johnston reminds us that a retail experience needs to be inclusive of ALL customers. Johnston stresses that providing a physical space does not guarantee an inclusive retail experience. Customers need to be treated in a way that makes them feel equal and authentically included. Retail businesses need to “walk the talk” by translating their policies on diversity, equity and inclusion into the retail experience. Johnston provides several practical strategies that are designed to “help bring the inclusive brand promise to the centre of the customer experience. “He emphasizes that within any inclusion strategy, staff diversity is critical to creating an inclusive retail landscape. This article is a must-read for leaders in the retail industry.

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