Women2Watch Interview: Amy Roche
Who are you, what do you do, and who do you do it for?
I'm Amy Roche, I'm a retailer, marketer and in-store experience nerd. I moved to Australia from the US in 2001—my husband is Australian—and I have a nine year old son named Harrison. I'm also the author of The Retail Experiment, five proven strategies to engage & excite customers though in-store experience.
I'm the founding director of Retail Rockstars—an event marketing platform that develops inspirational and educational LIVE in-store experiences and classes for large retailers customers. We source bespoke experts (our “Rockstars”) to facilitate and then we market and manage the events from start to finish.
How did you get to where you are?
Why are you doing what you're doing?
I tested, measured and built a service that I used to grow my business.
Soon, due to my store's success (adding nearly $10M in turnover in just two years), other stores within our franchise network asked me to do the same thing for them.
While both corporate and franchise retail models are systemized and nationalized for cost efficiencies, they also distance and hinder retailers relationship with local customers.
In-store engagement and events work to build advocacy, increase visitation, and dwell times in online and offline sales. I'm pioneering in this area because I feel it's a force multiplier for retailers with brick and mortar stores.
What advice would you give to other aspiring Women2Watch?
If you are an expert in your field, be cautious in the advice that you take from others. Initially, I had a lot of resistance from seasoned 'old fashioned' retailers. I realized after several years of success that Retail Rockstars is not for everyone—it's for retail thought leaders and innovators.
Disruption is about thinking differently, before giving up on your idea or dumbing it down so that others can catch up, make sure you test it thoroughly and have statistics and case studies for the innovators you want to work with.
If it still doesn’t resonate, refine, re-test and try again.
Find out more about Amy
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