Beyond the Numbers: People, Connection, and the Heart of Great Retail

Apologies for my recent silence—it’s been a busy few weeks. Between spending much-needed time with family and travelling across Europe and into China, things have been non-stop. There are some exciting developments on the horizon, and I’ll be sharing more soon—watch this space.

As I reflect on these recent weeks, I keep returning to a project I’ve just wrapped up for a global brand. It reminded me of something I’ve seen time and again throughout my career: great retail isn’t built on a P&L alone. Sure, the numbers matter, but what truly drives success lies far beyond the columns of a spreadsheet. It’s about people, their experiences, and the connections that make a store more than just a place to shop.

Beyond the P&L

It’s easy to focus on the metrics—average transaction value, conversion rates, footfall, or stock turn. These numbers give us an idea of how things are going, but they rarely tell the whole story. A P&L might show a healthy profit, but what about the intangibles it doesn’t capture? How’s your team morale? Are your customers truly satisfied? Is your brand still emotionally resonating with its audience?

I’ve seen it happen so many times: a business can appear profitable on paper while, in reality, its foundation is cracking. These numbers can’t measure the strength of relationships—between customers and the brand or between associates and their work. They can’t capture the energy of a well-led team or the impact of a beautifully designed experience. Retail is about more than transactions; it’s about creating environments that leave lasting impressions, and that’s where the P&L falls short.

People at the Heart

What I’ve always believed, and what this recent project reinforced, is that people drive retail. Whether it’s the associates representing the brand or the customers walking through the doors, the human element is where everything begins and ends.

When your team feels connected to the brand’s purpose, their energy is infectious. They don’t just sell products—they create experiences. That connection isn’t automatic, though. It requires investment: in training, in recognition, and in leadership that inspires. It’s the same with customers. They’re not looking for a purely transactional relationship. They want connection, authenticity, and a sense of belonging. Retail is at its best when it feels relational, not just functional.

I’ve seen this play out at every stage of my career, whether at adidas, New Balance, or Under Armour. At adidas, for instance, we focused on creating stores that weren’t just spaces to shop but destinations in their own right. Rolling out activations in Japan or crafting immersive brand environments in China, we weren’t just pushing products; we were building emotional connections.

At New Balance, we went even further with the “Past, Present, Future” experience. That store wasn’t just about selling shoes—it was about telling the brand’s story in a way that customers could see, touch, and feel. The success of that project came not just from strong design or execution but from how it connected people to the brand in a meaningful way.

Transformation and Adaptability

As we approach the Year of the Snake, I’ve been reflecting on how its themes—transformation, adaptability, and intelligence—are so relevant to retail today. In Chinese culture, the snake sheds its skin to grow, a symbol of renewal and evolution. For retail, it’s a reminder that staying relevant means knowing when to let go of old practices and embrace change.

Adaptability is particularly critical in an era where customer expectations evolve faster than ever. Retailers need to be thoughtful, strategic, and open to innovation. It’s not about chasing every trend but understanding what truly resonates with your customers and finding ways to deliver it with authenticity and purpose.

The Road Ahead

This project, like so many others I’ve worked on, has reminded me of the importance of stepping back from the numbers and focusing on what truly matters: people. It’s the connections we build—with our teams, our customers, and our communities—that make a brand memorable. A P&L might measure profitability, but it’s human engagement that determines longevity.

I’ll be sharing more about my travels and some exciting projects soon. For now, though, I want to take a moment to wish you all a belated Happy New Year and an early Happy Chinese New Year!

恭祝大家新年快乐，提前祝您春节快乐！

Here’s to a Year of the Snake filled with transformation, connection, and success for us all.

Love & Peace to you all!

Bob