How to Tackle the Retail Apocalypse

It is usually said that we are living years of retail apocalypse, but Cristina Scocchia, CEO of Kiko, an Italian beauty and cosmetics retail company with outlets in 20 countries, prefers to say that «selling products is out, serving experiences is in», in her dialogue with Bocconi Rector Gianmario Verona, the seventh instalment of the Executive Chats series.

«In order to serve consumers' needs», she continues, «you have to know your customers well and it implies investing in CRM and big data». Furthermore, the retailing industry is affected by the emergence of the online channel, which determines the need to adopt a multichannel strategy.

Traditional leadership skills apart, Cristina Scocchia, an alumna of 1999, says that today you need to be able to put together extremely diverse teams and create an environment in which all are energized to give their very best. Talking of diversity, her advice to women facing the glass ceiling is: «Don't let statistics or stereotypes tell you who you are or who you will become: always fight for your professional dreams».

The final thought goes to Bocconi, «that opened up my mind», Cristina Scocchia says, «and gave me the knowledge, the opportunity and the self-confidence to start my career».