Leading a successful retail business requires a detailed focus. The everyday situations that occurs between the customer and the employees affects their experience in store. The more the people working in the store are able to live the brand, engage with the products and it’s complementing services, the more they will convince a doubting customer hunting his or hers “treasure”.

Popping into the Ted Baker shop in Shoreditch, I realised that it wasn’t just an ordinary Ted Baker shop. It was everything else than that. As I was not alone, my 15-year-old daughter spotted a pair of silver shoes. Trying them on, we were cheered up by this guy that did fancy these shoes even more than we did. Not only did he perhaps think both of us needed a warm hug on this chilly Sunday, we even received a few nice compliments that did suit this fresh Sunday afternoon, although it was only the 7th of June. It appeared he was the closest man to Ted Baker and as we figured, this was not an ordinary Ted Baker store. They call it a store like no other; Ted Baker & More, and more it was. It also appeared that he had been visiting this specific shop a couple of times after the opening just to see for himself how things worked out.

The store could offer Everbeans coffee, watches, makeup, footwear and fragrances, homebased products, jewellery, audio, stationary, beatyspot and grooming rooms.

Giving each product assortment to their own identity, they would like the customers, to embark on their journey towards a wider concept. This requires understanding and curiosity about the tomorrow’s customer and I truly think that they are heading in the right direction. I liked what I saw and I would love to go back to explore more. It’s possible that they won’t make the Ted Baker stores based upon bicycles in the future, but I’m sure they are going to make a good customer experience by developing the brand even further.