[STEP BY STEP] Meet the Connectors: The New Role of Store Associates in a Digital World

In an era where retail often feels transactional, Akira has spent 23 years proving that personal connection drives business success. Eric Hsueh, co-owner of the Chicago-based fashion brand, reveals how their 40-store chain has scaled authentic relationships without losing its boutique DNA. Eric expands on how technology can enable human relationship, rather than replace it.

“I Believe In Stores”

Key takeaways:

• Authenticity over automation: Akira actively combats formulaic retail interactions, training stylists to engage genuinely rather than asking "Can I help you find anything?" which Eric calls "nails on a chalkboard." - Eric [07:12]
• Micro-wins build macro loyalty: Individual moments—like finding the perfect jeans after 90 minutes—create lasting relationships that compound over years. "That's authenticity. And that is micro wins leading to building a business." - Eric [21:03]
• Technology enables, doesn't replace: Tools like texting and client data enhance personal relationships rather than scaling impersonal outreach. The focus remains "the one on one relationship, the personal connection." - Eric [16:14]
• Character comes first: When hiring, Eric prioritizes "energy, intelligence and integrity," with integrity being "first and foremost" because authentic relationships require genuine people. - Eric [09:14]

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