At last Wednesday’s launch of the 15th iteration of the Jamaica Observer Takes Style out (TSO) 2024 shopping extravaganza, retailers were charged with understanding client behaviour and creating memorable customer experiences. The Innovation Gallery at the AC Hotel with the requisite design flourishes courtesy of luxury event planner Shikima Hinds was where sponsors, retailers and specially invited guests convened to commemorate the occasion as well as gain valuable insight into how they could capitalise on the event.

The proceedings, handled by event conceptualiser and Jamaica Observer Senior Associate Editor – Lifestyle and Social Content Novia McDonald-Whyte, heard from Jamaica Observer Media Group Managing Director Dominic Beaubrun who hailed
TSO’s longevity in becoming “such a staple and part of the Jamaican economic diet”.

National Commercial Bank (NCB) Vice-President of Payment Services and Digital Channels Danielle Cameron Duncan, in her address, congratulated the #OTeam on the milestone as well as expressed the importance of partnering with TSO as a member of the fashion ecosystem which helps businesses and consumers.

“It’s not just about fashion; it’s an ecosystem of fashion. It’s about the designers, it’s about the retailers, it’s about the shoppers. It is one big ecosystem which we are really proud to be a part of,” Cameron Duncan said.

It was now time for words of wisdom and experience from guest speakers Tamia Carey, founder of STUSH Marketing and Tamia Carey Clothing, and Norma Williams, principal of BrandED.

Firstly, Carey implored retailers to understand and meet the needs of their customers, using her own experiences as a guide. Particularly, Carey referenced having to pivot from being a plus size designer to a designer for all seasons. COVID-19, for example, saw her adding stylish face masks and face shields to her inventory. Throughout her experiences, she emphasised how critical it was to understand the buying tendencies of customers.

“If you can’t think like your client, then you really can’t market to your client. So you have to be ahead of the curve when you are thinking about what your client is up to,” Carey said. “What does your client want? And how am I able to satisfy their needs?”.

Carey also underscored the importance of retraining staff. This to afford them the option of pivoting (into another area) if something is not selling. Carey spoke to training her staff to make sandals, handbags and earrings. While highlighting the trend of customers post-COVID to be more into experiences, she said additional effort is required in creating experiences that will attract customers.

“People want an experience. So when you have your store you have to create that experience. You have to now do much more to get the customer through the door and to ultimately spend,” she shared “I know you are all really tired. I am tired as a retailer. I feel like I am constantly going and the effort that I am putting in is 300 per cent… but we have to keep trying.”

Williams, for her part, stressed the importance of creating the ultimate customer experience, drawing titbits from her own experience of having to move on from her long-time nail technician because of the deteriorating experience. Using the theme, she detailed the importance of businesses being therapists for customers, using psychologist Chris Gray’s perspective on spending.

“At the biological level, spending releases powerful neurotransmitters that make us feel pleasure and give us a sense of well-being. People are going to want that feeling and you can give it to them,” Williams said. “For those of you who are retailers, understand that you are all part of my therapy and the therapy of many others. And you have to embrace that relationship and understand it. Understand what it is that makes us happy. Know our likes and dislikes. Understand your people, get into their psyche and understand what they want. Let them feel as if they are important.”

A key point raised by Williams is to hire people who align with your vision of putting customers first. Referencing individuals who have a “4:59 pm” attitude… team members who start packing up early to leave at exactly 5:00 pm! “ This is unacceptable in the current climate,” she stressed.

“Be unapologetic about how people treat those [people] who come into your space to spend money. Maybe customer experience is not their thing, and that’s OK. God loves them! But we don’t love them,” Williams said. “It’s very important that, as individuals who are running establishments, we establish boundaries and be unapologetic when it comes to the experience that we put our name to.”

McDonald-Whyte brought the event to a close, thanking sponsors for their support, making special mention of ongoing TSO supporters notably Fontana Pharmacy, Payless Shoestore Jamaica and Resortwear by Eroleen.

AC Hotel’s tasty fare was complemented by NCB-inspired crafted cocktails, notably, NCB Miles (Caribbean Sunrise), the Cash Back (Electric Lemonade) and the Style-tober (Shirley Ginger) along with an array of decadent desserts courtesy of the award-winning team of Future Bakery. With, the traditional cutting of the TSO cake to signify the event’s official launch, TSO #15 was off to an excellent start.

TSO 2024 was brought to you by NCB, Multilink, Island Car Rentals, and EDGE 105 FM.

Special thanks to the AC Hotel, Future Bakery and Shikima Hinds

Photographer: Naphtali Junior