Orquest maximizes business efficiency through optimal employee scheduling and automation.
Size and plan your in-store teams to provide the best customer service and maximize your performance.
Jun 25 2024
In the latest episode of the Retail Podcast, host Maria Torres, Account Manager at Orquest, engages in a candid conversation with Leila Ruiz, a seasoned retail leader and entrepreneur known for her unconventional approach and commitment to authenticity. Leila shares profound insights into her journey and philosophy on retail leadership.
Starting from her early days as a McDonald’s manager, Leila transitioned into retail, eventually finding her passion in fashion. A pivotal moment came while managing a Virgin Megastore, where she learned the mantra “retail is detail,” instilling in her a passion for meticulousness and brand image.
Over her 15-year career, Leila has navigated various sectors including music, sports, and fashion, with a deep admiration for luxury brands that set benchmarks for the industry. Her retail leadership roles, notably at Don’t Call Me Jennifer and H&M, spanned from store manager to global retail director, overseeing up to 400 stores globally.
For her, the biggest challenge as a leader is to balance between demanding excellence and fostering team morale. “It’s always very difficult to find the good balance between demanding and also sympathy,” she emphasizes, and always hires experienced individuals to challenge and improve her own leadership.
Managing international retail operations also posed unique challenges, requiring deep cultural understanding and adaptability. “It’s important to speak with a lot of people, to understand, to take time in the country, and to have good communication skills with your partner because you always open the store with the franchiser or affiliates. It’s not often your own store,” Leila recalls.
On store operations management , Leila focused on consistency and brand identity. Daily team meetings and hands-on retail leadership ensured alignment with strategic goals. “The role of the manager is to lead them (store teams) and to push them. You need to show them and participate in everything. My favorite thing is to go to the cash desk. I’m really a ‘real retailer,’ you know?” she jokes.
Her approach to customer service in fast fashion centers on availability, empathy, and efficient operations, believing that a well-organized store where customers can find what they need is itself a form of excellent service. “In fast fashion retail, if you come into the store and you find what you want, it’s good customer service. You don’t need to have someone to tell you. That is a good service too,” she explains.
The conversation then revolves around the impact of technological transformation on retail operations and customer experiences. Leila discusses challenges and opportunities brought by new technologies like AI, helping us “with the data to know what people want.” However, she emphasizes the importance of integrating technology in stores while maintaining human interaction and unique customer experiences.
Discussing retail trends, Leila highlights the growing demand for personalized shopping experiences and the integration of online and offline channels. “The customer now it’s multi-channel,” she says when talking about all the channels consumers connect with a brand today. She advocates for a customer-centric approach and emphasizes the role of innovation in meeting evolving consumer expectations.
In addition to omnichannel, she also stresses that “the future will mix shopping and hospitality in every store.” “People want to have an experience beyond just shopping,” she explains.
Finally, Leila identifies three core retail leadership values crucial to her philosophy: “communication skills, managerial courage, and empathy.” She underscores the significance of effective communication in fostering team cohesion, the courage needed to make tough decisions, and the empathy required to understand and motivate her team. “Explain to them why. Most of the time you will keep your team,” she concludes.
Listen to the full conversation for more insights on redefining retail leadership and global operations management.