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Winning Retail by Modernizing Your Assortment with Brian Coupland, Senior Vice President of Merchandising, Staples US Retail
On today’s episode, Brian discusses the importance of getting close to the customer, change management, and working with small businesses and makers through the Staples Connect “Breakthrough Project.”
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ABOUT THE GUEST
Brian is a passionate retail executive with over 20 years of experience and an extensive track record leading enterprise innovation and transformation initiatives with results to prove it. As SVP, Merchandising at Staples US Retail, Brian leads system-wide merchandising strategy and operations across the US Staples retail network and has responsibility for financial results. Brian has led the Staples US Retail merchandising organization through brand transformation to become the Working and Learning company with Staples Connect.
This episode features an interview with Brian Coupland, Senior Vice President of Merchandising at Staples US Retail. With 20+ years of experience leading enterprise innovation and transformation initiatives, Brian helps drive merchandising strategy and operations across the entire Staples U.S. retail network.
On today’s episode, Brian discusses the importance of getting close to the customer, change management, and working with small businesses and makers through the Staples Connect “Breakthrough Project.”
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“It’s not just about an idea or a trend or a hunch. It’s really about getting closer to the customer to understand what they’re saying, what they’re feeling, what they’re thinking. Today and also tomorrow.” -Brian Coupland
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Show Notes
- (1:34) Brian’s background: an obsession with the customer and taking risks
- (6:14) Introducing Staples Connect
- (8:14) The Breakthrough Project: new innovations, small businesses, and a second season
- (12:41) Bringing in and merchandising new products
- (14:42) Brian’s favorite products from the initiative
- (18:55) The challenges of change management
- (23:55) Zeroing in on the customer’s needs
- (27:06) Lightning round
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Sponsor
This podcast is presented by Dell Technologies and Intel. Together they help you realize digital transformation across retail by driving IT innovation to better engage with today’s connected consumer. Learn more at DellTechnologies.com/retail and Intel.com/retail.
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