It all starts with empathy. We put ourselves in our customers’ shoes so we can understand their wants and needs. How do we do this? We go to the stores and talk to them. We listen to what customers say, and we watch what they do.
We take all the information we’ve learned about our customers and we study it. We look for behavioral patterns and needs they didn’t even know they had. And we consider how customers feel while they’re in our stores. If we understand how they feel, we can craft experiences that delight them.
Then we start throwing ideas around. Some of them are awesome, others surprisingly bad. But that’s OK. We’re open to all ideas, whether they’re obvious or impossible. We talk about everything, then together, we craft something great.