Why the Last Marketing Mile Depends on Your Store Teams

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FRONTLINE FRIDAYS with Ron Thurston

FRONTLINE FRIDAYS Podcast

25 episodes

2 days ago

Your store teams feel it: more pressure, more change, less time to get it right. FRONTLINE FRIDAYS helps you turn that pressure into impact. Built for senior retail + hospitality field leaders, each episode features candid conversations with execs and disruptors from the world’s most iconic brands — sharing honest lessons and clear tactics you can start using immediately. Hosted by Ron Thurston, retail leadership expert and two-time bestselling author of RETAIL PRIDE (2020) and HUMAN PRIDE (2025). Season 2 starts September 26, 2025. New episodes every other Friday.

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Why the Last Marketing Mile Depends on Your Store Teams

FRONTLINE FRIDAYS with Ron Thurston

40 minutes 9 seconds

1 week ago

Why the Last Marketing Mile Depends on Your Store Teams

The last marketing mile isn’t digital — it’s human.
In this episode of Frontline Fridays, host Ron Thurston sits down with Ian Scott, retail consultant and founder of Ian Scott Retail, to talk about why the final moment of every customer journey depends on your store teams.

After decades leading innovation tours and advising brands like LEGO, Coca-Cola, and L’Oréal, Ian shares why he calls store associates “the living, breathing embodiment of the brand.” He and Ron unpack what great service looks like across cultures, how AI should enhance retail — not replace it — and why common sense still drives the best in-store experiences.

They also explore the power of pride on the front line, what “revenge shopping” revealed about human connection, and how the world’s best retailers invest in people, not just products.

Why the Last Marketing Mile Depends on Your Store Teams — Season 2, Episode 5 is available now.
🎧 Watch on YouTube:https://www.youtube.com/playlist?list=PLrohqoj-V_gskdgonZVHPSVNYO0K2mtpO
📱 Instagram:https://www.instagram.com/frontlinefridayspodcast/
👤 Ian:https://www.linkedin.com/in/ian-scott-0534694/
👤 Ron:https://www.linkedin.com/in/ronthurston/
💡 YOOBIC:https://yoobic.com |https://www.linkedin.com/company/yoobic/