At a time when "agents" and AI dominate every conversation, it is easy to forget that the ultimate channel is the consumer.

In this RETHINK Retail episode, host DeAnn Campbell, Head of Retail Strategy at AAG Consulting and Scott Wueschinski, AVP of Retail Applied Advisory at Genpact, cut through the noise to explain why the human experience is the only real competitive advantage left.

They dive into the friction points technology alone cannot fix, from punitive return fees to the "magic" of a store associate who actually knows their craft.

Strategic Takeaways:

- Cooperative Returns: Moving away from punitive fees by giving customers better tools to get the fit right the first time.

- Associate-First Design: Shifting toward frontline tools that employees actually want to use, rather than systems they are penalized for ignoring.

- The Data Reality: Why AI agents won't save a business if the foundational data is "crap in, crap out".

- The Multiplier Effect: How fixing low-hanging fruit in the store, like removing outdated kiosks, at the same time you deploy AI drives immediate results.

Stop chasing "shelfware." Tune in to learn how to balance high-tech agents with the human touch that builds true brand stickiness.