[STEP BY STEP] The New Community Store: Inside Brick-and-Mortar's Evolution

Future Commerce

Content provided by Future Commerce, Phillip Jackson, and Brian Lange. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Future Commerce, Phillip Jackson, and Brian Lange or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

14d ago 33:18

MP3•Episode home

After 33 years of redefining retail, Anthropologie has mastered creating stores that serve communities rather than just selling to them. Mindy Massey, who oversees stores across North America and the UK after 26 years with the brand, reveals how they've shifted from conversion to connection—empowering 10,000+ employees as community curators while maintaining authentic relationships at scale. Her insights offer a masterclass in why this approach matters more than ever as younger generations reshape retail expectations.

The Multi-Gen Effect

Key takeaways:

Amplification over transformation: Anthropologie didn't reinvent their service strategy—they amplified 33 years of authentic relationship-building with better tools and deeper community integration. "I would say more than transformation. It's been like amplification... Our service strategy has always been built on a foundation of genuine connection." - Mindy [02:52]
Wide lanes, strong guardrails: Success requires high accountability and clear brand standards while giving local teams wide creative latitude to serve their specific communities. "We do provide guardrails. But the lanes are kind of wide open for a localized approach." - Mindy [06:41]
Authenticity drives KPIs, not vice versa: The brand prioritizes genuine relationships over metrics, trusting that real connections naturally generate better business outcomes. "The authenticity of the relationships is what drives the KPIs versus the KPIs driving the relationships." - Mindy [09:26]
Ordinary to extraordinary: Every element of the operation embraces the philosophy of transforming simple materials into unexpected beauty. "So much of our heritage is steeped in making the ordinary extraordinary. You find something really simple and you make it super innovative." - Mindy [13:36]

In-Show Mentions:

Tricia Smith (CEO, Anthropologie)
Rockefeller Center store holiday display

Associated Links:

Learn more about Endear
Check out Future Commerce on YouTube
Check out Future Commerce+ for exclusive content and save on merch and print
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

589 episodes

[STEP BY STEP] The New Community Store: Inside Brick-and-Mortar's Evolution

Future Commerce

82 subscribers

published 14d ago

MP3•Episode home