Andrew and Chupi Sweetman of Chupi catch up at REI Retail Retreat – is 2023 the year of the blended conversion? 

Thinking about the sentiment in the retail industry at present, Chupi chats about how it has witnessed a remarkable transformation over the past few years to the era of the blended conversion. From the initial shift to a digital-only space in 2020, we have now entered an era where retail experiences resemble a “pilgrimage” for consumers. 

TLDR at end.

The Blend of In-Store and Online Conversion:

Prior to 2020, retail predominantly focused on in-store experiences, with minimal emphasis on online presence and e-commerce. However, the pandemic forced a rapid digital transformation, pushing consumers into a digital-only space. But now, as we move forward, a unique blend has emerged, where consumers may visit physical stores multiple times before converting, often making the final purchase online. Chupi explains how this blended conversion approach has become increasingly prevalent, combining the desire for human connection and experiential retail with what we can only suppose is the convenience and comfort of online shopping.

What We Do Vs Why We Do It

By focusing on creating an emotional connection with customers, she has elevated the Chupi brand beyond the “what” they do and instead uses the “why” to communicate their offering. This emphasis on the purpose and passion behind the products creates a unique differentiation and resonates deeply with consumers.

What’s her advice to aspiring makers?

Chupi Sweetman, a role model in the industry, believes that aspiring makers should prioritise their “why” and embrace their true goals for happiness. By understanding what this happiness truly means to them, they can craft an authentic and meaningful brand experience. 

In short…

The retail industry has come a long way since the onset of the pandemic, and a resurgence is now well underway. Blending the convenience of online shopping with the immersive experiences offered in physical stores is taking the spotlight. Chupi, with her focus on the “why” rather than the “what,” exemplifies the importance of passion, authenticity, and purpose in crafting a brand experience that resonates with consumers.

Find all her nuggets of wisdom in the video below!