Varejo 60+

Retail that delights sells more — at any age. In this episode of the Fala pra Amiga Podcast, Suely Tonarque (74) interviews Celina Kochen, one of the leading figures in retail and fashion franchises in Brazil. From the mall craze of the 80s/90s to today's omnichannel (WhatsApp, "little suitcase," CRM), Celina shows, with real-life examples, what makes a store grow — and why human service and curation remain unbeatable. Topics you'll benefit from in your store/branding: Rebranding in practice: updating your logo, VM, architecture, and window display without losing your DNA A team that converts: selection, retention, product content, and "sparkling eyes" The fitting room as a stage: honesty, complete styling, and surprises for the customer Tools that sell: WhatsApp with an edited catalog, CRM, calendar, and birthday celebrations A vibrant store: maintenance, scents, rituals (coffee/cake/chocolate), sensory experience Street vs. Shopping Mall: how to observe the competition and learn from both formats 60+ in retail: combating ageism, 6-hour shifts, experiences that build loyalty Price vs. quality: when cheap is expensive — and when it fulfills its purpose Owner mindset: curiosity, collection/purchase planning, and presence at the showroom If this resonated with you, like, subscribe, and share with those who love retail and fashion. Tell your friends — and let's delight more customers tomorrow. 💜 Chapters 00:06 Opening and introduction 01:02 Who is Celina Kochen & her trajectory in retail 04:54 80s/90s: boom of shopping malls and brands 08:37 Growth without planning: risks and closures 10:26 Rebranding: brand, VM, architecture and maintenance 11:44 Desire vs. Need: Why People Buy Fashion 13:01 Team Representing the Brand (Without a "Bunch of Black People") 14:52 Product Content and Truth in the Fitting Room 17:43 Sales via WhatsApp, "Little Suitcase," and CRM in the Routine 19:53 Golden Rule: Whoever is "It's Their Turn" Looks at the Door (Not at their Cell Phone) 22:34 Cheap E-commerce vs. Quality Store: When Does It Make Sense? 23:56 Shopping Malls as a Place for Socializing (Brazil) 25:08 Present Owner: Observing Competition and Window Displays 26:57 Ageism in the Market and the Value of Experience 29:39 Space for Professionals 60+ in the Sales Area 31:40 Memorable Service: Affection, History, and Production 32:02 Collection Planning and Purchasing: Professionalization 33:30 Daily Curiosity: Trends, Culture, and References 36:44 Street Store vs. Mall Store: Lessons Learned 38:28 Closing: Dedication, Future And curiosity #retail #fashion #franchises #omnichannel #customer service #customer experience #visual merchandising #branding #rebranding #whatsapp sales #crm #small bag #street store #shopping center #collection planning #purchases #retention #team #silver generation #60+ #ageism #longevity #retail consulting #Tell a Friend #Pass it on to a Friend #DudaByDuda