In the post-Covid period, we had the opportunity to explore new possibilities for growth and development alongside our brand partners, adapting strategies and projects to the specificities of their target markets. The recovery brought new challenges, but also an incredible opportunity to rethink and innovate the way we interact with customers and create unique and engaging experiences.

Thanks to our expertise in Visual Experience and Customer Relationship, we worked side by side with our partners to bring tailored initiatives to life, capable of responding effectively to the needs and peculiarities of each individual market. Every project was conceived with a strategic and creative approach, aiming to ensure a seamless interaction between the digital and physical worlds, enhancing the relationship with consumers and strengthening brand positioning.

The common thread in all our actions? Customer Experience: a key concept that represents the meeting point between two fundamental aspects of physical retail. It is precisely at this intersection that our two main business units find their balance, working in synergy to improve the customer journey and make the shopping experience increasingly personalized, seamless, and emotional.

We firmly believe that a customer-centric approach is the key to building strong and lasting relationships, going beyond a simple transaction and transforming every interaction into an opportunity for loyalty and engagement. This philosophy is what drives Yu Retail and its work, pushing us to constantly innovate while always keeping the customer at the heart of every strategy.

Design and Assessment: the importance of cultural adaptation

Each project begins with an in-depth phase of research and market analysis, a fundamental step in understanding the context in which we operate and developing truly effective strategies. We carefully study the needs and expectations of the target audience, define buyer personas, assess brand positioning, and immerse ourselves in the cultural specificities of each market to capture its nuances, trends, and unique dynamics.

This phase is one of the most stimulating, complex, and at the same time fascinating aspects for those who work in customer relations and communication. Every market has its own language, unique habits, and purchasing rituals that define it. Our role is to decode these elements, understand consumer behaviors and expectations, and transform insights and data into engaging, tailor-made experiences.

The ultimate goal? To create authentic connections between brands and people, shaping experiences that are not only memorable but also effective in strengthening the relationship between the brand and its audience, generating real and lasting value.

The customer at the center

The concept of placing our recipient, interlocutor, client, or contact person at the center of the stage is not so obvious. It is often debated and flaunted, but starting from 'our own home', it often does not align with the 'posture' we maintain in relationships.

The temptation is always to take the spotlight and set communication almost exclusively in an 'outbound' manner.

Today, however, active listening and fostering conversation are increasingly the foundation of building trust and the relationship itself.

But even before that, there are the fundamental rules: education, kindness, attention, and respect.

Starting from these concepts, there is then the phase of encoding and adapting to people's habits and behaviors across various cultures and markets.

How do we present a product or invite a customer to try it on? How do we guide them to the fitting room? How do we behave during payment? How do we greet when entering and exiting, or how do we make eye contact? Who do we address in the case of a couple, family, or other situations? Who makes the important decisions in a family setting?

Both studying best practices and creating a training model to share with sales staff are incredibly exciting. As well as developing educational tools and performance measurement instruments.

Best Cases: from Moleskine to Lacoste, from The North Face to Napapijri, from Buccellati to C.P. Company, from Vans to Oakley, from Istituto Marangoni to Naba — we've seen a lot and gathered a wealth of practices.

First Journey: The Approach to Customer Experience in Latin America

We begin our journey to discover the different ways of communicating and interacting with customers around the world by analyzing 10 key aspects that characterize customer engagement in Latin America.

In upcoming insights, we will also explore practices in the East, India, and Europe to provide a comprehensive overview of cultural differences in retail and customer relationships.

The Importance of Personal Relationships

The relationship with the customer goes beyond mere business: the goal is to build an authentic connection. The best advice is to start a conversation with an engagement phase, never forgetting informal small talk to establish a personal bond.

Warm and Friendly Communication

Communication tends to be very warm and empathetic. Affectionate greetings, such as a hug or a firm handshake, are not out of place—they are very common. The tone of voice is usually friendly, with informal but always respectful language. The formal "usted" (equivalent to “you” in a polite form) is often used, even in relatively informal interactions.

Flexibility and the Art of Negotiation

Commercial negotiation is a key aspect. It is important not only to negotiate terms but to do so in a way that makes both parties feel involved in the process. "Compromise" is seen positively, and the art of negotiation also includes social aspects, such as taking the time to get to know each other better. Flexibility is valued, and in some contexts, negotiations may take longer than in other regions.

Courtesy and Respect for Formalities

Despite the warmth in communication, respect for hierarchy and formalities remains essential. In many cases, professional titles and acknowledgment of an interlocutor’s rank or position are expected. For example, addressing someone as "Doctor" or "Señor" can be seen as a sign of respect, especially in formal business settings.

Comfortable Timelines for Negotiations

Due to the strong emphasis on relationship-building, business negotiations can take longer than in other markets. Speed is not always the priority—rather, the process of building trust and mutual understanding is considered essential.

Family as a Core Value

Family is considered one of the most important institutions in many Latin American cultures. The concept of extended family is very strong, with members often supporting each other well into adulthood. This close connection between parents, children, grandparents, and other relatives frequently influences not only life decisions but also major purchasing decisions. Respect for elders and authoritative figures (such as parents or family heads) is fundamental. Social and family hierarchies are well-defined, and younger generations tend to show great respect toward their elders.

Online and On-Site Meetings

Face-to-face meetings are highly valued. While technology facilitates communication, direct contact is still considered crucial. In many situations, in-person meetings or interviews are seen as a sign of commitment and seriousness from the company.

Religion and Holidays

Religious and cultural holidays are highly important and often influence business calendars. Companies must be sensitive to these periods and can adapt their offerings or work schedules accordingly. Ignoring these observances can lead to a loss of trust and credibility.

Proxemics and Emotional Expressiveness

Communication is often very expressive on an emotional level. Body language—including hugs, cheek kisses (especially among friends and family), and other forms of physical affection—is common and widely accepted in everyday interactions.

The Role of Religion in Social and Business Dynamics

In many Latin American countries, religion—especially Catholicism—has a significant influence on social relationships, shaping holidays, rituals, and family traditions. Religious celebrations and church gatherings are key moments for social interaction. Failing to respect these moments during a negotiation or business activity can negatively impact the outcome of a deal.

Why Is It Important to Understand These Dynamics?

Understanding and respecting the cultural specifics of communication in different markets is essential to optimizing customer experience strategies and strengthening relationships between brands and consumers. Latin America is a market full of opportunities, but it requires an empathetic and personalized approach to build long-lasting trust.

Follow us to discover customer experience and customer relationship strategies applied in the East, India, and Europe in our upcoming insights!