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Wake Up And Smell The Coffee At Retail City
Acclaimed International Author Of ’The Starbuck’s Experience’

Other Topics:  Specialty Coffee Roaster, Coffee Micro-Roaster, Coffee Bite-Sized Treats

Retail City
March 25, 2007

Dr. Joseph Michelli to share insight into the success of the largest chain of coffee shops in the world

Dubai, UAE -- Retail City, the region's largest international retail real estate event, set to take place at the Dubai International Exhibition Centre (DIEC) from 3 - 5 June 2007, will have acclaimed U.S. business psychologist and author of 'The Starbucks Experience', Dr. Joseph Michelli, to deliver the keynote at this year's conference. Dr. Michelli will share his invaluable research and experience into how Starbucks has become one of the most recognised international brands and largest chain of coffee shops in the world today.

Naomi Koningen, Project Manager, Retail City 2007 commented, "The fact that Dr. Michelli has agreed to deliver the keynote at our conference, is a clear testimony to the strength of our own brand. His extraordinary insight into Starbucks' success story will be invaluable however the real success of

Dr. Michelli's perceptive interpretation of Starbucks' principles is that the same values can be applied to business life in general."

During his presentation 'The Ultimate Customer Experience', Dr. Michelli recognises five distinct principles (Make it your own; Everything matters; Surprise and delight; Embrace resistance; Leave your mark) that, if implemented, can transform a company (or an individual) from the inside out. It's difficult to argue with the tenets of an organisation has 11,000 outlets in 37 countries. Starbucks pours coffee from five new outlets each and everyday, every US$ 1 invested in 1992 would be worth US$ 65 today and most importantly their staff turnover rate is 60 per cent per annum against the industry average of 200 per cent or more.

"The Starbucks Experience reflects principles that are simple, yet not simplistic. They are results-oriented and can be deceptively powerful when applied," commented Dr. Michelli.

Starbucks' miniature employee handbook 'The Green Apron' may go someway to explaining this. The distinct lack of rules, are replaced by suggestions, goals, and the empowerment to make every customer's experience a memorable one.

Elsewhere on the three-day conference agenda, expert retail speakers will share their experiences, such as, Rolf G. Kirst, Vice Chairman, European Franchise Association, Germany - 'Franchising The International View'; Walter Kleinschmidt, President, R2E Consultants Inc, Canada - 'Enforceable Leases - Key to more successful retail and retail real estate'; Fadi Jabbour, Chief Operating Officer Retail, Chalhoub Group, UAE & Dr. Majed Abdulsamed Enany, Deputy Manager, Abnia Design Consultants, KSA - 'Retailing in the Middle East - Trends and strategies in a developing market'.

Other speakers include, Rob Davie, Principal, Fitch, UAE - 'Creating and Exporting Innovative Retail Brands, The Pressure to Deliver'; Susil S. Gungarwal, Head - Retail, Emaar MGF, India - 'Eye on India - The unstoppable growth of one of the world's ten largest retail markets' and Barbara Wold, Global Retail & Consumer Guru, USA -'Marketing progressions - What's happening in retail marketing?'

Four dedicated pre and post conference workshops will go in depth examining, 'Keeping Customers For Life'; 'Retail Finance And Investment'; 'The Third Place' and 'Successful Planning And Development Of Shopping Malls'.

The show will also feature the prestigious Retail City Awards, which recognise excellence and innovation throughout the industry, acknowledging outstanding achievements. The awards will be presented during a glittering gala dinner at The Fairmont Hotel, Dubai.

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