|Wake Up And Smell
The Coffee At Retail City
Acclaimed International Author Of ’The Starbuck’s
Specialty Coffee Roaster,
Coffee Bite-Sized Treats
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.
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.
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
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
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.