Changing Rooms: This Time, It’s Personal


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Toronto’s trendiest changing room is in a yoga-wear shop. A sale’s assistant writes the shopper’s name on a wipe-board on their changing room to create “my own personalized compartment”, wrote a journalist on a local Toronto newspaper.

Clever and simple. What do you do to make your space the customer’s space?

At St. Lukes, the radical advertising agency in London, major clients have their own themed room, which they can work from as if it’s their own office, whenever they are in the area. So, meetings with executives from Clarks, the shoemakers, take place in the Clarks room. In typical St. Luke’s style, the Clarks room is themed around shoes – even the coffee table wears shoes; the legs on the table have feet on the end, which sport Clarks footwear.

How at home do St. Luke’s clients feel, do you think? ‘Put yourself in your customers’ shoes?’ At St. Luke’s they even put their furniture in their customers’ shoes.

Phil Dourado
Author, Speaker, Independent Consultant
Founding editor of Customer Service Management Journal in the United States, and of its companion title, Customer Service Management Journal (now rebranded as Customer Management Magazine) in the United Kingdom. He is the author of The 6 Second Leader (Capstone, John Wiley & Sons, 27).


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