The 2 'W's' of Retail Reinvention 

By Ron Lutz for Total Retail

The 2 ‘W’s’ of Retail Reinvention


Traditional amenities and innovative new experiences

Reinvention is the new reality for retailers looking to stay competitive. Brick-and-mortar stores must maintain visual standards and navigational ease but also serve real-time omnichannel interactions that drive an overall better experience. The first step toward reinvention is understanding your “why” – why this plan is necessary and important to the growth of your brand. The next step is understanding what your customers want.



Ron Lutz
EVP, Chief Retail Officer
Ron Lutz, who recently retired from Miller Zell, built his career by guiding retailers through transformational growth and change. With over 35 years of leadership experience, his focus while at Miler Zell was acting as the voice of the customer as chief retail officer. Before joining Miller Zell, he was a VP for Lowe’s, focusing on the omnichannel customer experience.