Bringing the brand promise to life
Sylvain Baudens, Rebel’s General Manager of Finance and Portfolio Strategy, said it was a proud moment for the entire Rebel team.
“It was a huge cross-functional project that took a lot of time, effort and energy, so to be recognised by our peers and the retail industry was a really good feeling,” he said.
Opened last year in the midst of the pandemic, Rebel’s Parramatta store is the latest in its experiential retail offering and only the second in Australia to be launched as part of its new RCX (Rebel Customer Experience) strategy. According to Baudens, RCX is designed to make Rebel a frontrunner, not just in Australia, but globally.
“I think a lot of brands are really focusing on what customers are saying to make the retail experience better. With our RCX store concept, partnering with Nike and taking global learnings into consideration, we have repositioned Rebel among the best-in-class sports stores worldwide, and that’s no small achievement.”
The judging panel clearly agreed, recognising Rebel’s success in positioning itself as the ‘home of sport’. Panellist Jerry Macey, Commonwealth Bank Executive Manager of Consumer and Diversified Industries, said the store not only offered customers a fun and fulfilling retail experience, it was also a physical expression of Rebel’s brand promise.
“This award is further proof that retailers who can offer an authentically fulfilling experience can continue to draw customers in-store, even during a pandemic,” he said. “Customer experience is something we’re passionate about, so we’re delighted to have this opportunity to back retailers like Rebel and help them bring their vision to life.”