In a fast-paced world of e-commerce and metrics-driven selling, it’s easy to forget the importance of being human and showing empathy. David Ang Reyes, Country Head of TTRacing Philippines and a mental health advocate, is championing a refreshing shift by bringing humanity back to retail.
“Be human and treat each other as such,”
Reyes says, when asked how frontline teams can make a meaningful difference in today’s digital environment. He believes that authenticity starts with the people behind the brand. By encouraging his team to bring their own personality to customer interactions, they create more genuine and memorable experiences. While scripts and standard procedures exist, they are meant to guide, not to restrict.
“When people know the why behind what they’re doing, they’ll figure out the how in ways that are more personal and more authentic”
he explains.
Reyes believes that today’s consumers are more value-conscious than ever.
“Even if your product fits the market, the real question is, does your brand?”
he asks. Long-term success, he explains, lies not just in innovation, but in brand equity and how values are reflected in the customer journey. These real interactions keep him grounded and serve as learning opportunities for his team. Sometimes, he says, he learns from them just as much as they learn from him.
To create a more human customer experience, Reyes starts with a mindset shift. He asks every new team member to imagine the brand as a person. What kind of person would that company be? How would that person talk, listen, and respond? From there, his team looks for ways to connect meaningfully with customers. Sometimes it’s a handwritten note. Sometimes it’s a surprise birthday cake with a delivery. These small but thoughtful gestures build loyalty and trust.
“It doesn’t have to be grand. It just has to be intentional,”
he says.
Looking ahead, Reyes urges retail leaders to shift from being transaction-obsessed to relationship-driven.
“Our goal is for customers to feel like they’re buying from a friend,”
he says. Whether or not a gesture is recognized, he believes it should be done because it’s the right thing to do.
In an industry often defined by speed and sales, David Ang Reyes reminds us that even though it may sound cliche, kindness, sincerity, and intentionality are still powerful differentiators. They are the standard for how business should be done.
What fits your business in creating more ways to touch other’s emotions in Humanizing Retail? Join us and find out at the Retail and E-commerce Summit Asia on 29th to 30th of May. It’s not just interacting but all about integrating to one another’s insights to reshape the future!
