What: WOW is redefining department store retail by prioritising seamless customer journeys, local identity, and talent development over traditional omnichannel strategies.

Why it is important: This shift reflects a broader industry move toward integrated retail experiences.

Dimas Gimeno, founder of WOW and former president of El Corte Inglés, presents a compelling argument for abandoning the traditional separation between physical and digital retail channels in favor of a unified “phygital” approach. He contends that omnichannel strategies have failed because they merely digitize existing physical processes rather than reimagining retail from a digital-first perspective. Gimeno emphasizes that today’s customers move fluidly between online and offline environments, seeking seamless experiences and authentic engagement. He highlights the enduring value of physical stores, not only as spaces for higher conversion and loyalty but also as vital touchpoints for brand development and customer satisfaction. Gimeno also underscores the importance of local identity, urging small businesses to leverage their unique offerings and customer relationships, while advocating for collaborative digital platforms to support their growth. Finally, he stresses the need for skilled, motivated sales staff and robust talent development to deliver exceptional customer experiences and ensure long-term profitability. 

IADS Notes:  Gimeno’s vision for unified retail echoes recent industry trends, with Indian and Philippine retailers integrating digital and physical experiences to create hybrid models, as reported in “Indian malls vs online retail: the real competition is now time” (ET Retail, August 2025) and “Philippine retailers told to boost omnichannel space” (Inside Retail, November 2024). The continued relevance of physical stores as innovation and loyalty hubs is reinforced by “Why the global flagship still matters” (Inside Retail, August 2025) and “The future of loyalty, according to luxury department stores” (Inside Retail, May 2025). His focus on local identity aligns with the resurgence of specialty boutiques and curated retail, highlighted in “Multi-brand retail: independent boutiques are making a comeback” (BoF, September 2025) and “Department stores still matter – especially when they champion emerging brands” (Monocle, May 2025), while the emphasis on sales staff development mirrors the sector’s investment in talent transformation and AI augmentation, as documented in “MAD & Comité Colbert study on frontline talents recruitment issues” (MAD, June 2025), “Imagine this... AI agents and the 'everywhere all at once' sales team” (BCG, September 2025), and “CXG Report: The Client Advisor Effect” (CXG, December 2024).

WOW’s founder Dimas Gimeno advocates for a unified “phygital” retail model