In the second episode of Encuentros Retail, Pascual Campos, CEO of Plaza Supermercados, champions an idea that runs throughout the conversation: retail is much more than an economic activity, it is, above all, a relationship between people.
Rather than focusing on technology or the latest industry trends, Pascual places the spotlight on what he believes truly sets retailers apart: team culture, day-to-day execution, and the ability to create meaningful customer experiences.
Rediscovering the Essence of Retail
The episode reflects on what gives a store its identity in an increasingly competitive and standardised marketplace.
For Pascual Campos, the greatest value of retail still lies in the physical store. It is where customer experiences are created, relationships are built, and brands prove whether they truly deliver on their promises.
Leadership, Culture and Excellence in Execution
His perspective begins with a simple principle: a store can only deliver an outstanding customer experience if the people working there experience that same sense of purpose and commitment.
That is why he advocates for building teams that are engaged, empowered, passionate, and proud of their work. Technology, operational processes, and marketing initiatives all play an important role, but none of them can replace the attitude and dedication of the people who welcome customers every day.
Pascual also highlights the importance of execution. In retail, strategies only create value when they are translated into thousands of small actions carried out consistently: listening, smiling, solving problems, and maintaining high standards every single day.
Making Customers Feel Something
The episode’s central reflection is that retail should aspire to achieve far more than completing transactions.
The goal is not simply to sell products, but to create experiences that make customers want to return because they felt heard, recognised and genuinely cared for. That emotional connection is what transforms occasional shoppers into loyal customers.
From this perspective, Pascual Campos advocates for a supermarket model that retains the “soul of a traditional marketplace”, one where product quality, personal relationships and the human experience remain the greatest competitive advantages, even in an increasingly automated world.
His message is especially timely as the retail industry embraces artificial intelligence, automation, and new technologies. The future of retail, he argues, will continue to depend on people who can turn an ordinary shopping trip into a memorable experience.
