In a retail industry that’s evolving at breakneck speed, Clare Cryer, Vice President of Growth at Outform, is a veteran of the field and an outspoken advocate for blending insights, creativity, and technology to reshape physical retail. With a career that spans from humble beginnings at a Dublin Zoo souvenir shop to VP at a cutting-edge retail innovation company, Cryer’s perspective is both deeply grounded and highly visionary. Her story is an illustration of how understanding human behaviour, innovation, and strategic thinking converge to shape today’s retail landscape.
From Dublin to London: A Journey of Grit and Growth
Cryer’s career in retail began early, and at times, unconventionally. “My very first job was in the souvenir shops in Dublin Zoo,” she recalls, noting how working in a bustling environment. “It was just such a wonderful grounding in the development of a work ethic right out of the gate.” Cryer shares that her father, who worked at the zoo his entire career, helped her appreciate the value of hard work. By the age of 17, she had moved to London, joining a marketing agency. This go-getter mentality drove Cryer’s ascent through agency environments in London, where she honed her skills in shopper marketing. For Cryer, this burgeoning field in the late ‘90s was a revelation. She describes the discipline of “thinking store back,” where the focus is on the crucial moment when a consumer reaches for a product. “This is actually the only moment that matters,” she says, referring to that instant when a hand stretches towards a product, choosing one brand over another.
The Evolution of Retail: Shopper Marketing and Data-Driven Insights
Cryer found herself increasingly drawn to understanding the psychological triggers that influence shoppers, an area she refers to as her “special sauce.” She points to her work with giants like Procter & Gamble and Unilever, who were pioneering the shopper marketing philosophy. This work focused on the “science, the psychology of choice,” in which she says her strength lies: “to unpick the understanding of the behaviour of the shopper.”
As retail has grown more data-focused, Cryer has observed significant shifts. She notes, “Retail media is probably going to be bigger than TV advertising now.” This shift reflects the growing influence of data insights on every part of the retail experience. Cryer believes that retailers must “do a few things well,” honing in on core ideas rather than scattering their efforts across too many strategies. “Spend more of your energies making a big idea bigger than making ten different ideas,” she advises.
Outform: Reinventing Retail with a Multi-Channel Approach
Cryer now brings her decades of expertise to Outform, an agency that combines insights, technology, and manufacturing to create in-store experiences. Outform’s approach, which she describes as “think, make, run,” covers the entire retail journey, from research and design to physical production and installation. “We are, at our heart, a manufacturing company,” Cryer explains. “We ask a question to our clients, which is what do you think your shop is for?”
For Outform, the question of purpose has become central to rethinking the role of physical stores. In an age where consumers can buy nearly everything online, Cryer’s team helps brands rediscover the unique value of in-store experiences. She describes recent research with Kingfisher’s B&Q brand, where the stores act as “the centre of e-commerce.” Many purchases begin online but are fulfilled in-store, Cryer explains: “It’s all about giving the shopper the choice that they want.”
Consumer Psychology: What Shoppers Want
Cryer has seen how consumer psychology affects everything in the store environment, from layout to display design. Outform’s research, which they call “Digital Bricks,” highlights the growing need for a seamless, integrated shopping experience. Cryer’s insights into shopper psychology underscore three fundamental consumer needs: a frictionless journey, the ability to “touch and feel” products, and a seamless integration of digital and physical elements.
“Retail needs to catch up to that,” she states, observing that too often, online and in-store experiences feel disjointed. Cryer describes a world where customers expect seamless interaction across channels, whether they “make a purchase online and want to return it to the shop” or rely on in-store digital features like Apple Pay. For Cryer, a “mobile-first” retail approach is non-negotiable, as many consumers now rely on smartphones for everything from browsing to paying.
Human Connection: Bringing the Personal Touch to Retail
While digital tools and data are essential, Cryer argues that the human element remains irreplaceable. In a world of high-tech retail innovation, she maintains that “the human interface is just as important.” She explains that Outform’s goal is to create displays that empower store associates to act as brand ambassadors, blending technological advances with personal service.
The conversation frequently circles back to the concept of personalised retail, where shoppers can enjoy a tailored experience akin to an old-fashioned general store, albeit enhanced by technology. “I’d like to know how you’re getting on with this,” she imagines saying to a returning customer. To her, building relationships with customers is not just nostalgic—it’s a powerful strategy for building brand loyalty in a competitive market.
Trends in Retail: Community, Purpose, and the Human Element
Looking ahead, Cryer believes that the role of physical stores will become more community-focused. “The word community should be a topic on this one,” she suggests, explaining that many brands are exploring ways to add value to shoppers’ lives beyond the products on the shelves. Cryer points to Outform’s work with Asics, where stores aim to reflect the brand’s philosophy of “a sound mind in a sound body.” In this context, she explains, “community” could mean hosting a running club or another interactive experience.
Community, she argues, will become an essential part of retail, particularly as high streets continue to struggle with the rise of e-commerce. Brands will need to redefine their stores not just as places to transact, but as spaces where shoppers can connect and engage with the brand’s values and products on a deeper level. Cryer also foresees that brands may harness social media to give store associates a more visible role as brand advocates.
Lessons for Retailers: Moving Beyond Transactional Spaces
Reflecting on the current climate, Cryer observes a cautious optimism in the retail sector. She notes that some clients are moving away from “mega launches” in favour of more strategic, purpose-driven investments. There’s “a lot more caution from our clients,” she admits, though she’s convinced that retail will continue to thrive. “Retail that’s not complacent,” as she describes it, will remain successful even in challenging markets.
This adaptability will be crucial for retailers of all sizes. Cryer warns against the “siloed” approach to retail that segments online and offline experiences. She encourages brands to see their stores as spaces where relationships with customers begin rather than as mere endpoints for transactions. Brands “will continue to open new doors and launch new products,” she predicts, if they embrace a customer-first mentality.
Finding Joy in Team Building and Mentorship
Despite her passion for retail transformation, Cryer says her greatest joy comes from mentoring her team and fostering a collaborative culture at Outform. “Growing our people and being the tide that rises the ships is probably the thing that I’ve always loved most,” she says. Cryer is committed to paving the way for the next generation, offering young team members the mentorship she didn’t have early in her career. “Those entering the workplace have more ideas than I have,” she says, adding that giving them “space to… get the confidence to speak up” is a key priority.
A Vision for Retail’s Future
As the retail landscape continues to evolve, Cryer’s vision is one where the personal and digital converge to offer a genuinely human, purpose-driven experience. She champions a future where stores are not only places of transaction but spaces of community, interaction, and insight. For Cryer, the future of retail is about more than just innovation and growth—it’s about understanding the shopper’s needs on a profoundly human level. Retailers who can embrace this holistic vision may well find themselves thriving in an industry that, despite its many changes, still centres on the shopper.
