The last marketing mile isn’t digital — it’s human.
In this episode of Frontline Fridays, host Ron Thurston sits down with Ian Scott, retail consultant and founder of Ian Scott Retail, to talk about why the final moment of every customer journey depends on your store teams.

After decades leading innovation tours and advising brands like LEGO, Coca-Cola, and L’Oréal, Ian shares why he calls store associates “the living, breathing embodiment of the brand.” He and Ron unpack what great service looks like across cultures, how AI should enhance retail — not replace it — and why common sense still drives the best in-store experiences.

They also explore the power of pride on the front line, what “revenge shopping” revealed about human connection, and how the world’s best retailers invest in people, not just products.

Why the Last Marketing Mile Depends on Your Store Teams — Season 2, Episode 5 is available now.
🎧 Watch on YouTube:https://www.youtube.com/playlist?list=PLrohqoj-V_gskdgonZVHPSVNYO0K2mtpO
📱 Instagram:https://www.instagram.com/frontlinefridayspodcast/
👤 Ian:https://www.linkedin.com/in/ian-scott-0534694/
👤 Ron:https://www.linkedin.com/in/ronthurston/
💡 YOOBIC:https://yoobic.com |https://www.linkedin.com/company/yoobic/