Our COO, Lynn Gonsior, spoke with Women in Retail about her personal and professional life.

Lynn’s unique expertise comes from an extensive career that has spanned everything from running a startup to managing one of the largest branding agencies, as well as working for retailers including Kroger and Limited Brands. Her forward-looking thinking ensures delivery of creative innovation and effective solutions that deliver real results for ChangeUp’s clients. In this member spotlight, Women in Retail’s Leadership Circle asked Lynn a series of questions to get to know her better:

Women in Retail Leadership Circle: Tell us about your background. What made you decide to start ChangeUp?
Lynn Gonsior: I’ve always had a passion for design and retail, and have been fortunate to have a career that involves both. From in-house roles at Kroger and Limited, to strategic consulting at a global branding firm, I’ve seen the industry from all sides. ChangeUp was a natural next step: a chance to bring collective experience together with an incredible team who shares the same vision and energy.

As an independent agency, we’re empowered to focus on what truly matters without all the politics. For over a decade, we’ve partnered with some of the most dynamic retail brands creating bold, meaningful work that drives real results. It’s been an incredibly rewarding journey, and there’s so much more to come.

WIRLC: As a leader in retail experience design, what are some of the biggest shifts you’ve seen in how brands connect with customers?
LG: Everything happens faster and needs to be smarter and more engaging across generations. One of the most significant shifts we’ve seen is brands striving to find the magic, and strike the right balance, between their online and physical experiences.

Today, a great retail environment goes beyond function. It embodies the brand and a core idea that the customer feels emotionally connected to; one they believe in and drives loyalty because it’s an irreplaceable experience. It’s more about making the entire shopping journey personalized, connected and consistent, and not about the channel.

Read the full interview with Women in Retail.