Benoit Mahé: Pioneering Retail Coaching to Transform Global Retail Leadership
At the Global Retail Conference 2025, hosted by WeSave, Benoit Mahé, CEO of CapKelenn, delivers an electrifying presentation on “Retail Coaching” that resonates with industry leaders and practitioners from around the world. With decades of frontline retail management experience and an unwavering commitment to human-centric leadership, Mahé’s insights chart a new course for transforming the retail landscape—one that blends rigorous business metrics with the power of personal development and authentic engagement.
A Journey Rooted in Experience and Transformation
Benoit Mahé’s journey begins in the trenches of retail management. Early in his career, he manages 13 stores with 80 employees, navigating the inevitable missteps of a young leader. In his thirties, he oversees a retail chain of 8,000 stores—experiences that not only sharpen his operational acumen but also expose him to the challenges of translating grand visions into tangible results. It is during this time that Mahé discovers the transformative power of professional coaching, neurolinguistic programming, and emotional intelligence. These revelations prompt him to integrate these disciplines with core retail metrics such as EBITDA, balanced scorecards, and average ticket conversion, giving birth to the innovative “Retail Coaching” method.
The Core of Retail Coaching: Ethical Practice, Presence, and Trust
At the heart of Mahé’s methodology lies the integration of the eight core competencies defined by the International Coaching Federation (ICF). He stresses that:
- Ethical Practice and a Coaching Mindset: Leaders not only adhere to ethical standards but also foster an environment of openness, curiosity, and client-centered engagement. Mahé challenges retail managers to move beyond static presentations and instead create spaces where genuine dialogue and active listening drive performance.
- Cultivating Presence and Trust: In today’s fast-paced retail environment, the quality of personal presence—making eye contact and listening to both spoken and unspoken cues—is crucial. Mahé recounts how his method is applied in over 132 retailers worldwide, emphasizing that trust and psychological safety are indispensable for achieving excellence on the sales floor.
The Three Neurons of Retail: A Framework for Mindset and Performance
Mahé introduces his audience to the concept of the “3 Neurons of Retail,” a framework that encapsulates the neuroscience behind performance:
- New World Neurons: These neurons represent our capacity to influence attitudes through simple yet powerful nonverbal cues—a smile or a subtle shift in mood sets the tone for an entire interaction.
- Motor Cortex & Positive Visualization: Borrowed from the realm of sports, this element underscores the importance of envisioning success. Just as an athlete mentally rehearses a winning performance, retail leaders encourage their teams to imagine surpassing targets, thereby stimulating the neural pathways required for success.
- Neuroplasticity: Mahé champions continuous personal development. Regardless of age or background, the brain remains capable of learning and adapting—a mindset that transforms obstacles into opportunities for growth.
Three Rituals to Embed a Coaching Culture in Retail
To operationalize his coaching philosophy, Mahé outlines three essential rituals that every retail organization can adopt:
- One-to-One Performance Coaching: Leveraging data dashboards and balanced scorecards, managers engage directly with employees to reconcile numerical performance with personal strengths. Mahé’s method transforms potentially frustrating feedback sessions into constructive dialogues where every team member becomes both a learner and a contributor.
- After-Sales Self-Evaluation: Moving beyond the outdated mystery shopper model, this ritual empowers sales associates to become their own evaluators. By fostering a culture of self-reflection and accountability, employees identify improvement areas and celebrate their strengths.
- Dynamic Morning Briefs: Far from the monotonous meetings of the past, Mahé’s vision for morning briefs is one of energy and engagement. He challenges managers to infuse these sessions with a coaching mindset—asking open questions, reflecting on personal goals, and setting the tone for a day that balances operational efficiency with genuine human connection.
Leadership Beyond Transactions: Creating Authentic Human Connections
In an era dominated by digital transformation—with tools like ChatGPT and e-commerce giants reshaping the market—Mahé reminds his audience that retail is, at its core, a human endeavor. He draws on vivid imagery—from the authentic, smiling warmth of a French bakery to the transformative impact of mirroring techniques in one-on-one sales interactions—to illustrate that a genuine human connection transforms a mere transaction into an unforgettable experience. His insistence on authenticity, empathy, and a growth mindset challenges retail leaders to view every customer and employee interaction as an opportunity for personal and professional evolution.
A Global Vision for a Better Retail Future
Under the banner of CapKelenn—a name derived from Breton meaning “to teach” or “to educate”—Benoit Mahé builds a global network of 2,526 coaches across continents, speaking 14 languages and working in diverse markets from Japan to Latin America. His commitment to integrating ethical leadership with performance metrics not only helps retailers achieve up to a 25% increase in key performance indicators within a few months but also transforms the very culture of retail leadership.
Mahé’s message is clear: great retail leadership is not about imposing authority or striving for perfection by rigid standards; it is about empowering every individual to become the best version of themselves. By bridging the gap between business performance and human excellence, his “Retail Coaching” method redefines what it means to be a leader in today’s ever-evolving retail environment.
As the Global Retail Conference 2025 draws to a close, the resounding impact of Benoit Mahé’s insights inspires industry leaders to reimagine their approach—not merely as managers, but as true coaches dedicated to building a better, more authentic retail experience for customers, employees, and stakeholders alike.
