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Craig LaRosa  

DVP In-Store Experience & Design

Craig joined Sears Holdings in 2013 to transform—both Sears and Kmart’s—In-Store Member experience. Since then his team has rolled out multiple shop concepts and signage programs across every BU.

Prior to joining Sears Craig was a Principal at Continuum-A Design and Innovation Consultancy. Craig LaRosa worked with a wide range of industries from national retailers and restaurant chains to healthcare and financial services. He understands how to translate the emotional needs of the user and the functional needs of the brand into one holistic, ownable experience that connects organizations and the people who rely on them. Immersive research and empathetic journey mapping are integral to his approach.

Craig has led programs for a multitude of services: designing a consultative retail service and space for the Canadian diamond chain, Spence Diamonds; reinventing Holiday Inn’s guest experience, to focus on relaxation, play and eating and drinking; creating a streamlined experience that works best for both patients and healthcare providers for Quest Diagnostics.

He writes regularly about service and environments design for publications including Fast Company and has addressed multiple types of audiences, including the Events Design Summit, the National Restaurant Association, the Service Design Network Global Conference, and the IDEC National Conference.

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