Retail Rockstars Director Amy Roche
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About The Director – Amy Roche

Amy Roche is the award winning author of The Retail Experiment and founder of Retail Rockstars, a firm of in-store event architects™ who have produced over 125 in-store events and welcomed over 4,800 smiling shoppers at their clients stores.

Back in 2012, Amy started experimenting in her own Big Box retail store by using ‘industry experts’ to run educational workshops because she saw three alarming trends emerging;

  • Her customers were not responding to marketing as they once did
  • Every year profits were deteriorating
  • Her foot traffic was declining

After a couple years of trial and error, Amy wanted ‘to bottle’ the special ingredients of her most successful events and created Experience by Design, her own unique five-step methodology which ensures an inspirational, memorable and positive psychological in-store experience.


When asked by a mentor what these ‘experts‘ represented in her events, she said, “They are the Rockstars“, and that’s how the name Retail Rockstars was born.


Her book entitled, “The Retail Experiment, 5 Proven Strategies to engage & excite customers through in-store experience”, is all about winning back the modern customer and available through all good book retailers in Australia as well as Amazon, Booktopia, Dymocks, Barnes&Noble as well as e-versions on iBooks, Scribed and Kindle.

What We Are Good At

Our Rockstars deliver BIG value to your customers in-store. With a steady demand of retailers needing that extra edge, we provide customers with education and retailtainment on a consistent basis so you don’t have to.


By creating memorable experiences, we help drive deeper customer engagement, loyalty and foot traffic. We also source and manage all of the Rockstars (experts) like; stylists, chefs, designers, home efficiency experts, nutritionists, fitness and health gurus.


In a nutshell, we develop, market, promote, collect RSVP’s and manage the entire event from start to finish.

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The Most Effective Marketing Today Helps People

Providing education and value to customers is great way to kick­off any genuine relationship. We see the following outcomes for our clients;

Profit and/or average spending per docket increased
Differentiates your store from competitors selling the same products
Social media and word of mouth advocacy – your biggest fans!
Increased frequency of customer visits by attendee’s
Formation of social and educational hubs for customers – a place to meet up!
Increased sales

Our Story

Today, it’s not enough to have a beautifully merchandised store in a great location, filled with the latest stock and a well trained team.  In the era of the Customer, this is merely the “starting point”.


We help retailers re-engage and add value to their customers’ lives by offering educational and inspirational workshops that leave customers excited about your store, new lifestyles and products. We help our clients to connect to their customers in a fresh resourceful way that creates advocacy, reciprocity and impressive sales results.


  • It’s great to see customers engaged in these workshops and enjoying hands-on experience before they buy the product. read more

    Francie Vincent – The Good Guys
    Owner - Mt. Gravatt Store
  • Our in-store events with Retail Rockstars are giving us a much deeper connection with our customers.

    We’ve experienced great success attracting new customers and sales. Our existing customers are also delighted by the opportunity to attend the workshops and events. read more

    James Brockhurst- The Good Guys
    Owner Capalaba Store
  • “We’ve seen a definite lift in sales, visitation and overall engagement with our customers.

    Around 57% of attendees are new customers so it’s been great for new customer acquisitions too.

    After each event, we receive a detailed report on the event which includes customer feedback. We’re always pleased to see really positive comments from our customers who are looking forward to shopping with us again in the future.” read more

    Adrian Mitchell
    Adrian Mitchell | Chief Marketing Officer from Betta Home Living
  • I attended a class on Keto cooking at Betta Home Living and was blown away by the amount of value and expertise for a free event.

    The presenter was so knowledgeable, I received recipes and handouts and advice on how to get started. I left inspired to cook my own meals and had a deep respect for the Betta store that put this event on.  After the event finished I had the opportunity to interact with several of their staff and they were equally as helpful with my purchases and questions, I would highly recommend attending their next event. Great Store – Great Experience!

    Tina Kirwan
  • I attended the Myer –  “Discover Your Spring Racing Style” and was delighted with the morning.

    Uncovering my style personality was enlightening and learning the colours and styles to best suit who I am was a lot of fun.

    Local milliner Felicity was fabulous –  were we shown what styles suited different shape faces but we got to try on many different styles.

    Lots of fun and laughs and I walked away with a hat I would never have given a second glance!

    Such an informative and fun morning – I would definitely attend another session with these experts and Myer again.

    Alison McGrath
    Alison McGrath – Business Solutions HQ
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