1: Transformational Experiential Retail

Bevan Bloemendaal, chief brand and creative officer at architecture and design agency Nelson Worldwide, summarised the consensus by saying: “Experience is really the new battleground – the ‘ah’ then the ‘ha’ have become the holy grail.” From Web3-integrated flagships and food boutiques to innovative playscapes, a transformational bent was deemed key.

2: Getting Physical (& Phygital)

Numerous American retail giants advocated retaining physical stores for reasons including buoying local communities, embedding new service propositions and galvanising omnichannel/digital activity. The latter is particularly relevant as online/social media acquisition costs soar.

3: Micro-Occasions & ‘Interseasons’

Echoing the rise of the micro-moment, as detailed in Christmas 2022: Brand Engagement Steers – a trend predicated on consumers’ desire for an extra feelgood factor – several speakers highlighted the increasing value of interseasonal or mini celebrations.

4: Gen Zalpha: Paradoxical Personalities & Common Goals

Turning their lens on the coveted but slippery youth sector, Kristin Patrick, executive VP and chief marketing officer at Claire’s, and Leslie Ghize, executive VP at market trends and merchandising agency Doneger Tobe, profiled the contradictions and commonalities of Gen Z and Zalpha (tweens bordering Gen Z and Gen Alpha).

5: ‘Shy’ Technology vs Authentic Automation

Dovetailing with Gen Zalpha’s desire for digital done differently (see section 4), some industry leaders discussed capitalising on subtle tech. Others advocated semi-humanised overt applications – ‘honest’ approaches to innovation – echoing how the patent artifice of avatars has endeared them to people tired of disingenuous human influencers.

6: Perma-Changed Priorities: Pivoting to Whole Self Wellness

Focusing on wellness’s post-pandemic legacy, speakers across food, pet, travel and toy categories detailed significant pivots towards a permanently health-conscious stance. Several championed embracing emotional and physical wellbeing on an everyday level.

7: New Power Partnerships

Supercharging partnerships to extend brand reach, boost omni-capabilities, capitalise on pop culture trends and provide a loyalty-locking 360° ecosystem of products, services and support was another hot topic.

8: Backing Budgeters: Reframing Value

While few speakers dwelled on the cost-of-living crisis/inflationary pressures, preferring to focus on opportunities to retool their businesses, the notion of what constitutes value was spotlit, chiming with Reframing Frugality, part of our Budget (Re)Valued Macro series.

9: Harnessing Humanity

Harnessing a greater sense of humanity was a huge topic, with discussion ranging from philanthropic recruitment, civic commerce and shop-floor upskilling to (on the expo floor) e-commerce and UX tools honouring those with differing physical and cognitive abilities.