Introduction

Coresight Research is a research partner of Shoptalk Spring 2025, which is taking place during March 25–27 at the Mandalay Bay resort in Las Vegas, Nevada. Shoptalk Spring is an annual conference that unites executives from retailers, consumer-facing brands and technology vendors across physical stores and e-commerce to discuss the latest trends, innovations and challenges in the industry.

In this report, we present highlights from the second day of the conference, categorized into four of the five major themes that we presented in our guide to the event and that align with Coresight Research’s predictions for retail in 2025 and beyond:

1. Leading with Unified Commerce and Superior Customer Experiences—Customer hospitality involves unlocking unified commerce, creating welcoming retail experiences and fostering customer loyalty.
2. Creating Value to Succeed in a Crowded Market and Cater to Niche Markets—Today, every retail touchpoint, both online and offline, can be used to build brand storytelling and increase engagement, enabling brands and retailers to communicate the authenticity and clarity that consumers demand.
3. Inspiring Shoppers with Next-Generation Search and GenAI (Generative Artificial Intelligence)—The traditional search box has been a staple of e-commerce, remaining simple and consistent. However, large language models (LLMs) and chatbots powered by GenAI are now reimagining the ways in which consumers find digital and physical offerings.
4. Enhancing Productivity and Engagement with Advanced Technology—Emerging technologies present huge potential for retail companies to reduce inefficiencies, drive growth, and enhance the shopping experience by better understanding their customers.
5. Innovating the Future of Marketing, Including Through Retail Media—Retail media is reshaping how marketers communicate with customers and is providing retailers with a robust new revenue stream. Brand marketers are also reshaping their strategies as new media creates new modes of storytelling, with consumers’ attention spans shifting and fragmenting.

Shoptalk Spring 2025, Day Two: Coresight Research Insights

1. Leading with Unified Commerce and Superior Customer Experiences

Loyalty and the Post-Purchase Experience

Retailers can take advantage of several innovative new ways to enhance the post-purchase process. For example, retailers can use agents in the returns process to recover revenues by offering a partial refund to avoid the hefty cost of a return.

Timing is key in creating more successful offers, as highlighted by Christoph Gerber, Co-Founder and CEO at loyalty-program software provider Talon.One. He described the “curse of the post-purchase inbox,” where consumers receive an influx of emails every Monday morning from retailers they have interacted with. “Customers are flooded with rewards and offers at every turn,” Gerber said. He recommended changing the timing of offers to avoid being lost in the crowd and greatly improve their impact. Gerber emphasized the need for brands and retailers to “make every interaction count”—particularly as 30% of promotions drive a negative return on investment, he claimed.

In the same “Tech Solution Spotlight” session, Lin Dai, CEO and Co-Founder of experiential inventory and rewards technology provider Superlogic, said that “experience is the new frontier of loyalty,” and Gina Perrelli, Founder and CEO of subscription management software company Stay AI, said, “Experience is everything.” The entire purchase experience also has a major impact on loyalty: Simply making the process easier can elevate the experience, and simple services such as offering the ability to pause a subscription can keep a customer from canceling altogether, per Perelli.

Dai (left) and Gerber (right) discuss customer loyalty in a panel that also included executives from parcelLab and Superlogic
Source: Shoptalk

 

2. Creating Value to Succeed in a Crowded Market and Cater to Niche Markets

Putting the Consumer at the Center

Brand storytelling is capturing attention at Shoptalk Spring so far, with the likes of Best Buy, COS, Delta Galil and Warby Parker touching on its importance in customer engagement during keynotes and panel sessions on day one. On day two, in a deep dive into successful product launches and category expansions, three companies from different industries all showcased how brands—legacy and emerging alike—can create new opportunities by focusing on building consumer trust, innovation and brand storytelling.

Hanesbrands discussed the creative process of launching menstrual underwear at an accessible price point, describing the process as “the art of science.” The company’s approach involved balancing strict technology requirements (absorption, comfort) with an authentic price-to-value ratio. Later, Maesa underscored the importance of brand differentiation, focusing on how barriers present opportunities for brands to stand out in saturated categories, while Bugaboo discussed how a combination of service and sales can lead to powerful connections.

A key throughline was putting the consumer at the center, from extensive market research and barrier identification (such as lack of customer education and limited attention spans) to building emotional resonance through social media, in-store experiences and brand ambassadors. There is also a need for authentic storytelling to stand out—whether to overcome stigma (Hanesbrands), drive “brand heat” (Maesa) or demonstrate service-led innovation (Bugaboo). For retail players seeking to grow in niche markets, a relentless focus on customer needs and inventive brand communication can create long-term demand and lasting loyalty.

Jeanelle Teves, Chief Commercial Officer – North America, Bugaboo, highlights service-led innovation
Source: Shoptalk

 

Brand Values

Retailers can “do good while doing well,” while at the same time remaining agile and meeting the strict financial requirements of being a nonprofit company. Discussing brand values, Matt Kaness, CEO of GoodwillFinds Ecommerce, said that while Goodwill is considered a thrift store, it is the largest charity in the US for workforce development, and its mission is to bring dignity to people the economy had forgotten, such as those who have been incarcerated, have a disability or are homeless. At the same time, the company is benefiting from attention on sustainability among consumers, with resale being a “megatrend,” according to Kaness. Goodwill’s efforts support circularity.

Kaness touched on the role of technology in helping Goodwill complete its mission. The company has taken advantage of GenAI (generative artificial intelligence) to keep staffing and costs low in order to maximize the benefits it provides to its stakeholders.

Kaness discusses brand values
Source: Shoptalk

 

3. Inspiring with Next-Generation Search and GenAI

Style Identities

One panel brought together retail leaders to explore how product discovery is evolving beyond basic search. Across verticals, the speakers agreed that next-generation commerce hinges on one key capability: inspiring consumers in real time with emotional, intuitive and curated experiences—powered by both human creativity and GenAI.

Sapna Parikh, Chief Digital Officer at Kendo Brands (LVMH), explained that discovery in beauty is deeply tied to emotional connection, “so we’re creating immersive moments, not just product feeds. GenAI is helping us bring more personalization and magic to those moments.” Her perspective underscores how LVMH is using GenAI not only to tailor recommendations but also to amplify storytelling, aligning product suggestions with customers’ moods, routines and aesthetics.

The evolution of search from serving static keywords to surfacing identity-driven inspiration was echoed by Alexis Hoopes, VP of Global Fashion at eBay, who emphasized his company “is not just serving search intent. We’re helping users explore style identities. Our role is to connect them with stories, not just SKUs [stock-keeping units].” eBay’s approach centers on using behavioral data and AI modeling to help consumers discover the unexpected.

Elizabeth Garry, VP of E-Commerce at Pandora Jewelry, pointed to the importance of consistent personalization across digital and physical platforms. “Whether it’s our mobile app, our website or our retail partners, we want discovery to feel seamless and familiar. That means using data to remember preferences and suggest meaningful pieces, not just new ones,” she told the Shoptalk audience. This strategy speaks to the evolving role of search—it is less about prompting action and more about nurturing ongoing emotional resonance.

Social commerce and dynamic content are considered central to digital discovery. According to Patrick Buchanan, SVP of Marketing at fashion brand Lulus, his company’s customer “wants to see the dress styled three ways before they add to cart. So, we focus on inspiration at every touchpoint—Instagram, search, PDPs [product description pages], email; it all works together.” Lulus takes an integrated approach, leveraging content, creators and commerce in a feedback loop that continually drives discovery and conversion.

From Coresight Research’s perspective, this session affirmed our view that GenAI and new forms of digital storytelling are reshaping how customers find, connect with and buy from brands. Retailers that treat discovery not as a step in the funnel but as a journey fueled by real-time relevance will be best positioned to convert curiosity into loyalty.

Left to right: Parikh; Hoopes; Garry; Buchanan; Lindsey Mazza, Global Retail Lead, Capgemini (Interviewer)
Source: Shoptalk

 

The Power of AI

In her keynote, Clara Shih, VP of Business AI at Meta, spoke on the power of AI to reach consumers wherever they are. GenAI models can power interactive customer experiences, incorporating images and speech to provide intelligent product information and recommendations to shoppers. Shih provided a compelling demo of an AI-powered transaction stemming from a Reels ad, in which a voice agent enabled the consumer to ask questions about a product, receive a personalized product recommendation and initiate the transaction verbally.

Whereas prior applications of AI required a large number of tests, the current generation of tools make it easy for enterprises to test AI, which is especially meaningful for small businesses with limited technology teams. Coresight Research expects AI to see mainstream deployment in 2025 and beyond.

Shih’s keynote highlighted the power of GenAI in product discovery and transactions
Source: Shoptalk

 

4. Innovating the Future of Marketing, Including Through Retail Media

Understanding Customer Behavior

Understanding the consumer is essential to effective marketing. Holden Bale, Global Chief Strategy Officer at commerce experience consultancy Merkle, focused on how retailers can stay ahead of fast-changing consumer tastes and preferences by using customer motivation data, not just transactional signals. The key insight? It’s not enough to know what customers are buying; you need to understand why they’re buying. “We talk about past purchase data, but that’s only part of the story,” Bale said. He stressed that predictive modeling, lifestyle clustering and emotional segmentation are essential tools for personalization and to remain relevant.

Coresight Research sees this as an evolution from traditional demographic and behavioral targeting to something more human and adaptable. Brands that rely too heavily on outdated models will fail to anticipate rapidly changing sentiment. Merkle cited the need to go beyond personalization as a function of marketing channels and instead see it as a strategic framework across the organization—driving assortment, messaging and even loyalty design.

Bale explains that personalization forms the foundation of a strategic framework
Source: Shoptalk

 

Building on the points made by Bale, Sally Lyons Wyatt, Global EVP and Chief Advisor at market insights provider Circana, emphasized the importance of aggregating real-time, multi-source data signals to create demand-sensing feedback loops. The company’s framework—based on shopper signals, market signals and retailer signals—aims to guide brands in adjusting strategy dynamically, from pricing and promotion to inventory and product development. “You can’t wait three months for a quarterly review anymore,” said Lyons Wyatt. “By then, the trend has passed.” She also pointed to category-level nuance as critical. A consumer may look for sustainability in personal care but still seek indulgence in snacks. Retailers need to align personalization with category context, not just shopper profiles.

A comprehensive understanding of the consumer powers agile retail strategies, including merchandising and value communication, helping brands adapt quickly to shifts in demand and behavior.

Lyons Wyatt discusses the importance of real-time data to power agile retail strategies
Source: Shoptalk

 

Influencers and Stories That Resonate

Brand storytelling is capturing attention at Shoptalk Spring so far, with the likes of Best Buy, COS, Delta Galil and Warby Parker touching on its importance in customer engagement during keynotes and panel sessions on day one. On day two, a session involving speakers from Meta, Sephora and WHP Global highlighted the role of effective storytelling in creating unified, modern experiences: It can keep established names relevant while also appealing to new audiences. For instance, Toys “R” Us, now owned by WHP Global, has revitalized its image by updating memorable elements—like its theme song—but reworking them in fresh formats.

According to Celessa Baker, VP of Marketing Partnerships at Sephora, the beauty retailer works on creating whole stories, “not just moments,” with influencers that really resonate with customers rather than simply pushing product. When Sephora worked with pop star Chappell Roan earlier in the year, it gave her free reign in how she wanted to “tell her beauty story;” she expressed how makeup shaped who she is today.

Today, truly immersive stories must span multiple channels to create seamless customer experiences. Additionally, they must be creative and innovative. As Karin Tracy, Group Lead of Retail and E-Commerce at Meta, explained, “Great storytelling does not exist without great creativity… Creativity is the greatest lever for performance gains,” illustrating the need for brands to experiment with content formats and platforms to reach diverse segments.

Ultimately, retail companies cannot rely solely on technology to get a step ahead. When it comes to the future of marketing, creating an emotional connection with consumers will be critical, whether that is through nostalgic brand elements, real-life in-store experiences or influencer-driven campaigns that share authentic stories which resonate with shoppers. For brands and retailers looking to create value and build their brands, the BEST Framework from Coresight Research helps companies rethink their approach to retail, both online and offline, via (B)rand building, (E)xperiences, (S)ervices and (T)echnology integration.

Left to right: Kim Miller, Global Chief Marketing Officer, Toys, WHP Global; Baker; Tracy; Donna Sharp, Partner, UTA, & Managing Director, MediaLink (Interviewer)
Source: Shoptalk

 

Authentic Brand Narratives Start with Leadership

One interesting session covered how purposeful leadership and internal storytelling are reshaping modern retail organizations. The panelists—executives from Faherty, Milani Cosmetics and Signet Jewelers—emphasized that authentic brand narratives don’t start with marketing; they start with leadership, lived values and team engagement.

Alex Faherty, Co-Founder and CEO of lifestyle and apparel brand Faherty, shared how storytelling is a daily practice within his brand and culture: “The best stories aren’t just told—they’re lived. Our team has to feel and believe in our mission before anyone else does.” This internal alignment is key to delivering the kind of consistency that consumers expect from values-driven brands, he said.

Mary van Praag, CEO of Milani Cosmetics, spoke to how purpose and empowerment are central to the company’s brand transformation. “We’ve given our teams permission to show up boldly as themselves—and our customers feel that. They see themselves in our story,” she said. Her remarks highlighted the critical role of inclusive leadership in driving relevance and resonance, particularly among younger, diverse consumer bases.

Anu Gupta, Chief Business Development and Strategy Officer at Signet Jewelers, offered a strategic lens on purpose-driven transformation. “We’re aligning business strategy and brand purpose more than ever, because when your people and your consumers believe in the same mission, that’s when real growth happens,” she said. Gupta also stressed that cross-functional storytelling—woven into product, service and corporate strategy—is essential in building trust in a rapidly shifting retail environment.

Coresight Research sees this emphasis on integrated, internal storytelling as a key success factor for brands navigating generational shifts, competitive saturation and employee engagement challenges. In a world where consumers are scrutinizing not just what brands say, but how they operate, purpose must move from slogan to structure.

Left to right: Faherty; van Praag; Gupta; Elise de Saint Didier, Partner, Executive Recruiter / Digital Transformation, Chameleon Collective (Interviewer)
Source: Shoptalk

 

Digital Worlds

The concept of creating emotional ties between consumers and products extends to platform operators, too. In the session titled “Immersing Audiences in Digital Worlds,” executives from online gaming platform Roblox and Microsoft (the gaming division of which owns video-game console system Xbox) agreed that building communities helps to create immersive experiences for their customers and to form that emotional engagement.

Roblox creates communities by definition in the virtual spaces it hosts on its platform, and users can visit the spaces and interact with them as well as with other members. Metaverse companies such as Roblox have successfully turned virtual goods into physical experiences—and are even providing incentives to visit physical stores and serving as the inspiration for the creation of physical goods.

Microsoft Xbox has also expanded well beyond gaming, creating communities for gamers with various interests. Microsoft has expanded its communities further via offering new inclusive hardware that opens up gaming to people with physical disabilities.

Marketing Funnels and Fallacies

In a “Rapid Fire” session (where panelists only have around a minute to answer questions), marketing experts from Navy Exchange Service Command, New York & Company and PacSun dove into the various tactics that are—and are not—working for them.

All speakers agreed that a single “marketing funnel” concept no longer captures how shoppers discover and buy products in today’s complex, multichannel environment. Additionally, they agreed that ROAS (return on ad spend) is not the holy grail that many make it out to be. “If you navigate off a single metric, you will go astray,” explained Richard Honiball, EVP, Global Chief Merchandising and Marketing Officer at Navy Exchange Service Command.

While AI and GenAI, especially for customer service and personalization, emerged as favorite new tools, the panelists also noted that high-touch tactics such as experiential marketing remain underused and can serve as powerful differentiators.

Today, creating value in a crowded market increasingly depends on forging genuine relationships with customers—especially as brand loyalty seems less stable among younger consumers, who have limitless product choices at their fingertips and numerous ads everywhere they turn. Influencer marketing, sometimes fueled by “TikTok made me buy it” moments, continues to gain traction, but brands must ensure they address customers’ immediate concerns around price, convenience and emotional resonance. In short, modern marketing requires a nuanced approach that integrates technology with authentic storytelling, meeting consumers wherever they are while still delivering personalized, memorable experiences.

Left to right: Honiball; Noelle Sadler, VP, Global Marketing, PacSun; Laura Cantor, VP, Marketing, New York & Company; David J. Katz, EVP & Chief Marketing Officer, Randa Apparel & Accessories (Interviewer)
Source: Shoptalk