Five Takeaways from ShopTalk 2025 – Day Two

What is becoming table stakes in retail today?

Las Vegas | March 2025 From points to purpose, from personas to people - retail’s evolution gets personal.

If Day One of ShopTalk 2025 was about navigating complexity, Day Two was about leading through it - with clarity, intention, and maybe a little bit of conviction. From evolving definitions of loyalty to the role of GenAI in how we search, the day’s sessions echoed a consistent theme: retail’s next chapter will be built on experience, emotion, and earned trust.

Here are five takeaways that stood out to me as I ran from session to session, conversation to conversation - and a few things I’ll be thinking about on the flight home.

1. Loyalty Remains Table Stakes - But It’s Time to Up the Ante

We’re in Vegas, so the metaphor feels appropriate: yes, points-based loyalty programs are still part of the game, but more brands are learning to play smarter hands.

Across sessions from Talon.One, Superlogic, and Stay AI, the message was clear - loyalty is no longer just about what you offer; it’s about how, when, and why you engage. Timing matters. Relevance matters. The post-purchase experience matters even more.

It’s not about replacing rewards - but about layering in recognition, personalization, and thoughtful follow-up that makes a customer feel seen. Loyalty isn’t dead. But the way we earn it has changed.

2. From Omni-Channel to Unified Commerce - Let’s Retire the Buzzwords

In today’s landscape, consumers don’t think in terms of channels. They think in terms of outcomes. They expect frictionless, seamless journeys - not cobbled-together platforms. The future isn’t about where or how a customer shops. It’s about building one consistent experience that moves with them, wherever they are. Several of the sessions emphasized this as an imperative move. During the panel “CMO Rapid Fire: Funnels, Fallacies, and the Future of Marketing,” I was asked: “What’s the marketing term that should go away?” I offered “personas” - partly in jest, thinking back to hours spent years ago determining if our imaginary customer favored a golden retriever or watched Grey’s Anatomy. But reflecting later, I could have said “omni-channel”… or even “e-commerce.”

Unified commerce isn’t a rebrand. It’s the reality we should already be designing for.

3. Your Brand Story Is Either Evolving—or Eroding

There was a strong undercurrent on Day Two around storytelling - but what stood out most was where the story begins: not in the marketing department, but in leadership.

Executives from GoodwillFinds, Faherty, Milani Cosmetics, and Signet Jewelers reminded us that authentic brand narratives don’t start with a campaign - they start with lived values. With clarity of purpose. With teams that are aligned, empowered, and engaged.

Some brands have powerful stories to tell. Some have legendary legacies that need to evolve. Some are fighting through the fog to find their path forward. Wherever you land, one truth remains: authenticity and purpose are no longer nice-to-haves—they’re the filter through which your brand will be judged.

4. GenAI Is Redefining Search - and It’s Just Getting Started

Yes, GenAI is on everyone's mind. Every conversation starts with it. It is changing everything from merchandising to workforce planning. But if there was one area that I heard repeatedly during Day Two, and where the impact can be felt immediately and real, it was search and discovery.

In conversations across the floor and panels from Meta, eBay, Pandora, and Kendo Brands (LVMH), it became clear: we’re entering an era where search isn’t about retrieving answers - it’s about delivering inspiration. Voice-powered shopping, conversational prompts, curated discovery moments - all powered by AI that understands intent, context, and emotional tone.

This isn’t search as a tool. This is search as an experience. And it's changing how consumers find, feel, and buy.

5. Experience Over Brand Loyalty (Yes, Again)

This may sound repetitive - and yes, I may be a little biased given the mission that I get to be involved with - but the drumbeat only got louder on Day Two. Gen Z and emerging consumers aren’t loyal to brands. They’re loyal to values. To community. To consistent, resonant experiences.

Speakers from Sephora, Meta, and WHP Global noted that today’s best marketing isn’t top-down - it’s collaborative. Modern loyalty isn’t built through status tiers or limited-time offers. It’s built through meaningful connection, participation, and relevance.

Consumers are asking, “Does this brand understand me? Do I trust it? Do I want it in my life?” Answering “yes” takes more than a CRM strategy - it takes a point of view.

✳️ Bonus: From Creator to Co-Creator

One of the more exciting shifts discussed was the move from influencer marketing to creator collaboration. The message? It’s not about controlling the narrative - it’s about inviting others to help shape it.

This means building trust with creators, giving them space to co-create content, and tapping into the emotional equity they hold with their audiences. It’s not about scripted ads. It’s about shared stories. In today’s retail environment, that shift from creator to co-creator might just be your biggest competitive advantage.

Final Thoughts

I’ll admit, it’s easy to get swept up in the energy of a show like ShopTalk—the optimism, the innovation, the sense that we’re on the edge of something transformative. And I believe we are. But it’s also important to acknowledge the reality outside the ballroom.

Consumers are spending less - not necessarily out of fear, but out of intentionality. Whether it’s economic uncertainty or a broader shift in mindset, people are making choices not to “keep up with the Joneses” but to solve problems, find joy, and create lasting satisfaction.

Years ago, I aspired to have a new car every three years with the latest tech features. Today, I proudly drive a 2013 Jeep. I can change a taillight for $8 and a five-minute YouTube video. That, to me, is value. And value - whatever form it takes - is what many consumers quietly prioritize right now.

That’s what I’ll be thinking about today after a couple of catch-up meetings before rushing to the airport: value is no longer a fixed formula. It’s personal. It’s contextual. And it’s elusive. Maybe we'd be wise to stop defining it for consumers - and start designing around it with empathy. A thought.

These are my reflections. As always, this is an evolving conversation - and I welcome yours!