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The global pandemic at the start of the decade reshaped consumer behavior, driving a surge in digital connectivity and dependence. Online shopping didn’t just grow; it became the norm. Today, about 59 percent of consumers prefer to shop online, where they’re met with tailored product recommendations, curated promotions, and predictive reminders to restock their favorites.
To bring these consumers back into physical stores, retailers must now deliver a similarly personalized experience. Shoppers’ tolerance for friction and inconvenience continues to decline, while their expectations for speed and service rise. The challenge: How can retailers offer individualized experiences in-store? Advances in artificial intelligence and data analytics are making real-time personalization possible, empowering retailers to meet modern expectations and create truly differentiated shopping experiences.
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We all know the way consumers discover products is undergoing its most profound transformation since the advent of digital commerce. For decades, SEO shaped visibility through keywords, backlinks, and crawlable content. Now, generative engines try to understand products the way people do by looking at their details, purpose, and context. That level of comprehension relies on connected data: granular attributes, clean schema, structured metadata, and contextual language that together help AI understand what a product is, when it’s relevant, and who it’s for.
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Affiliate marketing has evolved beyond simple link referrals; it is now about recommending a complete technology stack. For brands to succeed, they require a suite of tools that work in harmony. This shift presents a strategic opportunity for affiliates and agency partners. By promoting interconnected solutions, partners can provide more value and create more durable client relationships. As we look to 2026, the most successful partners will be those who understand how to build and recommend these powerful ecosystems. This article explores top partner and affiliate programs, built around a central hub of customer engagement.
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The death and rebirth of discovery
The rules of visibility have changed. Are you ready? For 20 years, SEO shaped how brands were found. Not anymore. Generative AI has rewritten the entire discovery journey. It’s collapsed the funnel, reshaped consumer behaviour, and shifted power from algorithms to AI assistants.
Welcome to the era of GEO (generative engine optimisation, where the question isn’t “how do we rank?” but instead, “how do we become the answer?”.
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Essential guide for subscription global expansion
Ready to take your business global? Discover how to grow your subscription business globally with our guide, created with Hanover Research—packed with insights to help you navigate global expansion. Here’s what you’ll get:
Actionable strategies: Learn how to optimize payments, improve customer acquisition, and boost retention.
Market adaptation tips: Tailor your marketing to fit local audiences.
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Why BNPL is no longer optional for merchants
In 2025, Buy-Now-Pay-Later (BNPL) has crossed over from an emerging payment trend to what can be reasonably considered core eCommerce infrastructure. Driven by exceptionally quick global adoption, BNPL gross merchandise volume is expected to exceed $560b this year, according to a 2025 report by Research and Markets. At this scale, it’s safe to call BNPL an expectation embedded in consumer purchasing behavior.
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Holiday returns: What IT and business teams must prepare for
Holiday returns now rival major sales events in scale and operational impact. January is effectively a second peak season, driven not by purchases but by the wave of returns that follows the holidays. Many gifts aren’t opened until late December or early January, so issues like sizing mismatches, duplicate gifts and unwanted items surface at the same time.
The National Retail Federation projects that 17% of all holiday sales will be returned in 2025 , meaning retailers must treat December through February as a defined “returns season” with its own demand curve and system expectations. For IT and operations leaders, this creates sustained pressure across the entire stack: return portals, identity checks, OMS and WMS integrations, refund engines, and carrier-tracking workflows.
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How beauty brands win in 2026
Beauty shoppers now move from mall mirrors to TikTok Shop in a single routine. Discover how senior marketers can build a 2026 plan that backs creators, AI and experiential retail while keeping budgets, platforms and CFOs on side. If you work in beauty, your 2026 planning deck probably looks slightly unhinged.
On one slide, you have Rhodeheading into Sephora, immersive pop ups, AR mirrors and AI skin diagnostics. On the next, TikTok Shop is now the UK’s fourth-largest beauty retailer, with roughly one beauty product sold every second.
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The new CX metrics playbook in the Agentic AI era
CX leaders are entering a new AI-powered era. Agentic AI is redefining how success is measured and how fast results can be realized. This informative guide shows how to modernize your strategy and accelerate performance ahead of your competition. You’ll discover how core CX metrics like CSAT, FCR and CES are evolving, and learn how leading enterprises are leveraging agentic AI to gain deeper insights, enhance customer value, and achieve measurable business impact.
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How today’s consumers are spending their time and money
What are the trends shaping consumer sentiment and behavior in 2025—and what are the implications for brands and retailers? People are spending more of their time alone and online. Gen Zers don’t feel financially secure but are willing to splurge. In their search for value, shoppers are buying smaller pack sizes or lower quantities of their preferred brands.
These are some of the trends highlighted in McKinsey’s ConsumerWise research on consumer sentiment and behavior, drawing on a survey of more than 25,000 consumers in 18 countries. Two ConsumerWise leaders discussed the findings on a recent webinar, excerpts of which are featured in this episode of the McKinsey on Consumer & Retail podcast, hosted by Monica Toriello. An edited transcript follows.
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From website to AI storefront
How retailers are preparing for agentic commerce and the future of online shopping. E-commerce is entering a new era. As consumers shift from search bars and filters to AI-powered conversations, retailers are reimagining their digital storefronts to deliver faster, more intuitive, and more personalized shopping experiences. This new report from Total Retail and iAdvize explores how agentic commerce, where AI agents guide product discovery and purchase decisions, is redefining the online customer journey.