Behind the Numbers: Reimagining Retail - Detailed Summary

Podcast Information

• Title: Behind the Numbers: an EMARKETER Podcast
• Host: Sarah Lebo
• Guests:
  • Susie David Canyon, VP of Content
  • Zia Daniel Wigder, Chief Content Officer
• Episode: Reimagining Retail: The Most Interesting 2025 Retail Trends We Have Heard (and Expect to Hear) Outside of EMARKETER
• Release Date: January 22, 2025

Introduction

In the January 22, 2025 episode of Behind the Numbers, host Sarah Lebo delves into the most intriguing retail trends anticipated for 2025, drawing insights not only from EMARKETER's own research but also from external sources. Joined by Susie David Canyon and Zia Daniel Wigder, the discussion navigates through key takeaways from recent industry events, emerging technologies, and evolving consumer behaviors shaping the future of retail.

Key Takeaways from NRF 2025

Susie David Canyon on Rapidly Changing Trends

• Timestamp: [01:01]
• Quote: “There isn't such a thing anymore as one trend that lasts for a longer period of time and that trends probably pop up every day, if not more often.”
• Discussion: Susie highlights a critical insight from NRF 2025: the accelerated pace at which trends emerge and fade, driven by pervasive social media and instant communication. This volatility presents challenges for brands in capitalizing on and committing to specific trends, necessitating greater flexibility and nimbleness in their strategies.

Retail Media Strategies from Costco

• Timestamp: [02:38]
• Quote: “Acquire, win back, rescue, and grow.”
• Discussion: Susie recounts Costco’s innovative approach to retail media, focusing on leveraging their membership as the core of their business strategy. Costco categorizes customers into four segments—acquire, win back, rescue, and grow—and tailors its media strategies to each group. This segmentation helps Costco address diverse customer behaviors, from attracting new members to re-engaging lapsed ones.

Emerging Trends and Technologies

The Creator Economy's Influence on Brand Evolution

• Timestamp: [04:30]
• Quote: “It's interesting that that whole area just kind of has taken over when think about the digital evolution of their brand.”
• Discussion: Zia observes that brands like American Girl and Reebok are increasingly focusing on the creator economy, leveraging content creators to drive their digital presence. This shift underscores the importance of authentic content and influencer partnerships in modern brand strategies.

Facial Recognition in Retail Payments

• Timestamp: [05:34]
• Quote: “They do facial recognition for payments, dynamic pricing, and just a lot of things that aren't necessarily mainstream here.”
• Discussion: Zia shares insights from a Brazilian retailer’s CEO who discussed advanced technologies like facial recognition for payments. While such innovations enhance convenience—eliminating the need for physical payment methods—they also raise concerns about consumer privacy and acceptance. Additionally, Susie touches on the complexities retailers face with crypto payments, highlighting volatility and return policies as significant barriers.

Disagreements and Critical Perspectives

Play in the Workplace Culture

• Timestamp: [08:01]
• Quote: “I think the way she articulated it was a little bit too silly, if that makes sense.”
• Discussion: Susie expresses skepticism about the trend of incorporating play into workplace culture, as presented at NRF. She finds the concept overly simplistic and not sufficiently constructive, questioning its effectiveness in fostering genuine company culture beyond superficial perks like foosball tables.

Challenges in Social Commerce Returns

• Timestamp: [13:05]
• Quote: “The returns... tend to be quite high because you've got so many impulse purchases.”
• Discussion: Zia brings up a concern from social commerce in China about high return rates driven by impulse buying. This trend poses operational challenges for retailers, necessitating tighter return policies or more efficient return processes. Susie further discusses how sizing inconsistencies exacerbate return issues, emphasizing the need for more reliable sizing solutions in e-commerce.

Upcoming Retail Events and Focus Areas

Shop Talk 2025 Insights

• Timestamp: [10:50]
• Quote: “There will be a big focus on retail media... and the division that’s going to be focused on that.”
• Discussion: Zia anticipates a significant emphasis on retail media at Shop Talk 2025, with dedicated segments exploring this area. Concurrently, there's a debate on whether 2025 will be the "year of robotics," especially with advancements in Generative AI. The conversation reflects a mix of optimism and uncertainty about the integration of robotics in retail.

Etail Conference Highlights

• Timestamp: [12:36]
• Quote: “There’s going to be a lot of conversations around data and how do you measure both if it's successful, your campaign...”
• Discussion: Susie outlines that Etail will concentrate on direct-to-consumer strategies, omnichannel experiences, and the integration of diverse data sources to form a comprehensive view of the consumer. The event will feature brands showcasing innovative use cases and retail tech companies presenting the latest technological advancements.

Consumer Behavior and Personalization

Personal Shoppers Enhancing Online Grocery

• Timestamp: [09:25]
• Quote: “They know your habits and then you feel better that they’re not looking for the wilted salad.”
• Discussion: The guests discuss how platforms like Shipt are personalizing the online grocery experience by allowing consumers to select personal shoppers who understand their preferences. This approach mitigates common issues like product quality inconsistencies, fostering trust and satisfaction among customers.

Technological Solutions for Sizing Issues

• Timestamp: [15:04]
• Quote: “Retailers need to find less obtrusive ways of doing sizing.”
• Discussion: Addressing the persistent problem of sizing inaccuracies in online retail, the conversation emphasizes the need for seamless technological solutions. Innovations like virtual sizing mirrors are emerging but are not yet widely accessible on common shopping platforms like Instagram, highlighting a gap between technology availability and consumer needs.

Final Thoughts and Future Outlook

Excitement for Upcoming Events

• Timestamp: [16:19]
• Quote: “Still by far the best retail event out there.”
• Discussion: Both guests express enthusiasm for upcoming retail events, with Zia particularly praising Shop Talk for its comprehensive coverage and networking opportunities. The consensus is that these events are invaluable for staying abreast of the latest trends and technologies in the dynamic retail landscape.

Conclusion

The January 22, 2025 episode of Behind the Numbers offers a comprehensive exploration of the evolving retail environment. From the rapid turnover of trends and the strategic segmentation of customers to the integration of advanced technologies and the challenges of social commerce, Susie and Zia provide nuanced perspectives that underscore the complexity and dynamism of the retail sector. As the industry continues to adapt to technological advancements and shifting consumer behaviors, events like NRF, Shop Talk, and Etail remain crucial for stakeholders aiming to navigate and thrive in the future of retail.

Notable Quotes:

• Susie David Canyon: “There isn’t such a thing anymore as one trend that lasts for a longer period of time and that trends probably pop up every day, if not more often.” [01:07]
• Zia Daniel Wigder: “It’s interesting that that whole area just kind of has taken over when think about the digital evolution of their brand.” [04:34]
• Sarah Lebo: “I want to know my measurements in a reliable way and have sizes that are consistent, but that may be too much to ask for.” [15:54]

This summary captures the essence of the episode, highlighting the main discussions, insights, and expert opinions shared by the hosts and guests. It is designed to provide a clear and comprehensive overview for listeners and those unable to tune in.