Hi {{first_name|there}},
eTail London 2025 closed its doors, and two days of inspiring debates and bold reveals left us with clear themes powering the retail industry forward. Here’s what resonated most:
🎯 AI That Delivers
Presenters from Pandora to Lenovo sketched a picture of AI that isn’t futuristic fluff—it’s practical and profit-driven. From neuro-inclusive UX to auto-optimising CRO engines, more and more brands are aligning AI investments with measurable business results.
💥 Founder-Led Storytelling
The session with PerfectTed’s Levi Levenfiche stole the spotlight. He shared how he transformed a niche matcha brand into a mainstream staple by embracing their “too niche” label—building trust through education, community sampling, and authentic storytelling. His advice? Sell belief before selling products.
🔄 Omnichannel Measurement Matters — Big Time
Live commerce and shoppable streams are blurring marketing lines. The big challenge: measuring that top-of-funnel influence. As brands poured budgets into TikTok, Meta, and YouTube, they’re asking the hard question: “Did it drive revenue?”
👉 Enter Fospha, which surfaced repeatedly in backstage conversations. Their full-funnel measurement brings clarity to social and retail performance—even funneling insights into Amazon sales. In an omnichannel world, that visibility is gold.
❤️ Loyalty Reimagined
This year, loyalty wasn’t framed around apps, tiers, or transactional perks. It was about emotional stickiness—how brands create meaning beyond the checkout. The most effective strategies focused on post-purchase storytelling, and building habits, not just repeat purchases.
🛠️ Personalisation with Purpose
Personalisation talk matured this year. Less about knowing a customer’s name, more about anticipating needs responsibly. Sessions from Lenovo, SideChef, and Biotiful Gut Health leaned into real-time, inclusive personalisation without breaching consumer trust. GDPR-ready, first-party data strategies were emphasised as non-negotiables in post-cookie reality.
📌 Key Takeaways:
AI is back—but only where it proves value.
Brand-building works best when it’s founder-led and belief-driven. The strongest narratives this year came from leaders who were still close to the customer.
Measurement is under the spotlight. As omnichannel marketing gets noisier, tools like Fospha are helping cut through by showing what’s actually driving results.
Loyalty starts after the purchase. The experience matters.
Responsible personalisation isn’t optional. In a world of rising scrutiny, trust is the new currency.
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