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📍 Live from Palm Springs – Here’s What Went Down on Day 3!
And just like that, eTail West 2025 has wrapped! 💡 After three days of insights, conversations, and strategy deep dives, the final day didn’t disappoint. From the future of performance marketing to unlocking the power of TikTok, brands and retailers shared hard-won lessons on staying ahead in 2025.
Here’s your final eTail West daily wrap-up, featuring the biggest takeaways, expert insights, and the trends set to shape the industry in the months ahead.
🔥 Top Takeaways from Day 3
🔹 Omnichannel Isn’t Optional Anymore
Retailers are realizing that channel silos are dead—customers expect seamless experiences across e-commerce, in-store, and social. Brands that master cross-channel measurement and attribution will win.
🔹 AI-Driven Personalization is Scaling Up
AI is no longer just for automation—it’s transforming how brands interact with customers in real time. From AI-powered customer service to dynamic site experiences, the brands investing in AI-driven retention and personalization strategies are already pulling ahead.
🔹 Retail Media is Still a Measurement Challenge
Brands are investing heavily in retail media networks (Amazon, Walmart, Instacart), but proving ROI remains a struggle. Experts discussed new attribution models and how AI-powered measurement platforms like Fospha can bridge the gap.
🔹 TikTok’s Halo Effect is Real
Brands are shifting their TikTok strategies from awareness to conversion. But how do you track TikTok’s impact on other channels like Amazon and Shopify? Measuring spillover effects will be key to proving TikTok’s long-term value.
🎤 Panel Recap: How Hanky Panky is Using AI to Scale Without Losing Its Brand DNA
💬 Featuring: Sabrina Cherubini, SVP Brand & Digital, Hanky Panky
At eTail West, Hanky Panky’s digital transformation took center stage—showcasing how a heritage brand is using AI and omnichannel strategies to thrive in a rapidly evolving retail landscape.
👗 AI-Driven Customer Experience
Hanky Panky has embedded AI across three key areas:
Acquisition – AI refines audience targeting and personalizes content for different customer segments.
Site Optimization – AI-powered navigation and product recommendations help customers find the perfect fit across 5,000 SKUs.
Retention – 50% of Hanky Panky’s customer service interactions are now AI-automated, allowing human agents to focus on high-value customers.
📈 Navigating Rising Ad Costs & Retail Media Complexity
Hanky Panky is balancing acquisition and retention—focusing on first-party data to reduce reliance on paid media.
Leaning into Owned Channels – Email, SMS, and loyalty programs drive profitable growth without excessive ad spend.
Proving Retail Media ROI – The team is still learning how TikTok and YouTube influence conversions across their DTC and wholesale channels.
“CPCs are way up, so we’re doubling down on first-party data and owned media. It’s all about profitable, sustainable growth.”
– Sabrina Cherubini, Hanky Panky
💡 The Fospha Perspective: Connecting the Dots in Omnichannel Attribution
Retailers like Hanky Panky face a measurement gap—with TikTok, retail media, and DTC performance all influencing each other. Brands need AI-driven measurement solutions to track and optimize performance across the entire funnel.
🛒 The Retail & E-Commerce Trends That Will Shape 2025
As eTail West 2025 wraps up, here are the biggest trends set to define the next 12 months:
📹 1. The Future of eCommerce is Video
Fabletics’ $400M tech investment has proven one thing: video is king. Their data shows that honest video reviews boost engagement and conversions—which is why 90% of Fabletics’ product pages now feature video content.
Run video ads, not statics
Leverage micro-influencers for authentic reviews
Embed video across PDPs, email, and social
“Our recommendation for most brands is 80% video content, across every channel.”
– Chris Berg, Senior Director, January Digital
🤖 2. AI is Reshaping Retail
AI is no longer just about automation—it’s revolutionizing customer interactions, inventory forecasting, and site personalization.
AI-Powered Chatbots – Handling customer inquiries while elevating premium service.
Predictive Inventory Management – Fabletics tracks supplier return rates to cut size inconsistencies.
Dynamic Product Recommendations – AI tailors site experiences based on real-time customer behavior.
🛍️ 3. Social Commerce Goes Full Funnel
TikTok and Pinterest aren’t just discovery tools anymore—they’re driving direct conversions.
TikTok’s Halo Effect is reshaping attribution.
Pinterest’s “pre-purchase” window is a hidden goldmine.
AI-driven search is redefining discovery.
“If you wait until wedding season to target a bride, you’re already too late.”
📊 4. Measurement & Attribution Need a Reboot
Retailers are struggling to prove full-funnel impact across their marketing mix. AI-driven predictive modeling is becoming essential to optimizing spend.
"It's not just about tracking what worked - it's about predicting what will work next, and proactively identifying opportunities for optimization"
📊 What’s the Biggest Trend You See Shaping 2025?
🏆 Final Reflections from eTail West 2025
Three days. Countless insights. The key question now: What happens next?
As we leave Palm Springs, one theme has dominated conversations: brands can’t afford to rely on guesswork anymore. Whether it’s AI-powered media optimization, cross-channel attribution, or post-purchase engagement, the smartest marketers are leaning into data-driven decision-making to drive sustainable growth.
Our partner, Fospha, has been at the center of these conversations all week, working with brands to connect the dots between ad spend and revenue, across every channel. If measurement is a challenge for your team, let’s continue the conversation.
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