At Shoptalk Fall in Chicago, industry leaders, marketers, and retailers gathered to discuss the latest trends and shifts in the retail landscape. 

The event was brimming with ideas and insights that signal where the industry is heading. Here are some of the key themes that emerged from our conversations, meetings, and insightful sessions:

IRL retail's renaissance

The return of in-person shopping is real and powerful. 

Post-pandemic, the role of physical stores is more vital than ever. As Jennifer Wilson, SVP & CMO at Lowe’s, and Christina Hennington, Chief Strategy & Growth Officer at Target, pointed out, brick-and-mortar locations are key to reaching local communities. They are more than just points of sale – they are hubs that address scaling distribution needs while delivering personalized experiences that online shopping can’t replicate.

Wilson also revealed that Gen Z is a key customer demographic for the home improvement sector, as more than 30% of today’s 25-year-olds (among the oldest Gen Zers) already own a home, and this generation are highly influenced by scrolling social media.

Storytelling's influence

It’s not just products that sell – it’s stories. 

Behnaz Ghahramani, CMO of Old Navy, emphasized how important it is to weave storytelling into brand strategy. Consumers don’t just want to know what they’re buying, they want to connect with the brand’s heritage and understand the communities the brand connects to. Storytelling creates emotional connections, turning customers into brand advocates and generating long-term loyalty.

Cracking influencer attribution

One challenge many brands still face is tying Influencer Marketing efforts directly to sales. Many understand the value influencers bring but struggle to measure their exact impact. 

During Shoptalk, we had the opportunity to speak to great brands about unlocking the measurable impact that influencers can have. With the right tools and strategy, it's possible to attribute influencer-driven content to sales, allowing brands to invest more confidently in influencer partnerships.

Power in connection 

One of the strongest themes that came through was the undeniable power of in-person collaboration. Whether it’s about deepening partnerships with vendors, collaborating with clients, or problem-solving with internal teams, being together in a physical space is invaluable. 

The energy of face-to-face interactions is hard to replicate in virtual environments. This was particularly evident with the strong presence of women in leadership positions at Shoptalk.

One of our stand-out sessions was hosted by RentTheRunway.com CEO and Co-Founder, Jennifer Hyman who focused on the importance of leadership lessons to set your brand up to win.

Here's what the session taught us:

• Stop and reset: Jennifer believes your job as an executive is to stop and look at the company with fresh eyes. Ask yourself “If I were starting the company from scratch today, is this what it would look like?”
• Embrace change: Rent the Runway shifted from clothing rentals to becoming a marketing discovery channel for brands, where 98% of users try new brands, and 80% later buy. Being open to change leads to breakthroughs: “50% of your ideas will fail, so test them faster and cheaper.”
• Hire a team you respect: Jennifer emphasized the importance of bringing in executives she admires. As a leader, focus on doing just this, and employ people who know more about their field of expertise than you do.

Shoptalk Fall 2024 made it clear that retail is evolving and Gen Z are the consumers your brand should be putting front of mind. 

Storytelling and Influencer Marketing will be essential for driving brand loyalty and growth, while the challenge of accurately measuring their impact will be a focus for many brands moving forward. 

Reach out to us at hello@digitalvoices.com to learn more about how Influencer Marketing can bring recognition to your brand amongst Gen Z consumers!