Retail Growth Approaches

This summer, in 45 days, I shopped in supermarkets in 12 different countries. I said "𝘨𝘳𝘰𝘤𝘦𝘳𝘺 𝘳𝘦𝘵𝘢𝘪𝘭𝘦𝘳𝘴 𝘢𝘳𝘦 𝘨𝘦𝘵𝘵𝘪𝘯𝘨 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘢𝘭𝘭 𝘸𝘳𝘰𝘯𝘨". Now this article from MIT Sloan Management Review supports my argument. Grocery retailers are investing in in-store experiences, 3rd party delivery apps, and subscription programs to enhance customer engagement, drive omnichannel growth. While experiential tactics like adding bars boost foot traffic and sales by over 5%, partnerships with third-party apps often reduce impulse purchases and loyalty, and subscriptions risk profitability due to high service costs. The study revealed that customer behavior changes in unexpected ways, making it essential for retailers to align innovations with operational strategy, data insights, and profitability goals. 📍In-Store experiences still drive incrementality, sure. Stores that added cafes or bars saw: +6.82% increase in total spend +5.76% more transactions +15.49% increase in time spent in store My two cents: Food & beverage brands should co-invest in experience zones (like dessert pairings, beverage sampling). This fuels cross-department spend and impulse purchases. 📍Surprise, surprise; impulse purchases decline with delivery apps Partnering with last-mile delivery partners results in -21.2% drop in impulse purchases (esp. snacks, bakery) -6.6% drop in sales volume Relying on 3rd party delivery suppresses #FMCG impulse-driven categories. Brands must rethink digital shelf storytelling and premium placement. 📍No brainer here, of course, subscriptions fuel bigger baskets, but at a cost. For subscribed customers: +55.5% increase in items per order +113.4% increase in order frequency +30% increase in product sales But, approx. 50% of subscribers caused -108.4% profitability loss To resolve this, #CPG brands must help retailers optimize for SKU mix and basket value in subscriptions to avoid profitability erosion. 📍 Consumers shift behavior based on convenience, not loyalty. Shoppers using delivery apps make fewer, smaller trips, buying fewer SKUs, but higher-priced ones. Premium, limited-edition, or DTC-exclusive launches perform better in digital delivery environments. Core SKUs risk de-prioritization. ++ I expect to see more across retailers in 2026 & 2027 ++ 1. AI-based inventory will be mandatory. 2. Delivery platforms will morph into retail and media ecosystems 3. Offline experience zones will serve as sampling hubs (I talked about this at the MIT Platform Strategy Summit in 2022) 👍 4. Shelf-level loyalty programs will emerge, using in-store smart carts or mobile apps, and brands will push on-shelf loyalty triggers like instant coupons. I believe #retail innovation is no longer about features — it's about behavioral precision. Every new tactic must be measured by how it changes the why, what, and where behind each consumer’s purchase. That’s where real ROI begins. Article link 👇

In retail, many chase the next big thing—a new style, a new way to reach consumers—triggering a frantic race to adopt. But most trends fade as fast as they appear. The real game-changers are curated habits that prove they can stand the test of time. I’ve championed social commerce as the future of retail for over a decade. In hindsight, that barely scratches the surface. It’s now a deeply ingrained consumer behavior. The imperative isn’t just to adopt it, but to evolve with it—constantly and intentionally. At HSN, social commerce was core to our strategy. We pioneered the blend of shopping and entertainment. That’s the essence: finding the sweet spot where entertainment, connection, and commerce converge. Soon after, platforms like Twitch began enabling users to both game and shop in real time, blending entertainment with commerce. Fanatics has successfully leaned into this model as well, immersing fans in live experiences while showcasing gear in action, often worn by their favorite athletes and community, turning fandom into a powerful trust signal. More recently, TikTok Shop collapsed the purchase funnel into a single scroll. It's no longer discover, then buy. Now, it’s see it, want it, buy it—seamlessly, in-platform. So, as we look ahead, how do I see this "social commerce habit" evolving? Here's what I expect: 🔹 Creator Integration is Non-Negotiable. For Gen Z, in particular, TikTok Shop has become a primary discovery engine. They trust their favorite creators to genuinely try products and offer honest feedback. The more brands lean into authentic partnerships with creators, the more trust they build in this integrated shopping experience. It’s about relationship-driven commerce. 🔹 Embrace a Zero-Click World. Speed and simplicity are paramount. Consumers need to be able to see, buy, and receive as fast as humanly possible. This means minimal clicks, minimal friction, and no moments for reconsideration. It's about instant gratification and removing all barriers between desire and ownership. 🔹 Elevate Live Shopping. This is a powerful return to the personal connection and real-time interaction that defined the best of traditional retail. Shoppable videos and live sessions transform social media into a personalized shopping aisle. Imagine experts demonstrating products, showing how they fit or can be styled, all in real-time, tailored to your interests. It brings humanity back to digital retail. 🔹 Unlock the Power of Virtual Try-Ons. A longstanding hurdle in e-commerce is "try before you buy." AI-enabled virtual try-on features solves that, making online shopping more immersive and convenient. This translates directly into higher conversion rates, deeper engagement, and customers spending more valuable time interacting with your brand digitally. It’s time to stop treating social commerce like a trend. This is commerce, full stop. It’s a fundamental consumer behavior that belongs at the center of every modern retail strategy.

India’s digital-first fashion brand journey - from Clicks to Bricks India’s homegrown D2C fashion landscape has entered its next chapter in the last decade or so Cava Athleisure recently launched its first offline store in Bengaluru Orion Mall And not just Cava, after years of building strong digital communities, brands like Freakins, Blissclub, Snitch, The Bear House etc are stepping confidently into the offline world, opening physical stores after initial few years of operating digitally 🔶 Why - the shift 🔸Brand-Building & Community Physical stores offer experiential branding, events & community-led engagement including consumers & influencers, something digital can’t fully replicate The store facade & window, be it in a mall or high-street also works as an impactful billboard in the consumers mind amidst the digital clutter - announcing the brand has arrived 🔸Consumer Trust & Tangibility Fashion is tactile. As brands scale, offline stores become powerful trust signals, letting consumers to see, touch, feel & try before buy Also enables brands to do visual product storytelling and store team engaging with consumers in a much better way 🔸Higher AOV & Better Conversions Stores often deliver higher average order values and far stronger conversion rates than digital channels Customers walking in these stores are mostly brand loyalist with real purchase intent, and more often than not asking - naya kya hai? 🔸CAC Optimization With rising acquisition costs online, offline retail becomes a strategic lever to reduce dependence on paid performance marketing While for customers, they get the flexibility to explore amongst the considered set of brands before zeroing down to their final purchase ◼️Opportunities Ahead Omnichannel flywheel: Unified single view of inventory, possibly endless isles + data + loyalty + flexibility of click-collect or buy-return → seamless journeys and a happy customer Experiential retail: Stores doubling as multiple touchpoints from content studios, event spaces to even micro-warehouses ◼️Challenges to Navigate High real-estate rentals & operational costs Supply-chain discipline needed for consistent in-store experience Balancing product assortment and price parity across channels Maintaining brand freshness in an offline setting ◼️The Way Forward The future belongs to digitally-built, omnichannel-scaled brands While online gives speed & reach, offline gives depth & loyalty The most successful D2C labels are those that treat physical stores not as an afterthought or fomo, but as a strategic extension of their brand ecosystem Interesting fact: The D2C brands who started over a decade ago took slightly longer for online to offline shift (~7 years), vis-a-vis within the last decade (~5 years), and the more recent ones much lesser than that Clicks create the brand, Bricks will only compound it. Your thoughts! #Indian #Fashion #Retail #D2C #Online #Brand #Offline #Expansion

Packaging is your silent salesperson… It either sells for you or it creates friction. Our old multi-pack looked clean, but here’s what we discovered: Customers didn’t always realize there were 4 bars inside. Some thought it was just one bar in a box. The design leaned heavily on the flavor (“Cookie Dough”), While Mid-Day Squares the brand took a back seat. Both of those things caused hesitation. And in the aisle, hesitation kills. So we made two purposeful changes: Louder “4 BARS” right on the front clear, fast, no guessing. Mid-Day Squares big and bold, because our thesis has always been that these are made for the midday moment. That’s the ritual we’re building. We want to be the leader in the afternoon snacking space. The result? Multi-pack sales have jumped since this hit shelves a couple of months ago. Not because the box is prettier, but because it communicates instantly and anchors our purpose. The lesson: Packaging isn’t just decoration. It’s strategy. It’s your brand voice when you’re not there to explain. This photo was taken at a store where the old and new boxes are still sitting next to each other. #sales #retail #grocery #cpg #marketing #packaging

Retail media Is booming and changing the shopper journey heavily - but are FMCG giants ready to play it properly, yet? After hundreds of store visits across Saudi modern trade, I’m witnessing a retail media revolution. The infrastructure at Othaim Markets, Panda, Danube, and Tamimi Markets Jeddah is impressive - entry bows, category headers, integrated brand experiences transforming the shopper journey. But here’s the uncomfortable truth: most FMCG brands aren’t ready to play this game properly. In the store I just visited, take Nescafe RTD. They have budget, distribution, and brand power. But their assets don’t match the retail media hardware in the store. Side note: Besides that example, Nescafe did a fantastic job in the relaunch of their RTDC portfolio in the region. Why Retail Media Fails for Most Brands Retail media on its own will have a negative ROI. Let me be clear about that. But if you build a story around it, it can make all the sense in the world. The 4 Critical Steps That Actually Work: 1) You Need a Powerful Test Budget (And It’s Super High) Entry bows, category headers, custom gondolas require serious investment. Most brands underestimate this by 50-70% and wonder why execution looks cheap. 2) Align With the Retailer Get sell-out data (not just sell-in), secure your core shelf space, plus a separate gondola. Without retailer partnership on data and space, you’re flying blind and cannibalizing your base business. 3) Get the Specs and Adapt Your Latest TVC Get exact specifications from Faden, Saudi Signs, or whoever provides the hardware. Then push internally to adapt your newest TV commercial content to those specs. Not “close enough.” Not “global assets.” This is where corporate bureaucracy kills speed - and why you see situations like what I just observed. 4) Make an In-Store Video and Use It Strategically Film your execution in-store (Friday mornings in Saudi when it’s quieter). Interview the retailer. Then use this content in Joint Business Planning sessions to demonstrate capabilities and secure better terms. This transforms retail media from tactical spend to strategic investment. The Real Question Retail media is booming in Saudi. The hardware is world-class. The shopper journey is being transformed. But are FMCG giants ready to commit the budget, build true retailer partnerships, move fast on assets, and tell the complete story? Right now, most aren’t. And smaller, faster regional brands are capturing attention while the giants wait for approvals. Retail is detail. And retail media without the full story is just expensive wallpaper. Who’s doing this right in Saudi? I’d love to hear examples of brands building the complete retail media story, not just buying placements.

CFO: The board wants to see the plan for growing ecom in 2025 ASAP. CMO: Ecom growth doesn't matter. It’s about profit growth across channels. Retail expansion and a shift from bottom-funnel performance marketing are how we do that. CFO: That’s a bold statement. Ecom has driven most of our growth for years. Seems foolish to jump ship. CMO: Ecom is hitting its limits. It represents just 5-7% of our market’s total potential. It’s the easiest slice to access—spin up a Shopify store, run some ads, and boom, you’ve got a business. That’s what we did. But now it’s crowded, with rising costs and shrinking margins. CFO: So, you’re saying ecom can’t scale anymore? CMO: Not without retail expansion. The other 95% of the market is where we grow next. Retail buyers aren’t swayed by ROAS. They want brands that bring new customers and boost aisle profit—not just compete on price. CFO: And you’re saying performance marketing won’t get us there? CMO: Not alone. High-ROAS ads often turn off retail buyers—they’re too transactional and promo-heavy. That’s where brand building comes in. CFO: So, brand building isn’t just about customers—it’s about creating pull from buyers too? CMO: Exactly. A strong brand makes us a must-have for retailers. It’s built through every touchpoint. You see it in the numbers—retail generates the most contribution dollars and has near-unlimited scale potential. CFO: But doesn’t brand building take time? The board wants results now. CMO: Not really. A strong brand lifts everything—better margins, more organic revenue, and inbound demand from retail buyers. It’s the rising tide that makes every channel perform better. CFO: This feels like a big shift in strategy. CMO: It is. For years, we’ve focused on bottom-funnel performance marketing. It drives quick revenue, but it’s kept us stuck in the smallest slice of the market. To break out, we need to balance performance with brand building. CFO: What does that balance look like? CMO: Shift more resources to reaching net new people with content that increases the probability they automatically choose and buy our brand when they come in-market, given that 95% of people who see our media are not in-market. CFO: How do you know it’ll work? CMO: I’ve done it before. In the early days at my prior brand, we relied entirely on performance marketing. It worked—until it didn’t. We hit a ceiling. Costs rose, and margins shrank. When we focused on building the brand, it unlocked retail, which unlocked massive growth. CFO: And what happens if we don’t evolve? CMO: We stay stuck, fighting over scraps in 5% of the market. But if we shift, we unlock retail, scale profitably, and grow across all channels. CFO: Alright, I see it. Let’s make 2025 the year we stop spinning our wheels and start building something bigger. CMO: You're talkin' dirty AND I LIKE IT.

Desire + Tension ⇒ Viral Packaging. Here’s the thing: dopamine makes us want, and norepinephrine keeps us on edge. Put them together and you’ve got attention. And that’s exactly what good packaging does. Done right, it sells more, brings in new customers, builds brand recall, and even helps move slow inventory. >>Desire + Tension<< In In beauty, packaging isn’t just about protecting what’s inside. It’s often the deciding factor. A box, a bottle, a label, it can trigger anticipation, excitement, or that irresistible urge to buy. +73.4% women recognize the role of packaging in cosmetics and fragrance. +77.3% 18–24 year olds consider perfume packaging aesthetics important. +48.3% buyers would pay more if the perfume comes in appealing packaging. >>Visual Seduction<< Looks count. Minimalist bottles with metallic accents whisper luxury. Bold colors or holographic shine grab attention from across the shelf. The right details can be the difference between a glance and a purchase. +30% boost in brand visibility comes from impactful packaging. +67% of shoppers say transparent or clear packaging builds trust and loyalty. >>Material Choices & Sustainability << Texture speaks. Matte feels luxe, glossy says sleek, embossing makes you want to run your fingers over it. And design should tell a story, think recycled paper and hand-drawn botanicals for a clean skincare line. +81% of global consumers factor sustainability into buying decisions. +71.5% believe there’s excessive packaging waste. >>The Power of Surprise<< Unboxing is half the fun. Hidden layers, clever openings, or frosted glass with a sneak peek inside, it builds anticipation and makes the moment share-worthy. +71% of consumers enjoy the unboxing ritual. +61% share photos of unboxed products online. Final Takeaway: The best beauty packaging goes beyond function. It taps into psychology, senses, and storytelling to spark desire and loyalty. When brands get it right, packaging becomes more than a container, it becomes an experience. Find my curate search of examples and get inspired for success. Featured Brands Bather Benefit Curame Daise Joonbyrd KEYTH Kosas P. Louise Smuti SOME BY MI Star Face #beautybusiness #beautyprofessionals #beautypackaging #beautydesign

Inflation isn’t just an economic challenge—it’s a test of agility for businesses. As costs rise and purchasing power shifts, companies that rely on gut instinct risk falling behind. The real winners? Those who use data-driven insights to navigate uncertainty. 1️⃣ Understanding Consumer Behavior: What’s Changing? Inflation reshapes spending habits. Some consumers trade down to budget-friendly options, while others delay non-essential purchases. Businesses must analyze: 🔹 Spending patterns: Are customers shifting to smaller pack sizes or private labels? 🔹 Channel preferences: Is there a surge in online shopping due to better deals? 🔹 Regional variations: Inflation doesn’t hit all demographics equally—hyperlocal data matters. 📊 Example: A retail chain used real-time sales data to spot a shift toward economy brands, allowing it to adjust promotions and retain price-sensitive customers. 2️⃣ Pricing Trends: Data-Backed Decision-Making Raising prices isn’t the only response to inflation. Smart pricing strategies, backed by AI and analytics, can help businesses optimize margins without losing customers. 🔹 Dynamic pricing models: Adjust prices based on demand, competitor moves, and seasonality. 🔹 Price elasticity analysis: Determine how much a price hike impacts sales before making a move. 🔹 Personalized discounts: Use customer data to offer targeted promotions that drive loyalty. 📈 Example: An e-commerce platform analyzed customer behavior and found that small, frequent discounts led to better retention than infrequent deep discounts. 3️⃣ Demand Forecasting & Inventory Optimization Stocking the right products at the right time is critical in an inflationary market. Predictive analytics can help businesses: 🔹 Anticipate demand surges—especially in essential goods. 🔹 Optimize supply chains to reduce excess inventory and prevent stockouts. 🔹 Reduce waste in perishable categories like F&B, where price-sensitive demand fluctuates. 📦 Example: A leading FMCG brand leveraged AI-driven demand forecasting to prevent overstocking of premium products while ensuring budget-friendly variants were always available. 💡 The Takeaway Inflation isn’t just about rising costs—it’s about shifting consumer priorities. Companies that embrace data-driven decision-making can optimize pricing, fine-tune inventory, and strengthen customer loyalty. 𝑯𝒐𝒘 𝒊𝒔 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒂𝒅𝒂𝒑𝒕𝒊𝒏𝒈 𝒕𝒐 𝒊𝒏𝒇𝒍𝒂𝒕𝒊𝒐𝒏𝒂𝒓𝒚 𝒑𝒓𝒆𝒔𝒔𝒖𝒓𝒆𝒔? 𝑨𝒓𝒆 𝒚𝒐𝒖 𝒖𝒔𝒊𝒏𝒈 𝒅𝒂𝒕𝒂 𝒕𝒐 𝒓𝒆𝒇𝒊𝒏𝒆 𝒚𝒐𝒖𝒓 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚? 𝑳𝒆𝒕’𝒔 𝒅𝒊𝒔𝒄𝒖𝒔𝒔 𝒊𝒏 𝒕𝒉𝒆 𝒄𝒐𝒎𝒎𝒆𝒏𝒕𝒔! #datadrivendecisionmaking #dataanalytics #inflation #inventoryoptimization #demandforecasting #pricingtrends

𝐓𝐡𝐞 𝐓𝐨𝐠𝐞𝐭𝐡𝐞𝐫𝐧𝐞𝐬𝐬 𝐃𝐞𝐟𝐢𝐜𝐢𝐭 𝐚𝐧𝐝 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐈𝐦𝐩𝐚𝐜𝐭    Business thrives when communities thrive. I was deeply moved by Jumbo supermarkets' innovative "Kletskassa" (chat checkout) initiative in the Netherlands. Instead of rushing customers through checkout, these special lanes encourage conversation and connection for people who want a slower retail experience.   "Many people, the elderly in particular, can feel lonely. As a family business and supermarket chain we have a central role in society. Our shops are a meeting place and that means we can do something to combat loneliness. The Kletskassa is just one of the things we can do,’ Jumbo CCO Colette Cloosterman-Van Eerd said.   It's a brilliant example of how businesses can weave social impact into their core operations. The reality is stark. According to the Dentsu 2025 Trend Report, the world is facing a global "togetherness deficit." Recent global events have left many feeling disconnected – particularly our elderly population. But herein lies an opportunity for businesses to step up:   1. Reimagine existing touchpoints: Every customer interaction can be transformed into a moment of connection. What's your equivalent of a "chat checkout"?   2. Create dedicated community spaces: Jumbo's "chat corners" show how businesses can repurpose physical spaces to nurture belonging.   3. Train staff as community builders: Our team members can be more than service providers – they can be connection catalysts.   4. Identify local needs: Understanding your community's specific challenges helps create meaningful interventions.   The ROI? It goes beyond metrics. It's in the strengthened community fabric. It's in being part of the solution to societal challenges. I believe every business, regardless of size or sector, has the potential to create impact in a way that people feel seen, heard, and connected.      

Top Drawer. Packaging sets the price long before anyone checks the label. That's retail reality. The same pan or towel set can read as a £15 purchase or a £50 one based purely on how it shows up on shelf. Own label either knows what it is or it disappears. In homeware, that means sitting next to Tefal, Brabantia and Joseph Joseph without copying them. Push too far into premium and it stops reading as supermarket. Push too far the other way and it blends out. The aim is value that reads instantly. The product itself is rarely the issue. Keep it constant, improve the board, structure and print and perceived value lifts by 40 to 50 percent before a pan is heated or a sheet is washed. Most retailers understand this and still underinvest. That's a choice, not a constraint. Carrefour Home operates at scale, a core private label offer with volume, reach and pressure attached. Tátil's brief was to turn the homeware aisle into a place people stop rather than pass through. A long, mixed run of SKUs needed enough structure to slow people down without overcomplicating the shop, using clear language, contemporary cues and a system built for mixed formats, constant replenishment and shelves that rarely stay tidy. Hierarchy and consistency make the difference, because without them aisles become corridors, while a clear system keeps the space legible even as stock moves and shelves shift. Discipline matters more than positioning lines. Consistency across countries, store formats and channels keeps identity, packaging, signage and navigation working in the same direction. Most private label systems start strong and fall apart at scale. This one avoids that. The strength sits in how it shows up physically. The packaging reads as one environment rather than a fight between SKUs, with texture, warmth and segmentation organising the range so products come across as selected rather than pushed. A Carrefour Home pan, towel set or storage box carries the same tone wherever it appears. The system passes a stress test in real retail conditions, across eight countries with constant shelf churn, yellow tickets stapled over packs, promo clutter building up and adjacencies rarely lining up, yet the range still reads clearly. Carrefour Home doesn't magically fix the home aisle, but it removes a lazy argument. Own label only looks generic when it isn't designed properly. Range thinking, backed by design discipline, lets it sit next to the brands people already know. 📷Tátil Design