From Snap to Storefronts: What’s Driving Real Growth in Europe

Hi there,

The countdown is on — and in just two weeks, the brightest minds in European commerce will be gathering in Barcelona. Whether you're scaling omnichannel, refining loyalty, or experimenting with AI, Shoptalk Europe is shaping up to be the decision-makers’ event of the year.

This is your Unofficially Shoptalk warm-up — the signal in the noise before the show floor opens. Let’s get into it.

What’s Emerging Now

AI adoption is getting operational.
From session agendas to speaker soundbites, one message is clear: AI isn’t just a lab project anymore. Whether it’s product content, predictive demand, or performance planning, teams are bringing AI into their workflows — with ROI, not novelty, as the measure.

Retail media is looking more like media.
The shift from shelf-talkers to scaled media networks is well underway. Tesco and REWE aren’t just launching new formats — they’re showing real value for suppliers. And players like Sainsbury’s are starting to speak a performance marketer’s language.

Unified commerce is shifting toward P&L.
European brands are no longer pitching omnichannel as a vision — they’re implementing it to protect margin, clean up fulfillment, and close demand gaps. It’s about execution, not aspiration.

Sessions to Bookmark

Retail Media, Rewritten

Retail media is evolving beyond banners. Physical retail and loyalty are becoming the glue — and brands want proof it performs.

Key Sessions

• Unlocking the In-Store Retail Media Opportunity (Tesco, REWE, Instacart)

• Building and Optimizing Retail Media Networks (Sainsbury’s, Kingfisher)

• Using Loyalty Programs to Supercharge Retail Media Campaigns (Carrefour, Unilever)

What to Listen For: How are physical formats driving data? Are brands getting incrementality or just inventory?

AI for Action — Not Just Ops

Forget the prototypes — retailers are finally pushing AI into workflows that matter.

Key Sessions

• Leveraging and Scaling AI Ethically and Responsibly (Mars, BCG X)

• Technologies Enabling Unified Commerce (Quorso, autone, TruRating)

• Powering Product Search with GenAI (N Brown Group)

What to Listen For: Who’s actually deploying GenAI at scale? How are KPIs and workflows adapting?

Loyalty as Currency

Points aren’t enough. Retailers are rebuilding loyalty around relevance, access, and measurable media value.

Key Sessions

• Unlocking Loyalty's Full Value (IKEA, Fressnapf Group)

• Personalisation Tactics That Boost Loyalty & LTV (Fabletics, JD Group, NAOS)

• Measuring and Empowering the Cross-Channel Journey (Valentino, Diageo, Levi's)

What to Listen For: Which brands are tying loyalty directly to LTV? Where’s the creative edge coming from — CRM or community?

What’s Coming Next

Over the next two weeks, expect:

• First-look interviews with leaders from Dr. Martens, Levi’s, Oh Polly, Fred Perry, and more

• Daily BTS from our team on the ground in Barcelona

• Official newsletters straight from Unofficially Shoptalk

• POVs and performance insights from Fospha on measurement, media mix, and full-funnel wins

We’re ready to connect, ask better questions, and capture the signal that moves strategy. See you on-site.

The Unofficially Shoptalk Team

Independently Created. Not affiliated with Shoptalk.

Unofficially Shoptalk is a ClickZ Media publication in the Events division