“Omnichannel starts within.”
What we saw on Day 3 at Shoptalk Europe
Zihan Lyu
June 05, 2025
Hi there,
Last day didn’t slow down!
Shoptalk Europe closed out with purpose and plenty of punch. From HOKA’s origin story to Benefit’s WhatsApp AI agents, the final sessions brought clarity on what it really means to build with intent — and where data, product, and people intersect to power standout brand moments.
Day 3 Download
Innovation at Full Speed: HOKA’s Disruptive Journey
Nicolas Mermoud didn’t set out to build a footwear empire. He set out to build better shoes for running downhill faster. What followed was the creation of HOKA, a brand that rewrote the rules of performance footwear—and became a cult favorite in the process.
In a fireside conversation with Sarah Engel (President, January Digital), Mermoud shared the untold story of HOKA’s early days. Rather than chasing trends, he focused on solving real problems for runners, especially in trail and ultra-distance events.
The solution? Oversized, cushioned soles that prioritized functionality over conventional design.
“We didn’t want to make a better shoe—we wanted to create a better experience,”
Nicolas Mermoud
The conversation covered the entrepreneurial risks that shaped HOKA’s DNA, from being told their shoes looked “crazy” to turning skeptics into loyal customers. Mermoud emphasized that staying close to the core user community was essential in guiding product evolution—and resisting the temptation to over-market early success.
When asked about scaling while maintaining brand soul, he pointed to the power of purpose and product-led growth.
“You need a vision that’s strong enough to guide every decision, even when the stakes get higher,”
And here’s a snippet of Mermoud talking about how HOKA reimagined retail—not just as a store, but as an emotion:
@clickz_official “@HOKA means to fly down the mountain… So for the next 20 minutes, we’re going to try and fly with you.” That was the tone Nicolas Mermo… See more
ClickZ also sat down with Sarah Engel for a real look at what retail leaders are building behind the scenes. Sarah’s seen it all, from Steve Madden to Sakara to Mattel, and her advice for brands right now is refreshingly clear:
“You don’t need more channels. You need the right signals and a hero product worth remembering.”
@clickz_official At @Shoptalk Europe, we sat down with Sarah Engel, President of January Digital, for a real look at what retail leaders are building behin… See more
At Shoptalk Europe, Benefit Cosmetics’ Lou Bennett shared how they tore up the old marketing playbook to build a brand-new Connected Consumer team — powered by data, led by a marketer, not a data scientist.
@clickz_official “If you’re not the one in front of the customer, you’re the one serving the customer.” At Shoptalk Europe, @Benefit Cosmetics’ @lou.benn… See more
More from Day 2
“Omnichannel starts within.”
Leona de Graft, VP, Ecommerce – Europe, Levi Strauss & Co.
Leona de Graft says it’s not about where people check out — it’s about giving them a great experience everywhere.
@clickz_official “Omnichannel starts within.” @Levi’s Leona de Graft says it’s not about where people check out — it’s about giving them a great experien… See more
And with omnichannel shoppers proving to be 3x more valuable than single-channel ones, understanding the true impact of every touchpoint matters more than ever.
That’s where solutions like Fospha come in. Their full-funnel measurement platform helps brands go beyond last-click — connecting performance data across different channels to show what’s really driving growth. You need such a measurement that doesn’t miss a beat.
Exclusive Interviews with Brand Leaders
✨ In their own words: What’s stood out most at Shoptalk Europe, according to the pros.
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