What RMS Beauty, Samsonite & General Motors Are Bringing to Boston

Hi there,

Retail is heading into eTail Boston with a clear mandate: make every move count. Budgets are stretched, shoppers are more selective, and the paths to purchase are anything but linear. This year’s agenda dives straight into how brands are adapting. With less than three weeks to go, the stage is set for strategies that cut costs without cutting impact.

Editor’s Note: What’s Driving Retail’s Next Chapter

Retailers heading into eTail Boston this year face a balancing act: doing more with less while meeting the demands of a quality-conscious consumer. Budgets are tighter, yet expectations for seamless, meaningful experiences have never been higher. This pressure is forcing brands to rethink how they show up across the entire customer lifecycle.

Performance marketing is evolving beyond last-click logic. Today’s shopper journey is non-linear, spanning TikTok discovery, in-store touchpoints, and Amazon checkouts. Understanding which moments drive incremental revenue – and which don’t – is where platforms like Fospha help marketers see the bigger picture. At the same time, loyalty is moving beyond points toward emotional, reciprocal connections, where post-purchase engagement and surprise-and-delight moments build lasting advocacy.

Artificial intelligence is another force shaping this transformation. Far from being just a buzzword, AI is simplifying complexity – powering personalization at scale, enabling smarter attribution, and helping retailers align tech investments with profitability.

Together, these threads define the conversations ahead in Boston. Expect a program focused on what’s next and how to execute with precision and creativity when it matters most.

Big-Name Sessions to Bookmark

These sessions, led by some of the most influential names in retail and brand strategy, will set the tone for the conversations that matter.

One Final Thought: Show Up Strategic

Here’s how to make your eTail Boston count:

✔ Bookmark sessions that reflect the way your team is actually structured
✔ Don’t just visit the booths — ask the hard questions around performance and ROI
✔ Think beyond brand — look at where marketing, product, and tech intersect

We’ll be back next week. Until then, stay sharp — and start building your game plan for Boston.

Unofficially eTail Boston Team

Independently Created. Not affiliated with eTail Boston.

Unofficially eTail is a ClickZ Media publication in the Events division