"You can’t build loyalty without consistency."
Catch up on Day 2’s biggest moments and what’s ahead for Day 3
Zihan Lyu
June 04, 2025
Hi there,
In case you missed it —
A lot of walking, and even more talking. The energy kicked off hard on Day 1, and Day 2 kept the pace with packed rooms, smart questions, and some surprisingly good coffee.
Day 2 Download
Unique Collaborations and Partnerships that Surprise and Delight
How do you cut through the noise in a crowded market? At Shoptalk Europe, leaders from Just Eat, Pinterest, Bubble Skincare, and AWWG dropped insights on how unexpected brand pairings are redefining reach, creativity, and long-term loyalty.
Bubble Skincare’s 3-Part Collab Formula (w/a Gen Z twist)
Bonnie Szucs, Chief Commercial Officer, broke down how Bubble thinks beyond the standard influencer playbook:
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Retail Pop-Up Energy — in Aisles
With Olive & June, Bubble activated in Walmart with exclusive products and custom displays that made even a big-box retailer feel TikTok-ready.
“We didn’t just want shelf space — we wanted share of attention,”
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The Viral Feud That Wasn’t
A cheeky (and unpaid) TikTok “beef” with Scrub Daddy blew up—purely by design.
“It cost us nothing, but delivered 100M+ impressions. We weren’t chasing conversions — it was a top-of-funnel moment,”
That’s exactly where many brands stall — reach without results. Tools like Fospha help connect the dots, showing which upper-funnel campaigns actually influence downstream purchases. With full-funnel attribution, marketers can double down on moments that not only go viral but convert.
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Big Brand Gravity — Disney Edition
Partnering with Inside Out 2 offered global reach, but wasn’t without complexity.
“You have to be really aligned early—what success looks like, who owns what. Or it won’t work, even with Disney,”
️ Claire Pointon (Just Eat): ‘Make it mean something’
Claire highlighted that the best partnerships don’t just look good—they ladder back to brand purpose.
“We ask: does this partnership build cultural relevance, or just noise?”
Key Takeaway
The best collabs aren’t about hype—they’re about value exchange. Whether it’s bringing utility to new audiences or co-creating moments that feel native to the platform (hi, Pinterest), modern partnerships must surprise, spark emotion, and scale trust.
Expect more B2C brands to lean into creative chaos—cross-industry, content-led, and culturally timed.
️ Building Best-in-Class Unified Customer Experiences
Unified experiences aren’t just a buzzword anymore — they’re the expectation.
H&M’s Ellen Svanström and Nestlé’s Jordi Bosch broke down how two global giants are turning sprawling physical footprints and legacy systems into sleek, connected journeys for customers.
“Online-level insights, in store.”
That’s the vision at H&M. With 4,000 stores globally, they’re rethinking physical retail to behave more like digital.
RFID-powered shelves + real-time data = staff who can instantly find products, suggest outfits, and track what’s trending — on the shop floor.
Bonus: The H&M app now guides customers to specific items in-store. Think Google Maps, but for trousers.
“We’re democratizing fashion for the 99%. That means making every touchpoint — digital or physical — work smarter.”
— Ellen Svanström, H&M Group
Local Data, Global Efficiency
Merchandizing at H&M now taps into external data — like weather and events — to adjust product placement and flow.
No more overloading stores with the same stuff. Instead, curation wins.
“We use heatmaps to see what’s really moving on the floor. That changes how we stock, display and sell — daily.”
Nestlé’s POV: It’s All About Consistency at Scale
Jordi Bosch emphasized that even in grocery and FMCG, customers want connected experiences. Nestlé is using AI to serve up more consistent branding and delivery — while staying culturally relevant across markets.
“You can’t build loyalty without consistency. Tech helps us hit that, globally.”
— Jordi Bosch, Nestlé
“We’re just scratching the surface of what’s possible in-store.”
— Ellen Svanström
Exclusive Interviews with Brand Leaders
@clickz_official What happens when your brand deletes its entire TikTok feed? At @Shoptalk Europe, Tamara Karsten sat down with Bonnie Szucs, CCO at @Bubbl… See more
Hot Takes From the Ground
@clickz_official Retail’s Reality Check from the Floor at Shoptalk Europe What are retail operators actually trying to solve with tech? ClickZ caught up … See more
View more on Instagram
Got 15 Minutes in Barcelona?
The ClickZ team will be on-site all week, collecting insights and POVs from marketers shaping the future of retail and ecommerce.
Want to have a quick exchange of ideas?
What’s Coming Up Today
Four core themes are closing out Shoptalk Europe — each digging into how retail leaders are making change real across teams, tech, and tactics:
Successful Data Strategies + Key Takeaways
Expect honest conversations on how retailers are activating data—across loyalty, analytics, and personalization.
And with rising pressure to tie marketing performance to real outcomes, platforms like Fospha are becoming critical — helping brands attribute spend accurately across every stage of the funnel.
Leading Successful Teams and Organizations
Transformation doesn’t happen without the right people behind it. Leaders from IKEA, H&M, Nestlé, and Roberto Cavalli will unpack how they’re structuring teams, embedding experimentation, and building a culture ready for disruption.
New Offerings Catering to the Changing Consumer
The consumer is shifting fast—and this track is focused on those keeping up. Founders and execs from air up, flaconi, and AB InBev share what it takes to design for agility, launch with intent, and stay ahead of evolving demand.
Scaling and Optimizing Tech
AI is getting real—and so is the need to scale it responsibly. Tech leads from Mars, Kingfisher, and Breitling take on the hard part: building stacks that actually support innovation, without the bloat.
Like what you’re seeing?
Ready, Set, Go!
What to Bring
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Chargers / power bank
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️ Floor Plan
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