Key Takeaways from ShopTalk 2025

Shoptalk 2025, held in Las Vegas, once again brought together thousands of retail leaders to discuss what consumers expect from brands in today’s world. We recap our key takeaways from this year’s event:

• AI-driven personalization — Retailers are increasingly using AI to create personalized shopping experiences, from recommendations to AI-powered search.
• Retail media expansion — Retailers are leveraging their platforms for advertising, opening new revenue streams.
• Gamified e-commerce and reverse logistics —Startups are innovating in customer engagement. This includes areas such as:
  • Interactive Promotions: Retailers are implementing game-like features such as “spin-to-win” pop-ups, scratch cards, and quizzes to make the shopping experience more engaging. For example, spin-the-wheel pop-ups offer customers the chance to win discounts or free products, encouraging immediate interaction and purchases.
  • Loyalty programs with gamification: Brands are designing loyalty programs that incorporate points, levels, and rewards to motivate repeat purchases. Sephora’s Beauty Insider program, for example, allows customers to earn points for every purchase, which can be redeemed for exclusive products or experiences, fostering a sense of achievement and encouraging continued engagement.
  • Fitness challenges: Companies like Nike have introduced fitness challenges through their apps, rewarding users for completing workouts and achieving milestones. These challenges not only promote a healthy lifestyle but also create a community around the brand, enhancing customer loyalty.
  • Virtual stores and immersive experiences: With advancements in technology, brands are creating virtual stores and immersive environments that mimic in-person shopping experiences. Platforms like Roblox are being utilized by brands to build virtual spaces where customers can explore products in a gamified setting, blending entertainment with commerce.
  • Social media integration: Brands are leveraging social media platforms to introduce gamified campaigns that encourage user participation and sharing. For example, Fashion Nova has implemented gamification strategies that engage customers through interactive content, enhancing brand visibility and customer engagement.
• Bricks drive clicks — Brick-and-mortar stores remain vital for brand discovery and fulfillment. The distinction between e-commerce and in-store shopping is a thing of the past. It’s all just retail and commerce now, and the most successful brands are leveraging each channel to strengthen the other. Brands like Alo and their physical stores aren’t just attracting foot traffic—they’re driving online sales across entire regions, demonstrating that brick-and-mortar locations still hold significant value in today’s digital-first landscape. Compare and contrast this to the likes of Primark, who have taken a bold approach in the U.S. market, opting to sell exclusively in-store. By focusing on an immersive, value-driven shopping experience, it offers a refreshing alternative to the endless scroll of online retail.

This article is featured in Media Impact Report No. 64. View the full report here.