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Retail’s Calm Commerce Era
Inside the key takeaways at Shoptalk Europe Day 1
Zihan Lyu
June 03, 2025
Hi there,
Day 1 brought clarity.
Retail leaders from Rituals, L’Oréal and Danone laid out blueprints. Think stores as wellbeing sanctuaries, eCommerce as a loyalty engine, and marketing teams rewired for full-funnel precision.
Add in hot takes from the floor, candid interviews with Le Creuset and Lands' End, and a closer look at what’s actually working in AI — and the future of retail feels a little less hypothetical.
🧠 Day 1 Download
🕯️ Reimagining Retail: The Rituals Way
Raymond Cloosterman, CEO, Rituals
Forget transactions. Rituals is designing stores that slow you down — on purpose.
Why? Because, in Cloosterman’s words,
Consumers don’t need more products; they need more meaning.
🧘 Experience > Product
At Rituals, stores are temples of wellbeing — from The House of Rituals flagship in Amsterdam to pop-ups in airports and beyond.
The goal?
→ Turn retail into a mindful pause in customers’ day.
This includes:
Complimentary tea when you walk in
Fragrance experiences that evolve as you move
Dedicated spa-like spaces for hand treatments
“It’s about elevating daily routines into something sacred.”
🏪 Rituals = Media
Cloosterman sees Rituals not just as a retailer, but as a media brand:
📱 From content studios and branded meditation apps
🎧 To full soundscapes and storytelling in-store
The company blends retail, content, and wellness — bringing “calm commerce” to life across every touchpoint.
🌍 Conscious, Not Just Commercial
He didn’t shy away from impact either.
🌱 Rituals is on track to become a B Corp this year.
💧 They've launched refill stations and use AI to minimise overproduction.
“If we’re in the business of wellbeing, we also have to care about the wellbeing of the planet.”
Bottom line?
In an age of speed, Rituals bets on slowness, serenity, and soul. And it seems to be working — they’re now expanding into travel retail, Asia, and new flagship formats across Europe.
🛍️ Retail’s Next Chapter: What Danone & L'Oréal Are Betting On
In a wide-ranging keynote, leaders from Danone and L’Oréal unpacked how the world’s biggest consumer brands are reshaping themselves to serve tomorrow’s shoppers—across every touchpoint.
💡 It’s not about channels. It’s about customers.
Forget “DTC vs. retail.” Ayla Ziz (Danone) stressed the need to move from channel-first to shopper-first, highlighting how the consumer’s need—not the company structure—should dictate strategy.
“We used to be brand-first. Now, we start with the consumer and work backwards.”
📦 eCommerce maturity is accelerating fast
Mark Elkins (L’Oréal) reflected on eCommerce’s rapid evolution: from supply chain challenge to a value driver for both conversion and loyalty. The new question isn’t if eCommerce matters—but how you make it profitable.
It’s about selling more effectively everywhere.
That’s where measurement matters. As eCommerce channels grow more complex, platforms like Fospha are helping marketers unlock which upper-funnel channels are truly driving sales—across both DTC and marketplaces. With full-funnel attribution, teams can scale spend where it counts and avoid costly blind spots.
🔄 Collaboration between sales and marketing is non-negotiable
With data flowing from shelf to screen, org structures must evolve. The panel emphasised the importance of joined-up commercial and digital teams to eliminate silos—and keep up with agile shoppers.
📊 AI and experimentation are table stakes now
From media buying to product placement, test-and-learn culture is the new normal. Brands are scaling innovation faster, with AI playing a key role in demand sensing and personalization.
To win the future, brands must be:
Insight-led
Digitally native
Obsessed with the end-to-end shopper experience
💬 Exclusive Interviews with Brand Leaders
🔥 Hot Takes From the Ground
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🤝 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 feature in our post-event coverage or just have a quick exchange of ideas?
🌟 What's Coming Up Today
Four themes are set to dominate Day 2 — each tackling the core challenges and opportunities shaping retail’s next era:
🛒 Mastering Unified Commerce
Sessions across the day zero in on how retailers are integrating online and offline experiences. Leaders from Sainsbury’s, Douglas, and Decathlon will unpack how they’re building seamless journeys and operational coherence across every channel.
💡 Innovative Marketing and Engagement Strategies
Marketing leaders from Unilever, Clarins, and L'Oréal will explore what it takes to break through — from performance marketing on emerging platforms to loyalty-led community building.
And with measurement under mounting scrutiny, marketers are turning to tools like Fospha, the full-funnel attribution platform helping teams connect ad spend to real growth — across DTC and marketplaces alike.
🏭 Driving Supply Chain and Operational Excellence
Behind the scenes, efficiency is back in the spotlight. Speakers from Zalando, MediaMarkt, and Currys will share how they’re upgrading logistics, replenishment, and workforce agility to support growth.
🧠 Spotlight on Innovative Retail Technology Solutions
AI, computer vision, robotics — the tools powering tomorrow’s retail are taking center stage. With tech leaders like Google, Scandit, and Cooler Screens in the mix, today’s sessions offer a front-row seat to what’s possible.
📲 Like what you’re seeing?
Ready, Set, Go!
🎒 What to Bring
Your badge (or registration QR code)
Chargers / power bank
📲 Download the App
Check the latest schedule, bookmark your sessions, and access venue maps.
(Available via the App Store & Google Play – search “Shoptalk Europe 2025”)
🗺️ Floor Plan
Thanks for reading today’s issue — we’ll be back tomorrow with more fresh insights, key takeaways, and behind-the-scenes moments from the floor.
The Unofficially Shoptalk Team
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