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What’s trending in Barcelona?
The sessions (and strategies) that matter
Zihan Lyu
May 14, 2025
Hi there,
With less than three weeks to go until Shoptalk Europe 2025, the priorities are starting to crystallize.
From cross-generational marketing strategies to the infrastructure behind personalization, this issue surfaces the sessions worth blocking your calendar for — and explores how unified commerce is being rebuilt with sharper forecasting and smarter fulfillment in mind.
🎤 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.
🎯 Strategies for Marketing Successfully to Multiple Generations
🕘 June 3 (Tuesday) | 9:00–9:40am CEST |Track 2
Speakers: Slavka Jancikova (Foot Locker), Karen Ehrlich (The Estée Lauder Companies)
 Slavka Jancikova |  Karen Ehrlich |
Today’s consumers may span five generations, but they’re often united by values, expectations, and digital-first habits. This session unpacks how brands can create personalized strategies that transcend age — without falling into stereotype traps. Expect insights on how data and behavior-led segmentation are redefining marketing strategies to resonate across demographics.
🧬 Personalization Tactics that Boost Customer Loyalty and Lifetime Value
🕥 June 4 (Wednesday) | 9:50–10:30am CEST | Track 1
Speakers: Mark Ralea (Fabletics), Arianne Parisi (JD Group), Emilie Brault (NAOS)
 Mark Ralea |  Arianne Parisi |  Emilie Brault |
As CAC climbs, lifetime value is the name of the game. But personalization that drives loyalty isn't just about a name in an email — it’s about stitching together the entire customer journey with relevance and clarity. In this session, hear how Fabletics and JD Group are building complete views of their customers and turning behavioral insights into timely, tailored engagement.
💬 Want to swap ideas or talk strategy while you're here?
Book a quick meeting with the ClickZ team — we’d love to hear what you’re working on.
📊 Partnering to Unlock and Scale Data-Driven Value
🕑 June 4 (Wednesday) | 2:10–2:50pm CEST | Track 1
Speakers: Noorin Virani (LVMH), Paloma Juncos (Loewe)
 Noorin Virani |  Paloma Juncos |
Plenty of brands collect data. Far fewer know how to operationalize it. This session features leaders from LVMH and Loewe sharing how they turned pilots into scalable products and made data strategy a boardroom conversation. The focus? Turning experimentation into enterprise impact — and doing it through cross-functional partnerships.
While sessions like this spotlight the strategic unlocks of data partnerships, Fospha helps teams turn insight into investment. Their platform enables full-funnel measurement across channels like retail media, TikTok, and Amazon — giving marketers a unified ROAS view and connecting brand spend directly to business impact.
Want to see how your media mix stacks up?
🤝 Building Thriving Communities through Social Commerce, Influencers and Creators
🕔 June 3 (Tuesday) | 5:05–5:45pm CEST | Track 2
Speakers: Pierric Duthoit (Coty), Lana Sanleandro (SharkNinja), Yann Le Bozec (Crocs)
 Pierric Duthoit |  Lana Sanleandro |  Yann Le Bozec |
The era of transactional social is fading. What’s replacing it are brand ecosystems powered by loyal communities, influencers with purpose, and content that invites participation. In this session, senior marketers unpack how they’re building advocacy from the inside out — blending creator partnerships with real-time commerce.
🛍️ Planning smarter, fulfilling sharper
As we discovered in the last issue, one of the key themes this year is unified commerce as a margin strategy. But beneath that umbrella, something more specific is taking shape.
Retailers are moving beyond traditional forecasting methods, embracing data-driven approaches to optimize stock levels and enhance the customer experience.
Bain's experience shows that custom AI forecasting models can reduce excess inventory by 40% and boost forecast accuracy by nearly 50% compared to manual planning methods.
That’s why unified commerce strategies are evolving to include upstream planning. It’s no longer just about syncing the shelf with the site. It’s about linking real-time demand signals — from traffic to transaction — directly into assortment planning and fulfillment routing.
🎯 Zalando has started modeling demand elasticity at the SKU level to inform procurement.
🎯 Carrefour is localizing inventory distribution based on AI-predicted customer behavior by region.
🎯 REWE Group is investing in tech that connects their eCommerce demand models with in-store allocation, cutting down lag and leakage.
For many retailers, this is also about the experience — reducing missed promises and building more dependable customer journeys. Smarter forecasting reduces the friction of “back soon” messaging and supports consistent fulfillment — across channels, warehouses, and last mile.
This connected approach is expected to dominate discussion in Barcelona, where leaders like Nestlé, H&M Group, REWE, and Diageo are all bringing their unified commerce models to the stage.
And with shopper expectations rising and supply chains under pressure, the question is whether it’s embedded enough to drive decisions at speed.
📲 Like what you’re seeing?
🧠 One Final Thought: Show Up Strategic
Here’s how to make your Shoptalk Europe 2025 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 Barcelona.
The Unofficially Shoptalk Team
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