Our Team’s Top Takeaways from Shoptalk Europe

Andrea Duckett • March 5, 2026

Reflecting our commitment to helping our customers navigate the retail landscape today and tomorrow, our EMEA Sales Team, Mat, Selvi, and Katie attended Shoptalk Europe to connect with the world’s leading retailers and explore the latest developments in ecommerce and retail innovation. Here’s what they discovered…

 

With retail innovation moving at breakneck speed, it’s rare to have an opportunity to stop, take stock, and share experiences with other retailers and retail experts. That’s where Shoptalk Europe comes in. Part of the global Shoptalk series of events, the 2025 iteration took place from June 2nd to 4th in Barcelona, Spain.

 

With an engaging programme of talks, panels, and interactive exhibitions offered alongside product demonstrations and networking opportunities, the event is designed to equip the world’s most influential retailers with the tools, skills, and connections they need to maintain a competitive edge, drive growth, and stay on top of retail innovations in-store and online. 

 

Our EMEA Sales Team – Mat, Katie, and Selvi - attended this year’s event, taking the opportunity to connect with both existing and potential clients, meet industry peers, and learn more about the trends that will shape the short-term future of European retail.

 

Here’s a few of their most thought-provoking takeaways:

 

Mat Wilde, VP of EMEA Sales at Mood Media

 

“This year’s Shoptalk Europe was incredibly valuable for our team, not only offering us the chance to understand the shifting trends in technology that retailers are adopting both online and in-store but also participating in 15-minute speed dates: structured conversations that sparked meaningful discussion and potential partnerships.

 

“AI was the dominant theme in both the on-stage presentations and conversations happening around the convention floor. In the short-term, its impact will likely be felt most in the world of ecommerce, but this revolutionary technology will inevitably find use cases in physical retail environments too.

 

“AI will enable dynamic personalisation in ecommerce, affecting both how and when products are marketed to different shoppers as well as the way customer service interactions are managed. It’s fair to say that shoppers who feel their online shopping experience has been improved by these changes will want to see a version of them replicated in-store.

 

“Away from ecommerce, retail innovation was another key focus of the event. As understanding brand sonic identity is becoming more widespread and retailers look to provide a consistent experience for shoppers online and in-store, music licensing was a hot topic. Brands gaining traction online with certain artists or genres are keen to explore what’s possible when it comes to the soundtracks of their physical locations – and vice versa. This includes finding partners like us that are in tune with the sonic landscape and have experience dealing with Performing Rights Organisations (PRO).

 

“Combining the topics of AI-driven personalisation and music licensing, one especially interesting presentation explored how weather sensors could be used to dynamically alter a store’s soundtrack without any need for human intervention. This could allow brands to test different artists or genres (while remaining within their brand sonic identity) in different weather conditions and potentially discover that certain sounds drive conversions on a rainy day, for example, while others are much more effective when the sun’s shining.” 

Selvi Sniezek, Key Account and Project Manager EMEA at Mood Media

 

“I loved the atmosphere at Shoptalk Europe this year; there were attendees from over 63 countries and almost every industry was represented, which led to some very productive conversations. Despite the difficulties the European retail market has faced in recent years, those in attendance were feeling optimistic and there was an overall vibe of positivity throughout the event.

 

“Retail media, where brands leverage their in-store and online assets for themselves and others, was a topic that cropped up often. Retailers are keen to optimise its use where possible and explore the revenue opportunities that it can unlock.

 

“One particularly noteworthy new development tied to this topic was an interactive shopping cart. Not only did this innovative take on the traditional trolley track items added by weight and keep a running tally of the total cost, but by identifying each item in the trolley, it can present shoppers with targeted advertisements for similar products on its integrated display screen.

 

“While not quite as cutting-edge as the shopping cart, using technology to enhance shelf management was also a topic of discussion. Retailers, especially in the grocery and DIY space, are weighing up the pros and cons of electronic shelf labels. These digital displays can be integrated with point-of-sale systems to facilitate dynamic pricing and can be either updated manually or automatically through pre-set programming.”

 

Katie Thomas, Business Development Director EMEA at Mood Media 

 

“I’m already planning to go to Shoptalk Europe again next year, it was such a great experience, and I was struck by the way it was able to present a full programme of events and attract the world’s leading brands while still feeling intimate and more focused than some larger exhibitions I’ve attended in the past. I really enjoyed getting to catch up with existing partners and make new contacts from both the marketing and ecommerce departments of brands.

 

“A running theme throughout the event for brands was the need to bridge the gap between physical retail spaces and online to create connected and consistent experiences.

 

“Retailers were also exploring how they can create more fulfilling retail experiences, both to appeal to the next generation of customers and their desire to prioritise experience over consumerism and to entice shoppers away from online.

 

“These retailers aren’t looking to add experiences for experiences sake, it’s vital that any services introduced are aligned with the brand, its values, and its product range. Think beauty brands introducing wellness services, fitness brands having gyms on-site, and bookshops hosting community events. By transforming their stores into multi-use spaces, retailers can build loyalty, increase dwell time, and benefit from incidental purchases.”

How to appeal to a new luxury customer

April 13, 2026
How to appeal to the new luxury customer Can brands appeal to the new generation of luxury customers without alienating their established base? Mood Media’s Head of Creative Barry McPhillips shares his insights into how both heritage and hypebeast brands are navigating this question and shaping their in-store experiences in response New Generation, New Expectations How do we define today’s luxury customer? The traditional customer base for heritage brands is still a powerful market segment; these shoppers value loyalty, personalised service, emotive in-store experiences, and purchases that make them feel special. But a new generation of luxury shoppers is disrupting the status quo. “Their expectations are very different. More immediacy, more theatre, more drama, more online,” explains Barry McPhillips, Head of Creative at Mood Media. Loyalty is no longer a priority. In fact, the product isn’t even necessarily the most important aspect of a luxury purchase for these customers. They’re more interested in buying into the feeling it gives them. This shift means that the luxury shopping experience has expanded beyond the boutique. It’s no longer just about curating exceptional in-store environments, the customer journey both pre and post purchase is equally important. It also presents a dilemma for brands looking to retain their loyal customers while also engaging the next generation – is it possible to evolve without alienating?

Attracting the next generation of shoppers

By Andrea Duckett • April 1, 2026
How luxury shopping is hoping to attract the next generation of shoppers As luxury retailers look to retain their existing customer base while appealing to new audiences, they are evolving their approach to both their bricks-and-mortar stores and live media experiences. But with Gen Z brand loyalty never guaranteed, will investing in attention grabbing activities be enough to secure the future of the luxury sector? The economic uncertainty of recent years has been challenging for retailers, especially those operating in the luxury space. Richemont (owner of Cartier and Montblanc) saw operating profits drop by 17% year-on-year in the first half of 2025, Gucci’s revenues fell by 25% in the same period, and LVMH group revenues were down 2% in the first nine months of 2024. While engaging existing consumers will be an important part of these brands’ survival strategy, harnessing the spending power of Gen Z will be essential if the luxury industry is to navigate this difficult period and secure future prosperity. Currently aged between 13 and 28, Gen Z is the audience luxury retailers are hoping to attract - and for good reason. Gen Z spending is projected to reach $12 trillion by 2030 and their rate of spending on luxury goods is expected to be three times faster than other generations. But perhaps one of the most interesting stats to look at when considering how luxury shopping can adapt to serve Gen Z shoppers is that in-store mass merchandise and grocery purchases account for nearly 50% of their total spending. Gen Z is truly the omnichannel generation. While digital channels will continue to be an important driver of both online and offline sales, luxury brands are increasingly re-evaluating the role their retail spaces can play in securing the attention – and loyalty – of Gen Z shoppers. Capitalising on the potential of live media – immersive, real-world experiences designed to forge connections with new and existing shoppers – can help brands find the sweet spot between strategy and spectacle.

The impact of digital content and personalised experiences

By Andrea Duckett • March 31, 2026
The impact of digital content and personalised experiences Personalisation is expected to transform physical retail in the coming years, but is anyone doing it right When it comes to adapting digital content to serve a specific audience, there’s a wide gap between ambition and expectation – and customers are more than aware of this discrepancy. In fact, only 23% of shoppers think that retailers are doing a good job when it comes to personalisation.[1] But how can brands bridge the gap? It all starts with understanding customer experience. Content for content’s sake isn’t just a waste of budget, but it also runs the risk of alienating loyal customers. If this sounds familiar, you’re not alone. Several luxury brands are hampered in their efforts to implement digital content effectively; some haven’t built sufficient knowledge of the customer in-store experience, some don’t have buy-in from stakeholders, and some are restricted by budget. Any luxury brand considering using digital content in their retail stores – and potentially personalising that content – should start with four key questions: 1. What is the purpose of this content? 2. In what context will customers experience this content? 3. How will this content impact the customer journey? 4. Does this content complement the store environment? If you don’t have an answer to each of these questions, you’re probably not ready to maximise the opportunity digital content offers. And it is a considerable opportunity; retailers who can effectively leverage personalised digital content in-store are 48% more likely to exceed their revenue goals. So, how can you use digital content effectively?