Ahead of a live session on Thursday 25th September with panelists Heni Hazbay from Argos and Google’s Sophie Neary, we explore how shifting consumer behaviour, fiercer competition and rapid tech evolution are the new battlegrounds shaping retail
Retail is at a turning point. Consumer expectations have never been higher, yet loyalty has rarely been weaker. Shoppers are swiping, scrolling and switching brands more freely than ever, with 70% open to buying from a name they’ve never heard of, according to a recent Google/Ipsos survey. For marketers, attention is no longer enough: the challenge is guiding intent to action before it disappears to a competitor.
Read on for a glimpse into what Campaign tech editor, Lucy Shelley, and webinar guests Sophie Neary and Heni Hazbay will be exploring. Register now to secure your place.
Competition has never been tougher
Online is the key battleground, with a quarter of UK online sales running through Shopify and with Amazon commanding 30p of every pound spent online. Global disruptors such as Shein and Temu are winning share by combining aggressive pricing with hyper-targeted digital engagement. Seasonal peaks, once concentrated around a handful of trading days, now stretch across weeks as retail giants pull demand forward with made-for-purpose “big deal” events.
Value-led consumers are redefining discovery
Shopping searches are becoming more exploratory, with many consumers now starting with broad, need-based queries (for example, ‘best lip balm for dry lips’) rather than searching directly for a specific brand.This opens the door for challengers but demands greater agility from established players. The comparison mindset is embedded: Google Trends data shows that from 2023-2024, comparison searches in Apparel saw a 5% year-on-year increase. Winning in this environment means being visible and credible at the earliest stages of the journey, when brand preference is still forming.
Technology is accelerating the pace of change
It took seven years for the internet to reach 50 million users; generative AI tools hit the same milestone in just five weeks. That pace of change is reflected today, with Google AI Overviews already serving billions of people across 200+ countries and 40 languages. In retail, AI is reshaping planning, targeting and measurement. Google reports that the vast majority (over 80%) of Google Search ad spend on web search comes from non-navigational queries where consumers are actively searching for information and exploring options. AI-powered search, visual discovery tools and predictive analytics are enabling marketers to meet these signals with personalised, relevant offers at speed and scale.
“Today’s shopper isn’t searching for you,” says Sophie Neary, managing director, retail and FMCG at Google. “They’re searching for solutions. If you’re not findable in that moment of intent, you’re not even in the running. In a market shaped by AI and comparison, being visible is everything. You have to be findable to be winnable.”
“Capturing intent is the science, but building trust is the art. In a world of infinite choice, the retailers who thrive are those who master both,” adds Heni Hazbay, marketing director at Argos.
The opportunity is to be present where discovery starts and decisions are made, to capture trust at scale and to convert with the most powerful platforms available. In a world where shoppers can switch in seconds, the retailers who win will be those who plan for unpredictability, treat data as a creative asset, and invest in long-term brand strength alongside short-term performance.
Join the conversation
Fighting for the cart: new rules for the path to purchase
Thursday 25 September, 11am–12pm
Campaign, in partnership with Google, brings together Sophie Neary, managing director for Retail and FMCG at Google and Heni Hazbay, marketing director at Argos. Expect a candid, insight-packed discussion on AI-powered search, personalisation at scale, and building full-funnel retail strategies that convert.
Register now to secure your place