The Retail Power Shift

“Seriously… how did they get that away?”

Why does one brand secure the big retail moment, while another is left fighting for a feature?

That gap isn’t luck. It’s strategy. And increasingly, it’s creativity.

Retail has rewritten the rules. Retailers want exclusives. Differentiation. Tailored activity built around their shoppers and their priorities. A national plan alone won’t unlock the biggest retail opportunities.

This session introduces Customerisation: the shift winning FMCG brands are making from mass planning to precision retailer partnerships.

We’ll unpack what it is, why it matters now and share the playbook for unlocking energy, creativity and effectiveness at the shelf.

We’ll also reveal exclusive findings from the Energy Index, our proprietary tool measuring what truly drives retail media performance. After testing 500 retail activations across categories, we’ll show which creative drives disproportionate ROI and which simply blends into the shelf.

Speakers (further panelists TBC):

Adam Zavalis - Senior Marketing & Brand Leader, formerly at Asda, Aldi & Boots

Lorna Hawtin – Chief Strategy Officer, ZEAL

Sam James – Head of Retail & Connected Commerce, ZEAL