A central takeaway from this year’s World Retail Congress is that retail remains a fundamentally human business. While AI can drive scale and efficiency, growth and loyalty still depend on frontline teams acting as hosts and guides, stores serving as community spaces, and leaders being visible in moments of uncertainty and change.
Rising customer expectations
Today’s consumers move fluidly across channels: researching online, seeking inspiration through social and AI-driven tools, and visiting stores for experience and validation. They expect seamless fulfilment and returns wherever they transact. At the same time, they are less loyal, more value-conscious, and quicker to switch if expectations are not met. As a result, retailers must continuously innovate — not only through new products, but through differentiated experiences. Success depends on delivering consistent, trusted, high-quality interactions across every touchpoint.
The need for speed
One the many key insights that our own Spencer Stuart global team took from connecting with so many current and future retail leaders at the Congress was that traditional planning cycles, functional silos and layers of approval that slow organisations down are all being reconsidered. Those shifting from calendar-based processes to more event-driven, real-time decision-making are better positioned to compete.
Ramping up resilience
Geopolitical disruption, inflationary pressure and shifting consumer confidence underline the complexity of today’s environment. Leaders must define a clear North Star, communicate with clarity, and retain the agility to pivot quickly when needed.
Culture = performance
Ultimately, performance is rooted in culture. Cross-functional collaboration, continued investment in skills, and protecting creativity under pressure are now essential. Retailers that combine speed with judgment, technology with trust, and efficiency with humanity will be best placed to drive sustainable growth.
Sally Elliott co-leads Spencer Stuart’s global Retail Practice and chairs the World Retail Congress Advisory Board.
This article was first published in the World Retail Congress 2026 Chairman's Report.