NPS Prism Leader Angie Han Shares Top Takeaways from Shoptalk Fall

Shoptalk Fall brings together retail professionals from around the country to cross-share insights and define future strategies across countless retailer and consumer brand verticals. Following this year’s conference, Prism leader Angie Han - who leads our work in related fields including Home Improvement, Groceries, and Convenience – sat down with us to share her greatest takeaways from this year’s power-packed agenda.  

Angie, as someone already steeped in CX insights within this industry, what struck you most about the conversations and topics that rose to the top during this year’s Shoptalk Fall conference? 

AH: I was most energized to witness the pace and scale of innovation embraced by leaders across the Retail sector. Throughout several sessions, there was a resounding sense that winning teams test fast, scale smart, and stay flexible—across formats, channels, and experiences. A few examples I especially loved: 

• Ace Hardware pilots new store concepts, tests retail media, and opens 100 new stores annually. 

• Wayfair adapts to supply chain challenges and tariff shifts with a marketplace-first strategy and logistics network (Castlegate). 
• AliExpress continually experiments with popup activations and digital integrations in global markets. 

Agility is a competitive advantage. Especially given the level of uncertainty retailers are facing, the ability to harness the unpredictable spirit of our current environment is inspiring, and something I think organizations even in other sectors could look to emulate. 

That’s a great point – each industry faces its own unknowns, but the principle of testing and learning, and staying agile, is universal. How are leaders determining what to prioritize within these experiments? 

AH: Brands are leaning heavily on customer insights to guide expansion, product development, and marketing. They’re relying on data-informed decision-making to place smart bets, and it’s clear that this approach is core to growth across the industry. Across several conversations, I heard this reinforced by organizations like Shopbop, who expands categories based on clear customer preferences, or Ace Hardware, whose store refreshes are heavily informed by their consumer research.  

I was particularly struck by a session led by Wayfair Chief Financial Officer & Chief Administrative Officer Kate Gulliver, who spoke about how they evolve their model while staying true to their customer. It’s clear that they’ve done extensive work to understand what drives their customer’s behavior, and they apply it to all aspects of the business, from category strategies to loyalty programs and even logistics. 

How does the concept of channel play into these strategies, especially in this era of rapid digital transformation? Do Retail leaders still believe in “IRL” engagement? 

AH: Definitely. It was clear that physical retail is still a strategic priority even for digital-native brands, who see it as a critical growth channel. One compelling example of this is Wayfair, who recently opened a brick-and-mortar store in Chicago and saw an influx of new visitors – about 50% of those who visited the store were new customers to the brand. In addition to AliExpress’s popup activations I mentioned earlier, Rivian is another company that has seen great success with modular pop-ups and concept stores – they tend to activate in lifestyle destinations like Aspen that are harmonious with their broader brand. 

That’s key - making choices that fit with the overall brand story. 

AH: It’s crucial. I heard this a lot as it relates to content strategy, too. Of course, different formats and tones should be leveraged to suit each platform, but a consistent brand throughline has to be present everywhere. For example, COS mentioned that they tend to use YouTube for polished brand storytelling, and their TikTok approach is focused more on behind-the-scenes content. But they leverage the same overall voice and core pillars of their brand identity in both places. 

I can’t imagine you made it through an entire conference in 2025 without touching on AI – what stood out to you from those conversations? 

AH: I think everyone agrees that AI is, and will increasingly be, a powerful disruptor in the field. But conversations at Shoptalk this year often revolved around the importance of leveraging AI capabilities without losing a human touch. AI can’t do it all, human connection is an enduring differentiator, especially in emotional or personal categories. There were several examples raised during this year’s sessions: 

• LAMIK and Bushbalm emphasize human-led experiences with at least four personal touchpoints. 
• Hanro uses data to enable CX teams to reach out personally—not through automation. 
• Wayfair builds loyalty through personalized programs like Wayfair Verified and seasonal promotions. 
  

These examples are illuminating, and they reinforce some of the core insights we see in our data all the time around personalization and the importance of thoughtful channel strategy. Can Retailers get in touch with you to learn more about our approach and offering at NPS Prism? 

AH: Absolutely. I’d be happy to connect with anyone who’d like to learn more about how NPS Prism can unlock insights into their brand performance and how it stacks up against customer expectations and competitor brands.  

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