To navigate extreme uncertainty like unpredictable tariffs, Walmart's buyers use tangible, seasonal purchasing decisions (e.g., Halloween costumes) as a framework. They run detailed "what-if" scenarios on pricing, sourcing, and consumer behavior to make concrete decisions despite ambiguity.

Complex fields like shopper psychology, which often seem instinctive and chaotic, can be decoded and applied effectively by using a structured framework. This approach transforms vague feelings into concrete, understandable principles for analysis and action, removing guesswork from understanding consumer behavior.

Brands often see premium CX and low prices as a trade-off. However, consumers expect both. A Five9 report shows 72% value support quality while 45% are motivated by deals. The key is to see them as complementary expectations that build loyalty, not an either/or choice.

In today's fast-moving environment, a fixed 'long-term playbook' is unrealistic. The effective strategy is to set durable goals and objectives but build in the expectation—and budget—to constantly pivot tactics based on testing and learning.

For consumers under 35, cart abandonment is no longer just a sign of friction—it's a deliberate strategy to solicit a discount. Brands relying on standard ESPs miss most of these high-intent moments, while identity resolution can increase identification of these opportunities by up to 10x.

Modern marketing relevance requires moving beyond traditional demographic segments. The focus should be on real-time signals of customer intent, like clicks and searches. This reframes the customer from a static identity to a dynamic one, enabling more timely and relevant engagement.

AI will fragment the customer journey across countless platforms, moving purchases away from brand-owned websites. Retailers must build systems to manage inventory and product information across this decentralized landscape, not just focus on perfecting their own site experience.

Changing ingrained consumer behavior is incredibly difficult. A more effective strategy is to understand the customer's current world—how they shop and where they look for products—and insert your brand into those existing patterns rather than attempting to create entirely new behaviors from scratch.

AI uses shopper clickstream and sales data to segment customers and SKUs with precision. This allows brands to offer targeted discounts where needed, maintaining trust by avoiding deceptive practices like shrinkflation and being transparent about necessary price increases on less elastic products.