Interview: Making Retail Safe for Discovery Again, with Gwen Morrison, former CEO of WPP's Global Retail Practice and a partner with Candezent Advisory

Live Event: Digital Shelf Summit Europe 2026

Beyond the Digital Shelf Into The Agentic Era

Date: Oct 7
Location: London
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Interview: Making Retail Safe for Discovery Again

Guest: Gwen Morrison, former CEO of WPP's Global Retail Practice and partner with Candezent Advisory

At a time when every step in the consumer journey must feel safe, retailers have an opportunity to revisit the power of technology and their people to signal safety while reintroducing moments of discovery to drive sales.

Key Points from the Interview:

• Retail innovation is critical as retailers navigate changes brought on by the pandemic.
• The consumer journey has transformed with the acceleration of online purchasing, especially in categories like grocery.
• Retailers need to rethink physical store layouts and safety protocols to boost consumer confidence.

Discussion Highlights:

• Retail experiences that emphasize safety and convenience are now vital as consumer behaviors have shifted toward online shopping and contactless interactions.
• Innovative examples, such as cupcake ATMs and interactive store windows, show how technology can create engaging shopping experiences without compromising safety.

Insights on Retail Transformation

1. Worry Scores: Retailers are increasingly aware of consumer anxiety and are implementing measures to enhance shopper safety and comfort.
2. Experience Over Transaction: The emphasis is shifting from mere transactions to creating memorable and safe shopping experiences for consumers.
3. Human Connection: Technology should enhance human interaction, making it more meaningful and authentic.

Example: Interactions at fast-food locations are changing with technologies like touch screens and drones for inventory management, allowing staff to engage more effectively with customers.

Future Outlook

• Retailers that adapt quickly to changing consumer needs will stand out.
• As digital and physical retail environments merge, new technologies will play a crucial role in facilitating safe and innovative shopping experiences.

Conclusion

Gwen Morrison emphasizes that the retail landscape is evolving rapidly, and retailers must harness innovative technology and consumer insights to thrive in this challenging environment. The focus must remain on maintaining consumer safety while reimagining shopping in transformative ways.