Retail and CPG at a crossroads: Reinventing to meet the future shopper

Digital consulting company, Publicis Sapient, will be attending Shoptalk Europe next month and holding a post-event webinar recap in association with RetailTechnology.co.uk

In today’s climate of unrelenting change, retail and consumer packaged goods (CPG) businesses across Europe face a critical choice: evolve fast, or risk being left behind.

Consumer expectations are shifting rapidly, driven by digital acceleration, economic uncertainty, and the demand for seamless, personalised experiences. At the same time, operational pressures are intensifying.

Winning with innovation while driving efficiency has never been more essential, or more difficult. This theme takes centre stage at this year’s Shoptalk Europe, where digital consultancy, Publicis Sapient, will be participating and leading the conversation on how retail and consumer brands can unlock growth by embracing transformation.

Helen Merriott, senior vice president (SVP), CPG Industry Lead for Europe, Middle East, Africa and Asia Pacific (EMEA & APAC), will feature in a Shoptalk Europe Track Keynote session titled: “Evolving Businesses to Meet Future Shopper Needs”. The session will take place

📅 Monday, 2 June 2025

🕔 17:05 – 17:45 CEST

Merriott will join Ayla Ziz, SVP, global sales and chief customer officer of Danone, to share how the French branded food manufacturing business is adapting to meet the demands of tomorrow’s shoppers, consumers, and customers, and the strategies shaping long-term, sustainable success.

As Merriott told RetailTechnology.co.uk: “Retailers and CPGs need to do more than just respond to change—they must become engines of change and lead with inspiration and innovation.

"Agentic AI enables brands to act with greater autonomy and precision than ever before. When you combine that with a relentless focus on the consumer, you're building a business that’s not just fit for the future—it’s shaping it.”

Merriott added that this does not just require a mindset shift. "It’s a call to action," she said. "One that Publicis Sapient is uniquely positioned to help brands answer."

Where business meets experience

Publicis Sapient works with the world’s leading retail and consumer brands to reimagine how they serve consumers and create value in a digital-first world.

Whether that’s helping modernise supply chains, enabling direct-to-consumer (DTC) models for global CPGs, or engineering AI-powered personalisation at scale, its approach is designed to blend deep industry insight with world-class technology and consumer-centric design.

The company understands that for many retailers and CPGs, transformation is not a buzzword; it’s a survival strategy. Take, for example, the convergence of retail and digital commerce. For CPGs, it’s no longer enough to win in-store; they must meet consumers wherever they are: on apps, marketplaces, or social platforms, delivering frictionless interactions and dynamic value propositions.

These shifts—and many more—will be unpacked live at Shoptalk, but Publicis Sapient also recognises that not everyone can make it to the event in Barcelona.

Can’t make Shoptalk? We’ll bring it to you.

For those unable to attend in person, Publicis Sapient is hosting a post-Shoptalk Europe webinar, in association with RetailTechnology.co.uk, where they will break down key insights, macro trends, and discuss the implications of the show's key takeaways for retail and CPG leaders navigating 2025 and beyond.

The webinar will be a rare opportunity to hear exclusive commentary from Merriott and RetailTechnology.co.uk publisher, Miya Knights, on what’s coming next—and how to get ahead of it.

👉 Register here or scan the QR code below to save your spot.

Meet the team driving change

Anyone in Barcelona can meet Publicis Sapient at the event, which takes place 2-4 June at Fira Gran Via, Barcelona. Its leadership team will be on the ground throughout the event, engaging in sessions, roundtables, and 1:1s with brand leaders across the ecosystem.

Connect with:

• Helen Merriott, SVP consumer brands industry lead, EMEA & APAC
• Julian Skelly, SVP retail industry lead, EMEA & APAC 
• Darren Thompson, client partner, Consumer Products 
• Saloumeh Sabet, client partner, Consumer Products 
• Agnes Bührmann, client partner, Retail 

They are looking forward to meeting attendees at Shoptalk Europe. And if not, they'll see you online!