Inside Shoptalk 2025 with Tealium: The New Rules of Retail

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The retail landscape is constantly changing, driven by technological advancements and evolving consumer expectations. To gain a deeper understanding of these transformative forces, we caught up with the MoEngage Catalyst Partner, Tealium, to discuss the most impactful retail marketing trends shaping the industry today.

Unified Commerce For Unified Customer Journey

The line between online and offline retail is disappearing. As Tealium pointed out, Unified Commerce isn’t a nice-to-have—it’s a must. Consumers now move easily between mobile, in-store, and social channels, expecting a consistent experience every step of the way. To meet those expectations, retailers need to remove internal silos and build a connected, customer-first approach that strengthens relationships and encourages long-term loyalty.

The AI Revolution in Retail

Artificial Intelligence (AI) is quickly becoming a core part of retail marketing. Tealium shared that a Gartner report revealed AI could soon power up to 80% of sales interactions—a clear sign that personalization is taking center stage. From product recommendations to dynamic pricing and customer support, AI is shaping every step of the customer journey. But for it to work well, it needs smart, real-time data that customers have consented to share. That’s where a strong real-time Customer Data Platform (CDP) like Tealium’s helps; providing the foundation AI needs to create relevant and responsible experiences.

Crafting Immersive and Engaging Experiences

Digital engagement is no longer limited to flat screens—it’s becoming immersive and interactive. Tealium believes more and more retailers will embrace AR and VR, and it’s easy to see why.

Imagine crafting a shopping experience where a customer can drop a new couch into their actual living room with AR or explore a virtual pop-up shop from the comfort of their home. These aren’t just flashy add-ons—they’re tools for crafting immersive, engaging experiences that feel personal and real.

By tapping into AR and VR, retailers can transform product discovery, boost engagement, and drive conversions in ways that feel intuitive and fun. It’s about meeting customers where they are—and taking the experience to the next level.

Embracing Sustainability and Ethical Commerce

Sustainability isn’t just a buzzword anymore. It’s quickly becoming a deal-breaker.

Today’s shoppers care deeply about the impact behind their purchases, and they’re making choices that align with their values.

Tealium pointed out a clear distinction: brands that only talk about sustainability without action will hinder trust with stakeholders. People want to see real action—ethical sourcing, responsible packaging, and thoughtful delivery practices that reflect a brand’s commitment, not just its marketing.

It’s not about being perfect. It’s about being honest.

When brands share the why behind their choices and tell the real stories of their journey toward sustainability, it creates trust. And trust builds connection. In a world full of noise, ethical commerce and transparent storytelling are how brands stand out and stay relevant.

Rethinking Discovery with Generative AI

The way consumers search for products is changing fast. Instead of typing clunky keywords and hoping for the best, shoppers now expect intuitive, conversation-like experiences. That’s where Generative AI in Search steps in. As Tealium explained, this technology understands natural language and delivers more personalized, relevant results. It transforms search from a chore into a helpful, guided journey that meets people where they are.

Turning Attention into Opportunity

Once you have someone’s attention, the next step is meaningful engagement. Retail Media is quickly becoming a strong revenue stream, allowing brands to reach consumers directly within the shopping experience. Tealium highlighted the potential here, but also the risks. When advertising feels out of place, it disrupts the experience. That’s why data governance and a deep understanding of the customer journey are so important. With the right foundation, ads become timely, useful touchpoints that add value.

Why Authenticity Still Wins

Even with innovative technology and new revenue strategies, one thing hasn’t changed. People want to connect with people. That’s where brand storytelling shines. Tealium emphasized that in a crowded market, the brands that build real trust are the ones that share their purpose and values clearly. When a brand communicates who they are and what they stand for, it creates an emotional connection. And connection builds loyalty.

So, What’s Next?

Our conversation with Tealium at Shoptalk 2025 painted a clear picture of where retail is headed. The most successful brands will be those that lead with empathy and relevance, powered by smart data. From seamless customer journeys and AI-powered personalization to sustainable practices and authentic storytelling, the path forward is about creating experiences that truly resonate.

MoEngage and Tealium help bring this vision to life. By combining Tealium’s first-party data solutions with MoEngage’s omnichannel engagement capabilities, brands can deliver timely, personalized, and meaningful messages across every touchpoint.

Want to dive deeper into what we discussed at Shoptalk or explore how this could work for your brand? Let’s Connect