Building Genuine Connections: Insights from Our Panel Discussion in New York

During NRF Retail’s Big Show, we hosted an exclusive dinner in New York’s iconic Soho district, bringing together leading voices in fashion and e-commerce for an inspiring evening of conversation. With Rudy Ribardière (A.P.C.) and Ethan Kirkpatrick (Rag & Bone) on the panel, and hosted by Grebban, Vervaunt, Global-e, and Klevu, the discussion explored key topics like rethinking customer loyalty, navigating internationalisation, and driving growth in a competitive global market. Here’s a recap of the thought-provoking ideas and insights that emerged during this unforgettable evening.

Last week, during the NRF Retail's Big Show, we hosted an exclusive dinner in New York’s vibrant Soho district, bringing together some of the brightest minds in fashion and e-commerce. The intimate setting provided the perfect backdrop for a dynamic panel discussion featuring Rudy Ribardière (A.P.C.) and Ethan Kirkpatrick (Rag & Bone), who shared invaluable insights on customer loyalty, internationalisation, and growth.

The event was a collaborative effort, hosted by Grebban, Vervaunt, Global-e, and Klevu, with representation from Grebban by Marina Milojkovic (VP UK & Senior Partner) and Emil Ahdrian (Creative Director and Founding Partner). Together, we explored the challenges and opportunities facing brands in today’s rapidly evolving retail landscape.

Rethinking Loyalty: A New Perspective

One of the most compelling parts of the discussion centred on customer loyalty. We explored a critical question: Whose loyalty are brands really seeking, and at what cost?

Traditionally, loyalty programmes reward customers who spend the most. But this approach risks alienating others who, despite their lower spending power, are deeply devoted to the brand. For example, consider someone who saves for months to purchase a cherished item—shouldn't their commitment be recognised too?

To challenge these norms, we discussed bold ideas to reshape loyalty programmes:

  • Time over transactions: Reward customers for the time they spend engaging with the brand, whether by browsing online, participating in surveys, or attending events.
  • Commitment over wealth: Acknowledge customers based on the proportion of income spent, not just total spend.
  • Community engagement: Recognise contributions such as advocacy, feedback, and participation in brand initiatives or community events.

The consensus was clear: true loyalty isn’t about transactions—it’s about the depth of the relationship between a brand and its customers. By redefining how loyalty is measured and rewarded, brands can foster stronger, more meaningful connections with their audience.

This perspective aligns with recent industry analyses. For instance, the BoF Brand Magic Index quantitatively analyses the brand-customer relationship, highlighting the importance of clarity in brand identity and cultural relevance.

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Expanding Globally: Adapting to the World Stage

Another critical theme of the event was internationalisation and what it takes for brands to succeed on a global scale. While the opportunities are vast, entering new markets requires a nuanced and thoughtful approach. Key considerations for brands looking to expand globally include:

  • Adapt content and campaigns: Localising marketing efforts to reflect regional seasons, cultural preferences, and consumer behaviour. A one-size-fits-all approach doesn’t resonate when seasons and trends shift globally.

  • Understanding local laws: From import/export rules to taxation and compliance requirements, understanding regional regulations is essential to building trust and avoiding roadblocks.

  • Technology as an enabler: Your e-commerce platform plays a pivotal role in global success. Supporting multiple currencies, languages, and payment methods requires a robust and adaptable tech stack. The right platform ensures a seamless, localised experience for customers wherever they are in the world

These insights are supported by industry reports, such as BoF's analysis on navigating risks and opportunities in global markets, which emphasises the importance of adapting strategies to both seismic and subtle shifts in the global market.

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The discussion emphasised that internationalisation is not just a logistical challenge—it’s an opportunity to build trust and connection with customers by meeting them where they are and delivering experiences that feel personal and relevant.

Looking Ahead

Both topics—rethinking loyalty and navigating global growth—highlighted a shared truth: the future of retail belongs to brands that prioritise meaningful connections. Whether it’s rewarding loyalty in ways that truly matter or crafting experiences tailored to a global audience, the key is to focus on understanding and meeting the needs of the customer, the importance of challenging conventional thinking.

This event served as a powerful reminder of the importance of collaboration, innovation, and shared learning in shaping the future of our industry. We’re excited to continue exploring these ideas and turning them into actionable strategies that help brands thrive in an increasingly interconnected world.

PublishedbyMarina Milojkovicmarina@grebban.com

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