In this episode of Marketing in the Madness, Katie Street speaks to Sue Azari, E-commerce Industry Lead at AppsFlyer about the future of fashion e-commerce, app marketing, omnichannel retail, social commerce and AI-powered shopping.

Sue shares key insights from AppsFlyer’s State of E-commerce Report 2026, including why brands are focusing more on retention, remarketing and web-to-app journeys as customer acquisition becomes more expensive.

Katie and Sue also discuss standout retail experiences from Zara, H&M, M&S, Charlotte Tilbury and Vinted, plus the rise of TikTok Shop, resale, live shopping, influencer marketing and AI assistants in product discovery.

Perfect for anyone working in e-commerce, fashion, beauty, retail, CRM, performance marketing or app growth.

Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience.

AppsFlyer State of E-commerce Report 2026:

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Sue Azari LinkedIn: https://www.linkedin.com/in/susan-azari/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

#Ecommerce #AppMarketing #RetailMarketing #FashionEcommerce #SocialCommerce #AppsFlyer #TikTokShop #OmnichannelRetail #CustomerRetention #Remarketing #AIShopping #MarketingPodcast

In this special live episode of Marketing in the Madness, recorded at the Retail Tech Show, Katie Street sits down with Fabrice Khullar, Director of Product Experience at Boots, to talk retail transformation, AI, product experience, UX and the future of the customer journey.

Fabrice shares what it takes to lead digital transformation inside a major retail brand such as Boots, what retailers need to do to move faster and how product and UX teams can help businesses stay closer to what customers actually need.

They also explore agentic commerce, fragmented buying journeys, the continued power of physical stores, Gen Z’s relationship with technology and why experimentation needs to become a core part of how retail teams plan and build.

Chapter: 00:00 Live from the Retail Tech Show 00:24 Meet Fabrice Khullar from Boots 01:09 Leading digital transformation at Boots 02:26 Why retail needs to adapt faster 05:44 Building flexible tech and teams 07:23 Making experimentation the plan 10:51 The new customer journey 13:46 Tracking fragmented buying behaviour 19:37 What’s next for retail product experience 20:30 Why channels stack, not replace 22:18 The power of in-store shopping 23:08 Gen Z, authenticity and tech backlash 25:49 Creating consistency across every touchpoint 27:10 The future of product and UX 28:37 Final thoughts

Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience.

Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Fabrice Khullar LinkedIn: https://www.linkedin.com/in/fabrice-khullar-4309153/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Recorded live at Marketing in the Madness Live 2025, this special episode features our headline speaker Richard Shotton, one of the UK’s leading behavioural science experts and author of "Hacking the Human Mind".

In this session, Richard explores how marketers can use behavioural science to make their comms, pricing and customer experiences more effective with lessons from brands including Dyson, Netflix, Uber and KFC.

From the “illusion of effort” to the power of precision, Richard explains why showing the work behind your product can increase perceived value, why exact numbers feel more believable than rounded ones, and why removing friction from the customer journey is often more powerful than trying to motivate people harder.

You’ll hear insights on: • Why Dyson’s 5,127 prototypes became a masterclass in marketing • How visible effort can make products feel higher quality • Why precise numbers boost credibility • What marketers should consider when using AI-generated work • Why “make it easy” is one of the most powerful principles in behavioural science • How brands can make prices feel more compelling without cutting margin

Want to be part of the next one?

Marketing in the Madness Live returns in 2026, bringing together brilliant marketers, founders, creators and behavioural experts for a day of insight, inspiration and straight-talking conversations about what’s really working in marketing.

To get involved, join us on stage, sponsor, partner or secure your place, connect with Katie Street on LinkedIn and follow Marketing in the Madness for updates and VIP invites.

Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/