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/

What does it actually take to do B2B marketing that feels HUMAN?

In this episode of Marketing in the Madness, Katie Street sits down with Robin Daniels, former CMO at LinkedIn, WeWork and Matterport, live at Human X, the AI conference bringing together the biggest names in the world of AI right now.

Robin has one of the most remarkable careers in marketing, from taking companies public on NASDAQ, to running a Super Bowl ad with the Black Eyed Peas, to now leading marketing, product and go-to-market at Sensai, an HR tech company on a mission to unlock human potential in the age of AI.

In this episode, Katie and Robin get into everything: Why B2B brands need to market like B2C companies 05:45 How emotional storytelling beats ad spend every time 07:28 The AI tools Robin's team actually uses day-to-day 10:58 Why Robin took his wife's last name and what it says about his leadership values 00:46 The hard truth about mass layoffs and what it means for the future of work 18:21 How in-person events and podcasts build serious top-of-funnel momentum 14:31 Why people buy with emotion and justify with logic 07:28 Robin's brand new book, "The Human Success Playbook: A Leadership Tale for the Age of AI" 09:00

This episode is for every marketer, founder and business leader who believes that PEOPLE are still the most powerful force in business.

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: Robin Daniels LinkedIn: https://www.linkedin.com/in/robingdaniels/

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/

Agentic commerce is here.

And if you work in retail, ecommerce or commerce tech, this is one you need to hear.

Recorded live at Shoptalk, Katie Street sits down with leaders from Google Cloud, Commerce, EPAM and PayPal to unpack how AI agents are changing the way people discover, compare and buy products online.

We get into Universal Commerce Protocol, AI-driven product discovery, agentic checkout, payments, identity, infrastructure and why your product data is about to become one of the most important parts of your business.

Because the way people shop is changing fast.

Customers are no longer just typing basic product searches into Google. They are asking detailed, conversational questions. And increasingly, agents are doing the discovery, comparison and decision-making for them.

So if your data is messy, your inventory is out of date, your fulfilment information is missing or your checkout experience cannot support these new journeys, you risk being invisible.

In this episode, we cover what retailers need to do now to stay discoverable, shoppable and competitive in an AI-driven world.

Featuring:

Kapil Dabi, Americas Market Lead for Retail and Consumer, Google Cloud Sharon Gee, SVP Product, AI & Feedonomics, Commerce Brian Gilmore, Global Head of Commerce GTM, EPAM Nixon Dinh, Director of Product Management, PayPal Hosted by Katie Street

00:00 Why agentic commerce matters now 01:11 Meet the speakers 01:47 What is Universal Commerce Protocol? 04:47 How UCP compares to other commerce protocols 09:16 What is Gemini Enterprise for Customer Experience? 13:17 How AI-driven discovery is changing retail 15:18 Why product data is now everything 18:45 Why agents don’t shop like humans 21:30 Why context, fulfilment and policy data matter 23:37 Do retailers need to replatform? 27:42 Payments, identity and trust in an agentic world 30:35 Which brands are already getting ahead? 33:51 What retailers should do in the next 3–6 months 37:50 Final thoughts: get your robots ready

Agentic commerce is already happening, and the brands that get their data, infrastructure and customer experience ready now will be the ones that win.

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: Kapil Dabi LinkedIn: https://www.linkedin.com/in/kapildabi/

Sharon Gee LinkedIn: https://www.linkedin.com/in/sharongeenyc/

Brian Gilmore LinkedIn: https://www.linkedin.com/in/briangilmore2/

Nixon Dinh LinkedIn: https://www.linkedin.com/in/nixon-dinh/

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/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

What does luxury really mean in 2026?

That was the question at the centre of this special Marketing in the Madness episode, recorded live at Shoptalk Luxe with Barbara Campos, CEO of Joseph.

In this conversation, Katie Street sits down with Barbara to explore how one of Britain’s most iconic luxury fashion brands is evolving for today’s customer.

From Joseph’s origins and its focus on empowering women through understated, refined design, to the brand’s obsession with customer understanding, this episode looks at what it really takes to stay relevant in a changing luxury market.

The conversation also explores the role of technology in luxury retail, including how Joseph uses clienteling tools to support more personal, human customer relationships without losing the emotional connection that makes luxury feel special.

• Introduction live from Shoptalk Luxe
• The history and ethos of Joseph
• How clothing can transform confidence
• Why Joseph obsesses over the customer
• Building a customer-first brand in practice
• Using technology to support human connection
• How Joseph uses clienteling to personalise the customer experience
• Turning the brand around behind the scenes
• How luxury customer behaviour is changing
• Why luxury is becoming more inclusive
• Technology, AI and the future of clientelin
• What Joseph is focused on in 2026

And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!

Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast

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: Barbara Campos LinkedIn: https://www.linkedin.com/in/barbara-campos-1287548/

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/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Marketing is changing faster than most teams can keep up.

AI is now everywhere - new tools, new workflows and new expectations.

And for a lot of marketers, it’s creating more pressure… not less.

In this episode of Marketing in The Madness, Katie Street sits down with Rob Wrubel, Co-Founder of Silverside, to unpack what it actually means to become an “AI-ready marketer.”

Rob shares how some of the world’s biggest brands are already using AI to move faster, test more and rethink what marketing teams look like.

Including how Coca-Cola built a global campaign with just a handful of people and how Svedka used AI to completely turn around a declining brand.

If you’re trying to figure out where to start with AI or how to actually make it work inside a business then this episode will change how you think about it.

Chapters: 00:00 Why marketers feel overwhelmed by AI 01:18 The mindset shift: from fear to opportunity 03:13 Why most teams struggle to make time for AI 04:34 How to start (without overthinking it) 06:18 Why AI is like learning a new language 07:25 The importance of small, fast experiments 10:35 How AI is changing creative teams 11:27 What Silverside actually does 15:18 Building an “AI brand brain” (and why it matters) 17:39 The risk of everything looking the same 19:11 The Svedka case study: AI-powered growth 22:11 Why data infrastructure suddenly matters 24:24 How AI is changing search and discovery 26:48 The shift from search engines to AI advisors 29:06 The future of agents and automated buying 31:23 What’s next for AI marketing teams

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: Rob Wrubel LinkedIn: https://www.linkedin.com/in/rob-wrubel-5ba8b8314/

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/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Most people can name a beer, gin or vodka brand.

But ask them to name a Prosecco brand… and they can’t.

In this episode, Katie Street sits down with Ali Wilson, co-founder of Midas Prosecco to reveal why one of the world’s most popular drinks has almost no real brands behind it and what it takes to change that.

From spotting the gap to building a premium product people actually want to drink, this is a conversation about brand building, quality and creating something that stands out for the right reasons.

You’ll also hear how they got their first bottles into market and why changing perception is their biggest challenge.

Chapters:

00:00 Why no one can name a Prosecco brand 01:30 The moment Midas was born 05:00 Why Prosecco isn’t really a “brand” category 08:40 The problem with quality (and why it matters) 12:45 Building a brand vs just marketing one 14:50 The founding team and early decisions 17:15 The story behind the name “Midas” 20:25 Creating a brand around moments and experiences 25:20 Building a new category (not competing in the old one) 27:30 Why they turned down mass retail opportunities 29:20 Staying premium without chasing volume 34:25 How they sold their first 7,000 bottles 38:00 The power of people and word of mouth 40:20 Final thoughts + blind tasting teaser

If you’re building a brand, launching a product or just curious about what makes something stand out, this episode is well worth your time!

Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMd... Apple Podcasts: https://podcasts.apple.com/us/podcast...

Connect with us: Ali Wilson LinkedIn: https://www.linkedin.com/in/aliwilson19/

Midas Prosseco: https://www.midasprosecco.com/collections/prosecco?srsltid=AfmBOoohh0qxWWzGO2Yma6WhCPQZY581RsLBhtGeza55SNFuJPxH-PTi

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/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/