Mumbrella Retail Marketing Summit – Key Takeaways & What They Mean for the Future of Retail

The Mumbrella Retail Marketing Summit brought together some of the biggest names in retail to discuss how brands are evolving in an AI-driven, media-first world. From personalization to retailers becoming media owners, here are the key insights shaping the future of the industry.

1. Storytelling Is Retail Marketing's Missing Piece

Retail has become hyper-focused on transactions, often at the cost of brand storytelling. Joanna Robinson (CMO, The Iconic) highlighted how their "Got You Looking" platform is a strategic brand reset—designed to bring personality, emotion, and cultural relevance back into the customer experience.

Retailers need to think beyond just selling products—they need to create moments that capture attention and drive loyalty.

2. AI & Personalization Are Pushing Retail 100 Years Forward

The future of retail isn’t just about what you buy—it’s about how you buy it. AI-powered tools like Snap to Shop are making it easier than ever for consumers to find and purchase exactly what they’re looking for, and Robinson predicts AI will push retail forward by 100 years in just five.

The ability to personalize not just online shopping, but in-store experiences as well, will be key to keeping customers engaged. Whether it’s customized product recommendations or contextual, real-time content, AI is set to redefine how consumers interact with brands.

3. Retailers Are Becoming Media Owners

One of the biggest trends shaping retail? Retailers are turning into media networks. Inside Retail shared that some businesses are now making $30M+ annually from their in-house media assets, with profit margins as high as 90%.

Retailers are no longer just places to shop—they’re advertising platforms in their own right. From digital screens to in-store audio, retailers are finding new ways to monetize customer attention and create additional revenue streams.

4. Live Shopping & Interactive Retail Are on the Rise

Big W is taking a fresh approach to customer engagement through live shopping events. They’re using TikTok Shop, expert-led sessions, and interactive quizzes to keep customers engaged for an average of 9 minutes per session—a huge win in today’s attention economy.

This speaks to a larger trend: customers crave real-time engagement. Whether through digital platforms or in-store experiences, brands that create interactive, immersive shopping journeys will have a competitive edge.

5. The Power of Music in Retail

One of the most overlooked but powerful branding tools? Music.

Michael Hill shared how sound plays a huge role in shaping brand identity and influencing customer perception. This is something many leading retailers are already leveraging—whether through curated playlists, strategic in-store messaging, or audio-driven customer experiences.

At Qsic, we know the right sound can do more than set the mood—it can drive real business outcomes. From enhancing dwell time to influencing purchasing behavior, AI-driven in-store audio is an untapped opportunity in retail media.

Parting Thoughts

Retail is transforming at an unprecedented pace. AI, personalization, and media monetization are at the forefront, and brands that adapt will be the ones that thrive.

At Qsic, we’re focused on helping retailers turn their in-store environments into powerful engagement and revenue generating tools. Whether it’s through music curation, audio + intelligence, or measurable in-store audio advertising, we’re shaping the future of retail media by reinventing in-store audio.

Because in an era where every touchpoint matters—why should audio be left behind?