At the 2025 Digital Shelf Summit, Andrea K. Leigh joined leaders from Nestlé, Red Bull and Mars for a conversation about where brands should place their bets to win with tomorrow’s shopper.
Three key takeaways:
- The shopper is increasingly in control of discovery. Social, creators and AI are changing where product journeys begin.
- Ecommerce can’t live in a silo. Winning requires cross-functional ownership across marketing, sales, supply chain, IT and digital.
- Digital maturity is fundamentally a people challenge. Organizations need role-specific upskilling and teams that feel equipped to move at the pace of change.
