Innovative Approaches to Marketing Across the Customer Journey

At Shoptalk Spring 2026, one of the standout sessions, "Innovative Approaches to Marketing Across the Customer Journey," brought together leaders from retail, wellness, and luxury to explore how brands are adapting to a rapidly evolving landscape. Moderated by Lauren Wiener of Boston Consulting Group, the discussion featured Amanda Bailey, Meredith Glansberg, and Carina Ertl.

The conversation highlighted how brands are rethinking customer engagement across fragmented touchpoints, where consumers now interact with up to 14 platforms simultaneously across digital and physical environments.

The New Role of Brand in a Performance Driven World

For Lowe's, brand investment remains a critical growth driver despite increasing pressure for short term performance. Amanda Bailey emphasized that brand is no longer just a top of funnel lever. It is a signal of relevance in a world where customers have endless choices.

Lowe's latest campaign, "There's No Place Like Lowe's," reflects a shift in focus from the labor of home improvement to the emotional payoff of completed projects. This repositioning centers on joy, accomplishment, and customer experience rather than tools and tasks.

According to Bailey, brands that succeed today are those that show up authentically in culture and align with customers' lifestyles, not just their transactions.

AI and LLMs Are Reshaping the Customer Journey

Artificial intelligence and large language models are fundamentally changing how consumers search, discover, and purchase. Instead of typing keywords, customers are now asking full questions, expecting end to end solutions.

Lowe's response is Milo, its AI powered assistant designed to guide customers from inspiration to project completion. Milo not only supports customers with personalized recommendations but also empowers in store associates with real time insights.

This shift signals a broader transformation. The customer journey is no longer linear. It is compressed, conversational, and highly personalized. Brands must now deliver connected experiences across every stage, from planning to post purchase care.

Loyalty Is Evolving Into Ecosystems

Traditional loyalty programs built on points and perks are being replaced by holistic ecosystems designed to deepen relationships.

At Lowe's, this includes initiatives like Milo's Rewards Kids Club, which engages families through in store experiences, and Home Care Plus, a subscription service that extends the brand's utility into customers' homes.

Bailey described this approach as moving from transactional loyalty to relationship driven engagement. The goal is to integrate services, content, and experiences into a cohesive ecosystem that reflects how customers actually live.

From Digital First to Omnichannel Growth

Quip offers a different perspective, having evolved from a direct to consumer subscription model into a fully omnichannel brand.

CEO Meredith Glansberg explained that while Quip began with a focus on electric toothbrush subscriptions, growth required meeting customers wherever they shop, including retail stores and online marketplaces.

The brand has expanded its product portfolio to include whitening strips, toothpaste, floss, and ultralight toothbrushes, positioning oral wellness as a core part of overall health and lifestyle.

Turning Categories Into Cultural Conversations

Quip's strategy goes beyond product innovation. It aims to make oral health part of broader wellness and cultural conversations.

AI and LLMs are playing a key role in this shift by enabling brands to engage in more natural, contextual interactions with consumers. Instead of simply appearing on a shelf or in search results, Quip is becoming part of ongoing discussions around health, beauty, and self care.

This approach also highlights a major opportunity. A large percentage of consumers still do not use electric toothbrushes regularly, leaving significant room for education and adoption.

The Power of Creators and Community

Across all three brands, creators and influencers are central to modern marketing strategies.

Lowe's has partnered with high profile creators like MrBeast to reach younger audiences and make home improvement more accessible and engaging.

Quip focuses on micro influencers and dental professionals such as hygienists to build credibility and advocacy within its category.

Meanwhile, Bucherer takes a more curated approach, building long term relationships with tastemakers who share a genuine passion for luxury timepieces.

The common thread is authenticity. Brands are moving away from one off paid partnerships toward deeper, community driven collaborations.

Luxury Retail and the Return of Human Experience

In the luxury space, digital innovation must be balanced with high touch, human experiences.

Carina Ertl emphasized that while AI can optimize operations and personalization, it cannot replace the emotional connection created through in store interactions. From how a customer is greeted to the details of hospitality, every touchpoint must reflect the brand's heritage and identity.

For Bucherer, loyalty is not about transactions but relationships built over time. Clienteling, exclusive events, and immersive experiences play a central role in fostering long term engagement.

The brand is also preparing to launch a campaign focused on certified pre owned timepieces, blending physical retail, storytelling, and experiential marketing.

Strategic Takeaways

The session concluded with three major insights for marketers navigating today's complex landscape:

1. Invest in brand consistently — Research from Boston Consulting Group shows that for every dollar cut from brand investment, it costs $1.92 to rebuild it. Long term brand equity remains a critical driver of growth.

2. Expand influence across multiple channels — Modern marketing requires a broader approach that includes creators, AI driven discovery, social platforms, and physical retail. No single channel dominates the journey.

3. Align loyalty with customer behavior — Different brands require different loyalty models. Lowe's focuses on utility and service, Quip on habit formation, and Bucherer on relationships and experience.

The Future of Customer Journey Marketing

The definition of the customer journey is being rewritten. It is no longer a funnel but a dynamic, interconnected ecosystem shaped by technology, culture, and human behavior.

From AI powered assistants to creator led storytelling and experiential retail, the brands leading this transformation are those that understand one core principle. Marketing is no longer about guiding customers to a purchase. It is about meeting them wherever they are and becoming part of their lives.