In this episode, Wendy Liebmann sits down with April Showers, the founder of Afro Unicorn®, a brand born from purpose, community, and the need for representation.  They discuss how April’s personal passion and smart retail partnerships brought her vision to life.

Highlights:

• How Afro Unicorn grew from T-shirts to Walmart shelves and national recognition
• Why purpose and community are central to building modern brands at retail
• The role of retail partners like Walmart and CVS in nurturing new voices
• Lessons for retailers on inclusion, authenticity, and growth
• April’s lessons on staying true to your “why” 

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In this milestone episode, Wendy Liebmann celebrates 100 episodes of Future Shop with WSL’s newest Director of Research & Insights, Rich Kaminski. Together, they unpack the latest How America Shops® in Chaos study — revealing how shoppers are navigating a world defined by constant disruption, rising prices, and shifting trust in retailers. From Gen Z to Boomers, everyone’s learning how to stay afloat in an endless wave of change.

Episode highlights:

• The evolving shopper mindset after two decades of “Black Swan” events
• Three shopper groups: Drowning, Treading Water, and Safely Afloat
• Why trust and emotional connection now drive retail loyalty
• How shoppers are adapting their spending without cutting retailers out
• The psychology of chaos — and what brands must do to stay on the list

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In this episode, Wendy Liebmann talks to Gina Zilleox, Senior Director Category Management, Glanbia Performance Nutrition about the need to make dramatic assumptions about the competitive landscape in order to thrive in the future. 

They discuss:

• Whether or not category management, as we know it, is dead.  
• How essential it is to broaden the perspective of what a category is, especially – but not only -- if you are in the health and wellness space
• The importance of building a needs-based segmentation approach
• The challenge of pricing transparency in a world of AI
• Where and how to look for white space growth opportunities
• What it takes to build individualized strategies for retail partners to ensure mutual success
• How the only way to succeed is with an omni-channel approach to category management

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In this episode, Wendy Liebmann talks to regular guest Justin Honaman, Global Head, Restaurants, Retail & Consumer Goods Business Development at Amazon Web Services, about what’s now – and next – as technology transforms retail and consumer goods businesses.

They discuss:

• Retail sales and the tension between inflation, tariffs and spending
• Managing pricing as shoppers shop and buy across multiple channels, with agentic AI guiding their journey
• Build loyalty and deliver customer experience as shoppers buy across so many channels
• The normalization of chaos: who are the retail winners – and losers
• Planning for the next disruption, and 2026

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In this episode, Wendy Liebmann talks to Amanda Coussoule, Chief Customer Officer at Kenvue, Marla Fielder, Health & Wellness Leader at Kroger and Sharon Glass, Global VP, OTC & Pharma at InMarket,  about how to transform organizations in challenging retail times. 

They discuss:

• Knowing when to use “soft” or “hard” influence to move organizations to change
• The importance of situational awareness and emotional intelligence as AI grows 
• How, in today’s fast moving retail environment, it is essential to get out of the office, to engage with consumers, shoppers and colleagues in real time, to create more human engagement, and be ever curious
• The need to be transparent, to provide history and context when making significant changes
• How to engage younger generations: when to say, “just do it” and when to be more empathetic 
• The importance of being consistent and authentic – with colleagues and partners – in times of dramatic change

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In this episode, Wendy Liebmann talks to Liza Rapay, Vice President, Head of Cosmoprof North America, and Founder of Beauty New York, about the importance of bringing industry, innovators and consumers together to grow the beauty business in chaotic times.

They discuss:

• The importance of connecting the industry in-person to build relationships, and drive innovation, education and growth
• How the beauty industry has changed: the influence of small brands from around the globe; the impact of consumers as brand builders; and the growing number of places to shop for beauty in a digital age
• What beauty means to consumers today and the breadth of categories that participate
• What it takes to ensure beauty remains resilient in challenging economic times
• The role Cosmoprof’s US events in Las Vegas, Miami and soon in New York City play in connecting and growing the industry
• What the industry – brands and retailers – need to do to ensure beauty remains relevant in the coming years

Get Your Tickets to Beauty New York Here!

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In this episode, Wendy Liebmann talks to Anna Mayo, NielsenIQ VP Beauty Vertical, and WSL Strategic Retail’s Elia Auchane and Katie Hornsby about the importance of collaboration to drive innovation at retail.

They discuss:

• In challenging retail times, how critical it is to inspire new thinking
• The power of bringing different companies and different disciplines to address critical challenges and define new opportunities
• How WSL Strategic Retail’s Retail Safari® gets people away from their desks to  experience and learn from innovative retail concepts often outside their own areas of expertise
• WSL and NIQ’s collaboration that connects consumer and shopper insights to drive inspiration across disciplines to affect change

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In this episode, Wendy Liebmann talks to Fiona Sartoretto Verna, retail architect and co-leader of the company Sartoretto Verna™, founded by her grandfather to reshape the global pharmacy landscape.  Today, the company has designed pharmacies in over 48 countries, including the US. 

Episode Highlights:

• How her family company was founded to create a “temple of care”, rather than merely a dispensary
• How the model of US health care retail is obsolete, and requires new thinking to be profitable
• The importance of building health care retail that reflects each community it serves
• Creating unique experiences for younger and older patients (shoppers), pharmacies can no longer be one-size-fits-all.
• The role of technology in delivering not only efficiency but a customized, personalized health care selling experience
• Insights from other countries, such as Saudi Arabia and Italy, that are relevant for the reinvention of US health care

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In this episode, Wendy Liebmann talks to Justin Honaman, Head of Worldwide Retail & Consumer Goods Business Development at Amazon Web Services, about the impact of the latest technologies transforming business.  

They discuss:

• How generative AI is the next big thing – at least for a moment.
• How the issues are around tariffs have turned CPG and retail conversations back to supply chain – for the moment.
• How AI is now part of every business discussion -- and not the next big thing.
• How companies win in this new technology age only if the CEO is totally engaged.
• And, the continuing speed at which everything is changing. Fast.

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In this episode, Wendy Liebmann talks to Kevin Host, SVP Health & Wellness Pharmacy at Walmart about how the retailer is bringing accessible health care to communities across the US, every day and in times of crisis. 

They discuss: 

• The ongoing challenges to delivering easy to access pharmacy and medical care in the US 
• How Walmart is bringing solutions to “health deserts” 
• The ways technology – from automatic pharmacy fills to home delivery --  are enabling pharmacists to deliver healthier patients outcomes, easier access and better in-store experiences 
• Walmart’s “health strategy”  that involves, more affordable nutritional options, Nourish My Health 
• How other countries are addressing the challenges of health coverage 
• Accessible health care in times of weather-related crises 
• And, the role of drones, new store formats, parking lots and more. 

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In this episode, Wendy Liebmann talks to Anna Harman, CEO and co-founder of Studs, the specialty ear piercing and earring retailer, with 33+ stores and e-commerce site, founded in 2019 just in time for Covid.  

They discuss:

• Going from corporate law to Walmart innovation lab to opening Studs.
• Creating a unique brand ecosystem through quality products, hospitality, and people.
• Learning early how to be good at dealing with emergencies to adapt a business model quickly in chaotic times. 
• TikTok and Instagram's critical role in building awareness of the brand’s unique customer experience.
• Why the mall is not dead as a point of distribution (but it needs to be the right mall).
• The role of unique (odd?) collaborations (like food) to grow awareness.
• Being ego-less, listening to customers, and not being reluctant to adapt fast.

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In this episode, Wendy Liebmann talks to Keith Sleight, expert in “shopping understanding”, who most recently lead the Shopper Centre of Excellence at Unilever, about the state of shopper insights and where it’s headed.

They discuss:

• The biggest changes in the shopper research field over the last five years
• How “connected commerce” has changed how companies need to study shopping behaviors
• How we have more data than ever, but not necessarily more insight -- or context
• The impact of AI on research and analytics
• The lost art of observation and small data
• How to build a modern relevant organization (clue:  break down the silos, and get people away from their desks and into stores) 

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In this episode, Wendy Liebmann talks to Diana Melencio, partner at XRC Ventures, an investor in the early-stage intersection of consumer behavior and technology, and its investment approach in the health, beauty, and technology sectors.

They discuss:

•  How XRC finds opportunities (one way:  scraping the web)
• The touchpoints of the consumer journey that have become so critical in understanding opportunities
• The challenges of growth when physical retail is shrinking, where stores will become showrooms, and DTC profitability is a challenge
• Retailers who win are those at the forefront of testing new things in growth marketing and performance marketing
• How AI is a must for accelerating growth opportunities
• How Retail Media is fast becoming the profit center for many retailer
• The concern for brands in the middle and their potential race to the bottom

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In this episode, Wendy Liebmann talks to Justin Honaman, Head, Worldwide Retail & Consumer Goods Business Development at Amazon (AWS) about innovation and what expertise -- technology and people driven -- is required to build a modern company. 

They discuss:

• Real life use cases for how AI – and generative AI – is transforming work for retailers and brands, whether it’s product design or writing corporate manuals.
• How to innovate in the future. Where to go to be inspired.  They discuss places beyond the obvious.
• How critical it is to get out of the office, and your aisles – and take your teams with you.
• Why big brands and retailers are being disrupted every day. (Statis is not a long-term growth strategy).
• What people skills will be required in 2030 and beyond (it’s not what you think).
• How excited they are about the future of commerce.

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In this episode, Wendy Liebmann talks to Joanna Jensen, founder of Child’s Farm, the British multi-award winning, baby and child personal care brand that took leadership of the category from behemoth Johnson’s Baby.

They discuss:

• How to take on the biggest brand and win.
• Why passion so often leads to disruptive brand and retail innovation.
• That the spending power of women will drive growth – now and in the future.
• Why the physical store still matters: it’s the power of social interaction.
• The importance of retaining a challenger brand mentality, after a business is acquired by large organizations
• How to build a relevant work culture: it’s in person, lifestyle relevant and health supported. (Yes, menopause support makes a difference, for women and men.)

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In this episode, Wendy Liebmann talks to Catherine Magee, co-founder of Playground, the sexual health and wellness brand, about the opportunities and challenges facing this newly emerging area of women’s health.

They discuss:

• How sexual health and wellness is the last frontier of overall health and wellness.
• That 60 million women in the US suffer from some sexual health or pleasure issue often driven by a life stage change such as pregnancy, peri-menopause or menopause. 
• How social media is creating a greater openness.
• The urgency to transition from outdated category definitions and shaming into vernacular that is more relevant and positive.
• How new products and categories are emerging quickly, and will bring a modern openness to the retail aisle (physical or digital)
• That retailers across channels, from Target to Ulta to Nordstrom, see the opportunity.
• Challenges of building a women-first brand centered around women’s pleasure and health needs, and where future investment is required to capture the massive opportunity.

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In this episode, Wendy Liebmann talks to Justin Honaman, Head of Worldwide Retail & Consumer Goods Business Development for Amazon Web Services.  They preview 2025, and what winning companies are doing – and need to do – to capitalize on the latest technology…and other things.

They discuss:

• The continuing tension around pricing.
• How AI is quickly becoming ingrained into the everyday business culture; from supply chain to CRM, ecommerce and marketing transformation
• The state and future of retail media 
• How to leverage technology in new ways to drive personalization and loyalty
• In-store technology, including self-checkout, are being embraced. 
• New ways for brands and retailers to collaborate
• The re-emergence – and dangers -- of silo-ism
• A call to action to get out from behind our desks to immerse ourselves beyond data, and categories, to see all the innovation and opportunity

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In this episode, Wendy Liebmann talks to Norm de Greve, Global CMO of General Motors, and former CMO of CVS Health, about transforming industries, retailers and companies, and the role marketing plays.

They discuss:

• How to keep the shopper with you as you manage dramatic change
• The importance of protecting the shopping experience during transformation
• How not to become a victim of short-term profitability while investing in change
• How to keep your eye on the product and the experience it delivers
• The importance of creating distinctive innovation – be it health care or cars
• The role of digital and CRM in personalizing the experience – for cars or for care.
• How transforming cars and health care is not that different

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In this episode, Wendy Liebmann talks to Jacqueline Windsor, partner in Strategy and Deals for the Consumer Market and UK Head of Retail, PwC, London about the differences and similarities between the UK and US consumer and retail markets, and where to find growth in the coming years.

They discuss:

• Unlocking the power of consumer tribes vs. demographic segments.
• The role of the store (a clue: it’s no longer a transactional channel alone).
• How to build a successful omni strategy; how many stores you need, and what a profitable digital model looks like.
• Reassessing category management: where private brands fit, and the role legacy brands.
• What personalization really means to shoppers.
• How to navigate “vibecession”.
• The framework for growth for the coming years.

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In this episode, Wendy Liebmann talks to WSL’s president, Candace Corlett about the emerging Gen A population, and other opportunistic shopper segments that can drive much needed retail growth in the near future.  

They discuss: 

• The size of the Gen A cohort.  What makes them unique.
• Whether Gen A is ready for prime-time shopping or merely influencers.  At least for now.
• Why the 50+ population is the bigger opportunity today – and ripe to drive retail growth.   
• Immediate opportunities to support Caregivers – younger and older shoppers stressed by their new everyday roles – and drive traffic and sales growth
• Implications for brand and retail trust and loyalty, reflected in the current fractious political and social environment 

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In this episode Wendy Liebmann talks to Michael Wysong, CEO of Care Pharmacies about the challenges and opportunities to deliver health care at retail in the future.

They discuss:

• How to deliver more personalized, local health care the way people need and want it in times of great complexity 
• Learning from diverse operators, with unique propositions
• Using technology, including AI, to enhance the relationship with patients 
• How to create intimacy in retail relationships in order to deliver more personal care
• The opportunity to support the fast-growing population of caregivers 
• The implications of medical innovations such as GLP-1s, the solutions they provide, and the challenges they create

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In this episode, Wendy Liebmann talks to Debbie Kelly, WSL’s director of insights, about the latest How America Shops® research that reveals how often unrecognized populations shifts can drive traffic and volume growth.

They discuss:

• How marketers need to look beyond traditional demographic stereotypes for growth in the future.
• Why single-person and multi-generational households provide some of the biggest traffic and volume opportunities now -- and will in the future.
• How weekly shopping trips and locations are quickly being transformed.  Walmart is leading the way.
• The implications for everything from product size and packaging, to the places that people now shop offline and online – and will.

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Wendy Liebmann, WSL’s CEO and Chief Shopper and Justin Honaman, Head of Worldwide Retail & CPG, GTM & Segment Leader for Food & Beverages for Amazon Web Services, continue discussions about emerging technology and the implications for the future of retail.

They discuss:

• The tension points at retail: prices, efficiency and where to invest.
• AI: is it hype or not? New and different ways to use AI to become more efficient
• Personalization and composable commerce, and what that looks like from a modernization perspective
• Increasing investment in tech in new store openings
• Retail media – what’s next?  Who’s winning? 
• Not throwing the baby out with the bath water. How to maintain the best of the old while adopting the new. 
  
  

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In this episode, Wendy Liebmann talks to Sri Rajagopalan, co-founder and co-host of The GPG Guys and founder of Think Blue, about the fast-changing dynamics of retail, what’s plaguing board rooms,  and what retail leaders needs to address right now.

They discuss:

• Retail’s number one problem post-Covid: driving volume
• How digital influences virtually every purchase 
• Why the role of the in-store end cap is significantly diminished now
• The urgent need for marketers to get away from their data and their desks to see what’s going on at the shelf (and why DSD companies have the edge because they’re in the stores all the time)
• The erosion of national brand shelf space (by smaller and private brands)
• Why (old world) full-funnel marketing is more essential than ever.  (Lower-funnel is not the answer.) 
• How consumer-centricity is key to all decisions.  (No argument from us!)
• Why investing in innovation is more important than ever.

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In this episode, Wendy Liebmann talks to Reema Jweied-Guegel, Director, AARP Enterprise Strategy Group about the growing population of caregivers, who they are, the challenges they face, and how retailers and brands can support them.

They discuss:

• WSL’s latest How America Shops® research which indicates that 6/10 Americans take care of someone’s health other than their own, 
• That a growing number of caregivers are Gen Z and younger Millennials.
• What the caregivers’ lives of perpetual juggling are like.
• What caregivers need to make their lives easier, less stressful, more affordable; from expert advice to convenience to value, and the role technology can play.
• That caregivers also need to take care of themselves, and the opportunity to provide empathy, and support.
• The role retail, brands and organizations like AARP can do to support the caregiver of the future.  It’s a growing commercial opportunity.

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