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BENTONVILLE, Ark. — Retailers are moving beyond having an online presence and are now using digital technology to reimagine every aspect of the shopping journey. In the panel “Digital First: Connecting with the Consumer’s Shopping Journey while Driving Growth,” industry experts explored the next wave of digital transformation, from AI-powered shopping assistants to in-store digital enhancements.
The panel discussion, moderated by Natalie Ryan, insights and analytics lead at The Emerson Group, was part of the Future Commerce 2030 live event held earlier this month at Walmart's new headquarters campus. The conversation featured insights from Anupriya Sharma, vice president of tech strategy at Walmart; Amanda Coussoule, chief customer officer, U.S., at Kenvue; and Catherine Mazzella, Walmart Digital Lead at The Emerson Group.
The Evolution of Digital Retail
Ryan opened the discussion by addressing the shift from traditional to digital-first retail. Walmart’s Sharma highlighted her company's shift toward "adaptive retail," which anticipates consumer needs rather than reacting to them. “It’s not enough to just know who is shopping with us—we need to understand what kind of shopping trip they’re on today,” she explained.
Sharma emphasized the role of AI and predictive technology in simplifying the shopping experience, referencing Walmart’s generative AI-powered shopping assistant and AI-driven search functions. “Our goal is to create precise and curated experiences for every customer trip,” she said.
The Emerson Group's Mazzella noted that consumers are overwhelmed by choices, with Walmart offering over 700 million SKUs online. “It’s our job to simplify the shopping experience,” she said, adding that technologies such as voice and visual search are helping streamline product discovery.
Coussoule discussed the integration of digital tools into physical stores, citing Kenvue’s digital endcap for Neutrogena at Walmart. “This allows us to educate shoppers and gather real-time data on buying behavior, making it easier to scale meaningful digital experiences,” she explained.
The Future of Omnichannel Engagement
As digital and physical shopping experiences merge, panelists stressed the importance of personalization. “We need to be where the consumer is—whether that’s in-store, on social platforms, or within gaming experiences,” Sharma said, referencing Walmart’s partnership with Unity Software and its virtual shopping initiatives like Walmart Realm.
Mazzella reinforced the importance of trust in digital commerce. “The new currency of trust is value. AI-driven review summaries, for example, help consumers quickly gain confidence in their purchase decisions.”
Coussoule added that younger consumers expect authenticity in brand engagement. “Gen Z knows when they’re being marketed to, and they reject it if it doesn’t align with their personal brand. Integrating meaningful and seamless digital experiences is key.”
Bridging the Gap Between Brands and Retailers
Sharma urged suppliers to embrace deeper collaboration with Walmart to ensure a seamless omnichannel experience. “Gone are the days of just relying on historical sales data. We need proactive partnerships that anticipate consumer needs and remove friction in fulfillment.”
The panel concluded with a shared vision for the future: a fully integrated, technology-enhanced shopping experience that not only meets consumer expectations but also simplifies and personalizes every touchpoint along the journey.
