By: Elisabetta Borghi
Get to know RETHINK Retail’s Top Retail Experts through the “Meet the TRE” Q&A series! Dive in to learn about a member of the thought leader community and follow their work and insights across our content and their social channels.
• Name, Full Title, and/or Company
Elisabetta Borghi, Practice Lead Retail, Fashion and Wellness at Amati & Associates
• Tell us about your background
Driving impactful omnichannel experiences is my passion. With over two decades of international experience in Retail, Brands, and Technology in blue chip and emerging retail businesses & startups in e-commerce, ESG, Web3 and AI. I bring a unique blend of strategic consulting, and hands on execution of commerce & marketing omnichannel, trade and digital marketing, brand and PR management. My expertise includes managing teams and complex tech and creative projects, branding initiatives, market research, business plans, and substantial budgets. Known for my collaborative attitude, analytical approach and a results-oriented mindset, I hold an MBA, a Bachelor in Marketing, multiple digital specializations, and an ESG certification, ensuring I deliver both innovation
and sustainability.
● What challenges/opportunities are currently facing retailers?
Retailers today are facing a challenging phase driven by multiple levers: geo- political tensions, trade tariffs, inflation, bird flu in the US, supply chain disruptions, physical stores closures, security risks, personnel retention and above all significant changes in society influencing consumer behaviors: a visible polarization in wealth, and a world that is moving too fast even for the GenZ,
caused by technological advancements and a new AI-driven revolution,
automation.
Consumers are now uncertain than ever, they search for point of references, trust, sense of belongings, communities, emotional engagement or diversions to distress themselves. Their expectations are multiple: personalized offers, value
and convenience, omnichannel marketing and services, immersive experiences, sustainability.
Traditional slow decisional and operational retail models cannot cope with current times, and historical data alone cannot be the only reference for predictions. Retail strategy has to adapt continuously, identifying new risks and opportunities
quickly, trying to stay coherent in the positioning with a long-term view.
● What hot topics or trends have you been seeing in the retail space?
AI and omnichannel integration, Experiential Retail, value for money or thriving for excellence in quality and service, Sustainability in products and ESG at corporate level, Traceability, Vocal searches, Social Commerce and Immersive Experiences, Cybersecurity and new fintech integrations, Circularity (second hand, upcycling, rentals), Smart Checkout solutions, loyalty solutions, CDP and
data privacy.
○ How do you support these hot topics?
The implementation of AI should be a priority in the field of intelligent inventory management, for personalization, for more efficient customer services. Stores without a soul are no more relevant, visual merchandising must become very engaging leveraging the right mix of brand identity, human engagement, personalized service, retail media and immersive experiences.
Sustainability can be seen as an effort to bring a better value proposition to customers: transparency, traceability, using biodegradable materials, natural ingredients, supporting local communities and social projects. At the same time, supporting directly or indirectly circular initiatives should be part of a modern responsible approach of today’s retailer corporate identity.
Amazon was founded in 1994 and generally speaking, not much has changed significantly since then. It’s time to evolve the way in which commerce is conceived. Today customers expect omnichannel integrations, supported by new retail media tech, social networks, voice and visual searches and new ways to co-create, to engage with products and brands, integrating the latest features with the right budget and experts. Long life to tech solutions supporting this transition: live commerce, virtual or personal stylists, virtual try-ons, gamified experiences, communities and granting security and a seamless experience in their personal data management and payments.
● How has the retail industry changed in the past 5 years? What do you predict will
happen in the next 5 to 10 years?
During the last 5 years, we saw an acceleration in the processes of digital transformation, with increased investments. The main hot areas have been: digital and omnichannel services, predictive analytics and AI, IoT and robotics process automation in logistic services, last-mile delivery services, digital twin adoption in production and retail visual merchandising, cybersecurity, blockchain
and a huge evolution of the offer of new digital services not yet completely adopted, including instore iot and AI solutions, retail media, Gen AI, conversational commerce, live streaming and immersive commerce.
For the coming years, I envision a growth of localized and regionalized retail formats, more proximity and agile shops or wide experiential flagships, drones and autonomous delivery services, the rise of new retail businesses and formats linked to cultural entertainment and travel for emotional connections and rising longevity services and products globally. At operational level, agentic teams (hybrid human and tech) and ecosystems able to transcend siloed and fragmented systems and human barriers. AI Assistants will become a touchpoint in the customer journey, with their enhanced abilities to integrate their intelligence with immersive or XR technologies, and their continuous improvement in decisional processes and solving issues.
Actually by 2030/2035, we will probably enter the Physical AI era, where artificial agents will not be considered just like software anymore, instead they will become physical entities capable of interacting with the environment in real time. Examples are self-driving cars, humanoid robots, enhanced shopping omnichannel experiences using smart wearable devices: everything converges
towards an AI ecosystem integrated with the space in which we live. Let’s see..
● Do you have any interesting projects coming up?
I hope so! In the meantime, I am on continuous learning mode and I continue my engagement within the innovation space.
● Which resources do you use to keep up with industry news?
I usually read industry media daily, attend to events, webinars, make my own research on topics I am curious to learn more or attending trainings, making networking with professionals in the space, visiting personally retail locations.
● What is the greatest challenge the industry is facing?
Adaptability, is the keyword nowadays. Never forgetting what is happening in the real world, never being afraid to test new opportunities.
● How do you continue to grow and develop as an influencer of the retail industry?
Improving my education and being an active professional involved in projects.
● What are the most critical changes that we must make to face the future
effectively?
Be ready for an organizational change management plan and consider to train human resources and candidates. Use critical thinking. Do not follow competitors if you do not have the same structure or real advantage and you don’t have or want to dedicate the same resources.
● Who is making the greatest advancements in the industry, and what are they
doing?
Marketplaces are certainly on my radar. Coupang, is an e-commerce platform that utilizes AI, robotics, and automation to enhance service innovation. It operates in South Korea, Taiwan, Singapore, and India, offering a range of services including grocery delivery and video streaming. Amazon which continues to innovate with technologies. From drones deliveries to its AI-powered conversational shopping assistant, Rufus, helps customers navigate through its vast product catalog. The AI creative studio to support merchants to create AI generated contents and video ads. Predictive Analytics and robotic systems to improve inventory management by up to 75%, reducing costs for online merchants. By early 2025, Amazon’s 750K+ robots in fulfillment are set to save up to $10 billion annually by 2030. Finally, Alexa+ is now integrated with Amazon Fresh for a seamless conversational commerce
experience.
Tmall instead offers a dedicated flagship online store, specialized for luxury and high-end brands, where the product description showcases the complete information about the product and its origin and through the platform, brands integrate directly live streaming shows and entertaining events for a better storytelling and engagement, 3D showrooms, gamified personal
recommendations and experiences, virtual try ons. Also, I find very interesting its AI-powered tools and the Tmall Innovation Center supporting merchants during all the business relationship to make efficiencies. Alterist, born as a D2C marketplace of upcycled fashion, is now hosting temporary pop ups in different locations in London. The latest location was an art gallery, where consumers could network and also attend workshops to personalize their products. I think that this is a great example matching
sustainability with culture and personal expression of self.
Among Retailers I consider very interesting the latest developments done by: Walmart continues to keep its innovations too. I am thinking about the many features introduced, like its generative AI assistant Wally supporting sellers with data analytics, product performance diagnose, operation automations and intelligent management of inventory and supply chain. And the implementation of AI-driven self-checkout systems, integrates computer vision, theft detection and voice-assisted check outs. Or drone deliveries, AR
features, gamified experiences for Gen Z and supply chain automations with RFID and cross-docking. Pandora which went through an impressive process of business modernization.
The brand now leverages the existing personalized product offering concept, and integrates it with sustainability elements (recycled materials), without losing its quality and affordability. Everything is melted with appealing styles, digital innovations and marketing campaigns targeting Gen Z consumers. Inditex retail operations keep on trying to find the optimum store formats by location to improve efficiencies and customer services and to improve the features available on the apps to further enhance a seamless shopping
experience. Sephora introduced many technologies to ensure a better support to customers,
such as: advanced skin analysis, moisture meters and fragrance IQ for product
recommendations based on customer needs to reduce returns. Also Virtual Try On tools, AI recommendations (by tech company Constructor), tutorials and appointment booking on the app.
In terms of Experiential Retail: I’ve been inspired by the launch of Nintendo pop up stores showcasing special capsules collections, Gentle Monster and Ryo, The Row for product quality, sustainability and timeless and exclusive style. The rise of cultural retail is visible. The new Blume restaurant in Dubai for ie. melts the experience of traveling in the Orient Express train with Christian Dior
interiors and mediterranean – Japanese offer. Other interesting locations are the temporary Pet Department store concept at Le Bon Marché or Saint Laurent Babylone in Paris, 10 Corso Como and Delphine Vintage in Milan, WOW and El Moderno Concept Stores in Madrid or LN-CC in London, Joalharia do Carmo in Lisbon.
● What has helped you get to where you are and what advice would you have for
others who want to set off in a similar direction?
I cannot be thankful enough to my partner and my family for supporting me everyday, and to all the mentors, entrepreneurs, professionals that dedicated time to me.
The best advice I can give to a professional interested in having a career in my field is never give up, learn from your experiences, be driven by passion, curiosity and mental openness.
● What is the best resource for people who want to dive in deeper?
Making experience in any way.
