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.
Nick Gray is Founder/CEO of the I GOT YOU – IGU GLOBAL
- Name, Full Title, and/or Company
- Nick Gray – Founder/ CEO – I GOT YOU – IGU GLOBAL
- Tell us about your background
- My background is over 25 years of experience in the wholesale, brand and retail sectors. My journey includes pivotal roles in the fashion and lifestyle side at world-renowned companies like Adidas, Nike, Sneakerboy, Diesel before moving to Westfield to focus on executing brand experiences across Westfields portfolio. I have always had a deep love for consumer behavior and psychology and applied this to everything I did in my roles and have always been deeply rooted in the belief that people, emotions, and customers should be at the core of every business decision.
- Brief description of your current role and your space in the industry
- This year I started I GOT YOU which focuses on a few things but fundamentally supports providing clarity in the chaos. I drive business success by strategically aligning with human emotions, creating authentic connections that last. We are an extension of any business we work with, with a focus on what truly matters: the human experience. We uncover the emotions and insights that drive both your team, customers and business to craft strategies that others might take months or even years to realize. Our approach is simple yet profound: we align your business goals with the genuine feelings and needs of your people and your audience. This ensures that every move you make is not only strategic but also authentic, fostering deep connections that lead to meaningful results. Our work has shaped the future of some of the most respected names in retail, wholesale, and branding, bringing clarity to the complexities of the industry. I’m so passionate about it.
- What challenges/opportunities are currently facing retailers?
- Well there are a few things. As always the landscape and consumer behavior shifts, evolves and changes and technology has a lot of retailers struggling to keep up and/or know what they need. This has caused a real outbound journey for retailers constantly looking at or asking what they need to add to their business when it actually the reverse. They need to understand the feeling they are selling first and their emotional default. Have this so clearly mapped out that they can connect and align with their target markets values, beliefs, desires in a truly meaningful and authentic way. We buy with emotion first and justify with logic. Once this is clear they will have the clarity and discipline to know when is needed in their ecosystem and omni channel and why. This is what we do! Clarity means they can remain visionary and keep the vitality of their brand or business at the forefront and not become functional or transactional retailers. Most importantly they will forge meaningful loyalty and remove the traps of discounting and rewarding all the time.
- What hot topics or trends have you been seeing in the retail space?
- The hot topic’s in retail that I’m seeing is a widening gap between the competencies demanded by today’s retail roles and the skills available is creating mounting pressure. If the sector is to thrive in this rapidly changing landscape, addressing this skills deficit must become a top priority. Competitive advantage seems to be changing also with smart companies looking at what they can add to instead of depleting existing and obvious things to forge efficiency and reduce spend. Obviously, Ai is huge right now also and a great opportunity to save money, be more effective and efficient than ever before. Retailers will need to be mindful and careful where they put the savings in my opinion, and it should go back into their staff and people. We need to be clear that Ai will improve so much in our business, but it will never replace the need for true creativity, emotion and in real life experiences for our customers.
- How do you support these hot topics?
- I write every fortnight for Inside Retail, work with analytics companies like Kelper and Stye Arcade, do speaking events and podcasts about these topics along with working with those that are ready to implement change. It’s not always easy to get comfortable being uncomfortable but this is retail and why we love it. I Got You (IGU Global) doesn’t focus on what the majority already knows but what might take them months or longer to understand. I often find that my clients and partners have a requirement to go inward first, get the clarity before going outward to the market again. Simply doing this always sees the 1% changes and immediate positive results to their business whilst providing the future proofing, clarity and discipline to being the answer to the question their target market is asking.
- How has the retail industry changed in the past 5 years? What do you predict will happen in the next 5 to 10 years?
- In the past five years, the retail industry has transformed through the rapid growth of e-commerce, the rise of experiential retail, and a strong shift towards sustainability and ethical consumerism. This rapid change continues and has never been faster. Technology has played a pivotal role, with AI, augmented reality, and data-driven personalization becoming standard, while consumers increasingly demand seamless omnichannel experiences and transparency. Looking ahead, the next decade will see the further blurring of physical and digital retail spaces with even more curated physical spaces that focus on driving emotional connection and experiences. There is no better way to turn on sense than physical retail and this space is about customer acquisition regardless of where the customer is at on their journey. It could be the first time they have met your brand, just looking for inspiration or education, ready to purchase or be the 3 times they have. You can do it all physically and e-commerce will always have limits. Ecommerce will remain a focus on ease, convenience and repeat customers. We will see mainstreaming of sustainability with change coming from future investors that will be held accountable and responsible for good practice, and the continued evolution of consumer expectations towards greater convenience, personalization, and ethical practices. Retailers who embrace these changes will be well-positioned to succeed.
- Do you have any interesting projects coming up?
- I do! I wish I could share more about them and promise I will when the time is right. I will also be starting a journey on writing a book which is very exciting for me personally.
- Which resources do you use to keep up with industry news?
- This is such a tough question. There are many great platforms that have the latest and great information regarding the retail sector. I often like to look at other sectors and channels and see how this could or can apply to the retail sector.
- What is the greatest challenge the industry is facing?
- I think the greatest challenge facing the retail industry is the need to balance rapid technological advancement with the preservation of meaningful human connections. As retailers increasingly adopt AI, automation, and digital tools to meet consumer demands for convenience and personalization, they must ensure that these innovations do not erode the personal, emotive experiences that build brand loyalty. Striking the right balance between leveraging technology for efficiency and maintaining a genuine, human-centered approach is crucial for long-term success in an increasingly competitive and fast-evolving market.
- How do you continue to grow and develop as an influencer of the retail industry?
- I focus on awareness of the trends and deeply understanding the human side of retail and changes. I prioritize continuous learning and personal growth, engaging with the latest in consumer behavior, technology to understand the market shifts and what’s coming. I also actively participate in industry discussions, speaking at events, and sharing insights. Something I truly love. This helps keep my perspectives fresh in my opinion.
- Through I GOT YOU, I like to position myself not just as a consultant but as an integral part of my clients’ businesses. This is what brings me true meaning and a sense of purpose. This also allows me to develop innovative strategies that are emotionally and practically aligned with consumer needs.
- What are the most critical changes that we must make to face the future effectively?
- I think that to face the future effectively, we must prioritise sustainability, harness technology to enhance human connections, continue to embrace agility in our operations, and foster a culture of continuous learning and innovation. Ongoing development and a focus on innovation and change design is absolutely crucial in retail. It’s the only way to ensure we stay relevant and competitive in an evolving retail landscape.
- Who is making the greatest advancements in the industry, and what are they doing?
- There’s a few brands that come to mind but I think from an ecommerce perspective you have to include Amazon and Shopify. The way they leverage AI and data analytics to personalise experiences and streamline operations is best in class. I don’t think you can ever rule out brands like IKEA, Patagonia or New Balance when it comes to consistency in delivering against their emotional defaults and greater purpose. The list could go on but those brands that truly understand their archetype and emotional default right now are winning. It’s the northern star that guides every decision they make and if you understand this it makes your brand strong and your marketing powerful..
- What has helped you get to where you are, and what advice would you have for others who want to take a similar approach?
- Love this question. I have always had a passion and love for retail and consumer and worked hard to be very well rounded in my career with the global heavy weights I have worked for. There came a point where I could see the challenges a lot of retailers were having and advantage in having a skilled advisory to connect with to sound board ideas with or seeing the opportunity for change. I also realized there were alot of small to midsize businesses that just needed support and have someone to guide and to remove the challenges so they could be successful. It was why my business is called I GOT YOU. I truly want my clients to feel that. The best advice I could give is knowing who you are and for. Knowing that not everyone is going to agree with you and that’s ok and actually very important. It’s being comfortable with 80% not aligning to you and having 20% love what you do. No different to a brand or retailer. As soon as you try to sell to everyone, you sell to no one. Lastly, get comfortable being uncomfortable. It’s the cost of entry I’ve found.
- What is the best resource for people who want to dive in deeper?
- I would like to offer anyone that has read this a 1 hour free consultation and can contact me on nick@iguglobal.com. I’m an avid sharer on LinkedIn and Rethink Retail, there are articles on Inside Retail and www.iguglobal.com from me or find me in the Top Retail Influencers list right here under Specialists.
- Is there anything we’re leaving out here that needs to be addressed?
- I don’t think so. I would personally like to commend Rethink Retail on all they do and I truly love what you do. It’s one of my favorite relationships and I wish I could do more to support it. I am always so grateful for everything you have done for me so thank you.
