A quick disclaimer: this isn’t a comprehensive round-up of every speaker or session from Destination 2027. The insights I’ve highlighted below are simply those that had the biggest implications for Retail and Shopper PR from my perspective, and for the work I’m increasingly focused on with brands navigating how shoppers decide, not just where they buy.
If there was one question that defined Destination 2027 for me this year, it wasn’t about AI, consolidation or growth forecasts.
It was far simpler and far more powerful:
“How can I help you?”
That mindset shaped a standout day, bringing together an incredible line-up of speakers, more than 175 delegates across wholesale, foodservice and retail, and raising over £63,000 for MAG (Mines Advisory Group). It was a reminder that our industry’s impact reaches well beyond business.
From a Trade and Shopper PR perspective, the themes were clear. People don’t buy channels. They buy moments. The brands that understand this will be the ones that win.
Moments over channels and why this matters for brands
Tanya Pepin captured it perfectly:
“Technology hasn’t changed what people buy. It’s changed how they decide.”
Shoppers now make decisions earlier, faster and across more touch points than ever before. They choose occasions, missions and moments rather than retailers or hospitality outlets.
For brands, this changes everything. Media, PR and shopper activity can no longer sit in silos. Insight has to travel across the path to purchase. Communications must earn attention before the store visit.
This is where retail and shopper PR really comes into its own, translating behaviour, culture and context into campaigns that land at the right moment, in the right place, with the right message. But it’s not a standalone discipline, and shouldn’t be treated as such. It’s something that needs to be intrinsically built into shopper strategy, experiential and social, working seamlessly together to influence decisions in real time.
It was a theme that came up again and again in conversations on the day, particularly with brands looking for joined-up thinking rather than disconnected activations.
Community is not a campaign. It is a commitment.
One of the most powerful sessions for me came from Julie Kaur of Jules Convenience.
Her story of building a business fit for its community was a masterclass in emotional intelligence, leadership and purpose. From fundraising and inclusion to staff recognition and local partnerships, Julie showed that loyalty is not engineered… it’s earned.
For brands and retailers alike, the message was simple. Community relevance is commercial relevance.
Consolidation is coming and clarity will cut through
John Kinney delivered a clear-eyed view of the market ahead. More consolidation, tougher conditions and possibly fewer but stronger partnerships across retail, wholesale and suppliers.
For retail and shopper PR, this means clear positioning matters more than ever. Brands must articulate why they belong on shelf, in depot and in store. Insight-led storytelling will be a true differentiator.
In a more consolidated landscape, brands that succeed will be those that can cut through with clarity and pace. That requires PR that truly understands the shopper, the environment and the moment, and is designed to work hand-in-hand with retail or hospitality activation, experiential and social rather than bolted on at the end.
An OurCoop exclusive launch with huge potential for brands and agencies
Debbie Robinson shared one of the most exciting moments of the day with the public launch of MediaCoop.
For the first time, she outlined a platform that enables brands, both established and challenger, to activate with greater pace, creativity and impact. It has the potential to disrupt how marketing and PR work together in retail.
For brands looking to punch above their weight, this represents a genuine opportunity to rethink retail media, PR and storytelling as one connected ecosystem.
Collaboration, curiosity and better questions
Across the day, from leadership and innovation to technology and community, one principle ran through everything. The future belongs to those who collaborate well and stay curious.
That spirit was felt in the room, in the conversations, and in the generosity shown towards MAG (Mines Advisory Group).
Thank you
A sincere thank you to everyone who attended, to our incredible sponsors, and to the speakers who shared their insight and wisdom so openly.
And a huge thank you to Clare Bocking, the brains behind our ‘Destination’ conference. I’ve thoroughly enjoyed working with Clare on the marketing and PR of the event these past three years. She truly is an inspiration to us all.
Let’s chat!
And finally, as the industry continues to navigate change and shifting shopper behaviour, the opportunity for brands has never been clearer. Those that succeed will be the ones that understand how shoppers decide, show up meaningfully in the moments that matter, and connect trade and shopper communication in a way that actually drives action.
So my final question to you is: how can we help you?
