Eghbali agreed, arguing that technology can strengthen experiences without replacing what makes them memorable.
“I don’t think AI is going to take away taste,” said Eghbali. “I don’t think it’s going to take away how walking into a Target store makes you feel. I think it’s going to inform it. I don’t think it’s going to replace it.”
Physical retail continues to matter
Although digital commerce continues to evolve, panelists discussed the enduring importance of stores.
Jenny Holleran, VP of partner solutions group at Roundel, said shoppers still value the experiences that physical retail offers. “People want that physical experience to get out and have some joy,” she said.
The in-store experience includes digital discovery. Holleran noted that shoppers often use their phones while browsing—not because they’re distracted, but because they’re looking for additional information before making a purchase.
“Our guests are on their phones in the store. At first, you’re like, ‘What are they doing?’ But it’s that discovery. They’re in the store, but maybe they just want a little more information,” Holleran explained.
For Mattel, creating those in-person moments starts well before consumers reach the shelf.
“Our responsibility to the consumer and the fan is to engage them everywhere, so that when they go to Target, they’re grabbing the product,” Eghbali explained. “That means we have to engage them on socials, through short-form content, through digital games, through location-based entertainment, through experiential, and through meaningful brand partnerships.”
The conversation also explored how retailers adapt stores to reflect the communities they serve. “Target’s ambition is to be the most delightful experience in retail,” Holleran said. She added that creating that experience starts with understanding each community. “It’s really starting to think, where are we, who are our guests, and how do we create that moment in time?”
Featured Conversation Leaders
- Katie Babcock, Director, Retail Performance Solutions, Google
- Mahta Eghbali, VP, Strategic Alliances and Global Partnerships, Mattel
- Jenny Holleran, VP, Partner Solutions Group, Roundel
- Ryan Joe, Editor-in-Chief, ADWEEK
- Kristin Patterson, VP, Omnichannel Retail, Pinterest
- Stephanie Sandbo, Chief Revenue Officer, LTK
