Francesca Roche sits down with Daniel Todaro, CEO at Gekko Group, to unpack one of retail’s most persistent challenges: the disconnect between online and in‑store customer experiences at a time when consumer confidence – and discretionary spend – is under strain.
Todaro points to knowledge as the most significant gap between digital and physical channels. While consumers arrive in store better informed than ever, having researched products, compared prices, and read reviews online, that information is often incomplete or inconsistent. For high‑consideration purchases in particular, the deciding factor remains the expertise of a knowledgeable sales advisor who can contextualize options, reassure customers, and align recommendations with budget and need. Online channels, Todaro argues, still struggle to replicate that depth of guidance.
This lack of joined‑up thinking can have tangible commercial consequences. Todaro shares how subtle gaps in digital execution – such as limited product visibility or incomplete information – can quietly erode conversion and push customers to abandon purchases altogether. The issue is less about access to data, and more about how effectively brands translate insight into execution across channels.
Against a backdrop of rising costs and cautious consumers, Todaro also highlights a shift in how brands compete for attention. Heavy discounting is losing favour as marketers become increasingly aware of its long‑term impact on brand equity. Instead, the focus is moving toward delivering value through clarity, consistency and trust – particularly as promotional budgets tighten and ROI scrutiny intensifies.
Technology has a clear role to play, but Todaro is careful to stress that more tech does not automatically mean better CX. Immersive, tech‑first retail environments can elevate the experience for some shoppers, particularly younger demographics seeking engagement and discovery. However, poorly balanced implementations risk alienating customers who prioritise familiarity, accessibility, or human interaction. Knowing when technology enhances – and when it overwhelms – is becoming a critical differentiator.
Looking ahead, Todaro sees the future of retail CX in a measured blend of AI-driven insight and human expertise. From surfacing reviews at the point of sale to ensuring pricing and product information remain aligned across touchpoints, the opportunity lies in creating a unified journey that supports confident decision‑making. For retailers that get this balance right, the payoff is not just conversion, but long‑term loyalty in an increasingly complex retail landscape.
