In this special live episode of Marketing in the Madness, recorded at the Retail Tech Show, Katie Street sits down with Fabrice Khullar, Director of Product Experience at Boots, to talk retail transformation, AI, product experience, UX and the future of the customer journey.

Fabrice shares what it takes to lead digital transformation inside a major retail brand such as Boots, what retailers need to do to move faster and how product and UX teams can help businesses stay closer to what customers actually need.

They also explore agentic commerce, fragmented buying journeys, the continued power of physical stores, Gen Z’s relationship with technology and why experimentation needs to become a core part of how retail teams plan and build.

Chapter: 00:00 Live from the Retail Tech Show 00:24 Meet Fabrice Khullar from Boots 01:09 Leading digital transformation at Boots 02:26 Why retail needs to adapt faster 05:44 Building flexible tech and teams 07:23 Making experimentation the plan 10:51 The new customer journey 13:46 Tracking fragmented buying behaviour 19:37 What’s next for retail product experience 20:30 Why channels stack, not replace 22:18 The power of in-store shopping 23:08 Gen Z, authenticity and tech backlash 25:49 Creating consistency across every touchpoint 27:10 The future of product and UX 28:37 Final thoughts

Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience.

Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Fabrice Khullar LinkedIn: https://www.linkedin.com/in/fabrice-khullar-4309153/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Recorded live at Marketing in the Madness Live 2025, this special episode features our headline speaker Richard Shotton, one of the UK’s leading behavioural science experts and author of "Hacking the Human Mind".

In this session, Richard explores how marketers can use behavioural science to make their comms, pricing and customer experiences more effective with lessons from brands including Dyson, Netflix, Uber and KFC.

From the “illusion of effort” to the power of precision, Richard explains why showing the work behind your product can increase perceived value, why exact numbers feel more believable than rounded ones, and why removing friction from the customer journey is often more powerful than trying to motivate people harder.

You’ll hear insights on: • Why Dyson’s 5,127 prototypes became a masterclass in marketing • How visible effort can make products feel higher quality • Why precise numbers boost credibility • What marketers should consider when using AI-generated work • Why “make it easy” is one of the most powerful principles in behavioural science • How brands can make prices feel more compelling without cutting margin

Want to be part of the next one?

Marketing in the Madness Live returns in 2026, bringing together brilliant marketers, founders, creators and behavioural experts for a day of insight, inspiration and straight-talking conversations about what’s really working in marketing.

To get involved, join us on stage, sponsor, partner or secure your place, connect with Katie Street on LinkedIn and follow Marketing in the Madness for updates and VIP invites.

Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

Agentic commerce is here.

And if you work in retail, ecommerce or commerce tech, this is one you need to hear.

Recorded live at Shoptalk, Katie Street sits down with leaders from Google Cloud, Commerce, EPAM and PayPal to unpack how AI agents are changing the way people discover, compare and buy products online.

We get into Universal Commerce Protocol, AI-driven product discovery, agentic checkout, payments, identity, infrastructure and why your product data is about to become one of the most important parts of your business.

Because the way people shop is changing fast.

Customers are no longer just typing basic product searches into Google. They are asking detailed, conversational questions. And increasingly, agents are doing the discovery, comparison and decision-making for them.

So if your data is messy, your inventory is out of date, your fulfilment information is missing or your checkout experience cannot support these new journeys, you risk being invisible.

In this episode, we cover what retailers need to do now to stay discoverable, shoppable and competitive in an AI-driven world.

Featuring:

Kapil Dabi, Americas Market Lead for Retail and Consumer, Google Cloud Sharon Gee, SVP Product, AI & Feedonomics, Commerce Brian Gilmore, Global Head of Commerce GTM, EPAM Nixon Dinh, Director of Product Management, PayPal Hosted by Katie Street

00:00 Why agentic commerce matters now 01:11 Meet the speakers 01:47 What is Universal Commerce Protocol? 04:47 How UCP compares to other commerce protocols 09:16 What is Gemini Enterprise for Customer Experience? 13:17 How AI-driven discovery is changing retail 15:18 Why product data is now everything 18:45 Why agents don’t shop like humans 21:30 Why context, fulfilment and policy data matter 23:37 Do retailers need to replatform? 27:42 Payments, identity and trust in an agentic world 30:35 Which brands are already getting ahead? 33:51 What retailers should do in the next 3–6 months 37:50 Final thoughts: get your robots ready

Agentic commerce is already happening, and the brands that get their data, infrastructure and customer experience ready now will be the ones that win.

Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981

Connect with us: Kapil Dabi LinkedIn: https://www.linkedin.com/in/kapildabi/

Sharon Gee LinkedIn: https://www.linkedin.com/in/sharongeenyc/

Brian Gilmore LinkedIn: https://www.linkedin.com/in/briangilmore2/

Nixon Dinh LinkedIn: https://www.linkedin.com/in/nixon-dinh/

Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/

Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

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