At this year’s CommerceNext Growth Show, Salesfloor joined hundreds of retail innovators to explore the future of commerce and how to act on it. The event brought together some of the industry’s top voices, each offering clear, actionable takeaways to help brands thrive in today’s fast-evolving landscape. In this blog, we will explore the industry leaders’ thoughts on the future of retail.
As Gen Z enters the workforce, their influence on consumer spending is rapidly growing, prompting companies to adjust their strategies to meet this generation’s expectations. With an estimated $12 trillion in spending power, according to CommerceNext, Gen Z represents a major opportunity for businesses that align with their values and behaviors.
“I think Gen Z is able to tell when something is real and authentic and when someone’s trying too hard. I think more than any other generation.”
-Clare Ehnes, CommerceNext
Gen Z may have grown up shopping alongside their parents, but as of today they have grown into young adults who value independence, creativity, and personalization. They’re drawn to authenticity and resonate most with content created by individuals and not brands. In this landscape, creator-driven commerce has proven effective, especially when the creators feel genuine rather than scripted or corporate.
So, how are today’s retailers adapting to engage this new wave of shoppers? Which brands are successfully aligning their strategies with Gen Z’s expectations and what are they doing differently?
Walmart: shortening the funnel through creator-powered selling
Walmart has recently positioned itself at the forefront of creator-led product distribution. Instead of relying solely on online influencer content to drive e-commerce, the retailer is now integrating creators directly into the in-store experience by offering them dedicated shelf space. This shift highlights how creators are reshaping consumer behavior and influencing buying culture, particularly among younger generations. As Forbes reports, many Millennial parents shopping with their children are discovering new products because their kids recognize them from YouTube, where trusted influencers introduced them.
What we think will be the next step in influencer-led shopping
As younger generations move away from traditional advertising, the role of a trusted advisor is becoming increasingly important, as noted by many experts. In response, Salesfloor has introduced tools that empower sales associates to act as “micro-influencers” for the brands they represent, sharing their personal style and product insights with customers online.
By extending the associate’s presence beyond the physical store, retailers can foster more meaningful interactions, drive personalized recommendations, and motivate teams to meet their sales goals. In a recent article, we explored how tools like customer boards and digital storefronts allow associates to engage a wider audience and influence purchase decisions far beyond the sales floor. These boards can be added as links on Tik-Tok or other social media platforms and allow viewers to shop in one click.
Why Clienteling Technology Matters
Today’s consumers want more than just a transaction, they expect service, relevance, and inspiration. Clienteling tools help retailers meet these expectations by offering a hybrid shopping experience: one that is digital-first, yet deeply personal. Whether clients are planning a big event or just seeking style guidance, Customer Boards and digital storefronts give sales associates the tools to deliver real value.
For brands focused on long-term customer relationships and higher conversion rates, investing in clienteling apps and shoppable content is no longer optional, it’s the future of retail.
If you are interested to learn more about how Salesfloor can help retailers by implementing clienteling tools in their sales strategy, don’t hesitate to book a free demo with one of our specialists.
