We recently sponsored FMCG In-Store & Ecommerce, an event hosted by RetailX. A follow up to Retail Media X in May, this conference joined together leading brands and retailers to explore how to meet today’s shopper expectations – offering value and convenience without compromising on experience.
One of the most insightful sessions of the day, “The Intersection of Convenience and Experience”, brought together experts from Clorox, Glanbia, Asda and savi. The panel discussion focused on how mobile and digital tools are reshaping the shopper journey and how brands can adapt their strategies to stay relevant.
savi’s Chief Commercial Officer, Steve Smith, was among the panellists, contributing thoughts on the growing role of digital rewards and omnichannel engagement in driving loyalty and activation.
“Shoppers aren’t just buying products – they’re choosing experiences that offer value, relevance, and ease. The brands that win are the ones that understand that nuance.”
– Steve Smith, Chief Commercial Officer, Savi
Key insights from the session:
Mobile-first shopping is the norm
Shoppers are browsing, comparing prices, and activating rewards from their phones—even in-store. A mobile-first approach is no longer optional for brands looking to influence behaviour at the point of decision.
Convenience isn’t one-size-fits-all
For Gen Z, convenience might mean tapping a QR code and redeeming an offer instantly. For other demographics, it may involve more traditional approaches. Strategies need to be inclusive and responsive to varied behaviours.
Coupons continue to drive trial and switching
Savi’s recent research shows that 76% of shoppers would try a new product when offered a coupon, and 68% would switch supermarkets. Used strategically, digital coupons remain a powerful lever for influencing purchase decisions.
Sustainability and simplicity can align
The shift toward digital coupons isn’t just about convenience—it’s also a more sustainable approach, reducing paper use and aligning with shopper values.
Data must lead to action
While access to data has improved, the real advantage comes from acting on it—whether that’s personalising offers, optimising campaign performance, or tailoring the path to purchase.
Measurement is a must-have
Asda’s Alex Fishwick noted that measurement should be “built in, not bolted on.” For brands, this means designing campaigns with measurable outcomes from the start—not just reporting after the fact.
Experiences build lasting loyalty
As Glanbia’s Sannam Chopra highlighted, shopper loyalty increasingly stems from connection and relevance—not just promotions. Brands that invest in creating meaningful experiences will build stronger, longer-term relationships.
In a landscape where shoppers are more informed, more selective, and more digitally connected than ever, the brands that thrive will be those that find the balance—offering value, convenience and a rewarding experience at every touchpoint.
