Retail is changing faster than ever—online and offline—and many of the levers that matter most are hidden in plain sight.

In this session, we will open the black box of consumer behavior and explore what truly drives purchasing decisions: from scarcity signals and delivery promises to the role of logistics quality, consolidation, and even the unintended effects of real-time performance rankings on the shop floor.

Drawing on large-scale field experiments and collaborations with global retailers, we will discuss what the data actually says, what surprises managers the most, and how these insights can help companies compete more effectively in an increasingly demanding marketplace.