Who shapes demand — and who wins customer attention?
Competition for customers begins long before the purchase. Visibility is increasingly shaped by retail media and marketplaces. Buying decisions are influenced by creators, communities and trusted voices. Long-term success depends on building customer relationships that extend far beyond the transaction.
Retail & Demand Nordic 2027 brings together retail, brand and commerce leaders to explore the forces redefining modern retail. Throughout the day, we’ll examine how retail media and marketplaces are transforming visibility, how the influence economy is reshaping customer decision-making, and how leading brands build loyalty, engagement and lasting customer value.
Join senior leaders to discover where demand is created, how customer attention is earned, and what it takes to compete in the next era of retail!
Themes for 2027
Retail Media and Marketplace Power
Where platforms shape visibility and demand
The Influence Economy
How creators, communities and trust drive buying decisions
From First Purchase to Lasting Relationships
How brands build lasting customer value beyond transactions
HEAD OF B2B, D2C, MARKETPLACE ECOMMERCE EUROPE, KELLANOVA (MARS)
Christoph Sterkel
Sanna Salovaara
Moderator
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Torstaina 4.2.
Register in, enjoy a light breakfast and mingle!
OPENING REMARKS BY OUR MODERATORS
Sanna Salovaara Moderatoradd_2 closeOpening Keynote on Retail Demand Nordic stageWHO OWNS DEMAND IN 2027?
- Where does influence over the customer sit today – with brands, retailers, platforms, creators or customers themselves?
- What happens when discovery, consideration and purchase no longer follow a predictable funnel?
- What does this power shift mean for brands and retailers competing for growth?
add_2 closeTHE ALGORITHM IS THE NEW GATEKEEPER
- Search results, recommendations and sponsored placements increasingly determine what customers see.
- What makes a product visible when algorithms decide what gets surfaced?
- How are marketplace algorithms changing the rules of brand discovery?
- What happens to brands that fail to understand how visibility is now created?
NETWORKING & COFFEE BREAK
add_2 closeRETAIL MEDIA – WHAT ACTUALLY CREATES INCREMENTAL DEMAND?
- Retail media can prove that an ad led to a purchase, but would that purchase have happened anyway?
- How do you separate demand creation from demand capture?
- What should brands measure beyond clicks, conversions and ROAS?
- Where does retail media add value that traditional media cannot?
add_2 closeYOU CAN BUY REACH. CAN YOU BUY TRUST?
- What makes commercial influence credible and when does it start working against the brand?
- How are consumers responding as the line between recommendation and advertising becomes harder to see?
- Where should brands invest when attention is abundant but trust is scarce?
LUNCH & NETWORKING BREAK
add_2 closeKeynoteFROM INFLUENCER MARKETING TO THE INFLUENCE ECONOMY
- Influence no longer belongs to influencers alone
- How are buying decisions influenced in 2027?
- Why are communities and peer recommendations becoming more important to brand discovery?
- How should brands operate when they can participate in influence, but cannot fully control it?
add_2 closeSTOP BUYING THE SAME CUSTOMER TWICE
- How can first-party relationships reduce dependence on paid reacquisition?
- What turns a first purchase into a direct and valuable customer relationship?
- Where should investment shift when retention becomes as important as acquisition?
NETWORKING & COFFEE BREAK
add_2 closeWHAT HAPPENS WHEN PRICE IS NO LONGER ENOUGH?
- Discounts can drive a transaction. They rarely create a reason to stay.
- What makes customers choose the same brand when alternatives are one click away?
- How do experience, relevance, trust and brand value compete with price?
- What will customer loyalty mean when switching has never been easier?
add_2 closeClosing Keynote on Smart Commerce Nordic stageIS YOUR WEBSITE STILL THE CENTRE OF YOUR COMMERCE STRATEGY?
Christoph Sterkel HEAD OF B2B, D2C, MARKETPLACE ECOMMERCE EUROPE, KELLANOVA (MARS)- For years, e-commerce strategy has centred around driving customers to the brand’s own website. Is that model starting to change?
- What Kellanova has learned from exploring TEMU, TikTok Shop and new commerce environments.
- What happens when discovery, evaluation and purchase increasingly take place outside your owned channels?
- What changes next when AI agents start searching, comparing and acting on the customer’s behalf?
END REMARKS BY OUR MODERATORS
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