At the World Retail Congress in Berlin on April 27, 2026, adidas VP Alexandra von der Gruen and Lululemon CSO Rachel Acheson said physical stores functioning as community hubs — not transactional points of sale — are the primary mechanism for retaining consumers in a fast-changing market.
Face-to-face engagement and personalization are key to buid a loyal customer base, a panel said on April 27 at the World Retail Congress in Berlin. The latest edition of the World Retail Congress, a premier forum for retail leadership since 2007, was held at Intercontinental Hotel Berlin on April 27-29, 2026.
“Our stores are the place where people experience the brand and where they interact with the brand,” said Alexandra von der Gruen, Vice President Retail and Franchise Europe at Adidas. The panel, titled “Knowledge Partner: The Fast-Changing Consumer,” was chaired by Evan Sheehan, Global Retail, Wholesale & Distribution and Consumer Products Leader at Deloitte. This session explored the evolving behaviors and decision drivers influencing shopping decisions and what retailers need to do to remain competitive — from demand for personalization to new loyalty trends and lifestyle priorities.
“We see our stores as something more than a point of sale. It’s again about experience. We have hubs where people can connect about sports,” added von der Gruen, who also noted that Adidas stores stock products tailored to the area and adapt to local events such as marathons.
The panel stressed the importance of knowing your customer and fostering community.
“I think the most important thing is you can’t study it, you have to be it,” said Rachel Acheson, Senior Vice President, Chief Strategy Officer at Lululemon. “That has been the founding principle at Lululemon for a very long time. We are designed by athletes for athletes. We don’t really market, we do community.”
