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The real risk for retailers is not lower demand. It is lazy marketing. When shoppers feel uncertain, they do not stop buying. They stop buying badly. They compare harder. Delay faster. Switch…

From 20–21 May 2026, ELMA members will come together at Palazzo Caracciolo for two days of strategic discussion, innovation, collaboration and connection. We have an exciting programme planned,…

And in retail, mergers do not create customer loyalty. Relevance does. Dutch retailer PLUS has posted revenue growth following its Coop merger. That is good news. But the real test starts now.…

If French consumer spending is slowing, then marketers need to stop confusing activity with effectiveness. In tougher retail conditions, more impressions do not automatically mean more impact. More…

Italy’s grocery market is sending a clear signal: value wins. According to the latest Mediobanca findings, Italy’s food retail sector is projected to grow by 4.3% in 2025, with discount chains…

AI in retail is no longer a question of if, it’s a question of how fast brands can move from experimentation to impact. A new study highlighted by Chain Store Age shows that while AI adoption…

Marketers really need to stop treating Gen Z and Gen Alpha as one blended “young audience.” They may sit next to each other demographically, but they are growing up in very different worlds. Gen Z…

Retail growth stories like this are about far more than footprint. Lidl Belgium’s plan to create 240+ jobs as part of its expansion is a reminder that every new store opening sets off a wider chain…

French shoppers are not rejecting sustainability. They are rejecting expensive sustainability. A recent E.Leclerc study found that consumers in France want to reduce their carbon footprint, but in…

As Easter approaches, all of us at ELMA would like to wish our members, clients and partners a very Happy Easter. We hope this season brings you a little time to pause, recharge and enjoy special…

Indeed retailers across Europe didn’t disappoint. From cheeky fake product launches to brilliantly absurd brand stunts, the day once again proved that retail knows how to have a little fun, and,…

Rising shop prices are another reminder that retail is never shaped by demand alone. When geopolitical shocks hit energy, transport and supply chains, the pressure quickly shows up on the shelf. In…