In Q3 2026, eTail Insights conducted a comprehensive research initiative to understand how retail marketing leaders are navigating the rise of AI-powered retail, continuing to build customer lifetime value, and responding to an increase in returns and refund challenges. The study surveyed 100 senior executives responsible for shaping strategy at some of the most prominent and innovative retailers across Europe.

• Methodology
• Key Findings
  
• Part One The Rise of AI-Powered Retail & Agentic Commerce
• Part Two Building Customer Lifetime Value Through Connected Commerce & Personalisation
• Part Three Beyond Refunds: The Operational, Marketplace & Fraud Challenges Reshaping European Retail Returns
• Conclusion
• Key Suggestions

This data-driven research is further enriched with expert commentary and real-world reflections from the eTail Connect community - offering readers a powerful snapshot of where the retail performance media landscape stands today, and where it's heading next.