At the intersection of personalization, data, and IRL engagement, the future of commerce is being shaped by brands that think beyond the screen.

From June 2–4, 2025, the Glossy E-Commerce Summit in Miami convened some of the most innovative minds in retail and marketing to unpack what’s next for digital commerce. Executives from Fabletics, Warby Parker, H&M, Kendra Scott, ALASTIN Skincare, and MNTN shared real-world strategies for deepening customer connection in an increasingly fragmented landscape.

Flowcode attended the summit to connect with brands navigating the challenges of modern engagement. In conversations with leaders from J.Crew, ThredUp, NUULY, L'Oréal, OPI, Borghese, and more, one theme became resoundingly clear: closing the gap between physical and digital experiences isn’t just a nice-to-have — it’s mission-critical.

Here are the top five takeaways shaping the next wave of retail innovation — and how smart, data-driven technology is helping brands rise to the occasion.

1. Emotional Loyalty Is the New Growth Engine

Carly Gomez, CMO of Fabletics, emphasized that true loyalty stems from more than great products — it’s about building community and emotional resonance. Fabletics’ growth has been fueled by blending member-only perks with authentic storytelling that makes customers feel seen.

Takeaway: Community isn't built in the comments section alone. Real-world touchpoints powered by digital tools help turn customers into advocates.

How Flowcode helps: Create seamless community entry points via QR codes on product packaging, store displays, or events — instantly connecting consumers to member hubs, feedback forms, or social spaces.

2. Personalization Must Be Proactive, Not Passive

Kamanasish Kundu, Head of Digital at Kendra Scott, detailed how the brand is transforming its tech stack to support proactive personalization, where recommendations and content dynamically respond to user behavior and preferences across channels.

Takeaway: Static email segmentation and generic landing pages are being replaced by hyper-responsive, AI-informed customer journeys.

How Flowcode helps: Flowcode integrates with leading CRMs and marketing platforms, allowing brands to deliver dynamic content based on scan behavior, geolocation, and engagement history, making every touchpoint count.

3. Omnichannel Is No Longer an Ambition — It's a Baseline

Kim Nemser, Chief Product and Experience Officer at Warby Parker, spoke about the brand’s success in building frictionless omnichannel journeys, where online and offline touchpoints reinforce rather than compete with one another.

Takeaway: Today’s consumers don’t think in terms of "channels" — they expect fluid, contextual experiences that meet them where they are.

How Flowcode helps: Flowcode transforms physical assets (like signage, packaging, and print ads) into dynamic digital gateways, enabling real-time attribution and seamless transitions between offline discovery and digital conversion.

4. Influencer Marketing Is Moving Offline — Creatively

Noah Gonzalez of H&M shared how influencer activations are evolving beyond social media into experiential retail moments. From in-store content creation to QR-enabled capsule collections, influencers are becoming vehicles for omnichannel storytelling.

Takeaway: The most memorable brand moments are happening in person and being amplified online.

How Flowcode helps: Branded QR codes can link directly to exclusive drops, creator-curated product pages, or campaign-specific landing pages, while delivering back first-party data on engagement.

5. Data-Driven Agility is Key in an Uncertain Market

Matt Collins (MNTN) and Chris Pond (ALASTIN Skincare) both underscored the need for data-driven marketing strategies in the face of ongoing economic uncertainty. From optimizing media spend to personalizing messaging, brands that know their numbers win.

Takeaway: When marketing conditions shift overnight, data must become your fastest feedback loop.

How Flowcode helps: Flowcode’s analytics suite delivers real-time scan data, location insights, and channel attribution, enabling agile decision-making across physical and digital activations.

Turning Pain Points into Measurable Progress

Across our conversations at the summit, three shared challenges emerged:

• Offline campaigns that feel disconnected from digital efforts
• Inconsistent in-person engagement
• Limited access to real-time first-party data

Flowcode was built to solve exactly these problems. By bridging the physical and digital worlds with QR technology, real-time analytics, and CRM integrations, brands can finally close the loop on omnichannel engagement.