Editor
Retail Connections
Christopher Field is a journalist, author and consultant specialising in retailing, technology, consumer behaviour and the changing relationship between businesses and their customers.
He is a former editor of Financial Times Retail Analyst, European Retail Digest, Retail Technology and Supply Chain Analyst, and has contributed to numerous publications including the Financial Times, The Times, Retail Week, The Grocer, Computer Weekly and Computing. He was also a commissioning editor for TIME magazine's special reports.
Christopher has written extensively on the evolution of retailing and technology, authoring several Financial Times Management Reports, including The Future of the Store, Retailing on the Internet, The New Consumer and Customer Loyalty in Financial Services. His book New Strategies for Marketing Information Technology was published by Chapman & Hall.
As a consultant, he has advised major international technology companies and retailers on business strategy, market developments and the commercial implications of emerging technologies. He has spoken at international conferences on retailing, ecommerce, supply chains and customer relationships, and has lectured in business management and entrepreneurship at Westminster University.
He currently edits a digital retail publication, Retail Connections.
Tuesday Jan 12
10:45am - 11:15am
International expansion has never been more accessible and yet also more complex. Digital commerce means consumers can discover brands from anywhere in the world long before those brands have a physical presence, but awareness does not automatically translate into trust, loyalty or commercial success. This panel brings together retail leaders who have successfully expanded into international markets to discuss what it really takes to grow globally while winning locally. From entering entirely new countries as an unknown brand to adapting product ranges, marketing, customer experience and store formats for different consumer expectations, the session explores the practical realities behind international growth. Hear how brands balance global consistency with local relevance, use data and experimentation to understand new audiences, and align physical stores and digital channels to create seamless customer experiences. From choosing the right locations and merchandise mix to building awareness, creating demand and responding to cultural differences, the discussion will reveal the strategies that separate successful international expansion from costly mistakes.
