Luxury Retail Is Won Before the Sale with Noble Panacea | RTS 2026

Luxury retail is not about faster conversion. It is about deeper connection. At Retail Technology Show 2026 in London, Chris Walton sits down with Will Lockie, Global Digital Director at Noble Panacea, to explore how luxury brands approach digital differently, from storytelling and discovery to personalization and AI. Will shares why high-consideration products require more investment in education and emotion, how brands should think about AI as a tool for real-time personalization, and why the future of retail lies in creating one-to-one relationships across both digital and physical environments. He also explains what Western retailers can learn from China’s accelerated commerce model and why execution, not strategy, is where most brands fall short. Key Topics Covered: • Why luxury brands invest more in discovery and storytelling • The role of education and emotion in high-consideration purchases • Why execution matters more than strategy in digital retail • How AI will enable real-time, personalized customer experiences • The shift toward one-to-one relationships in retail • What Western brands can learn from China’s commerce ecosystem • Why marketplaces and mobile-first experiences dominate in China • How brands should rethink their operating models for global markets Thank you to Vusion for supporting Omni Talk Retail’s live coverage from Retail Technology Show 2026. #RTS2026 #RetailTechnologyShow #OmniTalkRetail #LuxuryRetail #Ecommerce #DigitalTransformation #CustomerExperience #AIinRetail #RetailInnovation #Vusion