Technology for MarketingMeet Our Exhibitors: Will Bashford, RVP of Sales AB Tasty
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As eCommerce Expo and Technology for Marketing approach,AB Tasty shares perspectives on AI’s impact, the challenges retailers face, and why adaptability, collaboration, and curiosity are essential in today’s fast-changing industry.
1. What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
A key area of interest is how AI will continue to transform the industry—not only in enhancing daily operations, but more importantly, in its evolving role in optimizing the customer journey. As consumer behaviour rapidly changes, continuing to deliver a personalized experience will be crucial in 2025. Understanding the extent to which AI can shape and elevate these tailored journeys will be essential for staying competitive and meeting rising customer expectations.
2. What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
A major trend is the challenging economic climate, marked by ongoing uncertainty and frequent tariff changes. These fluctuations not only increase costs for many businesses but also demand greater agility and adaptability from teams. Organizations must quickly adjust their strategies and operations to stay competitive and resilient in this unpredictable environment. This focus on flexibility and proactive planning is becoming essential for navigating the complexities of today’s market and ensuring long-term success.
3. What is most exciting to you about the eCommerce and digital marketing industry right now?
The continually evolving needs of customers are a defining characteristic of the eCommerce industry. Purchasing behaviors have shifted significantly before, during, and after COVID, and will continue to change as new generations enter the market and consumer expectations evolve. This dynamic environment is what makes the eCommerce sector so compelling—there is always something new to learn and adapt to, ensuring the industry remains both challenging and engaging.
4. Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Finding inspiration is especially important in today’s challenging environment. Networking and learning from industry peers about effective strategies can help us emerge stronger. Additionally, understanding which technologies integrate best to deliver an exceptional and efficient customer experience is crucial, given the rapid pace of change in the industry.
5. What’s the best piece of advice you would give to new people joining the industry?
Maintain a commitment to continuous learning, as new trends and innovations are constantly emerging. Proactively educating yourself not only positions you as an expert in your field, but also makes you a valuable contributor when discussing strategies and ideas with industry leaders.
6. If you got the chance to reboot any ‘90s or 2000s brand for 2025 eCommerce, which one are you bringing back and how are you marketing it?
Toys “R” Us 2025 is reimagined as a digital-first, family-focused eCommerce platform that blends nostalgic charm with innovative technology. Shoppers enjoy immersive 3D virtual stores, AI-powered personalized recommendations, livestream toy demonstrations, and monthly subscription boxes. The platform also features a digital toy builder where kids can design their own custom toys, interact with them in a virtual world, and have the physical creations delivered right to their doorstep.
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