• The event’s first session conducted entirely in Spanish brought together executives from Majorica, MiiN Cosmetics, Grupo IskayPet and Casa del Libro

• Omnichannel retailing, data and consumer engagement are emerging as key factors for competing in international markets

Barcelona, 11 June 2026: Shoptalk Europe, the leading retail and e-commerce event in Europe, which took place this week in Barcelona, hosted for the first time in its programme a session held entirely in Spanish dedicated to the domestic market, in partnership with the Spanish Retail Association (AER).

The panel, entitled ‘Driving innovation and boosting growth in Spain’, was moderated by Rosa Pilar López of the Committee of Analysts, Consultants and Experts at the Spanish Retail Association (AER), the session featured contributions from Isabelle Aberman, CEO of Majorica; Isabel Cervelló Piñol, co-CEO and COO of MiiN Cosmetics; Caroline Arrú du Caveda, Director of Marketing and Customer Service at the IskayPet Group; and Eloy Mariaud, Director of E-commerce and Digital at Casa del Libro.

The participants agreed that Spain has established itself as one of the most dynamic retail markets in Europe, driven by increasingly demanding consumers and by companies capable of combining innovation, customer proximity and a strong brand identity.  They also highlighted the need to develop omnichannel strategies and adapt to new technologies. These have become decisive factors for competing successfully both within and beyond Spain’s borders.

Caroline Arrú du Caveda, from the IskayPet Group, explained that, in her experience, “omnichannel customers spend five times as much per year and shop around 40% more frequently than single-channel users. Annual spending increases fivefold. This isn’t a case of cannibalisation, but of additional sales.”

“It is essential to focus on vision, execution and data. If you prioritise the customer experience, you have everything you need to succeed. I’m not talking about e-commerce; I’m talking about digital. My entire team is focused on supporting shops across the board. The data side supports product and marketing; the CRM side, for example, also provides a great deal of support to shops. So we’re all focused on the common good of the company,” explained Eloy Mariaud of Casa del Libro.

AI versus the customer experience

Regarding the strengths of the retail sector, the participants agreed that it comes down to the experience you offer the customer and the emotion you evoke in them. Artificial Intelligence cannot achieve that. At the same time, they stressed that such tools must be used to innovate and adapt to the new type of customer. 

“For us, the in-store experience is very important because, ultimately, that’s where you can control the entire experience you offer the customer - how you talk about the product, what you say about the brand, and so on. And that’s where, in our case, we’re seeing the most growth at the moment. On the other hand, the digital channel is hugely important and we have everything connected, which is why this omnichannel approach exists,” pointed out Isabelle Aberman, from Majorica.

They also highlighted the importance of the in-store experience offered to customers. “We must prioritise the customer experience. The vast majority of customers visit physical shops to receive personalised service that they cannot get online,” explained Isabel Cervelló Piñol of MiiN Cosmetics.

“Convenience, speed and repeat business would be the characteristics associated with physical shops, whilst a personal touch and customisation would define online shops,” emphasised Caroline Arrú du Caveda, from the IskayPet Group. 

Standing out, being relevant, prioritising the connection with the customer and having the ability to adapt are, ultimately, the strengths that will help retailers drive their growth.

About Shoptalk Europe
Shoptalk Europe, an event organised by Hyve Group, is the leading gathering for the European retail ecosystem, bringing together retailers, brands, technology providers, investors and start-ups to shape the future of retail. The event brings together more than 4,500 key players, one in three of whom is a senior executive, representing 62 countries, and is renowned for its Meetup programme, its high-level content agenda and its ability to forge connections that last long after the three-day event has ended. For more information, visit: shoptalkeurope.com.

Press Contact: ADIRIA Jèssica Casado  [email protected] 659 41 93 30