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You know your customer. But do you know which version of them just turned up?
Hungry, tired, rushed or under pressure — the same person can make very different decisions depending on the moment.
This week, we explore what happens when customer state changes customer behaviour. Plus, the CustomerX 2026 agenda is live — taking the thinking from page to stage.
FEATURE ARTICLE
Give me your tired, your poor, your huddled masses... and a sandwich
We spend fortunes understanding who customers are. But what about the version that actually turns up?
Hungry, tired, stressed or distracted, the same person can value different things and make very different decisions. Paul Skeldon explores why the customer’s state could be just as important as their profile.
→ Read "Same customer. Different brains."
CustomerX
Two days. Different sectors. Shared customer challenges.
The CustomerX agenda is now live — bringing together leaders from retail, FMCG, travel, hospitality, finance, media and technology to reveal what’s working to win loyalty, grow share of wallet and meet changing customer expectations.
See what’s working elsewhere — then make it work for you.
Hear from leaders at IKEA, Unilever, Butlin’s, Financial Times, Pandora, British Gas, Standard Chartered, Just Eat, HarperCollins, Holiday Extras, DAZN, easyJet, easyJet holidays and more
14–15 October 2026 | Olympia London
THE VALUE EXCHANGE
The real deal: Why brands need to be clear about their own values if they want to reach customers
Being cheaper doesn’t necessarily make you better value.
When money is tight, trust matters more, not less. Jonathan Wright looks at why customers are drawn to brands they understand and believe in — and why authenticity, fairness and making life easier can be worth far more than the lowest price.
RAISING THE BAR
The Streaming Standard: Why Zero-Friction is the New Baseline
Your checkout isn’t just competing with other checkouts. It’s competing with the best digital experience your customer had today.
Streaming has trained customers to expect instant, intuitive and effortless experiences. So when buying a coat or booking a holiday suddenly means passwords, verification emails and re-entering payment details, the friction feels even worse.
Zero-friction is no longer a nice-to-have. It’s the baseline.