The British retail sector has experienced change over recent years attributable to technological, economic, and social aspects. Now, Tesco Media’s We Know the Nation 2026 report has outlined the first drivers reshaping British shops. The report pinpointed “cultural shifts, cognitive triggers, and behavioural patterns,” all of that are expected to affect retail media over the following 12 months.
Predictably, the rapid advance of AI technology is influencing retail media, however the report, which attracts on insights from Clubcard shopper activity, argues that the “focus will not be on AI in isolation.”
AI is transforming the retail landscape, nevertheless it’s how firms implement and use the technology that is very important to make sure it enhances customer experiences. This could also be in the shape of clearer decisions when shopping online, streamlining shopping journeys (whether online or in-store), and developing stronger, higher relationships with customers via branding.
Although technologies and methods are evolving, the basic goal of delivering an awesome customer experience stays.
The cost of living crisis continues to plague retailers and customers, so it’s value that’s highlighted by Tash Whitmey, Managing Director, Tesco Media and Insight Platform. “Value has never been so necessary. Combine that with the incontrovertible fact that shoppers now have more selection than ever, and you find yourself in an environment where customers are making much more intentional decisions. As a result, brands and retailers must protect customers’ confidence just as much as their budgets.” Whitmey also said that the market is “maturing rapidly.”
Shopper behaviour evolving
Tesco Media’s report reveals two behavioural patterns amongst its Clubcard users. Firstly, emotions, cultural values, and social interactions are shaping how consumers live and relate to others. Then there may be a cognitive evolution happening, with shifts in people’s decision-making, how they process information, and the way shoppers manage the growing number of options to pick from, a process that adds complexity to what is really invaluable.
With the 2 behavioural patterns, categorised as “culture” and “cognition,” Whitmey added, “Across each culture and cognition, the signals from Clubcard are clear: we live in a nation reshaping its habits and searching for balance, connection, and clarity. Do shoppers still want joy in their basket? Yes, provided it is smart in their very own situation.”
The We Know the Nation 2026 report is can assist other brands understand evolving customer needs, in response to Whitmey. “By bringing data science and creativity together, we will make sense of this unpredictability and help brands show up in ways in which feel timely, useful, and human.”
(Image source: “Supermarkets in Panama” by thinkpanama is licensed under CC BY-NC 2.0.)
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