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Walk into any mall in the UAE and one thing you will notice across all the stores i.e. Promotional messages, Part Sales, discounts etc.

Currently, it is estimated that a middle eastern retailer runs promo campaigns and Part Sales campaigns almost 180-200 days in a year.

This has brought tremendous change in consumer’s buying preferences as most of the consumers today have become “Bargain/Discount seekers”.

Add to this the floating population of tourists visiting the country, they too find the malls as “Shoppers Paradise” as most of the retailers are on discounts.

It reminds of my early days in retail in 2000’s wherein we had only 2-3 Sales per annum even though our assortment mix was approx. 2000-3000 skus (fashion store);

It was important for us to sell item in full margins for major part of the product lifecycle.

Have you ever wondered as to why retailers are depending upon Promotions more than past years?

The answer lies in the gaps in Merchandising strategy.

Promotions are the easy way to sell-out.

Today with the advent of Artificial Intelligence, things will be getting better with regards to advance Predictive sales analytics, trend forecasting and like for like analysis.

Retailers are increasingly leveraging AI to transform their store operations, optimize customer experiences, and boost profitability in 2025.

This article talks about a brand Levi Strauss which has successfully implemented AI tools in their business in the below areas of pain points.

To learn about Private label in hypermarkets, click here

Pre AI in retail-pain-points for retailers

Pain Points

• Inventory Inefficiency:

Traditional forecasting methods led to surplus stock or out-of-stocks, eroding margins and missing customer expectations.​

• Manual, Slow Planning Cycles:

Siloed and outdated data made proactive decision-making almost impossible, resulting in slow adaptation to trends and market volatility.​

• High Return Rates and Poor Fit Experience Online:

Uncertainty around sizing especially in digital channels caused high returns, reduced conversions, and lower satisfaction.​

AI in Retail: Key Areas of Impact

AI has become a central tool for retailers across several critical domains:​

• Personalized Shopping Experiences: AI algorithms analyze customer data to suggest products, tailor discounts, and offer bespoke interactions, driving loyalty and increasing average order value.​
• Inventory and Demand Forecasting: Predictive analytics factor in seasonality, events, and even weather, enabling stores to match stock levels to real-world demand—helping prevent both overstock and out-of-stock issues.​
• Dynamic Pricing: AI systems monitor competitors and customer demand in real time, allowing for rapid price adjustments that keep retailers competitive and profitable.​
• Merchandising Optimization: Computer vision and heat-mapping let stores analyze shopper behavior and optimize product layouts for maximum engagement.​
• Trend Forecasting: By mining shopper data and external trends, AI forecasts what products will be in demand, helping retailers stay ahead of shifts in consumer behavior.​

To learn about Artificial Intelligence in Fragrance sector, click here

Case Study: Levi Strauss.

• In-Store Experience Innovations: AI-powered agents, AR/VR fitting rooms, smart mirrors, and IoT sensors streamline shopping and provide immersive experiences.​
• Security and Loss Prevention: Computer vision and analytics detect theft and fraud patterns, while automating surveillance to reduce shrinkage.​
• Customer Insights and Segmentation: AI models reveal deep behavioral patterns, empowering retailers to design precisely targeted campaigns, improving ROI.​

After adopting AI-powered predictive analytics, virtual try-ons, and personalized recommendation engines, Levi Strauss saw substantial improvements across multiple business metrics:

• Forecasting Accuracy and Inventory Optimization: AI-driven models produced double-digit percent improvements in demand forecasting, enabling better stock availability and notably reducing both excess inventory and missed sales.​
• Margin and Revenue Growth: Gross margins rose significantly (from 52.8% to 60%). AI-driven operational planning allowed Levi’s to optimize pricing, reduce markdowns, and prioritize high-margin items, directly contributing to healthy bottom-line growth.​
• DTC (Direct-to-Consumer) Channel Growth: The company’s DTC revenue share increased dramatically, approaching ambitious targets (nearly 55% by 2027), supported by AI in personalization and digital experiences.​
• Customer Experience & Loyalty (NPS): Better personalization, intelligent recommendations, and AI-powered virtual try-on tools drove a marked increase in average order values and conversion rates.
• Faster, Leaner Operations: Lead times and supply chain inefficiencies were reduced by AI-integration, enabling faster market responses and lower.

Levi Strauss retail experience initiatives:

AI in Retail- Virtual Stylist and Style Finder:

Levi’s introduced its “Style Finder” tool and an AI chatbot, designed on proprietary and TrueFit technology, that guides customers through a quiz to match their preferences with perfect fits and style options.

This significantly improved customer satisfaction and reduced return rates while enhancing cross-selling effectiveness.​

BOOST Platform (Business Optimization of Shipping and Transport):

This patent-pending AI-driven solution optimizes e-commerce fulfillment by dynamically determining the best fulfillment options. BOOST helps expand available inventory pools, reduce split shipments, and streamline operations for cost-effective order processing.​

AI in Retail-Generated Virtual Models:

 Levi’s has leveraged generative AI to create diverse, realistic virtual models for its e-commerce platforms. This initiative enhances inclusivity and delivers a more personalized online apparel shopping experience by showing products on avatars closely matching customers’ body dimensions.​

Read more about Predictive analysis with AI, click here

I help retailers & businesses with :

1. Sales training,
2. location scouting and analysis,
3. product launch strategies,
4. new product development and market studies,
5.  retail operations,
6. Ecommerce strategies and
7. franchising infrastructure development.

Private label brands- focus for retailers.

Recently, I was reading a business paper and Kohl’s new strategy of focusing on Private label caught my attention.

The article mentioned that Kohl’s private label outperformance was driven by its private labels like Tech Gear, Simply Vera Vera Wang, Lauren Conrad, and Flex.

Three recently-launched home brands by Kohls — Mariana, Hotelier and Mingle and Co. — saw a “strong initial response” and contributed to improved performance in bedding, bath and tabletop categories.

One question that remained with me post reading the article..

Why do hypermarket retailers need Private label brands?

The answer lies in:

• Profitable mix-shift: Store brands typically deliver higher penny profit than comparable national brands (lower COGS, lower trade spend, tighter spec control);
• Stronger loyalty loop: Private brands can anchor preference for the retailer, not just the product.

As per management consultancy Bain’s study, shoppers are ~7× more loyal to retailers than to manufacturers, so when Private Label quality hits parity, it’s a flywheel for repeat and basket expansion. (source-PYMNTS.com)

To deep dive further into the Private label basket economics I reached out to my retail friend Mr Nafees Ansar over a coffee chat to understand the Merchandise mix wherein Private label brand really helps hypermarket retailers.

Private labels in the middle east are predominantly seen in cooking oils, frozen foods, detergents & hygiene products etc.

 “Retailer while doing their category planning need to focus on – Good , Better, Best brand mix keeping the price parity in mind”.

“Your traditional MNCs FMCG brands act as category captain & driver. And with inclusion of Good and better alternative brands in the brand assortment mix which offers “Value” proposition to the customer is a sweet spot wherein retailer’s Private label brand fits in and provide a good value to the customers”, he quoted.

New emerging categories for Private label brands are babies’ hygiene and diapers category.

Covid saw emergence of disinfectant category gaining traction and gave retailers to develop their own disinfectant/sanitizer brands under Private label.

To learn 5 slides strategy method, click here

Category architecture that works

• OPP (value): 10–15% of SKUs to win price checks.
• Core parity: 10–20% to drive units and repeat.
• Premium/specialty: 5–10% to drive penny profit and brand heat.
  This ladder maps to the 25–35% Private Label sales target for mass hypermarkets and scales up for value formats.

How much of the mix should be private label?

Use live-market anchors to set a realistic “sweet spot,” then tailor by banner strategy:

• Mass hypermarkets (value + breadth): target ~25–35% of sales from PL.
  Benchmarks: Walmart’s private brands are ~31% of sales; Kroger sits around the high-20s; Target around mid-20s. This band reliably boosts gross profit while preserving branded choice. Talk Business & PoliticsFood Business News
• Price-led formats (superstore/supermarket leaning value): 35–50% of sales.
  Carrefour, for example, reports 36% of food sales from its own brands and is steering toward 40%. WARC
• Hard discounters: 70–90%+ of assortment (and sales).
  Lidl confirms >70% Private Label in its US assortment; independent reporting often cites ~80%. This is the efficiency model—limited SKUs, high velocity.

Categories where Private Label most often thrives

• Fresh & refrigerated (dairy, prepared, meat) for weekly trip frequency and trust-building.
• Pantry & center store (pasta, rice, canned veg, sauces) for visible value signaling.
• Home & paper / pet / beverages now delivering outsize PL growth vs. brands in the US. Food DiveConvenience

Case example:

Costco’s Kirkland Signature—“bigger than big brands.”

Kirkland is now a $67B+ brand (≈25% of Costco sales), surpassing many famous CPG brands by total revenue.

 Strategies: co-manufacturing with tier-one suppliers, consistent quality parity or better, pack-size value, and category-by-category entries where the brand can credibly beat national leaders (e.g., batteries, olive oil, spirits, laundry).

Result: in many Costco categories, Kirkland is the #1 share within the warehouse channel. (source –Fortune)

To learn about Retail Markdowns, click Here

Case example -Discounters (Aldi/Lidl)—structural PL dominance.
With ~75–80%+ of sales in PL and a limited-SKU model, discounters have taught shoppers to start with own-label—flipping the traditional brand-first mindset.

The strategic levers are EDLP, speed & efficiency, and targeted premium tiers to block brand trade-up.

Result: sustained share gains vs. branded grocers and a structural PL lead. (source- Supermarket News)

Watch the Video

5 slides strategy

Most of the people & businesses tend to perform better when they are challenged.

In his book “the real-life MBA” author Jack welch narrates a wonderful strategic tool called 5 slides.

 While making the strategy, use this tool to your advantage.

First slide of 5 slides method

Provide the assessment of the current competitive scenario, who are the competitors, their market share, SWOT etc.

Most businesses undermine their competitors… I recall a senior corporate leader who used to tell me – “good for them- they are selling so cheap; they will run out of the business soon”.

To learn about Retail markdowns as strategic tools, click here

 Infact strategy demands a re-look at the costing structures in order to make the similar product more cost competitive.

 Second slide of 5 slides method

 Include all the activities that your competition has done during past 3 months.

 Third slide of 5 slides method

Mention what activities you have done as a business during the same period.

Fourth slide

what is worrying you or which product or aspect of your competitor is a cause of concern for your business. Are your competitor getting funded for their expansions etc.?

To learn about beauty sector in Africa, click here

 Fifth slide –

Identify what niche or gap do you see in the market at point of time which is more like a AHA.. moment. What do you need to achieve your mojo back.

I believe this tool came as an eye-opener to me and it really addresses the entire competitive strategy and environment in just 5 slides.

Personally, I have become a fan of this tool.

In case you are looking to developing your brand strategy and need an outsider expert”s viewpoint. You now know who is your “Go to Person”.

Retailers who want to grow and scale their businesses and need a helping hand to make their vision into reality may reach out to me directly by mailing me at riteshmohan@yahoo.com

I help retailers & businesses with :

1. Sales training,
2. location scouting and analysis,
3. product launch strategies,
4. new product development and market studies,
5.  retail operations & SOP development
6. Ecommerce strategies and
7. franchising infrastructure development.

Markdowns a part of product Lifecycle

Markdowns, often viewed as margin killers, can become a strategic asset when used to drive volume, traffic, and brand loyalty.

The key lies in using data to manage markdown timing, pricing, and segmentation

Retail markdowns are planned price reductions aimed at accelerating inventory turnover, clearing seasonal stock, and driving customer traffic.

When executed strategically, markdowns not only mitigate losses but also fuel growth and profitability.

One of the most effective use cases for markdowns is seasonal inventory clearance.

Fashion retailer Zara, part of Inditex, uses end-of-season markdowns to maintain a lean inventory model.

With new styles hitting stores twice a week, Zara discounts unsold items by up to 50% after just 4–6 weeks.

This markdown cadence helps the brand maintain sell-through rates above 85%, significantly higher than the industry average of 60–70%.

 It ensures shelves are constantly refreshed, encouraging repeat visits and brand loyalty.

Another key use case is driving foot traffic and optimizing store performance.

Target exemplifies this with its “clearance endcap” strategy. The retailer uses data analytics to apply tiered markdowns—starting at 15% and escalating to 70%—to slow-moving merchandise.

 In 2022, Target reported a 10% year-over-year increase in store visits during clearance periods, contributing to a 2.7% lift in comparable store sales.

These markdowns not only clear space but also encourage basket-building behavior as customers discover discounted and full-price items together.

Other examples from real world show how markdowns can compensate for margin loss through increased footfall and higher basket sizes.

1.Macy’s: Footfall Surge Offsetting Margin Cuts

Macy’s, the U.S. department store chain, strategically deploys markdowns during key sales events like Black Friday and end-of-season clearances.

In 2022, Macy’s reported that its Q4 markdown campaign led to a 14% increase in store traffic, even as average unit margins dropped by 8%.

However, the higher volume resulted in a 6.2% increase in net sales year-over-year.

Moreover, promotional markdowns helped clear over $500 million in aged inventory, freeing up working capital and improving inventory turns by 15%.

2. H&M: Boosting Average Transaction Size
Fast fashion giant H&M leverages AI-driven pricing strategy to adjust prices based on inventory aging and demand elasticity.

During a 2023 spring clearance event, H&M saw a 9% drop in gross margin but a 12% increase in average transaction quantity (ATQ), as shoppers purchased more items per visit.

The increase in volume resulted in a 5% rise in overall revenue for the campaign period, validating the efficacy of markdowns in driving conversion.

To learn more about Markdowns, click here

Why Retailers Shouldn’t Shy Away?

Driving Traffic and Volume

Strategic markdowns attract footfall—both in-store and online—especially during key retail periods like end-of-season sales, holiday clearances, or promotional events. This traffic often results in basket expansion, as discounted items are bundled with full-price purchases.

Minimizing Losses

Holding on to unsold stock too long leads to deeper discounts later. Early, optimized markdowns help retailers maximize recovered value, reducing the steep losses of last-minute liquidation.

To learn Retail tricks from Tj Maxx, click here

 Enhancing Brand Agility

Retailers like Zara, Target, and Nordstrom use material resource planning not as desperate discounts but as part of a data-driven lifecycle pricing strategy.

 This increases sell-through rates, accelerates product rotation, and keeps the brand agile in a fast-moving market.

In essence, markdowns are not just necessary—they are vital for sustainable, customer-centric retail operations.

Artificial Intelligence gaining traction in Perfumery

This week, I met with one of my friend and trade partners over lunch, and the discussion took turn to fragrance manufacturing, as my friend had returned from attending a new fragrance launch in Dubai and was mentioning about the master perfumers’ work in creating a new fragrance.

“In future the same task would be done by AI using data science and AI agents, as every scent and its note is being coded by Machine learning systems”, I stated.

“How, is it possible”, asked my friend.

“A real-world example is Givaudan’s Carto, an AI-powered fragrance creation system”, I replied.

“Carto uses machine learning algorithms and an extensive database of fragrance ingredients to help create customized perfumes based on consumer preferences.

By analysing historical data, consumer feedback, and scent profiles, Carto recommends ideal fragrance notes and combinations, reducing the need for manual testing and iterations”, I continued.

Here comes the use of AI.

AI facilitates swift and seamless scent reformulation, allowing perfumers to substitute components while preserving the original formula’s cherished odor profile.

To learn about perfume flanker strategy, click here

What makes Artificial Intelligence more powerful?

The ability to consolidate & process data based on what fragrance is selling in the marketplaces, customer preferences, and trending fragrances all coupled under one algorithm to recommend the fragrant notes that would be most suited for Gen Z.

For example – Fragrance market sales data can be uploaded to an AI powered analytical agent to predict the notes of new scents. And AI will suggest substitute molecules that can make the fragrance cost-effective and more commercial.

This AI tool in fragrance testing allows brands to offer customized perfumes at scale, providing tailored scent experiences without direct input from a traditional perfumer.

Users can input desired emotions, memories, or even favourite ingredients, and the AI maps these inputs to optimal scent profiles.

The integration of AI in fragrance personalization not only speeds up product development cycles, but also makes luxury fragrance more accessible and inclusive.

 Brands like Yves Saint Laurent and Nose.fr have also adopted AI to match consumers with the perfect scent based on psychographic data and previous purchase behaviour.

To learn market-gaps in fragrance market of Angola, click here

My perspective about Artificial Intelligence:

As the fragrance industry embraces AI-driven customization, it’s clear that technology is not replacing creativity—it’s enhancing it.

AI is bringing the data science element into the perfumery by introducing data-driven solutions that enhance precision, speed, and personalization.

Digital disrupted the consumer’s behavior

Recently, while going to industry white papers, I came across an article from Google- Think Google, highlighting the changing consumer’s behaviors and it had highlighted this aspect using 4S method.

This article got me intrigued and I kept on reading it and loved the explanation and kept thinking… so true, how we have changed our shopping or response behaviors with social commerce & with our eyes glued to screens.

This newsletter I shall explain in my words the 4 S formula.

“4S” –Streaming

We are always streaming whether we are watching IPL cricket games on app, or YouTube video or even movies streaming from Netflix etc.

We are continuously consuming data and this is an opportunity for the marketers to tap the attention of their customers through story telling.

My suggestion –

Use & embrace Reels, shorts and short form videos on tiktok to narrate your stories about your brand.

Many brands, like Glossier, Quaker, and Temu, are coming to YouTube Shorts to tell their stories in just a few seconds.

“4S”- Scrolling

Scrolling today is a modern day’s window shopping. I call it 3secs window to make an impact to capture the attention of your customer with a “hook”.

Use visual hooks to grab the attention in the first 3 secs of your content. Hooks can be influencer doing something crazy or voice over narrating a headline in a funny manner.

Use AI tools to develop your attention grabbing “Hooks”.

“4 S” – Searching

Earlier, we used to depend upon Google now the dependence has lowered by AI tools. I use Gemini tool to ask or search any topic.

I suggest using deepseek.ai or ChatGPT – deep insights tool to research any topic.

It is important for the brands to figure out a way that they appear in the results generated by these AI tools.

“4 S” – Shopping

Shopping has become truly seamless wherein the customers can shop through OTT streaming platforms or from apps or even through social commerce i.e. shoppable click ads in Instagram or TikTok shops or may end his purchase in a physical store.

Truly, we are living in the digital world and doing business in the digital world. Sooner we embrace this fact, things will be smoother for professionals leading their businesses into digital transformations.

To develop your Influencer’s Marketing Plan, click here.

Watch the video explaining the zero click searches.

The Most talked discussion topic – Tech in retail

The latest discussion topic in any retail conference in 2024/25 had been on Experiential retailing.

Basically, providing your customers /shoppers something more than just product and excite them with the experience in which the customer could immerse themselves.

Off lately, the store designs are based on below insights

– “Build a store which initiates engagement, immersive experience rather than just showcasing the products.”

Ideal way: (My perspective)

Lay out the floor plans in a theatrical way in which your merchandise could become a main cast communicating the brand’s storyline and conceptualization.

One basic learning which is often missed out by retailers and brands is that the customer prefers convenience and dialogue and hate to be engrossed in layers of technology.

Retail is a simple business – Keep it that way.

Ritesh Mohan

 Use technology as an enabler to promote

1. Story-telling
2. Experiential retailing which sparks conversations & engagement amongst users.

Brands has to replicate their in-store experiences to online platform as well to keep synergy across touchpoints.

To learn about AI and fashion recommerce, click here.

Technology in Retail Case – Laura Mercier cosmetics.

Laura Mercier is leading this game with its immersive metaverse commerce presence using augmented/virtual reality from Apple.

Working with immersive shopping platform and Apple visionOS developer Obsess, the company utilizes web-based virtual reality (VR) and augmented reality (AR) to offer an HD-quality, 3D and 360-degree metaverse experience.

Laura Mercier has rolled out a beauty shopping app for Apple Vision Pro, which is controlled by a user’s eyes and hands and offered via the App Store. 

To learn as to why fashion houses are launching their fragrance lines, click here

Check the video here.

Inside the app, shoppers can seamlessly explore Laura Mercier products while immersed in their choice of metaverse settings, such as a New York boutique or a Parisian design studio.

Visitors can watch expert tutorials featuring Laura Mercier’s latest products, which they can then seamlessly purchase directly within the app.

Technology in Retail posing real challenge for retailers:

How to replicate online experience to offline & vice versa?

Most retail concepts fail in the first stage itself i.e. to identify which aspect of the business need to be communicated across touchpoints.

So, what immersive experience have you witnessed in the middle eastern retail? Feel free to comment below.

Want to learn sales? Learn growth hacks in sales, grab a copy of the book today.

What is recommerce?

Recommerce can be considered a synonym for reselling or aftermarket sales.

It covers the process of selling a like-new or used product that has been previously owned.

The buyers may go on to repair, refurbish, recycle, resell, or reuse the items they’ve purchased.

How big is Recommerce/ Resale market?

The resale market continues to grow, positioning itself to reach $73 billion by 2028.

As per the market study done by Thredup, U.S. consumers, on average, spent about half of their 2023 clothing budget on pre-worn items,

• More Interesting stats here

The global secondhand market grew 18% to $197 billion in 2023, 15 times faster than retail, according to the report.

Meanwhile, the U.S. secondhand market grew 11% to $43 billion in 2023, seven times faster than retail, according to the report.

Recommerce is here to stay and with the sustainability initiatives done by major fashion brands, it has got the desired boost.

Case – Poshmark

One of the best recommerce brand which is has built their business model around resale is Poshmark.

Poshmark is one of the resale market players which is leveraging AI for encouraging their users to post products for recommerce by making it easy for the users to post and sell on their platform using AI.

With the easy user interface (UI):

User just upload a photo, the AI tool then generates listing elements such as a title, description and category. 

Users can review and edit the generated content before posting their listing. 

The tool will appear as a button in the sell tab on the Poshmark app. It is similar to using Copilot app.

The Smart List AI tool is only available for iOS mobile app users in the U.S. and Canada in their first launch phase.

To learn more on recommerce, click here.

Question of the week:

What was the last thing you bought second-hand? Feel free to comment below.

Experiential marketing at its best – Lessons from Coldplay concert.

Recently, I witnessed two live concerts in Dubai. (I am not a fan of live concerts but thanks to my better half who keeps me updated with city events).

First concert was of legendary Indian singer Asha Bhonsle and Sonu Nigam which witnessed a crowd of over 17,000 fans attending the concert.

Second one, was of #coldplay, whose tempo had started in month of October with online booking and thankfully, we managed to get two tickets.

Believe me, I had got calls from many friends and relatives who wanted to come to Dubai just for the concert.

Being a management student, who is keenly interested in understanding the customer’s behavior and buying patterns, below are few of my observations.

1) FOMO –

The fear of missing out is the biggest trick which triggers the dopamine in our brains and make us participate in the event wherein everyone is contesting for tickets.

Lesson– People love to buy product or services, when they see others are buying and there is hardly any chance for them to get it. This triggers the fomo effect and people were witnessed with waiting list on ticketing portal running into 1000’s..

To learn more about Conversational commerce, click here.

2) Engagement frenzy

Many retailers are working on the assumption that Technology will bring engagement into their stores… which is a myth.

Coldplay concerts proved the fact that technology is only an enhancer.

Today People live in digital connected world.

Hence, they seek an escape from this digitization to experience a LIVE concert and yet remain connected by means of sharing reels and shorts on their social media channels.

It’s not watching the concert or songs on the favorite social media app or even spotify but the thrill of experiencing the physicality of the concert, the energy driven stadium atmosphere wherein everyone is singing, dancing, experiencing the event in visceral ways.

Retailers selling sports shoes and showing the videos of the athletes on their video instore screens is certainly not “Customer engagement”.

But,

Making the customers wear that sports shoe, kicking the real football onto the wall with built-in Kinetics systems to indicate the strike rate and analysing the kicking efforts & providing tips for improving the kick is what real -life engagement means.

I have witnessed brands/retailers who have misunderstood the term “Omnichannel” retail and are spending millions on store decor just on the premise that dependence on technology would improve their customer experience.

It is not like standing in the middle of the store & a chatbot explaining the product features;

customer experience is all about educating the customer on the looks he/she can have with that garment, how that fashion accessory would increase their fashion quotient etc.

Technology is just a enabler, Retailers need to be creative to narrate a story of their brand using tech platforms.

3) Coldplay PR strategy is the key to build brand authority

Many retailers think social media marketing would suffice their brand awareness and conversions;

however, the reality is social media combined with PR tools provide customers- a Brand Voice & Brand authority.

Did you see #chris martins visit to local city’s hangouts even temple (In India)? PR is the key.

Below are the videos of both the concerts and personally I enjoyed the events and learnt a lot from Gen Z during these events.

4) Coldplay Going sustainable as your Purpose/ CSR

Even the power generated during the concert was self-sustaining, using the kinetic energy of the concert goers dancing on the rubber mats converted towards electrical power.

Brands need to find their purpose and link it towards sustainability to thrive in coming future.