This conversation, recorded live at Shoptoberfest, features Brent Peterson and Scott Oshman discussing the current challenges in retail and e-commerce with Sarah Engel and Danielle Kurtz from January Digital. They explore the impact of COVID-19 on consumer behavior, the rising costs of doing business, and the importance of understanding customer expectations. The discussion also highlights the role of digital marketing and the need for brands to adapt to changing market conditions. takeaways The retail and e-commerce landscape is facing significant challenges post-COVID.Consumer expectations have shifted dramatically, especially regarding shipping and promotions.Brands need to understand their customers' true desires beyond just discounts.Rising costs are affecting all businesses, requiring more scrutiny in decision-making.Creativity in product offerings and marketing strategies is essential in a competitive market.Promotional overkill has conditioned consumers to expect constant discounts.Digital marketing strategies must align with business goals for effective results.Gen Z consumers prioritize authenticity and value alignment in their purchasing decisions.Retail media is becoming a significant revenue stream for brands, largely driven by Amazon's model.January Digital focuses on deep business understanding to drive marketing success.Sound Bites "It's a beer hall, it is feel like you were doing what you were supposed""Everybody's challenged with this. It is not just me.""The customer has to have this, know, curbside and free shipping."Chapters 00:00Introduction to Shoptoberfest and Guests 02:46Challenges in Retail and E-commerce 10:15Customer Expectations and Promotions 15:18Current Market Dynamics and Strategies 24:24Overview of January Digital and Its Services