The hottest topic in the digital market, Salesforce’s Jo Gaines reckons, is loyalty. And she has two words for brands not delivering personalisation, killer experiences, and a rewarding value exchange: ‘Watch out’. “They really expect you to know all of that,” she says. Competitors are likely circling. Beauty giant MECCA is nailing it, and there are smaller businesses emerging that are looking at partnerships to deliver similar experiences. Likewise, Gaines says, purpose-driven organisations are seeing fundamentally better returns, and the work by big corporates during disasters isn’t going unnoticed. “People are going to Woolies and Coles, they're going to Bunnings, they're relying on companies like Cotton On,” she says. “They are front and centre in the community. They are holding the community together.” These are some of the latest shopping trends in 2022.