What Retail Gets Wrong (and Right) with Melissa Minkow of CI&T

On this episode of What Just Happened, the host and creator Christine Russo welcomes Melissa Minkow, Global Director of Retail Strategy at CI&T, to explore the intersection of consumer behavior, retail technology, and economic pressure. Minkow shares her unique lens on retail, combining front-line experience with corporate strategy and research, including her work on CI&T’s proprietary Connected Retail Report, which surveys U.S. consumers on their expectations and behaviors across shopping, tech, and discretionary spending.

The conversation covers how consumers are adapting to rising costs by prioritizing necessities while selectively spending on experiences over products. Minkow explains how economic uncertainty and what she calls “economic PTSD” are shaping lasting consumer habits. She emphasizes that this is not a time for retailers to retreat, rather, it’s a critical moment to invest in resilient tech stacks, improve operations, and avoid cost-cutting that damages the customer experience, as seen in the downfall of department stores like Macy’s.

Russo and Minkow also dig into hot-button issues like tariffs, reshoring, and “Made in the USA,” noting that brands should tread carefully in their messaging while preparing for prolonged uncertainty. They end with a forward-looking take: the best retail experiences will borrow from industries like music and travel, where digital convenience and personalization set the standard for consumer expectations.