11th of November 2026, Bucharest

THE NEW RULES OF RELEVANCE

What does it take for brands to matter now?

Half a morning on what earns attention, trust and the sale in 2026.

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Retail Technology Marketing Consumer Behaviour is in constant motion.

The rules of relevance are being rewritten

Consumer expectations are shifting, technology is changing how brands connect with people, and value is being redefined in real time. In a world where attention is harder to earn and loyalty easier to lose, staying relevant takes more than keeping up with trends.

At Shopgrade 2026, we’ll explore the new rules of relevance: what makes brands and retailers matter today, what is changing around them, and how they can respond in ways that are meaningful for people and valuable for business.

11th of November 2026

Explore Our Event Schedule

Join us as we present a structured timeline of activities for Shopgrade. This schedule includes session details, speaker names, and essential times to help you navigate the day. Plan your participation effectively and make the most of your experience.

09:00 - 09:30

Welcome coffee & check-in

09:45 - 10:30 Four tribes and their search for meaning

Robert Santa

About the session

In the past few years, we have noticed that individuals are increasingly grouping themselves into identitarian families. This is true for both younger and for older generations. These are not just subcultures, it is more than being a „hipster” or being „trad”, for example. And the depth of one’s ideological roots is no longer linked to their age. Convictions can wither and change, but they feel deep from the get-go, at least for the people adopting them. New identities are embraced not via exploration, but often via identification. The hyperpolitical individual is both more militant and more powerless, and radicalism is often the outcome. Given all of these, how do individuals at the cusp of the AI age relate to brands and their identitarian propositions?

About the speaker

Robert Santa holds a Master’s degree in Education from the University College of London’s Institute of Education and the University of Deusto in Bilbao, as well as a PhD on the integration of migrants in Romania from the National University of Political Studies and Public Administration (SNSPA) in Bucharest. He was actively involved in the student movement at the local (Timișoara), national, and European level. He has coordinated publications of the European Students’ Union, including their flagship study on the impact of the Bologna Process, Bologna With Student Eyes. Between 2011 and 2013, he was responsible for academic affairs at Adecco Romania, and between 2017 and 2022 he worked with the Presidential Administration of Romania. Since 2022, he has been coordinating the research activity of Rethink Romania. He has published multiple articles in the fields of education, demography, and the social impact of demographic change. His recent work focuses extensively on monitoring cultural, social, and demographic trends and their impact on the economy.

10:30 - 11:15 The Signal Is Already Here.

How AI helps brands find what matters in fragmented real-world data.

Raluca Păduraru

About the session

Brands have access to more data than ever before: feedback, reviews, in-store photographs, sales results, and observations gathered directly from the field. Yet this information often remains fragmented, and the gap between what is happening in the market and how the organization responds is still too wide. Raluca Păduraru explores how AI tools can connect data sources that do not normally communicate with one another, identify patterns, and turn scattered signals into useful business hypotheses. Through international examples from retail and FMCG, the presentation looks at both cases where AI accelerated learning and decision-making, and cases where, although the technology worked, it failed to solve the problem that actually mattered. Through four examples from retail and FMCG, participants will see how AI can turn field data into rapid feedback and support decisions about what to keep, what to change, and what to stop in the next execution.

About the speaker

Raluca Păduraru is a Futures of Work Strategist and the founder of Upvance Global. She has been working in people and team development for two decades, and over the past two years she has facilitated more than 1,000 hours of AI-focused labs with over 5,500 participants, from entrepreneurs to corporate management teams. Raluca helps transform non-technical teams into AI Business Translators, people who understand business problems, solve them with the help of AI, and build systems that remain embedded within the organization. She is a Certified Foresight Practitioner, an Emerging Fellow of the Association of Professional Futurists, and the author of several studies and reports on the future of work in Romania and on how AI is being used in the workplace in Romania.

11:15 - 11:45

Coffee Break

11:45 - 12:30 What Retailers and Brands Are Already Doing Differently

Sharon Yourell Lawlor

About the session

What makes a brand or retailer relevant to today’s shopper – and how is that changing? Drawing on what she is seeing across international markets, Sharon Yourell Lawlor takes the audience inside the stores, brand experiences, activations and emerging retail practices that are already signalling what comes next. From convenience and value to discovery, personalisation, technology and experience, this highly visual keynote explores the changing expectations of the modern shopper through real-world examples. But this isn’t a trends tour. Sharon will decode why these shifts matter, what brands and retailers can learn from them, and the practical implications for businesses looking to earn attention, remain relevant and convert changing shopper expectations into growth. Expect fresh signals, real examples and practical inspiration from retail around the world.

About the speaker

Sharon Yourell Lawlor is an international retail and shopper strategist, keynote speaker and Managing Director of THINK PLAN DO CONSULTING. With almost 30 years’ experience across FMCG, retail and shopper marketing, she helps brands and retailers understand the modern shopper and turn insight into action. Recognised as an NRF Retail Voice, a RETHINK Retail Top Global Retail Expert and one of Retail Technology Innovation Hub’s Top 100 Retail Technology Influencers, Sharon is also the creator and instructor of LinkedIn Learning’s Retail Marketing Strategy course, which has reached more than 24,000 learners globally. Working internationally with retailers, brands and technology businesses, Sharon brings a practical, real-world perspective on how shopper expectations, technology and retail are evolving. She is also co-host of What’s In Store – Making Sense of Modern Retail, a new series going behind the scenes with retailers, brands and innovators to uncover what is changing in retail and what it means for the industry.

12:30 - 13:30 What Remains Unchanged Within Us – A Journey Toward Human Connection

Alexandru Stermin

About the session

Our meeting is intended as an exercise in reverse anthropology, a journey into indigenous communities in the jungles of Brazil and the forests of Vietnam. The question we start from is: what is cultural, and what is universal in the way people connect with one another? We will discover that the underlying mechanisms are the same everywhere: the need for reciprocity, trust, storytelling as a social bond, and ritual. What differs culturally is only the form. The underlying structure remains the same, only the interface changes. It seems that the same applies to the rules of relevance today: the rules are constantly being rewritten, but the mechanism behind them is ancient and well worth exploring.

About the speaker

Alexandru N. Stermin is a biologist and explorer. He teaches Comparative Vertebrate Anatomy, Ethology, Bioethics, and Human Ecology at Babeș-Bolyai University’s Faculty of Biology and Geology, where he also coordinates the Center for Explorations in Environmental Humanities. His academic background spans biology, theology, psychology, and philosophy. He has taken part in expeditions to the jungles of South America and Siberia, held research fellowships at the University of Greifswald and the State University of Rio de Janeiro, and has visited indigenous communities in the jungles of Brazil and the forests of Vietnam. Actively involved in science communication and nature conservation, he contributes articles to Dilema and National Geographic. His books Călătorie în jurul omului (A Journey Around the Human Being), Căzuți din junglă (Fallen from the Jungle), and Privirea urangutanului (The Orangutan’s Gaze) have become Humanitas bestsellers.

13:30 - 14:30

Lunch

Connect and Inspire

Why Should You Attend?

Learn from Leading Experts

Four industry professionals will share cutting-edge insights on global consumer trends, AI in retail, breakthrough campaign strategies, and the evolving Romanian market. Walk away with actionable intelligence you can implement immediately.

Engage in Real-Time Discussions

Dive deep into the issues that matter most to your business through interactive Q&A sessions and live discussions. Get your burning questions answered and debate the hottest topics shaping retail marketing today.

Connect with Your Peers

Network with fellow trade marketing managers, brand managers, and sales professionals during coffee breaks and lunch. Build valuable relationships, share experiences, and discover new collaboration opportunities within Romania's retail marketing community.

LOCATION Nord Events Center by
Globalworth

Sala Opus and the Atrium, on the first floor of the Globalworth campus in northern Bucharest.

ADDRESS
Bd. Dimitrie Pompeiu 4–6, Globalworth campus, Bucharest
ROOM
Sala Opus, first floor — 250 sqm, theatre layout, 120 seats
BY METRO
One minute from Pipera station. Walk past Campus A, keep Campus C on your right — the entrance is straight ahead.
BY CAR
Paid public parking is available just off Str. George Constantinescu.
Cum ajungi: alege traseul afișat pe hartă
Shopgrade 2026: acces Nord Events Center Hartă de acces: traseul pietonal de la metroul Pipera și traseul cu mașina dinspre parcare, până la intrarea Nord Events Center. Nord Events ACCES M PIPERA BD. DIMITRIE POMPEIU STR. GEORGE CONSTANTINESCU PARCARE Carrefour Globalworth Campus B Starbucks Globalworth Campus A Globalworth Campus C Medicover

Bd. Dimitrie Pompeiu 4–6 La 1 minut de metroul Pipera · intrarea dinspre Campus C

Deschide în Google Maps ↗ (se deschide într-o filă nouă)

Secure Your Spot at Shopgrade Today

Join us on 11 November 2026 for half a day of fresh perspectives, meaningful conversations and shared ideas around The New Rules of Relevance – exploring what it takes for brands to matter in a world where consumers, culture and expectations are constantly evolving.

A forum for Marketing and Retail Professionals.

Shopgrade has been at the forefront of transforming retail marketing since its inception. Our mission is to connect industry professionals, share insights, and foster innovation among brands. Over the years, we have witnessed significant advancements in strategies and technologies that shape consumer engagement.

Join us as we explore pivotal moments that have defined our journey and learn about the impact we’ve had on the industry. From guest speakers to immersive workshops, each edition aims to inspire and equip attendees with knowledge and tools for success in today’s market.

Presented by g7 Marketing

Most agencies study consumers through data and digital signals. We see them through a human lens. Every day, thousands of our people are embedded in the real world, in retail environments, on city streets, at brand activations, observing, listening, and engaging with consumers in their natural moments of choice. 

Our three integrated service lines, retail operations, shopper marketing, and brand experience form a continuous intelligence loop where human observations shape strategy, and strategic insights enhance every consumer interaction. 

Frequently Asked Questions

Explore answers to common inquiries about Shopgrade.

You can register for Shopgrade directly through our website. Simply navigate to the registration section, fill out the form provided, and submit your details to secure your spot.

Attendance is free of charge for all invited guests. Just be sure to register on the website or speak to a g7 representative.

Yes, Shopgrade will feature multiple guest speakers from the industry sharing their insights and experiences. You won’t want to miss these sessions!

The event will provide various networking opportunities throughout the schedule. You will have the chance to connect with industry professionals and fellow attendees during workshops and breaks.

Yes, you can bring a guest. Please ensure to register them in advance to ensure they receive all the necessary materials and access.

Sala Opus is on the first floor of the Globalworth campus, at Bd. Dimitrie Pompeiu 4–6. Pipera metro station is one minute from the entrance.

If you are driving, the campus car park is public and paid. You can open it in Google Maps – the entry is on Str. George Constantinescu. From there it is a short walk north past Campus C, and the entrance is straight ahead.