Retail is changing faster than the boardroom can keep up – and it’s empathy that’s lagging, retail expert Kate Hardcastle MBE has warned.

She was talking as part in a retail panel discussion for the UK North launch of her new book The Science of Shopping at retail destination Arighi Bianchi in Cheshire

Kate Hardcastle challenged brands to stop chasing short-term gains and start rebuilding trust with emotionally intelligent leadership.

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She highlighted in the race for innovation, many brands are forgetting the very thing that drives consumer loyalty: emotional connection.

“We’ve become obsessed with dashboards and data, but forgotten just how human shopping is. It’s still emotional. It’s always been emotional”, Hardcastle said.

She addressed an audience alongside guest panellists Richard Pownall CEO of Pooky Lights, Jan Duckworth, MD at Cox & Cox, Sarah Bianchi, CEO of Arighi Bianchi, and retail accessibility champion Hannah Cockroft.

Hardcastle argued brands who succeed next won’t be the ones with the flashiest tools – but the ones who use technology to enhance human connection, not replace it.

“You’ve got to merge your data with your emotional intelligence.

“Build with your customers, not just sell to them. If you want to create legacy and long-term value, you have to care about how people feel”, she explained.

Her call for a “feel-good business” is more than sentiment. It’s a strategy. One that energises staff, inspires consumers, and ultimately delivers better performance on the bottom line.

Hardcastle also highlighted how the ongoing rise of retail-tainment is changing expectations. “Consumers don’t have to visit shops anymore – they must want to.

“That means brands have to offer more than convenience. They must deliver experience.

“That’s why environment matters so much. The smell, the theatre, the emotion – sensory storytelling is paramount.”

This point was echoed by Arighi Bianchi CEO Sarah Bianchi, who leads her family’s 170-year-old retail business and believes retail-tainment is about merging culture, tech, and human behaviour.

She advocated building the emotional bridge between your brand and your customer, and designing experiences.

Within this strategy Bianchi emphasised the importance of creating brands people feel proud to buy from, and work for, which she highlighted as a pivotal reason Arighi Bianchi is still going strong after 17 decades.

A final point highlight by Hardcastle was about the rising use of dynamic pricing and how a lack of transparency can erode trust.

“Consumers understand that businesses need to make a profit. But they want fairness. If pricing feels sneaky, you’ve lost them” she said.

Her advice? Don’t hide the tech – educate consumers, and don’t ditch the human touch – enhance it and build a workforce that takes pride in delivering experience not just service.

“This isn’t about warm fuzzies. It’s about building businesses that actually work – financially, operationally, and emotionally.

“That’s what creates value. That’s what earns loyalty. And it’s damn hard work.”