Consumer behavior continues to fundamentally reshape retail real estate. In an interview with IREI, Katie Grissom, Nuveen’s global head of retail, describes a structural shift from brand-led retail to behavior-led ecosystems, arguing that habit, not loyalty, has become the dominant driver of performance.
“Consumer influence has shifted from reactive to directive,” Grissom says. “Previously, retailers led trends while consumers expressed influence through feedback and loyalty. Today, consumers and influencers determine trends driving engagement.”
With near-zero switching costs and infinite choice, consumers no longer complain or negotiate — they simply disengage.
“Relevance must be continuously earned, not defended,” she says.
Retailers now have near real-time visib
