The fastest way to clarity in retail isn’t a louder megaphone, it’s a smarter network. Scott sits down with Paul Lewis, managing director of RETHINK Retail, to unpack how a global community of 500+ vetted experts, executives, and solution leaders is changing how the industry learns, collaborates, and executes. What began as a gap spotted at a conference, coverage without connection, has grown into a living system where operators bring real challenges into monthly mixers, stress-test ideas under Chatham House rules, and leave with practical next steps shaped by multiple perspectives.
Paul explains why RETHINK moved beyond a traditional media model toward a two-way platform: the pace of change outstrips any single newsroom, and the most valuable insights come from cross-disciplinary friction, AI meets HR, supply chain meets privacy, store design meets data science. We dive into RETHINK Advisory’s multi-expert approach, where small panels debate tradeoffs under NDA, and retailers get the benefit of agreement when it’s warranted and constructive disagreement when it reveals hidden risks. From short, targeted guidance to full project work and interim/fractional leadership, the model flexes to the actual shape of modern work.
We also go inside the Top Retail Experts program, how candidates are selected for true thought leadership, seasoned judgment, and real reach, and why geographic and functional diversity matter for better decisions. Then we zoom out to the near future: generative AI reshaping SaaS and roles, supply chains growing more complex and regulated, and capital markets pointing toward the next 24 months of innovation. With new partnerships across trade orgs and more local meetups, RETHINK is building a connected map of the industry so leaders can “turn on their high beams” and take the next curve with confidence.
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More About this Episode
The Power of Community in Modern Retail: Inside the Rethink Retail Revolution
In today’s rapidly evolving retail landscape, success is no longer determined solely by who has the largest stores, the best digital campaigns, or the most advanced technology. The game has shifted - and it’s increasingly about who you’re connected to, what conversations you're part of, and how quickly you can adapt to change. At the heart of this new dynamic is community: the sharing of ideas, the collision of diverse perspectives, and the collaborative energy of people working together to solve complex problems.
That’s exactly the mission behind Rethink Retail, and it’s a vision that’s quickly reshaping how retailers engage with thought leadership, innovation, and each other.
Under the leadership of Paul Lewis, Rethink Retail has grown from a media brand into a dynamic, global network of top retail thinkers and doers - one that’s not just reporting on the state of retail but actively shaping its future. From its growing pool of 500+ vetted experts to the newly launched Rethink Advisory arm, the organization is enabling smarter, faster decision-making for brands navigating the volatility of modern commerce.
So, what makes this community model so impactful - and what does it signal about the future of retail?
Redefining Retail Expertise in a Crowdsourced World
Rethink Retail didn’t begin in a boardroom; it started with a conversation over drinks at a Miami conference. That informality, that openness to explore what wasn’t being talked about, is baked into the DNA of the organization. Founders Paul Lewis and Julia Hare recognized a gap in the industry: while retail media was doing an adequate job of covering surface-level developments, there wasn’t a hub connecting true subject-matter experts with the people who needed them most, retail leaders making real decisions in real time.
And so, Rethink Retail was born, not just as a content hub but as a living, breathing community that defines retail in the broadest, most inclusive sense: from grocery to luxury, from direct-to-consumer to convenience, from big-box to B2B2C.
In this environment, being an “expert” isn’t just about having a title. It’s about offering specific, strategic value to others, whether you specialize in affiliate marketing, international expansion, AI implementation, or supply chain optimization. As Lewis puts it, “Retailers come to us with real challenges - and we connect them with real problem solvers.”
From Media Brand to Innovation Engine
While the roots of Rethink Retail may lie in media and analyst coverage, its growth has outpaced that initial identity. Today, it’s a hybrid of media platform, think tank, and consulting collective, powered not by a centralized team of generalists, but by a decentralized community of high-level specialists.
The shift is subtle but profound. Traditional media is a one-way street, broadcast over bullhorns, curated by a small team. Rethink Retail thrives on dialogue, iteration, and the real-time sharing of insights. It offers:
- Monthly virtual mixers for retailers to meet global experts
- Chatham House rule discussions that unlock candid, peer-to-peer dialogue
- Personalized connections between retailers and specialists for fractional, interim, or project-based roles
This model breaks the old consulting mold. There’s no off-the-shelf methodology or bloated deliverable stack. Instead, retailers get access to multiple viewpoints on a single problem, an approach that reflects the complexity of today’s challenges, where decisions around AI, e-commerce, or digital transformation can span multiple departments, geographies, and strategic horizons.
Introducing Rethink Advisory: A New Model for Retail Consulting
Perhaps the clearest evolution of this community model is Rethink Advisory, a new initiative bringing together veteran retail operators and strategic thinkers to provide bespoke guidance to companies in transition or transformation.
What sets it apart from traditional consulting? Flexibility and breadth.
Retailers can engage with Rethink experts for just a few hours of consulting or bring on fractional and interim executives who can fill leadership gaps during a transition. Think: someone who can step into the Head of E-Commerce role for 60-90 days while a permanent hire is made, or an international expansion expert who consults one day a week as the business grows into new markets.
It’s a modular, tailored approach that reflects the reality of modern work: the old 40-hour model doesn’t fit every need, and companies want just-in-time expertise without long-term overhead. It’s more agile, more efficient, and ultimately more aligned with how modern retail organizations function.
Cross-Disciplinary Insights That Break Down Silos
The brilliance of the Rethink model isn’t just in individual expertise, it’s in how those experts interact. Complex retail challenges, from AI integration to ESG strategy, demand cross-functional thinking.
Take AI as an example. It’s not just an IT initiative. It impacts:
- HR, through job redesign and workforce efficiency
- Security, through data privacy concerns
- Marketing, via personalization and content automation
- Operations, through predictive inventory and logistics
Rethink brings these viewpoints together - enabling more nuanced, forward-looking decision-making.
Retailers don’t just get the IT perspective on AI. They get the HR, legal, marketing, and global context too. That’s the power of a truly multidisciplinary network: it sees around corners, anticipates second- and third-order effects, and uncovers blind spots.
Events That Drive Connection, Not Just Content
While virtual mixers and digital content remain important parts of the Rethink ecosystem, in-person engagement is still central to its mission.
At major industry events like Shoptalk and Groceryshop, Rethink hosts private executive dinners, happy hours, and curated briefings. These aren’t sales-driven networking sessions - they’re connection points between leaders, often with no agenda beyond sharing ideas, building trust, and sparking collaboration.
There’s also the Global Retail Leaders initiative - a curated community of director-level and above retail executives who gather online and in person to share insights, contribute to reports, and participate in speaker bureaus at global events. Whether it’s a podcast, white paper, or stage appearance, Rethink helps these executives build their personal brands and give back to the industry.
As Lewis explains, “Retailers don’t always have time to fly across the country or write articles. Sometimes all it takes is a 2-minute quote texted from the airport. We make it easy to contribute.”
The Top Retail Experts Program: Recognition Meets Contribution
One of Rethink Retail’s most impactful programs is its Top Retail Experts list, now in its seventh year. It’s become a trusted benchmark in the industry, not because of glitz, but because of rigor.
The selection process prioritizes:
- Proven thought leadership (writing, speaking, publishing)
- Depth of experience and credibility
- Real industry reach and impact
It’s not pay-to-play. In fact, there’s no fee at all. The goal is to identify and celebrate the brightest minds in the global retail industry - and then connect them with the people and problems where they can make a difference.
Looking Ahead: Trends Retailers Can’t Afford to Ignore
With access to insights from global experts, tech providers like Microsoft, and even venture capitalists, Rethink has a unique vantage point into the future of retail. So what’s coming?
Here are a few high-priority trends the team sees on the horizon:
- Generative AI’s Impact on SaaS (Software as a Service) - Expect a significant shift in how retailers use and pay for software. SaaS architectures will evolve rapidly, creating both disruption and opportunity.
- The Rise of Fractional and Interim Leadership - As companies restructure and adapt, on-demand expertise will become essential. Not every role requires a full-time hire, and the ability to scale leadership based on need is now a competitive advantage.
- Real-Time, Cross-Functional Decision-Making - The old model of siloed strategy is breaking down. Retailers will increasingly rely on integrated views of technology, operations, customer behavior, and finance to guide decisions.
- Global Expansion with Local Sensitivity - As markets like the Middle East and Asia grow, understanding regional nuances, from tech infrastructure to consumer behavior, will be essential. Rethink’s global expert network is a crucial asset in navigating this complexity.
- Retail Media and Monetization at Scale - The next frontier for many brands is turning their own digital real estate into revenue. But doing it well requires strategic partnerships, robust data, and the right mix of content and commerce.
What’s Next for Rethink Retail?
As 2025 winds down and we look ahead to 2026, Rethink is doubling down on community, connection, and collaboration.
Expect to see:
- Expanded local meetups in major cities worldwide
- Deeper partnerships with vertical-specific trade associations
- New tools and platforms to make expert connections even more seamless
- Continued investment in global perspectives, ensuring diverse viewpoints across markets
And above all, a continued commitment to serving the retail industry not just as a media outlet, but as a catalyst for growth, learning, and innovation.
The Takeaway
The future of retail isn’t just digital or global or AI-powered. It’s collaborative. It’s about networks, knowledge-sharing, and multidimensional insight. And Rethink Retail is quietly becoming the connective tissue that brings it all together.
For retail leaders ready to navigate complexity, accelerate innovation, and build lasting relationships, the message is clear: don’t go it alone. Join the community that’s rethinking what’s possible.
