"There's going to be a lot of noise in the market [during the festive season]," said Google's head of retail Sophie Neary, indicating that the rise in generic shopping queries complicates brand visibility amid heightened competition.
Stuart Chalmers, retail lead for Accenture in the UK, noted, "It will be another tricky festive season for retailers this year... especially amongst Gen Z and Gen Alpha," emphasizing the need for adaptation to changing consumer behavior.
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