The Customer Whisperer Kate Hardcastle launches new book The Science of Shopping and lays down challenge to retailers
The Science of Shopping is pitched as a no nonsense guide to how and why we buy now, available globally from 24th June. Written by international consumer expert and broadcaster Kate Hardcastle, aka The Customer Whisperer, the book dives into 25+ years of insight from shopfloors to boardrooms.
The Science of Shopping reveals how retailers, brands, and consumers are navigating the most seismic shift in spending behaviour in modern history. Backed by global data and real-world stories from brands including Erewhon, Selfridges, Aldi and Primark, it explores the emotional, technological, and psychological dynamics driving what we buy - and why.
At the heart of the book is a challenge to businesses: if you don’t understand who your customer is and why they shop, you’re not just missing sales - you’re irrelevant.
How are consumers changing & what does it mean for businesses?
— Kate Hardcastle MBE (@katehardcastle) October 2, 2024
Today’s consumers are more empowered, informed, and selective than ever before. Their preferences, values, and buying habits are evolving at an unprecedented pace, and businesses must keep up or risk being left behind pic.twitter.com/oXAyA0o2ar
Top takeaways include:
• 80% of shopping decisions will soon be influenced by AI
• The global retail market is now worth $29 trillion
• One in three shoppers buys emotionally, to feel better, not just to spend
• 67% of consumers don’t trust advertising to guide their decisions
• Gen Z wants “real-life” retail - not just algorithms
• A viral product can succeed or fail in under 12 hours
• The way we buy things now matters more than what we buy
• Trust, transparency, and timing will define the next era of retail
• The future isn’t just digital, it’s deeply human
• Hardcastle’s original model, The Buyerarchy of Needs, maps the core reasons we purchase: comfort, connection, confidence, control, and community
Hardcastle says: “Making a great product is only half the story. The rest is emotion, strategy, and trust. The Science of Shopping gives every brand, from global powerhouse to garage startup, the tools to connect, inspire, and truly sell.”
The Science of Shopping is available globally (exc. USA) from 3rd June 2025 Amazon, Waterstones & all good bookshops. It goes on sale in the USA on 24th June at Barnes & Noble, Amazon, Target and all good bookshops. Published by Kogan Page, it retails for £29.99.
RTIH AI in Retail Awards
RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries.
As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.
With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.
Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.
Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.
This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.
Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com
Key 2025 dates
Friday, 18th July: Award entry deadline
Tuesday, 22nd July: 2025 finalists revealed
Wednesday, 23rd July - Friday, 8th August: Judging days
Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.
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