Retail Is Emotional, Not Rational with Kate Hardcastle The Customer Whisperer | RTS 2026

Hello, everybody.

Welcome back.

This is Omnitalk Retail.

I'm coming to you live from the retail technology show in London in the Fusion podcast studio.

And joining me now is someone who I just met at this show and kind of surprised that I haven't met her before.

Actually, we were just talking about that before we hit record, and that is Kate Hardcastle, AKA the Customer Whisperer.

Kate, how are you today?

I'm really good.

Thank you for having me.

Yeah, no, it's a blast to meet you.

So tell us about yourself and how one becomes the customer Whisperer.

Well, it wasn't intentional.

Okay.

But I'm very pleased that we are at this point today.

So I'm an advisor who has a broadcasting and a speaking career.

Okay.

And when I was in the TV studios looking into some of the primetime TV work I was doing, the production team I worked with very politely told me that what I did was too complex and too boring.

So they gave me the moniker the Customer Whisperer.

Okay.

And I was a little bit upset with it to start with, I'm going to be honest, because all I knew of was the dog whisperer, Caesar, the dog whisperer.

That's not what I do.

I didn't go to insead for that.

So it basically explains me in this bridge role, which I felt was ever more important between the consumer and brands, be those brands, a tech business, a retail business, sporting business.

And what it also allows me to do, which I'm very excited about, is kind of cross pollinate industry to industry.

So I'm not retail specific.

I am moments specific.

Where the consumer heartbeat is, that's where I want to be.

So I'll be as equally comfortable at Cannes lion or south by Southwest as I will be here at Retail Technology Show.

And I love doing that because it means I can pick the phone up to people in different industries and sectors because we're all getting more closely aligned.

Right, right.

Technology has a tendency to do that, doesn't it, Kate?

Yeah.

Yeah.

So you wrote a book, too, the Science of Shopping as well.

Tell us about that.

I was quite reticent to write the book just like I was with the podcast.

I'd love some advice with you.

I did a very separate podcast, Rock and Roll Business, which I' proud of.

Oh, that sounds cool.

That links back into my music career, but I haven't yet done that one because I think it does become the bit of the cliche, doesn't it?

I've written the book and everything else, but an incredible publisher came on and said, what Would you like to write?

And I said it would be great again to have a bridge of a book that a consumer could pick up or a retailer or a tech person and all feel that we're going on the journey together.

And that's what we did.

So we have some incredible interviews in there.

We've got some fantastic case that.

And it's just basically me talking about that constant idea that we buy emotively, that we are creatures that are far more complex than a data dashboard will ever read and how much emotional intelligence really counts.

Yeah, yeah.

You also introduced this concept called the bierarchy of needs.

What is that?

What does that mean?

Perfectly stolen from Maslow's hierarchy.

Oh, right, right, right.

Nicely done.

Well, you know, we were looking into psychology and how people work, and it was just a way for me to explain to organizations that, you know, you shouldn't worry too much.

That one I was talking about, particularly pick and mix ethics when it comes to sustainability.

Okay.

And a very fair question from a retailer was, I just don't get it.

One minute we've got to be all green and purposeful, then the next minute the consumer's pushing us on the fastest delivery, the cheapest price.

How can they want both?

How can that even be a mindset?

So that was kind of the reason, the rationale, to explain the idea that we can be all things and our minds do work, that we'll watch a TV show, we'll listen to your podcast.

Okay, I'm really influenced that way.

And then we'll read a book or we'll hear something else and be influenced a different way.

And it's not a case of who shouts loudest, because, of course, we've got that value set.

But I do think sometimes we have to give permission to be people that have multiple interests, multiple engagement points and purpose.

And we're allowed to change our minds, too.

Right, right.

That's the other thing.

We're allowed to change our minds.

Yes.

Nothing's ever set in stone.

All right, I know we've got you on a tight schedule today, but I do want to ask you about the human touch.

The human touch of retailing, particularly in this age of AI.

How do you think AI is going to impact the importance of the human touch element in retail, particularly?

Can I sound probably extremely positive and joyous for a British.

Of course you can.

That's almost anathema, but yes, go ahead.

Okay.

I really think it's going to be an enabler.

I'm a tech geek and I have been to medical conferences on AI and again, different sectors who have maybe a different mindset, they're not as closed door.

And I truly think we need more human touch.

And anytime we can use a tool that allows us enablers, the time, the infrastructure, the opportunity of that, that is the purpose.

So if it's got technology on it, you'll find me there because I want to discover and work with you as brands to understand where you're going with this.

You can be the big system change here.

Got it.

So you think, really then the element of freeing up time to create more human interactions is what's one of the good byproducts that's going to come from.

It so many ways?

I mean, at future stores in London, we have this experimental zone.

We can see heat spots, but we can also see eye movement, we can see touch points, we can see engagement pieces.

There's so much sophistication.

You and I know that what sticks, what lands, we will yet see.

But I truly think tech could be the hero here.

Yeah, it can out all the great things that make retail special.

All right, well, that was Kate Hardcastle, the customer whisperer.

I tried to whisper there as best I could, even though I'm in a loud conference exhibit hall.

So until next time, everybody, as always at Omnitalk.

And also, special thanks to the Retail Technology show and Avusion for making our coverage possible.

But as always, be careful out there.