This video features a keynote presentation by Kelly Pedersen, partner, global retail leader at PwC, titled "The Data-Driven Consumer: How Tech Behaviors Are Reshaping Retail" from Total Retail Tech in Atlanta last month.

As technology rapidly evolves, so do consumer behaviors — and the implications for retail are profound. In this data-centric session, Pedersen shared PwC's latest consumer behavior research, including what to expect for the upcoming holiday shopping season. From mobile shopping habits to artificial intelligence-powered personalization to real-time fulfillment expectations, learn how tech-savvy consumers are influencing retailers' holiday planning.

This session examined how these external shifts are pushing retailers to transform their internal operations, from supply chain agility and workforce enablement to data architecture and customer analytics. Viewers will gain a clearer view of emerging consumer behaviors and actionable strategies — including investment plans — to stay ahead in an increasingly tech-integrated retail landscape.