Want to Stay Relevant? Stay Curious 

By Sarah Hood, VP Account Leadership

To truly resonate with shoppers, take a walk through the store—but check your ego at the door. 

Marketing that misses the mark isn’t just bad luck—it’s probably a sign that you’re not paying attention.  

In today’s impossibly fast-moving world, brand relevance isn’t earned by trophies in the office case or teams with years of commerce marketing expertise. Instead, relevance is earned and sustained through intentional, ongoing attention to the shopper’s reality. When marketers commit to staying curious, experiencing (physical or digital) store aisles for themselves, and observing the industry’s work in action, they uncover insights that truly resonate. Curiosity, presence, and real-world connection are what turn good strategies into effective, meaningful brand experiences and build relevance with shoppers. 

Certainly, expertise is critical. It shapes strategy, guides creativity, and builds incredible brands that stand the test of time. But expertise is not enough. When it comes to your brands, relying solely on past knowledge is a risk you shouldn’t be prepared to take. Relevance requires curiosity, effort, and humility—a commitment to staying “in the trenches” with the work and with our craft. It means not assuming that what worked yesterday will work tomorrow. Expertise can be a liability if it stops us from truly paying attention. 

Picture yourself on a store walk. You’re not hovering around the register, watching the scanner as it tracks sales with every beep. You know better. You’re in the aisles; you’re at the shelf. You’re touching displays, you’re snapping photos. You’re in the shoes of the shopper: How does the variety really show up in this category? Is it too much? Visually overwhelming? How impactful is that display from 10 feet away? From three feet? Does that message jump off the shelf in the reality of this noisy, crowded store? These are the moments where you learn what the data can’t tell you—the realistic context that never surfaces on a dashboard. 

Being physically present in the customer experience sharpens your curiosity and grounds your expertise in the true realities of shopper behavior. This real-world connection is what converts insights into action—and turns marketing into something truly relevant. Connecting real dots in real time reinvigorates those years of expertise and the creativity that earned those trophies in the case. There’s no substitute for putting yourself in the shoes and hearts of shoppers.  

And, of course, store walks aren’t just physical anymore. Putting yourself in the shoes of your shopper extends to the digital aisle. Download the app, use the search bar, and explore how your brand shows up across retailers. Is the experience clunky or intuitive? Can you easily find, evaluate, and add to basket? Navigate like a real person—not a marketer. Search, browse, compare. What’s helpful? What’s missing? Notice the friction points that shape whether a shopper completes the journey or walks away. 

Marketers who embrace curiosity meet shoppers where they truly are, not where we think they should be. Staying curious guards against overconfidence.  It ensures that your messaging is not just heard but felt—making it more authentic and effective. It keeps us hungry for relevance. Regular, intentional store visits are a deceptively simple way for marketers to ensure their work is shaped by what is actually happening in the marketplace. 

At Saatchi X, curiosity is a core value. We know that our expertise provides the foundation, but paying attention and staying curious breathes life into the work. Being connected to the shopper’s world—physically, emotionally, and strategically—is what elevates marketing from good to great. 

If our work is driven only by expertise and past success, we risk disconnecting and losing relevance. But if we commit to ongoing curiosity about real-world realities, we can create marketing that not only reaches but resonates—turning shoppers into buyers. 

Make the time. Walk the aisles—online or in-store. Use the app. Talk to your agency partners. Talk to shoppers. Whether in-store or online, don’t underestimate the importance of seeing your brand through the eyes of your shopper. Keep curiosity at the heart of your marketing. Because in a world that never stops changing, relevance requires a lifestyle of paying attention. 

About the Author 

 Sarah Hood is VP, Account Leadership at Saatchi X, with nearly 20 years of experience in commerce, marketing, and communications. She leads strategic problem solving and business-building initiatives for clients including General Mills, J.M. Smucker, Procter & Gamble, and Spin Master. Known for her relationship-first approach, Sarah believes great work starts with curiosity, collaboration, and a deep understanding of the customer experience.