Growth is getting harder and harder to find. Trade tariffs and tightening regulations have made it tougher to enter and compete within international markets. Within the UK, it largely comes at the expense of competitors.
However, there is one way that retailers can still find growth without cannibalisation and that is through copying, collaborating and competing across sector lines.
Many major retailers are already doing this. Tesco extended its trusted relationship with millions of shoppers into financial services with Tesco Bank. John Lewis has expanded into areas such as financial services, home insurance and, more recently, housing and build-to-rent developments. Boots has increasingly positioned itself as a health and wellness provider, offering services such as vaccinations, health checks and online prescriptions.
On a more collaborative level, we’ve recently seen Greggs team up with Primark for a limited-edition clothing line, and the fast-selling Crocs v Pringles footwear drops. The right collaboration can drive massive social media buzz and help both parties reach new audiences, boost visibility and drive sales.
Looking for opportunities
What’s clear is that this presents a real growth opportunity for mid-market and independent retailers as well as household names – and this is what is going to be explored at CustomerX, the Cross-Sector Commerce Summit, which takes place on 14-15 October 2026 at Olympia London.
The event is set to welcome over 3,000 commerce leaders and more than 120 tech suppliers. More than 100 speakers are booked – from a wealth of retailers, brands and partners including IKEA, British Gas, Reckitt, H&M and Uber Eats, to name but a few – with a packed programme that is built round three core pillars:
- Copy. Take a proven pattern; a playbook, blueprint or metric and apply it directly to your business.
- Collaborate. Accelerate your progress by finding the right partners, data rails or distribution tools.
- Compete. Identify exactly where to win on positioning, speed or cost-to-serve.
Rather than simply consuming content, attendees are guided through a journey focused on solving real growth and productivity challenges. In an event that is all about collaboration – with plenty of opportunities for networking – it is hoped that attendees will be able to find collaborations of their own, or at the very least, plenty of inspiration.
How the programme is structured
The programme’s stages are structured to support this mission. The Supernova Theatre focuses on big-picture thinking from global business leaders, while the Changemaker Theatre showcases practical case studies and examples that retailers can adapt for themselves. The Gateway Stage explores how businesses are creating new routes to growth around customer needs, and the Learning Labs provide hands-on demonstrations and practical guidance on implementation.
Complementing these are executive peer discussions, a live commerce stage exploring real-time retail experiences, and a podcast stage featuring conversations with industry leaders and innovators. Together, the programme blends strategic insight with actionable lessons that attendees can take back into their own organisations.
CustomerX casts a whole new light on the traditional idea of ‘competitors’. In a world where growth is no longer a question of who you compete against but who you learn from and partner with, collaboration is more important than competition.
For retailers looking to unlock their next phase of growth, the smartest ideas may not come from their competitors at all. They may come from a completely different industry.
CustomerX takes place from 14-15 October at Olympia London. Find out more and book tickets at CustomerX.net.
