Building Fan Brands: Mashing Up Sports, Retail & Entertainment

Mary Wallace


How do you turn fan engagement into consumer activity, and what is the value of that? What are the new ways you need to measure? What does the intersection between retail, sports and entertainment look like? How can we do more with physical assets, and what are the new assets we need to consider?


Photo of Mary Wallace

Mary is the IBM iX Global Retail, Place & Consumer Behaviour specialist, helping all kinds of businesses to grow by asking awkward questions such as:

• What is your brand’s purpose?
• Who does your business serve?
• How do you do that?
• Why are you distinct from your competition?
• How do you get a customer to say ‘yes’, and then do it again?

Mary’s work centres on the converging future of retail strategy and technology, emerging consumer behaviour and societal changes. She not only understands the retail business end to end value chain, but also the disruptive trends affecting all parts of that whole business and consumer ecosystem.

Mary has worked for many years with a variety of retailers and brands – including Nike, Waitrose, John Lewis, Matalan, Kingfisher, Nivea, Mondelez and Marks & Spencer – to help reinvent their brand proposition for a modern consumer.

Following her work on the ‘UK High Street Revitalisation Strategy’, Mary is now developing a podcast to talk about how the changing retail landscape is affecting citizens, traders, towns and communities. She also runs the 'Retail Mashup' events for the retail tech & startup community and is a board member of several start-ups.


Instant Checkout & Connected Store Launch – live BBC News interview

‘Understanding The Consumer Mission – Placemaking in the Digital Age’

‘When The Gloss Wears Off – Customer Service Trumps Experience:

‘Future Retail – Keeping It Simple’

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