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Nick Gray presenting IGU Global’s human-led retail strategy and emotional intelligence framework.

Recognised as a Top Retail Expert, 2026

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Blog

"How to Influence Your Customers and Build Lasting Brand Loyalty"

Most brands think influence is about marketing. It isn’t. Influence is behavioural, a quiet shift inside your customer’s nervous system that makes them trust you, remember you, and return to you. Real influence is earned through emotional clarity, repetition, and ethical persuasion — not tactics. When you understand the psychology behind how customers decide, you stop fighting for attention and start building loyalty that lasts. The Science of Persuasion and Influence The pro

Sep 2, 20244 min read

Nike retail psychology lesson — understanding customer values, identity and emotional drivers to influence behaviour.

Nike retail psychology lesson — understanding customer values, identity and emotional drivers to influence behaviour.

10 YEARS AT NIKE TAUGHT ME TO FOCUS ON PSYCHOMETRICS.

When brands tap into the true essence of their customers, they do more than sell products—they build meaningful relationships that stand the

Jun 18, 20244 min read

Privacy Policy | Terms & Conditions

IGU Global (I Got You Global) is a Sydney-based retail and brand consultancy founded by Nick Gray. The business works with brands, retailers, founders, and leadership teams on brand strategy, customer experience, emotional intelligence, and human-centred growth in an AI-accelerated retail environment. IGU Global is an independent consultancy and is not affiliated with any academic or professional publishing organisations.

IGU Global (I Got You Global) is a retail and brand strategy firm founded by Nick Gray, based in Sydney and working with Australian and international brands.

The firm works with founders, leadership teams and boards to help them navigate complexity, sharpen decision-making, and build emotionally intelligent brands and retail systems in an AI-accelerated world.

IGU Global specialises in retail strategy, brand strategy, customer experience design, leadership alignment and advisory work grounded in consumer psychology, emotional intelligence and human behaviour.

IGU Global works with Australian and international brands across retail, fashion, consumer goods and services.

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