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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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The Best Way to Serve the Audience is to Ignore Them.

The Best Way to Serve the Audience is to Ignore Them.

The Best Way to Serve the Audience is to Ignore Them.

Speaking at an event focused on storytelling powered by data I thought I'd take this opportunity to some truths. Let's make it clear from the start, the integration of Artificial Intelligence (AI) and data analytics has become a very sharp double-edged sword. While these technologies offer unprecedented insights into consumer behavior, there's a growing concern I have about the over-reliance on data-driven decisions that can and does erode a retailer's unique brand identity

Mar 12, 20255 min read

Retail customer choosing exclusivity and offline experiences — concept of digital discretion.

Retail customer choosing exclusivity and offline experiences — concept of digital discretion.

Why Influence is Going Offline.

Consumers are burnt out from constant digital noise. Privacy, exclusivity, and offline discovery are becoming the new status symbols in retail. Brands that master digital discretion and real-world influence are winning trust, loyalty, and cultural power. This is the quiet shift reshaping modern retail.

Feb 25, 20255 min read

Retail Consistency Threshold — Christmas peak season strategy, emotional defaults and sustainable execution.

Retail Consistency Threshold — Christmas peak season strategy, emotional defaults and sustainable execution.

The Consistency Threshold.

Most Christmas shopping now starts in October, not December. Brands that win aren’t the ones doing the most — they’re the ones doing the right things consistently. This article breaks down the “Consistency Threshold,” helping retailers understand their limits, protect quality, and deliver a seamless Christmas experience without burnout.

Sep 30, 20246 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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