# IGU Global

> IGU Global is a retail and brand strategy consultancy in Sydney, Australia, founded by Nick Gray. Nick spent 25 years inside Adidas, Nike, Diesel, Sneakerboy and Westfield before starting IGU. He works with founders and leadership teams whose problem looks like a marketing problem and is usually a clarity problem - getting clear on what the brand stands for, how customers actually decide, and what to do about it. IGU offers advisory engagements (SIGNATURE and GUIDED), keynote speaking, and the SOMA framework for aligning strategy, culture and decision-making. Nick writes for Inside Retail Australia and Jewellery World.

## Start here
- [Nick Gray](https://www.iguglobal.com/nick-gray): who Nick is, 25 years inside global retail brands, and why the problems that look like marketing problems are usually clarity problems
- [Featured in](https://www.iguglobal.com/featured): where Nick's work has appeared - bylined articles in Inside Retail Australia and Jewellery World, expert commentary, podcasts and stages, and the RETHINK Retail Top Retail Expert 2026 credential
- [How to work with IGU](https://www.iguglobal.com/advisory-services): the two ways in, SIGNATURE and GUIDED, what the work involves and what you walk away with
- [Case studies](https://www.iguglobal.com/case-studies): Strictly Tattoo and Snowscene, what changed and what it produced
- [Speaking](https://www.iguglobal.com/speaking): keynotes on retail, customer behaviour and brand clarity
- [Book a Clarity Call](https://www.iguglobal.com/book-online): a first conversation to see if there is a fit

## Writing
- [Thinking](https://www.iguglobal.com/thinking): articles on retail psychology, customer behaviour and brand strategy
- [IKEA store layout psychology](https://www.iguglobal.com/post/designing-behaviour): the Gruen effect, dwell time, and how store design shapes what people buy
- [Purchase confidence](https://www.iguglobal.com/post/why-customers-take-longer-to-buy-the-psychology-of-decision-confidence): why customers take longer to buy, and what builds the confidence to decide
- [Cognitive bias in retail](https://www.iguglobal.com/post/cognitive-bias-in-retail): every shortcut a brand offers is also a promise

## More
- [About IGU Global](https://www.iguglobal.com/about)
- [SOMA framework](https://www.iguglobal.com/about-5-1): aligning strategy, culture and decision-making
- [Join the IGU Network](https://www.iguglobal.com/join): monthly retail psychology newsletter
- [Homepage](https://www.iguglobal.com/)

## AI Agent Access

This site is powered by Wix and supports the Model Context Protocol (MCP)
for agentic AI access. AI agents can connect directly to retrieve live,
up-to-date site content - no scraping required.

- [**Site MCP Endpoint**](https://www.iguglobal.com/_api/mcp)
- [**Wix MCP Docs**](https://dev.wix.com/docs/develop-websites/articles/get-started/about-the-wix-site-mcp)

## Available MCP Tools

### GetBusinessDetails
Retrieves business and site details such as timezone, email, phone, and address.
- No parameters required.

### SearchInSite
Searches the site for information.
- **searchTerm** - The term to search for in the site.

### SearchSiteApiDocs
Retrieves the API documentation for the Wix business solutions installed on
this site, and informs the AI client how to use the APIs. Use this tool for
querying products and services (instead of SearchInSite).
- **searchTerm** - The term to search for in the site API documentation.

### GenerateVisitorToken
Creates a new visitor session and obtains a visitor access token for the site.
Must be called before making any CallWixSiteAPI request if no visitor token
is already available in context.
- No parameters required.

### CallWixSiteAPI
Calls API methods on the site to perform actions on a visitor's behalf,
such as querying site data, booking an appointment, or starting a purchase.
- **visitorToken** - Visitor access token. Use GenerateVisitorToken first if not available.
- **url** - Absolute URL of the API method to call (e.g. https://www.wixapis.com/...). Retrieve using SearchSiteApiDocs.
- **method** -  HTTP method to use for the API call.
- **body** -  Request body as a valid JSON string.

### ReadFullDocsArticle
Fetches a complete article from the Wix developer documentation portal.
- **articleUrl** -  URL of an article in the Wix developer documentation portal.

### ReadFullDocsMethodSchema
Fetches the full schema for a Wix API method. Should be called before
calling the actual method via CallWixSiteAPI.
- **articleUrl** - URL of the reference article for the Wix API method.

## What Visitors Can Do via AI + MCP

- Get business details (contact info, location, hours)
- Discover products and services on offer
- Book services and make reservations
- Start a purchase and be directed to the site to complete checkout
- Ask questions and get relevant answers without having to browse the site

## Notes

- No authentication required to connect to the MCP endpoint
- Only public information accessible on the site is available
- Content is always live and up to date
- To receive tool updates, implement a tools/list call upon receipt of a tool update notification