Melissa Minkow, Global Director, Retail Strategy at CI&T, has built a career fusing customer insights with transformative technology. From her early days at Anthropologie to leading retail innovation strategies for global clients, her journey is a testament to how curiosity, expertise, and vision can reshape an industry. “I like to think that I take a global lens to my perspective on retail just because I love to travel,” she says, reflecting on her fascination with consumer behavior.
At CI&T, Minkow is at the forefront of retail transformation, driving the company’s go-to-market strategy, delivering cutting-edge research, and positioning CI&T as a thought leader on the future of shopping experiences. Her work impacts everything from e-commerce to omnichannel integration, making her a key voice in shaping the direction of modern retail.
Early Days: Building a Foundation in Retail
Minkow’s passion for retail began in high school when she worked as a customer associate at Anthropologie. This was her introduction to the art of creating immersive shopping experiences. “Every night we were reordering the store for three hours,” she recalls. “They really put so much attention and care into their physical store environment.” Observing this level of detail sparked her curiosity about the operational side of retail.
“Even though Canada is our neighbor, Canadians really do shop quite differently than Americans.”
Her early exposure to consumer behavior deepened during her internship at Smith Research, Inc., where she conducted focus groups and in-depth interviews. Minkow vividly remembers her work with a pharmacy client: “I had to watch people shop for their medications in like a pseudo store and see why they would choose one brand over another.” These experiences gave her invaluable insights into decision-making processes and laid the groundwork for her future career.
From Target to CI&T: A Strategic Evolution
After studying market research in college, Minkow joined Target as a business analyst, focusing on merchandise presentation strategies for Target Canada. The challenge of tailoring retail strategies to regional nuances was an eye-opener. “Even though Canada is our neighbor, Canadians really do shop quite differently than Americans,” she explains. Minkow worked closely with cross-functional teams, analyzing data to optimize product placements and consumer engagement.
Her transition to Gartner marked a turning point in her career. As a Senior Principal Advisor, Minkow synthesized research for C-level executives across 390 accounts, using quantitative and qualitative insights to refine their digital commerce strategies. “I collaborated with researchers and analysts to write and revise three new reports each month, providing insights and recommendations to world-leading clients,” she says.
These roles not only sharpened her analytical skills but also established her as a trusted advisor to major brands. By the time she joined CI&T in 2020, Minkow had a decade of experience crafting strategies that combined consumer insights with technological innovation.
Driving Retail Transformation at CI&T
At CI&T, Minkow leads efforts to craft bespoke technology solutions for retailers, focusing on enhancing customer engagement and operational efficiency. “We design extremely customized technology systems for retailers,” she explains. These solutions range from app development and e-commerce optimization to cloud migration and supply chain improvements.
One standout project involved revamping the e-commerce platform for Domino’s, making the ordering process seamless for customers. CI&T also partnered with AB InBev to create a digital marketplace that streamlines beverage orders for bars and restaurants. “We always take a really tailored approach,” Minkow emphasizes, ensuring each client’s unique challenges are addressed.
A core aspect of her role is identifying emerging retail trends and translating them into actionable strategies. By conducting both quantitative and qualitative research, Minkow ensures CI&T stays ahead of the curve. “Our goal is to push the industry further while keeping the consumer at the center of every solution,” she says.
AI: The Future of Retail
Artificial intelligence (AI) and generative AI are central to CI&T’s approach, and Minkow is a staunch advocate for their transformative potential. “We’ve created this whole kind of movement or spirit, and we’ve called it Sync Flow,” she explains. This initiative leverages AI to drive efficiencies, from coding processes to customer-facing applications.
One of AI’s most exciting applications is in store design. Minkow explains, “AI is fantastic for data analytics and organization, which is what building a store layout is.” By analyzing vast amounts of data, AI enables retailers to create store layouts tailored to specific demographics or regional needs.
Generative AI also plays a role in personalization. Minkow envisions tools that recommend clothing based on items already in a shopper’s wardrobe or suggest beauty products tailored to their features. “I’d love to see generative AI get to the point where it’s making styling and curation recommendations for me,” she says.
“There’s this collective loneliness and search for third places.”
However, she is quick to point out that AI should enhance, not replace, human interaction. “I’m a big believer that you cannot replace humans in retail,” she asserts. Instead, AI can empower associates by providing real-time insights, allowing them to offer more personalized service.
Balancing Innovation and Trust
As AI becomes more integrated into retail, consumer trust remains a critical factor. Minkow acknowledges that while consumers often express concerns about data privacy, they also appreciate the convenience AI offers. “Consumers are getting more and more trusting, but they’ll always tell you off the bat that they’re not,” she notes.
Transparency is key to building this trust. Minkow advocates for retailers to openly communicate how AI is used to enhance the shopping experience. She suggests offering side-by-side comparisons of AI-driven and non-AI-driven experiences to highlight the benefits of personalization.
Enhancing the Retail Experience
Minkow’s vision extends beyond technology to the broader customer experience. She recalls her time at Anthropologie, where artistic in-store displays created a lasting impression. “They had an in-store artist assigned to certain locations to create beautiful displays,” she says. Minkow hopes more retailers will embrace this level of creativity to make shopping enjoyable without compromising efficiency.
She is also excited about the potential for digital platforms to foster a sense of community. “There’s this collective loneliness and search for third places,” she observes. Retail, both online and in-store, can fill this void by creating spaces where consumers feel connected.
“Our job is to ensure that retail stays relevant, engaging, and deeply connected to the customer.”
Challenges and Opportunities
Minkow is acutely aware of the challenges retailers face in adapting to technological change. Digital transformations can be daunting, requiring significant cultural and financial investments. “It’s something they have to be super on board with culturally, financially, and be willing to make that effort,” she says.
Despite these hurdles, Minkow believes the benefits outweigh the costs. Flexible, composable commerce models, for instance, allow retailers to adapt quickly to consumer demands without overhauling entire systems. “Retail has to go on even when they’re making changes behind the scenes,” she points out.
Looking Ahead
The future of retail lies in personalization and innovation, and Minkow is at the forefront of these trends. She envisions a world where technology not only simplifies shopping but also makes it more enjoyable and meaningful. “I want to see retailers getting more creative with experiences that don’t take away from efficiency but make it really fun for consumers to be there,” she says.
From her early days at Anthropologie to her current role at CI&T, Melissa Minkow has consistently championed the intersection of art and science in retail. Her work continues to shape an industry that is as dynamic and diverse as the consumers it serves. As she aptly puts it: “Our job is to ensure that retail stays relevant, engaging, and deeply connected to the customer.”