Rebuy Momentum Innovation Summit: London Recap

Live from London, UK... it's Rebuy's Momentum Innovation Summit.

We gathered founders, operators, partners, and industry leaders in the heart of the city for a day of honest conversations about what’s actually working in ecommerce right now.

As brands and agencies looked ahead to BFCM and 2026, there was lots of conversation about AI merchandising, international expansion, and retention. A

Above all, the main theme that kept reverberating throughout the event was: personalization is accelerating, and agility is becoming a new competitive edge.

Across six sessions, we heard real stories from brands and agencies navigating real constraints—and finding real wins. In case you missed it, here are the full presentations, along with summaries and key takeaways from each.

Simple ways to boost revenue this BFCM

Featured speakers:

• Jess Hurley (Director at Kubix)

With over 100 Rebuy activations under their belt, Kubix knows exactly how to uncover revenue quickly. Jess Hurley shared rapid-fire, real-world examples of how brands can use Smart Cart, checkout upsells, and conditional logic to meaningfully increase AOV.

Key takeaways:

• Consumers have become more intentional. Discounts alone aren’t enough; value must feel tailored and relevant.
• Small changes can move revenue fast. Features like Buy More Save More, tailored checkout upsells, and data-triggered prompts can lift AOV within minutes.
• Merchants should use BFCM to learn, not just sell. These setups create data points that fuel smarter personalization year-round.
• BFCM strategy should reflect customer psychology. High-intent shoppers behave differently—and deserve context-aware offers.

How Rebuy brands boost AOV, conversions & loyalty with personalization 

Featured speakers:

• Max Trummer (Account Executive at Rebuy)

Max gave us a deep dive into Rebuy’s most-loved features, from Smart Cart to Smart Flows, Bundle Builder, Monetize, and advanced product-page personalization. He showcased some of the latest innovations and how brands across categories are using them to move faster and convert more.

Real examples, from real brands, getting real results. 

Key takeaways:

• Smart Cart is your mini storefront. Tiered progress bars, samples, subscriptions, cross-sells, and variant-aware recommendations all drive a more guided experience.
• PDP personalization is a major revenue lever. Complete-the-look, dynamic bundles, variant swatches, and upgrade modals help shoppers buy the right items faster.
• Bundle Builder unlocks structured choice. Merchants can mix required + optional SKUs, dynamic discounts, and subscription logic to create high-intent bundles.
• Conditional logic prevents drop-offs. When an item is out of stock, Rebuy can automatically swap in the smartest alternative—saving the sale.
• Personalization should feel like in-store retail. When recommendations are thoughtful and contextual, customers convert more because they feel understood.

How Cabau turned a Netflix moment into massive ecommerce growth

Featured speakers:

• Coen Fredriks (Chief Commercial Officer at Cabau)
• Valeria Granda (Manager of Atlantic Partnerships at Rebuy)

When Cabau Lifestyle’s founder, Yolanda Hadid, debuted her Netflix docuseries, the team had no idea what demand would look like—or how fast it would come. What followed was a global surge in traffic, a tripling of daily orders, and the challenge of turning that spike into sustainable growth.

Coen shared how Cabau prepared for the unexpected, stabilized operations, and used Rebuy, Yotpo, Gorgias, and other tools to turn an influx of passive interest into an intentional, guided shopping experience.

Key takeaways:

• You can’t plan for Netflix, but you can plan for demand. The team focused on stock positions, manufacturing agility, and influencer-led campaigns to capture attention when they couldn’t reference Netflix directly.
• Customers shop for goals, not products. Cabau built bundles and guided flows around outcomes—weight loss, energy, sleep—giving shoppers clarity and confidence.
• AOV was the unlock. With relatively low product prices, maximizing margin meant lifting order value through bundles, personalization, and segmentation.
• Storytelling matters. Cabau mirrored the emotional arc of the docuseries across their own social channels, reinforcing brand purpose and deepening engagement.

The future of CX & retention

Featured speakers:

• Tom Mucklow (Co-Founder of SUPERCO)
• Matt Brindley (Head of Partnerships EMEA at Yotpo)
• Victoria Beech (Senior Partner Manager at Swap)
• Theo Burns (Senior Technology Parternships Manager at Gorgias)
• James Hawkins (Senior Partnerships Manager at Triple Whale)

This panel dove into how customer experience and retention are transforming—fast. The group unpacked everything from loyalty’s evolution beyond points, to the rise of AI agents, to why consolidation and deeper integrations are shaping the 2025 tech stack.

Key takeaways:

• Retention now spans the entire journey. It’s not just first-to-second purchase. Every interaction—ads, delivery, returns—either strengthens or damages loyalty.
• AI is shifting from reactive to action-oriented. The best brands are using AI agents that can do things, not just reply: updating orders, applying loyalty points, and resolving issues automatically.
• Tech stacks are consolidating. Teams want fewer tools, deeper integrations, and unified data. Platforms that play nicely together are winning.
• Omnichannel strategy is becoming essential. Brands must connect experiences across regions, marketplaces, and touchpoints, especially as Shopify’s footprint grows across Europe.
• Speed of reaction is the new advantage. With real-time insights and AI-powered workflows, top brands are executing in minutes—not days. 

How Rainy City helps Shopify brands personalize, localize, and scale

Featured speakers:

• Rebecca Worsley (Founder of Rainy City)
• Valeria Granda (Manager of Atlantic Partnerships at Rebuy)

Rainy City has been one of Rebuy’s earliest and closest UK partners. Rebecca shared how her team helps brands grow through strategic CRO, thoughtful personalization, and market-by-market localization—especially as more North American brands expand into Europe.

Key takeaways:

• UK brands are unusually collaborative. They share wins, mistakes, and learnings openly—accelerating innovation across the ecosystem.
• Personalization is still under-leveraged. Many brands think of upsells but not full journey personalization. Education and strategy are still needed.
• Localization goes far beyond language and currency. Navigation, content, seasonal events, and UX patterns must all adapt to each European market.
• Data interpretation is now a core brand skill. Teams want to understand the “why” behind CRO—where insights come from and how to act on them.
• Agencies are shifting from hours to outcomes. As fixed scopes fade, performance-driven partnerships are becoming the norm.

How The Bottle Club blends human insight and AI to boost profitability

Featured speakers:

• Tim Martin-Harvey (Head of Ecommerce at The Bottle Club)
• Valeria Granda (Manager of Atlantic Partnerships at Rebuy)

The Bottle Club manages 9,000+ SKUs—from £20,000 single malts to £1 miniatures. Tim broke down why “lazy AI” creates poor recommendations, how context is essential for relevance, and how his team blends rules + AI to create structured, profitable merchandising.

Key takeaways:

• AI without context is dangerous. Generic recommendations risk credibility and erode trust—especially in nuanced categories like spirits.
• Humans define the rules; AI executes them. The Bottle Club uses structured taxonomy, margin logic, and product attributes to train algorithms properly.
• Top-level rules can lift performance at scale. Their collection-level scoring system—based on inventory, margin, and weeks-of-sale—drove a 30% uplift in PLP profitability.
• Upsells must match customer intent. Rebuy powers four tiers of upselling: same-brand, same-category, equivalent price points, and “accent” products like mixers or cocktail ingredients.
• Bad upsells are worse than no upsells. If recommendations don’t match shopper expectations, it damages the entire journey.

What we learned

If there was one through line across every conversation in London it was personalization isn’t a tactic, it’s the operating system for modern ecommerce. 

The brands winning today are blending AI with human insight. They’re aligning profitability with customer delight. They’re using data not as decoration, but as direction.

And they’re building experiences that feel local, contextual, and genuinely helpful.

Momentum builds when teams are prepared, when operations are aligned, and when every touchpoint reinforces trust. The brands thriving across Europe are doing the unglamorous work—cleaning data, structuring rules, personalizing journeys, and testing relentlessly.

Create momentum with Rebuy

Growing with Rebuy is easier than ever.

If you want to explore how Rebuy can help boost your AOV, improve conversions, and skyrocket LTV, book a demo call with our sales team.

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