Welcome to the 2024 edition of the Global Executive Survey, a collaborative study by the World Retail Congress and the Ebeltoft Group, Global Brand & Retail Experts. In the ever-evolving landscape of retail, where change is the only constant, it is our pleasure to present to you the latest insights gathered from retail executives worldwide.

As we navigate through a world shaped by consumer preferences, technological advancements, and market dynamics, staying ahead of the curve is imperative for success. This year's survey reflects the resilience and adaptability of the retail sector, showcasing a general positivity regarding the future despite prevalent pressures such as rising operational costs and uncertain economic circumstances.

From the necessity for business model evolution to align with consumer needs and preferences, to the challenges posed by scarcity in talent and resources, retailers are continuously striving to innovate and adapt. The integration of AI emerges as a critical strategy to stay competitive, but also shows many obstacles to overcome.

We extend our gratitude to all participants whose insights have contributed to shaping this report into a valuable resource for industry professionals. We invite you to explore the findings and gain a deeper understanding of the forces shaping the future of the retail industry, and its challenges and opportunities in 2024.