Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.

This past year, we sat down with several retailers to learn more about their marketing efforts, the channels they rely on most, and how they’re adapting to the continuous change in consumer behavior.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.