In this episode, Jon Ellenor, Head of Marketing at Shoptimised, is joined by Brian Lavery, former Head of UKI & Southern Europe for Google CSS, now an advisor to Shoptimised, to discuss what retailers and agencies can learn from this year’s peak period, and what it will take to win in 2026. With years of experience overseeing Google’s CSS program across the UK and Southern Europe, Brian shares a rare inside view of how automation, feed quality, and platform behaviour have evolved and what smart marketers must prepare for next.

Listen in to find out:

• Why peak trading is now a marathon, not a sprint and how teams should adapt
• The role of flexibility, budget pacing, and automation in navigating longer peak periods
• How consumer expectations and retail behaviours have shifted over recent years
• The growing importance of CSS partners for visibility, control, and profitability
• What “zombie products” are and how to bring them back to life with incremental strategies
• How AI, experimentation, and innovation will shape retail performance heading into 2026
• Brian’s final advice for staying profitable, focused, and ahead of industry change

This episode is essential listening for anyone working in eCommerce, PPC and Google Shopping.