Smart. Passionate. Curious.

Our Team

wendy liebmann

CEO & Chief Shopper

In 1986, Wendy founded WSL, a global retail strategy consultancy, to "get marketers out of their ivory towers to meet their shoppers on the selling floor.”  Today, that floor is both real and virtual.  

Wendy is recognized as one of the innovators of shopper insights.  Today, WSL helps clients build innovative shopper lead retail strategies by understanding, anticipating and translating the impact of economic, technological, cultural, and social issues on how people shop in the US and around the world – and what it means today and for the future.  

The company’s credo is, “If you understand shoppers and their ‘Shopping Life®’ you will see the future of retail.”

WSL consults to such industries as retail, beauty, food, fashion, health, beverages, home, personal care, entertainment, publishing, and financial services.

Since 1989, WSL has published How America Shops®, a highly regarded survey that tracks shoppers and retail, and successfully predicts where both are headed.  Recent studies include “Seize Your Omni-channel Destiny,” “Build My Magic Box” and “Buying Happiness.”  WSL studies also include How the World Shops® and How Canada Shops®.  

Wendy has extensive global experience in marketing, retailing and research, first in her native Australia where she learned to be a passionate shopper, then globally.  She holds a degree in business and psychology from the University of New South Wales in Sydney.  Wendy is noted for her unique combination of Australian earthiness, global shopping vision, provocative viewpoint, and effective story telling.              

She is frequently called upon by media to provide insight into consumers, retail and shopping.  She is cited by The New York Times, Wall Street Journal, and Fortune, appears on CBS, NBC and ABC, CNN, BBC, and is guest host on Bloomberg Surveillance.  In 2015, Wendy was recognized as “One of the Most Powerful Women in Beauty” by Women’s Wear Daily/Beauty Inc.  And in 2016, she was honored as “A Women of Excellence” by the Path to Purchase Institute.  

Wendy is a recognized speaker, addressing business and educational organizations around the world.  She sits on the board of Cosmetic Executive Women, is a Distinguished Faculty Member of the Path to Purchase Institute and is on the advisory board of the Fashion Institute of Technology’s Master's degree program in Cosmetics & Fragrance Marketing and Management.