Martyn Osborne, EMEA CEO at Flooid
with Martyn Osborne, Flooid
Martyn Osborne reflects on more than three decades in retail technology, offering a long-term view on how in-store systems and transformation strategies have evolved. He explains that retail has moved away from fragmented point solutions towards more unified platforms that deliver a broader set of capabilities across the business.
A key challenge he highlights is the tendency for retailers to take on too much change at once. Attempting to transform multiple core systems simultaneously often leads to stretched resources and project delays. He also notes that businesses sometimes fail to fully embrace new technology, instead trying to replicate legacy processes rather than using new systems as a catalyst for change.
From Flooid’s perspective, the shift has been towards flexible, composable platforms that can be deployed quickly while still allowing retailers to adapt over time. Looking ahead, Osborne sees unified commerce continuing to grow, alongside the practical application of AI. He stresses that AI must deliver clear business value, such as improving fraud detection, reducing loss or enabling faster access to insights through conversational analytics.
Despite the increasing role of technology, he reinforces that retail remains a human experience. Technology should enhance operations and free up staff to focus on customer interaction, rather than replace it.
Ana Machado da Silva, VP of Digital Product at Pentland Brands
with Ana Machado da Silva, Pentland Brands
Ana Machado da Silva discusses the realities of implementing Shopify at scale within a large enterprise environment. While platforms like Shopify offer strong out of the box functionality and cost benefits, she explains that integration with existing legacy systems is often where the complexity lies.
Another challenge is the pace at which platforms evolve. Shopify’s rapid development cycle means businesses must continuously adapt, even after implementation, which can limit the opportunity for stability.
Operating across multiple brands adds further complexity. Pentland Brands works heavily through wholesale partners as well as direct channels, requiring consistent storytelling and brand presentation across all touchpoints. This places a strong emphasis on content, assets and communication to ensure a cohesive customer experience.
On personalisation, she notes that while expectations have not fundamentally changed, the ability to deliver relevant experiences has improved. AI is beginning to unlock new opportunities by enabling more dynamic content and tailored experiences, though she believes the industry is still in its early stages.
Looking ahead, she suggests a future where customer experiences become increasingly individualised, with platforms adapting content and journeys in real time based on user needs.
Jonathan Turton, E-commerce Manager at TrueStart Coffee
with Jonathan Turton, TrueStart Coffee
Jonathan Turton outlines TrueStart Coffee’s transition towards a subscription led model, designed to build long term customer relationships and create a more predictable revenue base. While subscriptions have always been available, the business has recently prioritised them as part of its growth strategy following investment.
He explains the importance of differentiating customer journeys across channels. Marketplaces such as Amazon serve immediate purchasing needs, while the brand’s own website is focused on building community, offering a more personalised experience and encouraging loyalty.
Promotions across multiple channels present challenges, particularly when pricing discrepancies arise between platforms. A more unified approach to promotions and pricing visibility has helped the business manage this more effectively.
Turton also highlights the use of Shopify store credit as a simple alternative to traditional loyalty schemes, offering clear financial incentives rather than abstract points systems.
On AI, he remains cautiously optimistic. While he sees potential in areas such as subscription analysis and customer value assessment, he emphasises the importance of cutting through hype and ensuring practical application. He also notes that changes in search behaviour, driven by AI, are already reshaping how brands are discovered online.
Hannah Hardy, Head of E-commerce at Rab
with Hannah Hardy, Rab Equipment
Hannah Hardy focuses on the role of content and community in building brand engagement for Rab. As a wholesale led business, the brand uses its e-commerce platform to deepen connections with customers and strengthen its identity.
She explains that community is built through both physical and digital interactions. While in-person experiences remain important, digital touchpoints play a crucial role in fostering ongoing engagement. Content is central to this, particularly authentic storytelling created in collaboration with a global network of athletes.
Rather than prioritising reach alone, Rab focuses on authenticity and alignment with brand values when selecting collaborators. This approach helps build trust and credibility within its customer base.
Hardy also discusses the importance of integrating content across the entire customer journey, from inspiration through to conversion. This ensures a consistent experience that supports both brand building and commercial outcomes.
From a technology perspective, Rab is focused on scaling its e-commerce capabilities while preparing for future developments, including the potential role of AI in enhancing both systems and processes.
Komal Koul, Head of Digital Performance at Currys
with Komal Koul, Currys
Komal Koul shares insights into managing peak trading periods at Currys, particularly the critical October to December window. She outlines a three part strategy centred on identifying key commercial priorities, planning for potential failures and aligning teams behind shared goals.
A notable aspect of Currys’ approach is its focus on scenario planning. By anticipating potential issues such as system failures or pricing errors, the business develops detailed playbooks and pre approved responses, enabling faster and more effective reactions during high pressure periods.
Koul also discusses the concept of connected retail, which she defines as creating a seamless and personalised experience across channels. This includes using customer data to tailor interactions and integrating digital elements into physical store environments.
Examples include in-store experiences enhanced by digital content and tools, such as QR codes and interactive demonstrations. These initiatives aim to provide customers with a compelling reason to visit physical locations while maintaining a consistent experience with online channels.
Looking ahead, she highlights the complexity of adopting unified commerce platforms for large, legacy businesses. Rather than a full transformation, she advocates for a gradual, modular approach that balances innovation with operational stability.
Summary
Across all interviews, a clear theme emerges: retail transformation is no longer just about adopting new technology, but about applying it effectively within complex, real world environments.
From platform integration and subscription models to community building and peak trading strategy, success depends on balancing innovation with practicality. AI and unified commerce will continue to shape the future, but only when they deliver tangible value and enhance both customer experience and operational efficiency.
