Show 299 - Retail Technology Show Part 3 of 4 - Composable Commerce, Connected Journeys & the Future Store

Recorded live at the Retail Technology Show at ExCeL London, in partnership with Flooid, host Graham Barrett speaks with senior leaders shaping the future of retail. His guests were: 1/ Martyn Osborne, EMEA CEO, Flooid 2/ Ana Machado da Silva, VP Digital Product, Pentland Brands 3/ Jonathan Turton, Ecommerce Manager, TrueStart Coffee 4/ Hannah Hardy, Head of eCommerce, Rab Equipment 5/ Komal Koul, Head of Digital Performance, Currys Together, they explore how retailers are modernising store systems, rethinking digital commerce, and balancing AI‑driven innovation with the human experience. The episode opens with Martyn Osborne, EMEA CEO at Flooid, who reflects on 35 years in retail technology and how the industry has shifted from isolated point solutions to unified, composable platforms. Martyn discusses why major transformation programmes often fail, from trying to change too much at once to forcing new systems to behave like old ones, and explains how Flooid’s blueprint‑led, flexible architecture helps retailers adapt quickly while still delivering core stability. He also looks ahead to the next wave of digital transformation, from conversational analytics to AI that delivers real business value rather than “just a badge.” Next, Ana Machado da Silva, VP of Digital Product at Pentland Brands, shares lessons from implementing Shopify at scale across a multi‑brand portfolio including Speedo, Berghaus, Ellesse and Canterbury. Ana explains why Shopify’s pace of innovation is both a strength and a challenge, how integration complexity is often underestimated, and why brands must maintain consistent storytelling across wholesale partners and DTC channels. She also explores the evolving expectations around personalisation, and how AI may finally make true one‑to‑one experiences achievable. We then hear from Jonathan Turton, E‑commerce Manager at TrueStart Coffee, who discusses the company’s shift to a subscription‑first model following rapid growth and new investment. Jonathan explains how subscriptions support loyalty, community and predictable revenue, why Shopify store credit beats traditional points‑based loyalty, and how unified promotion planning across grocery, Amazon and DTC channels prevents customer frustration. He also offers a grounded view on AI in commerce — optimistic about agentic AI for customer value, but sceptical of tools that claim more than they deliver. Hannah Hardy, Head of E‑commerce at Rab Equipment, brings an outdoor performance perspective, discussing how Rab balances technical product storytelling with frictionless digital journeys, and how the brand is thinking about personalisation, seasonality and channel mix in a sector where authenticity and trust are critical. Finally, Komal Koul, Head of Digital Performance at Currys, rounds out the episode with a big‑box, omnichannel view, exploring how Currys approaches digital performance marketing, connects online and in‑store journeys, and uses data and experimentation to drive both conversion and long‑term customer value in a highly competitive, promotion‑heavy category. A wide‑ranging, insight‑rich episode capturing how retailers are modernising platforms, simplifying operations, and preparing for a future where composable technology, AI‑driven intelligence and human‑centred design must all work together.