The Hidden Challenge of Retail: What Happens Between Clicks and Bricks with Elliot Winskill

What really drives the future of retail? According to PMC’s Technology & Solutions Director Elliot Winskill, it’s not about choosing between online and in-store, it’s about mastering the space in between. In the latest episode of The FODcast, Elliot unpacks how 12 years in retail technology have given him a front-row seat to the industry’s scars, shifts, and breakthroughs - from the flawed “e-commerce versus high street” debate to the rise of unified commerce as a mindset, not just a tech solution. We also cover: Why the biggest barriers to progress aren’t technical, but organisationalHow COVID accelerated a more balanced, blended approach to retailThe untapped opportunity of impulse purchases across digital + physical channelsWhy unified commerce means mapping every customer touchpoint, not just selling platformsHow retailers can embrace composable architecture without a costly “rip and replace”If you’re in retail, technology, or customer experience, this is a powerful conversation on breaking down silos, rethinking digital transformation, and creating the seamless journeys today’s customers expect. #RetailTech #UnifiedCommerce #CustomerExperience #RetailInnovation #Omnichannel #FODcast  Simply Commerce is the leading supplier of talent into digital commerce across technology, digital marketing, product, sales, and leadership. Find our more about our approach and our services within digital commerce recruitment here: https://simply-commerce.co.uk/