Former Disney and Virgin executive Phil Smith joins Extenda Retail as new Director of Loss Prevention Solutions

Extenda Retail, a provider of cloud native Point of Sale (PoS) solutions, has announced the hire of new Director of Loss Prevention Solutions Phil Smith.

He joins Extenda Retail with over 25 years of experience from the retail industry, working for brands such as Virgin and Disney heading up the risk and loss prevention function for direct-to-consumer, including teams from loss prevention, e-commerce fraud, health/safety, and business risk and analysis.

“With margins being under such significant downward pressure, retailers are looking for ways in which profitability can be maintained in a challenging market. We are delighted to welcome one of the industry’s most prominent thought-leaders to the Extenda Retail team to help shape our strategy on managing retail loss,” says Mohit Paul, Chief Commercial Officer at Extenda Retail.

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— Extenda Retail (@ExtendaRetail) July 5, 2023

Extenda Retail’s loss prevention engine can be implemented alongside any Point of Sale (PoS) application.

It includes machine learning (ML) technology to identify suspicious behaviour, prevent loss and reduce shrinkage, and at the same time boost brand loyalty via personalised customer experiences.

“Loss prevention has never been as high up as it is now on C-Suite agendas with loss, threatening behaviour, and profit erosion a real and present risk to the commerciality of businesses, joining Extenda Retail my job is to transform european retailers PoS from a shrinkage hotspot to a competitive advantage,” says Smith.