Unified commerce: Visualsoft steps into physical retail as Matthew Eley appointed Retail Product Lead

Visualsoft reports its first move into bricks and mortar retail, expanding its services to include Shopify PoS as it looks to help brands bridge the gap between online and in-store.

The new focus on unified commerce is being led by Matthew Eley, who has been appointed as the agency’s first Retail Product Lead.

“Retail has changed. Shoppers don’t think in channels – they just expect things to work. Whether it’s online or in-store, the experience needs to be joined up and seamless,” says Chris Fletcher, CEO at Visualsoft. “This move is something we’ve been building towards for a while, and Matthew’s the right person to bring it to life. We’re excited to help retailers create smarter, more connected journeys.”

Shopify PoS brings features that make that connection possible, including real-time stock sync, unified customer profiles, and flexible checkout options. It’s designed to help retailers deliver better experiences, without the tech headaches.

To support the roll-out, Visualsoft has created a dedicated demo space at its HQ in Stockton-on-Tees where brands can get hands-on with the system.

Eley says: “The barriers between online and offline are fading fast. More than ever, retailers need tools that help them work as one business, not two separate teams or systems. That’s what this is all about - giving brands the tools and support to connect everything behind the scenes so it works better for their customers.”

More hires are in the pipeline, including a new innovation focused role joining later this month, with further team expansion expected as the service develops.

2025 RTIH INNOVATION AWARDS

Unified commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.