Here's why the right technology allows retailers to bring first party data into the heart of omnichannel operations

The solutions retailers need are often rooted in the past and they just need to reimagine retail with the modern tools that exist today. So says Dan McGrath, JD Group Customer Operations at JD Sports Fashion.

In a LinkedIn post, he said: "When I often theorise the future of retail, it always involves me looking back to the past. If we look at hyper personalisation as an example. I think back to a time when retail was hyper local, with a one category shops, butcher, baker, greengrocer etc often owner run in every community with a deep connection to their customers wants and needs."

"Back then a car was a luxury not a necessity and convenience was king and it still is but as cars grew convenience changed. Suddenly I can travel further distances, I can carry more items and so retail shifted to supermarkets, convenience didn't become about location it became about bredth of choice with better pricing and good parking, pile it high sell it cheap."

The cost of that, however, was the customer losing some form of that connection to the owner, the business, the community to them as individuals. It became a more transactional relationship to retail.

The right technology allows modern retailers to bring this first party data right into the heart of its digital and physical operations, if the customers preference dictates them to be served in that way.

McGrath concluded: "By scaling this information along with AI and ML tools, we can, at scale, give individual customers seamless personalised expereinces across all touchpoints within your business or brand with the right safe guards, governance and level of interaction in place and then surface that information to the tech or employee that the customer is engaging with."

2025 RTIH INNOVATION AWARDS

Omnichannel retail 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.