Including thortful and poq: 2025 RTIH Innovation Awards CX excellence finalists

We’re pleased to announce the shortlist for the 2025 RTIH Innovation Awards Customer Experience Excellence category.

We received a record number of entries this year and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.

Congratulations to all those who made it through the initial submission process!

It’s now over to our judging panel who will decide the winners to be announced at the 2025 RTIH Innovation Awards ceremony, taking place  at The HAC in Central London.

The event will be held on Thursday, 16th October and consist of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

Book your place at the 2025 RTIH Innovation Awards ceremony on Thursday, 16th October here.

Our 2025 runners and riders as follows:

Akeneo and N Brown Group

Akeneo partnered with N Brown Group to deliver a product information management (PIM) transformation that has redefined the customer journey across its Simply Be, Jacamo and JD Williams brands. 

Implemented in under 12 months and ahead of Peak 2024, the project replaced archaic, manual processes with a unified, intelligent platform that delivers enriched product data across digital channels.

Customers now enjoy more accurate, confidence building product experiences, while employees benefit from efficient workflows and faster time to market. This transformation is already driving measurable uplifts in conversion and reduced returns, embedding product experience at the heart of N Brown’s digital growth strategy. 

Courir, New Balance and Sinch

Courir, a sneaker retailer and part of UK-based JD Group, wanted to transform the back to cchool season into more than just a sales peak. 

Knowing that its customers use WhatsApp religiously, the company partnered with New Balance and Sinch to create a unique social commerce experience that was faster, smarter and more connected to everyday digital habits. 

83% of customers targeted by Courir interacted with the WhatsApp experience. 60% then opted-in for further engagement and 33% of these customers added items to their basket, confirming that the experience drove meaningful, measurable purchase behaviour.

Furniturebox and Commerce

Furniturebox has set a new benchmark in exceptional online shopping experiences. The company’s commitment to customer centric innovation and meticulous attention to user experience has resulted in a seamless and enjoyable journey for its shoppers across all devices.

Over the past year, Furniturebox tackled significant challenges, leveraging cutting-edge technology and strategic partnerships with 5874 Commerce and its e-commerce platform BigCommerce to create an e-commerce experience that is intuitive, personalised, and optimised for conversion.

Hanshow Technology

Hanshow’s shelf marketing solution transforms the shopping journey by integrating NFC enabled ESLs with mobile engagement. By simply tapping their smartphones on an ESL, shoppers are seamlessly connected to a brand landing page offering exclusive coupons, detailed product information, or promotional content.

This intuitive, contactless interaction enhances transparency, boosts convenience, and creates a personalised customer experience directly at the shelf. In a pilot project with Suntory and China Resources Vanguard, the solution was deployed across four stores, activating NFC touchpoints in tea and alcohol sections to drive engagement and elevate in-store brand interaction.

ICANIWILL and nShift

ICANIWILL (ICIW) has transformed its customer experience with nShift. Where it once relied on carriers sending delivery notifications to customers, it now handles them itself. This shift has created a branded customer communications platform that has improved service, reduced costs and turned delivery updates into a valuable marketing channel.

Rolled out in late 2024, the platform has cut delivery-related customer queries by 50%, driven over €12,000 in recurring annual savings and achieved 25% click-through rates (CTR) on shipping confirmations - more than 200% above the industry average. This partnership is driving ICIW’s rise as one of northern Europe’s fastest growing sportswear brands.

Mamas & Papas and Poq

Mamas & Papas enhanced the customer experience for expecting and new parents by creating a comprehensive mobile app that serves as a "digital companion" throughout the pregnancy and parenting journey.

Rather than focusing solely on transactions, the app prioritises community building and expert content delivery, supporting customers during their most emotional and information-intensive life phase. The experience seamlessly integrates digital convenience with human expertise, featuring partnerships with charities, sleep experts, and in-store consultations.

Early results show 75% higher conversion rates and eight-minute average sessions, demonstrating how customer centric design transforms traditional retail relationships into trusted advisory partnerships.

Molton Brown and SAP Emarsys

This initiative implemented SAP Emarsys for Molton Brown, transforming the customer experience by delivering a connected, omnichannel journey across markets.

By integrating marketing automation with CRM, e-commerce, and loyalty platforms, the project enabled personalised campaigns, lifecycle marketing, and seamless customer journeys. The initiative improved operational efficiency, campaign targeting, and increased engagement and loyalty, delivering measurable revenue impact including triple-digit year-over-year email revenue growth.

Executed through cross-functional collaboration between marketing, IT, and SAP teams, it demonstrates strategic innovation in unifying data, automating processes, and delivering a consistent brand experience. Its scalable approach makes it a strong contender for the RTIH award. 

thortful

FaceSwap by thortful redefines customer experience in greeting cards, making digital-to-physical gifting more personal, playful, and emotionally resonant. Customers can seamlessly swap faces into bespoke card designs, creating one-of-a-kind products that spark laughter, surprise, and genuine connection.

Launched app first in 2024, FaceSwap has already outsold traditional photocards more than two-fold, proving its ability to cut through online overwhelm. By combining cutting-edge AI with creator-led content, thortful ensures the experience remains effortless, human first, and joyful. As we scale FaceSwap to web in 2025, we are embedding innovation across the omnichannel journey to drive reach whilst deepening relationships.