Removing noise: capable store managers struggle as increasing complexity is layered on top of them
Most new store initiatives are introduced with good intentions, but over time they can create layers of complexity that take focus away from the basics. The best results come when expectations are clear, processes are simple, and managers are empowered to make decisions.
So says Lewis Hawkes, Senior Manager Store Operating Model UK&I at Currys.
In a LinkedIn post, he said: "I've spent a lot of time in stores over the years, and one thing I keep coming back to is this, store managers are genuinely brilliant at their jobs. And yet, we layer complexity on top of them, year after year, and then wonder why certain things don't get done."
"A new task management system here. A new reporting tool there. A process update that nobody quite communicated properly, landing alongside three other process updates that week. Each one reasonable in isolation, but all of them together, a lot."
"The thing about operating models is that they tend to grow by addition and rarely by subtraction. Every new programme adds something, we don't ask often enough, what should we stop asking people to do?"
He concluded: "For me, the best operating models have one thing in common, they make the right thing the easiest thing. Clear prioritisation, reduced noise, and enough trust in the person on the floor to get on with it. If something isn't getting done in stores, it's worth asking whether you've actually made it simple enough to do, before assuming the problem sits with the person. That's the version of continuous improvement I find most interesting right now, at Currys, we are obsessed with retail simplification, not adding more, but removing and simplifying the right things."
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
