Innovation is easy to talk about. It is much harder to integrate into how a business actually runs.
That was the thread running through Chris Walton’s conversation with Iain Robertson, Chief Operating and Innovation Officer at Fortnum & Mason, live from Retail Technology Show 2026.
At a brand with more than 300 years of history, innovation is not treated as a separate function or a standalone initiative. It is built into the way the business operates day to day.
Innovation Only Works When It Is Connected
One of the most interesting takeaways is how closely innovation is tied to operations. It is not siloed off or owned by a single team. It is embedded across the business.
When you understand how everything connects, from supply chain to stores to customer experience, you start to see where innovation can actually make an impact. It becomes less about chasing new ideas and more about solving real problems in ways customers will feel.
No Innovation Budget, No Artificial Limits
Fortnum & Mason does not approach innovation with a fixed budget or a defined bucket of spend.
Instead, it shows up inside broader strategic priorities. That flexibility matters because some of the most valuable opportunities are not planned in advance. They appear as the business evolves through partnerships, new ideas, or shifting customer needs.
Locking innovation into a preset budget can limit that kind of responsiveness.
Human Experience Is the Strategy
While much of retail is moving toward automation, Fortnum’s is intentionally holding onto something different.
They are not trying to remove the human element from the experience. If anything, they are reinforcing it.
The role of in-store teams, the ability to guide customers, and the feeling of discovery are not inefficiencies to be optimized away. They are the point.
In luxury, that human connection is what creates differentiation.
Make Change Invisible
Another idea that stood out is this. Customers should feel like nothing is changing, even when everything is.
Behind the scenes, the business is evolving with new systems, new capabilities, and new ways of working. For the customer, the experience should still feel consistent, familiar, and trusted.
That balance is difficult to get right, but it is critical for a heritage brand.
Everything Ladders Back to the Customer
When it comes to investment, there is no single focus area.
- Customer data and clienteling
- Digital and in-store experience integration
- Customer service
- Supply chain and content
What ties it all together is the intent to create a more connected experience. One where every touchpoint feels joined up and relevant to the customer.
To catch more conversations from Retail Technology Show 2026 in London, follow Omni Talk Retail on LinkedIn or listen wherever you get your podcasts.
Thank you to Vusion for supporting Omni Talk Retail’s live coverage, and thank you to our listeners for joining us during the event.
Be careful out there,
Chris Walton and the Omni Talk team
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Omni Talk® is the retail blog for retailers, written by retailers. Chris Walton founded Omni Talk® in 2017 and have quickly turned it into one of the fastest growing blogs in retail.