Retail transformation has changed.
Not long ago, it was driven by technology teams pushing new systems into the business. Big platforms. Long timelines. heavy rollouts.
Today, it looks very different.
That shift came through clearly in my conversation with Meriel Neighbour, whose path into retail technology started far from it.
“I actually started out in hospitality… but it gave me the opportunity to really get to know customers.”
That grounding matters more than ever right now. In a moment where technology is moving fast, customer understanding is what keeps everything anchored.
From Technology-Led to Customer-Led
One of the clearest takeaways is how transformation itself has evolved.
“At the beginning it was very much technology led… technology decided that we needed to do X or Y.”
That model created progress, but it also created disconnect.
Now, the order has flipped.
“It’s the business strategy that drives the technology… always back to the customer experience.”
That shift changes everything. It changes how decisions get made, how teams align, and how success is measured. Technology is no longer the starting point. It is the enabler.
Why Data Is Now the Foundation
If there is one area where this shift becomes real, it is data.
“Data has got to be at the heart of this.”
Because the way customers shop has fundamentally changed. They are no longer just browsing websites. They are discovering products across platforms, through social, through search, and increasingly through AI-driven environments.
“People aren’t looking for products and searching in the same way.”
If your product data is not structured, enriched, and accessible, your products do not show up. It is not a matter of being better or worse.
It is a matter of being seen at all.
Replatforming Is Just the Start
River Island is in the middle of replatforming its ecommerce experience.
But that is not the strategy. It is the foundation.
Without the right infrastructure, nothing else scales. No matter how advanced the tools are, they depend on clean data, flexible systems, and the ability to move quickly. Replatforming creates that environment, but the real value comes from what it enables next.
AI: Start With What Works
There is a tendency right now to jump straight to the most advanced AI use cases.
Meriel’s perspective is more grounded.
“I think retailers are doing a little bit of trial and error… driving efficiency from improving processes first.”
That is where the real value is showing up today. Not in flashy features, but in operational improvements. Teams are moving faster. Processes are getting cleaner. Execution is becoming more efficient.
Customer-facing innovation will come. But it has to be built on something stable.
The Future Shopping Experience Is Seamless
Where this all leads is a very different kind of shopping experience.
“I want agents to be able to do all of this behind the scenes… to make my experience absolutely seamless.”
That idea of “behind the scenes” matters.
The goal is not to overwhelm the customer with technology. It is to remove friction entirely. To make discovery, decision-making, and purchase feel effortless.
Less navigation. More flow.
Voice Changes the Interface
One of the more interesting areas Meriel pointed to is voice.
“So if I’m browsing for something, I want to be able to talk.”
It is a small shift on the surface, but a big one in practice. Voice removes layers. It simplifies interaction. It turns shopping into something closer to a conversation.
Instead of working through menus and filters, customers can express intent directly. And when that is paired with strong data and AI, the experience becomes faster and more intuitive.
Integration Is Everything
None of this works without strong integration.
“Integrations, integrations, data integrations.”
It is not the most exciting part of the conversation, but it is the backbone of everything. Real-time inventory, accurate availability, delivery visibility, and connected systems all sit behind the experience the customer sees.
When those pieces are aligned, the experience feels seamless. When they are not, the cracks show immediately.
The Problem Retail Still Has Not Solved
For all the progress, one issue continues to stand out.
Returns.
“The returns process is absolutely… bleep.”
It is still expensive. Still inconvenient. Still frustrating for both retailers and customers. Even as front-end experiences improve, this remains one of the biggest gaps in the system.
What Comes Next
As River Island moves forward, the focus is not just on completing transformation. It is on what that transformation unlocks.
Personalization, loyalty, and more tailored experiences all come into play here.
For example:
• More dynamic pricing based on behavior
• Smarter recommendations based on context
• Experiences that guide customers, not just serve them
“Experience from a customer has got to come.”
That is where retail is heading. Toward something more curated, more responsive, and more personal.
The Bottom Line
Technology is accelerating everything.
But it is not the strategy.
Start with the customer. Build the right foundation. Use technology where it creates real value.
Because the retailers that win will not be the ones doing the most.
They will be the ones doing what actually matters.
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.