The Hidden Challenge of Retail: What Happens Between Clicks and Bricks with Elliot Winskill
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The Hidden Challenge of Retail: What Happens Between Clicks and Bricks with Elliot Winskill
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What really drives the future of retail? According to PMC’s Technology & Solutions Director Elliot Winskill, it’s not about choosing between online and in-store, it’s about mastering the space in between.
In the latest episode of The FODcast, Elliot unpacks how 12 years in retail technology have given him a front-row seat to the industry’s scars, shifts, and breakthroughs - from the flawed “e-commerce versus high street” debate to the rise of unified commerce as a mindset, not just a tech solution.
We also cover:
- Why the biggest barriers to progress aren’t technical, but organisational
- How COVID accelerated a more balanced, blended approach to retail
- The untapped opportunity of impulse purchases across digital + physical channels
- Why unified commerce means mapping every customer touchpoint, not just selling platforms
- How retailers can embrace composable architecture without a costly “rip and replace”
If you’re in retail, technology, or customer experience, this is a powerful conversation on breaking down silos, rethinking digital transformation, and creating the seamless journeys today’s customers expect.
#RetailTech #UnifiedCommerce #CustomerExperience #RetailInnovation #Omnichannel #FODcast
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