How top retailers are using tech to transform CX – and what you can learn from them

The Retail Roadmap report, in partnership with Tryzens and Shopify, draws on exclusive insights from global industry leaders at Morrisons, The Very Group, Holland & Barratt, Flying Tiger, Screwfix, Liberty, Orlebar Brown, Big W and more. It explores how retailers are moving beyond short-term fixes to long-term, strategic digital transformation. 

Access your copy for free to discover how leading retailers are turning strategy into action and what others can learn from their approach to future-ready retail. 

What’s holding retailers back? 

The report highlights a need for retailers to shift away from reactive technology investments towards smarter, customer-led decision-making.  

The retailers building businesses fit for the future are the ones taking a bottom-up approach, starting by putting customer experiences at the forefront and building a technology strategy around them. 

Four major blockers continue to hold businesses back: fragmented legacy systems; misaligned tech and CX goals coupled with team limitations; underused customer data; and unfocused AI adoption. 

The report provides practical steps to help retailers overcome these hurdles, including quick-win initiatives that deliver impact fast, while laying the groundwork for deeper change.

Access your copy today to find examples of how brands are using AI, data and automation more strategically to personalise experiences, boost resilience and prepare for what’s next – not just what’s trending. 

Here, we give you a taste of one of the many exclusive retailer case studies featured in the report. 

Morrisons’ tech strategy in the spotlight 

“To me, transformation isn’t a project or a finish line, it’s a mindset,” says Clara Beattie, head of technology for retail, online and marketing at Morrisons. 

Morrisons’ approach to transformation is rooted in customer-first thinking. From evolving its loyalty programme through iterative, data-led updates, to launching the ‘fiver currency’ and expanding its More Card ecosystem, the grocer is proving that small, strategic tech changes can drive big results. 

“In retail, transformation is about driving meaningful, sustained improvement in how customers experience your brand every day, in every channel,” Beattie adds. “At Morrisons, that means using technology to make us more responsive, more personal and easier to shop with. Every investment links directly to improving the shopping experience.” 

That’s where targeted, fast-executing initiatives that have a visible impact on customer experiences, without requiring major overhauls or long lead times, can be vital. Beattie points to innovations in the grocer’s More Card as some of the quickest and most effective technology changes the company has made recently.  

In the report, Beattie explains how Morrison’s has enhanced its more card proposition and the tangible outcomes this investment has produced.