Introduction
While the challenges of digital transformation in retail are not new, hearing succinct insights from an industry expert offers valuable third-party validation and a renewed sense of urgency for brands navigating this evolving landscape.
Yesterday, attendees at Cornell University and online participants (like me) were treated to a thought-provoking Kay Obendorf Lecture, hosted by José P. Chan. The prestigious lecture series, which highlights key topics in retail, business and technology, continues Obendorf’s legacy of advancing the education and understanding of the retail industry.
With over two decades of experience in the fashion tech industry, José P. Chan has witnessed first-hand how new technologies are transforming traditional retail models. His expertise lies in creating sustainable digital transformations and leading strategic shifts in the complex world of global fashion retail. In his lecture, José shared valuable insights into how digital technologies are reshaping the future of retail.
Key Takeaways
1️⃣ The Purchase Journey is Not Seamless – Yet
One of the key challenges discussed was the fragmented nature of the modern-day purchasing journey. Despite the advancements in omnichannel retail, José highlighted that the consumer journey is still nonlinear and disjointed, making it difficult for brands to provide seamless customer experiences across all touchpoints. He emphasised that brands need to embrace technology not just to engage customers but to truly integrate their purchasing processes to meet new consumer expectations.
The consumer is moving seamlessly across channels, but the journey for retailers isn’t always as fluid.
2️⃣ Good Data is Key
José discussed how foundational data management is to successful digital transformation. He highlighted the challenges brands face around data hygiene, unification, and privacy when trying to extract insights for customer decision-making. Emphasising the importance of data-driven cultures, he urged companies to focus on improving their data strategies to drive efficiency and personalisation within retail operations.
Data is not just an asset; it’s the foundation of any successful digital transformation, but it needs to be clean, unified, and used responsibly.
3️⃣ The AI Retail Transformation
Focusing on the growing adoption of AI, José shared a striking statistic from the Wharton School of Business (2024): the weekly usage of generative AI in large organisations nearly doubled from 37% in 2023 to 72% in 2024. This shift signals the increasing role of AI in predictive analytics, personalisation, and supply chain optimisation in retail. Brands are leveraging AI tools not just for automation, but to enable data-driven decision-making that enhances the customer experience and improves operational efficiency.
AI isn’t just a tool for automation; it’s a catalyst for deeper insights, smarter decisions, and better customer experiences.
4️⃣ The Role of People, Process, and Technology
José emphasised that brands can overcome transformation barriers by focusing on the right balance between technology adoption and organisational culture. From his experience, the biggest roadblocks for many organisations are not technological but rooted in people and process.
José acknowledged that there’s often a tendency to focus too much on technology and assume it will automatically fix operational inefficiencies. However, he pointed out that successful digital transformations require organisations to confront internal resistance and establish a culture that embraces change. In practice, this means: prioritising employee engagement; addressing skills gaps; and creating a growth mindset that allows the workforce to evolve alongside technological advancements. Ultimately, people must be empowered and equipped with the right skills to make technology work for them, rather than against them.
A successful digital transformation isn’t just about the tools you adopt – it’s about how you integrate technology into the fabric of your business through the right people and processes.
5️⃣ COVID-19’s Lasting Impact on Digital Transformation
Reflecting on the COVID-19 pandemic, José noted that it had accelerated digital adoption at a pace never seen before, particularly in retail. From shifting to remote work to expanding e-commerce capabilities, brands were forced to rapidly rethink their approaches. COVID-19 accelerated digital initiatives by 3 years, significantly shifting the retail landscape in a short period of time. While the pandemic acted as a catalyst for digitalisation, José emphasised the importance of sustainable digital strategies that go beyond just responding to a crisis.
Digital transformation was fast-tracked by the pandemic, but sustainability in these changes will define future success.
6️⃣ Leveraging Omnichannel Strategies for Future Growth: The Celine Case Study
Celine, a renowned luxury fashion house, has made significant strides in integrating digital strategies into its traditionally high-touch brand identity. The key takeaway? The importance of personalised customer experiences and consistency across channels. By creating a seamless journey between the physical and digital worlds, Celine has successfully expanded its digital presence while maintaining the intimacy and exclusivity expected from a luxury brand. This shows how even traditionally luxury brands can benefit from digital transformation by using technology to enrich rather than dilute their brand’s unique offerings.
Brands need to not just sell products; they need to create experiences that resonate with customers across every touchpoint.
7️⃣ The Importance of Flexibility in Retail Transformation
In closing, José shared some parting words: dream, persevere, execute. These simple yet powerful words summarised his overall message of how flexibility and commitment are critical to navigating the complexities of digital retail transformation. Brands must be adaptable in their approaches, staying agile and responsive to shifting market conditions and consumer behaviours.
Flexibility and commitment are key in retail transformation. You need to dream big, persevere, and execute. It’s about staying agile and responsive to change.
Final Thoughts:
With a special focus on AI, data integration, and people-centred transformation, José’ P Chan’s insights highlighted both the ongoing challenges and emerging opportunities retailers face in today’s rapidly evolving consumer landscape. For those navigating this journey, his call to ‘dream big, persevere, and execute‘ serves as both a reminder and a roadmap for driving forward-thinking digital change.
How are you embracing these principles in your own digital transformation journey?
⚔️ Retail Rebels 2025: A New Kind of Retail Event
Forget the noise of crowded trade shows and one-way presentations…Retail Rebels is an intimate PI Apparel event designed for retail leaders ready to break free from the conventional and tackle the biggest challenges in the consumer journey head-on.
Join us, this October in NYC, as we deep dive into the four pillars of retail transformation:
Engage with Purpose: Craft authentic, targeted messaging that cuts through the noise and truly resonates with today’s digital-first consumer.
Craft Memorable Experiences: Create unforgettable, interactive brand experiences that build trust, captivate customers, and drive conversions.
Convert Effortlessly: Explore cutting-edge strategies for omnichannel integration, dynamic pricing, and seamless checkout experiences that turn browsers into loyal buyers.
Build Loyalty That Lasts: Go beyond the transaction to foster loyalty and forge long-term relationships.
Retail Rebels breaks the mold of typical retail events; it’s not about the quantity, but the quality of connections and meaningful conversations. Get ready for interactive sessions, hands-on discussions, and a dynamic networking experience, one that’s focused on real solutions and lasting change.
Ready to lead the way? Join the rebellion.
