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Relentless Momentum: Leading Through Change at PMC’s Customer Conference

On the 12th November 2024, 80 retail leaders, technology experts, and innovators gathered at the Silverstone Museum for PMC’s Customer Conference. Set against the backdrop of the iconic racing venue, the theme ‘Relentless Momentum’ perfectly captured the spirit of the event and resonated deeply with the fast-paced, ever-evolving world of commerce today.

The event was a deep dive into the challenges of leading through change, driving innovation, and continuously adapting in a market that moves at breakneck speed. Here are the key takeaways:

Codify ways of working to embrace change

In the opening fireside chat, Nick Beighton, former CEO of ASOS, shared invaluable insights from his tenure at the helm of one of the UK’s most successful online retailers. Nick emphasised the importance of focusing on outputs over inputs, saying that leaders must focus less on the process and more on delivering results.

He also discussed the significance of building a values-driven culture where employees are encouraged to be authentic and to embrace continuous improvement. “Every day is a work in progress,” he explained. “Never see yourself or the product as finished. There’s always something to fix, to improve, or to challenge.” This mindset is something Nick instilled in his leadership style at ASOS—one of his key strategies that helped the business remain agile and responsive to the rapid changes in retail and tech.

Deliver in increments

Paul Edney, Technology Director Channels at Primark, explained the pragmatic approach Primark took to digital transformation. He stressed the importance of delivering in increments, noting that even though a company needs a long-term vision, it’s unrealistic to try to implement everything at once. Paul shared insights into Primark’s ongoing digital transformation, which began in 2021 with the introduction of their Click and Collect service.

By rolling out changes in stages, Primark could test and learn from their customer reactions, refining the service with each iteration. This approach minimised risk, accelerated time-to-market, and ensured that the decisions being made were customer-focused ahead of full-scale implementation.

Understand what value means to customers

Sustainability was a recurring theme across multiple sessions. Nick Beighton discussed how ethical sourcing became a non-negotiable at ASOS, ensuring that the company’s supply chain reflected its values while meeting customer expectations. He pointed out that in today’s retail environment, sustainability isn’t just a “nice-to-have” feature but a fundamental aspect of doing business that resonates with consumers.

Stuart Pringle, CEO of Silverstone, echoed this sentiment when discussing the venue’s shift toward carbon neutrality. He highlighted how important this commitment is to the future of motorsports, especially in attracting a younger, more environmentally-conscious fan base. Sustainability, both from a customer and a business perspective, is no longer optional—it’s critical for future growth and relevance.

Align technology with talent for business value

Jeanette Copeland, Technology Director at Ann Summers, shared an honest and insightful case study on the challenges of what she described as a “system’s heart and lungs transplant.” Despite implementing a best-in-class integration platform, Ann Summers encountered significant issues, including underutilisation, difficulties in hiring and retaining experienced developers, and high operating costs.

Without the right talent to manage the system effectively, and with costs spiralling, the company struggled to achieve a reasonable return on its investment. Ultimately, Ann Summers pivoted to a more cost-effective and efficient solution that delivered better business outcomes.

Jeanette’s story emphasised the critical importance of aligning technology with costs, organisational skills, and value for money. Her experience highlighted a universal truth: no matter how powerful a tool is, its effectiveness depends on an organisation’s ability to extract tangible business benefits.

The power of talent and empowered teams

A recurring message throughout the conference was the importance of talent in driving change. Nick Beighton shared a pivotal moment from his time at ASOS when, despite financial constraints, he decided to back a bold mobile strategy in 2011. At the time, ASOS had no mobile traffic, making it a tough sell internally. But one team member argued for a £2 million investment in mobile, and Nick took the leap, handing over half of the budget with minimal oversight. “I got out of his way,” Nick said. “Quarterly check-ins, but let him get on with it.” The result? A decade later, mobile traffic now accounts for 90% of ASOS’s visits.

As Rich Lowe, PMC’s CEO, pointed out, building empowered teams and trusting your people is the key to driving innovation. Additionally, PMC’s future plans to expand its operations in India aim to tap into the burgeoning talent pool there, helping the company scale and innovate more cost-effectively.

Innovate always

Cécile Delforge, Associate Director of Systems Development at the All England Lawn Tennis Club, shared the unique challenges Wimbledon faces in managing its technology. As one of the most-watched sporting events in the world, broadcast to over 200 territories, there is absolutely no margin for error—especially when it comes to technology. A failure during the two-week tournament could have catastrophic consequences, as the global audience is watching closely.

This high-stakes environment typically necessitates a cautious approach to adopting new technology, supported by robust governance, meticulous project management, and rigorous testing. Despite this, Cécile highlighted an exciting innovation for 2024: the successful implementation of electronic mobile device ticketing. This new system aims to streamline queuing times for the iconic ‘Wimbledon queue,’ ensuring a smoother experience for the thousands of fans who arrive daily. A great example of how Wimbledon uses technology to handle a complex, short-lived opportunity—making the most of a brief but intense window of operation.

In summary

In all, the conference was a valuable reflection on how retail and technology leaders are navigating the complexities of a rapidly changing market. From driving change incrementally, fostering a culture of continuous improvement, and ensuring customer-centricity, to recognising that the right talent is key to success—Relentless Momentum is about embracing challenges, making bold decisions, and constantly evolving. This mindset will be critical for businesses looking to succeed in an unpredictable future.