Orium’s Jennifer Hileman on embracing the evolution of retail
Posted by Amanda McLaughlin on Aug 17, 2023
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Digital transformation is impacting every industry, but none quite like retail. Jennifer Hileman, Director of Retail Data & Technology at Orium, a composable commerce consultancy and systems integrator, is a retail professional with a deep understanding of the industry’s shifts.
Jennifer sat down on the Endless Aisle podcast with Marcus LaRobardiere, NewStore’s Senior Director of Marketing. Together, they discussed the changing dynamics and the pivotal role of composable and omnichannel technology in today’s retail environment. Read on for several highlights from Marcus and Jennifer’s conversation, some of which have been edited for clarity.
In an era defined by rapid technological advancements and evolving consumer preferences, the retail landscape is undergoing a remarkable transformation. As Jennifer highlights, “[At Orium], we’re really focused on retail as a key sector for our business. We think it is one of the most interesting and exciting areas of the digital transformation going on around us. It’s a domain closely intertwined with consumers, and they’re driving the demand for change, at least from our perspective. Consequently, we are committed to working in the retail space, collaborating with exceptional partners like NewStore to deliver seamless customer experiences that shape the future.”
One of the things underpinning the evolution of retail is the changing technology infrastructure. Legacy systems can no longer keep up with the rapid pace of change and the digital experiences customers expect. Enter MACH, a philosophy and set of services that support retail brands in their transition away from legacy technology to composable. Jennifer noted, “With legacy technology, there’s a lot of work to be done to bend what’s existing. I often describe it as having a set of pipes. If they start leaking, you might plug a hole here or plug a hole there. Ten years later you ask, ‘should we have just replaced those pipes?’ With composable technology, you no longer have to spend time plugging holes. You can swap out each individual section of pipe with whatever your business needs. Legacy systems make it difficult to move quickly; moving to a composable architecture will set you up with the right foundation so in the future, you can pull in whatever pieces you need to provide a relevant customer experience.”
Omnichannel is not just about technology. It requires transformation at the people and process level, as well. So, who is ultimately responsible for omnichannel within an organization? Is it cross-functional or does it need to be led by someone at the executive level for it to be done well? Jennifer said, “Everybody owns it to some degree. Who is ultimately accountable really depends on your business model and what you are trying to drive in terms of growth. That said, it is important for all stakeholders to carry a true omnichannel mentality and understand why it is best for the company and the customer to have your experiences be seamless.”
When asked about how to make omnichannel successful, Jennifer emphasized that associates play a pivotal role in the process. This is one area where retailers tend to miss at times. “Store associates interact daily with your brand, customers, and products. Often, retailers rely on a filtered opinion from a regional operations person who is visiting multiple stores to identify important themes. However, I believe it’s crucial to personally visit a store. Ask associates to show you how the store technology works and what could be better about it. This is how you get true insight into what’s going on and what your teams need to be successful.”
As the retail industry continues to transform, it is imperative for leaders to embrace innovation and prioritize the seamless integration of online and offline channels. By adapting to changing consumer behavior, leveraging technology, and empowering associates, retailers can create exceptional customer experiences that drive growth and foster long-term loyalty.
