Post-Covid, technology can act as much more of an “enabler”, Simon Packenham-Walsh, chief technology officer at Sweaty Betty, has said.

Speaking at the Retail Technology Show in London, Packenham-Walsh explained what Sweaty Betty’s ethos to tech adaptations has been since he joined the company shortly after the UK’s Covid lockdowns were coming to an end in 2021.

“Tech is nowadays fairly easy to bring in,” he said. “The real challenge tends now to lie in choosing to bring it in at the right time, choosing the right partners, and choosing which tech actually makes sense for your organisation.”

Packenham-Walsh added that technology is only easy if you stay on the right course and don’t jump ahead too quickly.

“You have to first stabilise your existing tech before bringing more in,” he said.

Packenham-Walsh also advised retailers to consider what function a given piece of tech is serving, explaining that Sweaty Betty has separate teams for customer-centric, consumer-centric, and foundational technology.

By focusing different teams on one function of a given tech, they become more tech literate, and are ultimately able to make choices that render a more optimal customer experience across these areas, he said.

To give an example, he referenced the slow integration of the digital into physical store spaces with the introduction of automated point of sale machines.

“Always keep the customer in mind when thinking about tech developments,” he said. “And really understand the different segments you’re going after on your tech evolution journey.”

The Retail Technology Show is taking place at Kensington Olympia, London on 26 and 27 April 2023.

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