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DFF: ‘Tech change leads to culture change,’ says Anya Hindmarch IT director

As technology evolves, so do customers’ expectations – and it is retailers’ job to meet them.

Dan Orteu, operations and IT director at Anya Hindmarch

Dan Orteu, operations and IT director at Anya Hindmarch

Dan Orteu, operations and IT director at Anya Hindmarch

“We have now got to a position where technology is complicated but we can manage that, and company culture can be more of a barrier to success and growth,” said Dan Orteu, operations and IT director at Anya Hindmarch at Drapers Fashion Forum in London yesterday.

He gave the example of single customer view, which is possible, although technologically complex. However he said it meant asking sales assistants to give up their ”little black books” and ultimately leads to a shift in the way that store staff are rewarded.

“Corporate culture eats strategy for breakfast,” he said, adding that some of the changes, such as stores fulfilling web orders or accepting online returns, redefines the roles of stores and the way you reward shop staff.

“A few years ago we were an omni-shambles, probably like many other businesses of our size,” he said.

Luxury accessories brand Anya Hindmarch has started implementing Adyen’s payment solutions to unify its technology operations as part of a move to meet the changing expectations of luxury customers, who expect frictionless, seamless transactions.

Its UK and US online stores are already live with Adyen as its single provider and Japan will go live at the end of this month. That will be followed by UK and US bricks-and-mortar stores at the end of November and stores in Japan by the end of February 2017.

“Brexit has done weird things to our business, which means it is now a lot cheaper to buy from Japan from our UK website because of the exchange rate. But then you can take it back to a Japanese store, and the payments do not link up. This will change from next year, which will be much better.”

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