Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

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.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.