This presentation, "Retail OS - Delivering the Omnichannel Experience," delivered by John Andrews, Retail Co-Innovation Director at Ricoh-USA, on March 8, 2024, explores the cutting-edge of retail technology and strategy. It delves into the challenges and opportunities presented by today's retail landscape, emphasizing the crucial role of headless commerce, shopper personification, Retail-as-a-Service (RaaS), and the innovative use of computer vision alongside AI/ML. The deck addresses how these technologies collectively forge a seamless, omnichannel shopping journey that meets the elevated expectations of modern consumers while ensuring supply chain flexibility and resilience. Through insights into headless commerce freedom, data-driven personalization, and the seamless experience of omnichannel retailing, this presentation lays out a blueprint for the future of retail. It highlights the importance of sustainability and ethical sourcing in building trust and loyalty among consumers. Join us in exploring how retailers can leverage technology to provide unparalleled shopping experiences, ensuring operational excellence and fostering deeper customer engagement in an increasingly digital world.

1. Retail OS
Delivering the Headless Retail Channel Experience
John Andrews –Retail Co-Innovation Director, Ricoh-USA
March 8, 2024

2. Retail’s 3 Big Challenges
1. People
2. Shopper Expectations
3. Supply Chain Flexibility and Resilience

3. Retail OS
1. ‘Headless’ Commerce
2. Shopper Personification
3. Retail-as-a-Service (RaaS)
4. Computer Vision + AI/ML
5. Sustainability and Ethical Sourcing

4. Headless Commerce
An architecture that allows seamless delivery of content and
products to any device, screen, or location, eliminating the
need for specific channels.
Retailers have the freedom to design unique user experiences
tailored to specific customer segments or devices using any
front-end technology, without being limited by the e-commerce
platform's back-end.
UI/UX updates can be made without impacting back-end
systems, allowing for faster response to changing shopper
behaviors.
Personalized Experiences: Retailers can more effectively
leverage customer data to personalize content, offers, and
products in real-time across any touchpoint.

5. Data – The Elephant in the Room

6. Omnichannel as No Channel
Shoppers don't see or care about channels; they care about convenience, relevance,
and consistency. Channel-based retail is replaced by a focus on delivering seamless,
personalized, and consistent interactions across the entire customer journey.
Unified Customer View: Leveraging data to have a 360-degree view of the customer,
enabling personalized interactions based on their preferences, history, and behavior
across all touchpoints.
Seamless Experience: Ensuring that the customer experience is consistent and fluid,
whether the customer interacts with a brand through a mobile app, website, social
media, or in a physical store.
Agility and Adaptability: The ability to quickly adapt to changes in consumer behavior
or market conditions and seamlessly introduce new touchpoints or technologies
without disrupting the customer experience.

7. Customer Personification
Personification is a customer engagement strategy that infuses the shopping
experience with humanity and care beyond algorithms. It fosters deeper loyalty
and brand connection, particularly in the future of retail where companies must
offer unprecedented customer-centric service.
• Brand as a Personal Companion
• Story-Driven Experiences
• Emotional Connections
• Retail Spaces as Extensions of Home
• Products as Personal Avatars
• AI Personal Shoppers

8. Retail as a Service (RaaS)
RaaS aims to provide customers with a holistic service that prioritizes their
satisfaction, while leveraging the latest technologies for operational
excellence, instead of simply offering retail as a place or a product.

9. Retail as a Service (RaaS)
RaaS is a modern business model that uses technology to enhance traditional retail practices. It
offers personalized and scalable services, enabling brands and retailers to engage with customers
effectively and create better shopping experiences.
Data-Driven Insights: Retailers collect and analyze large amounts of data to better understand customer
preferences and behavior. This data informs everything from product development and stocking to
personalized marketing and customer service.
Technology Integration: RaaS platforms use cloud computing, data analytics, artificial intelligence (AI),
and the Internet of Things (IoT) to collect and analyze customer data, manage inventory, optimize supply
chains, and more.
Experiential Retail: This model emphasizes creating memorable in-store experiences for customers. It's
not just about selling a product but offering a value-added experience through services like personal stylists,
try-before-you-buy options, and interactive displays.
Subscription and Loyalty Programs: RaaS can facilitate subscription services where customers receive
products or services regularly. Loyalty programs powered by RaaS platforms can offer customers more
personalized rewards and experiences based on their shopping habits.
Flexibility and Scalability: The service-oriented approach allows businesses to scale up or down quickly
based on market demand without investing heavily in physical infrastructure or inventory.
Inventory Management: Advanced inventory management techniques like just-in-time inventory or drop-
shipping that can be more cost-effective and responsive to consumer demands.

10. Computer Vision + AI/ML
Computer vision and AI/ML (Artificial Intelligence/Machine Learning) are
transforming various sectors, including the way businesses operate in the
ecommerce domain. The concept of "headless commerce" is one of the areas
where these technologies are making a significant impact.
Computer Vision + AI/ML

11. Sustainability and ethical sourcing in retail are topics that have gained significant
attention in recent years, driven by a growing awareness of environmental issues
and social responsibility. The question of whether shoppers truly care about these
issues is complex, as it encompasses a range of behaviors, attitudes, and market
trends.
Sustainability & Ethical Sourcing

12. Interesting Supply Chain People
• Mike Anthony – Global CEO, Engage, ltd
• Uzma Rauf – Founder & CEO, Khatanalytics
• John McClymont – Principal, Operational Solutions
• Brittain Ladd – Supply Chain Management Consultant
• Olga Yurovski – CEO, Shopperations
• Ben Gibson – Owner and President of SyrRoc Systems