MEET THE PARTNER: MARTIN SCHOFIELD, CEO, RETAIL247 TALKS RETAIL SUCCESS, SMART TECH & STRONG PARTNERSHIPS
- Kate Hughes
- 7 days ago
- 7 min read
Updated: 6 days ago
When it comes to retail technology, few people can match the experience and authority of Martin Schofield, CEO of Retail247. From starting his career with the Burton Group, to overseeing technology transformations at Debenhams, Burberry and Harvey Nichols, Martin’s career has been nothing short of retail gold.
We sat down with Martin as part of our Meet the Partner series to talk about his journey, Retail247’s first decade, and why smart tech and strong partnerships – like the one between Retail247 and Datitude – are more important than ever in retail.
Hello Martin! Tell us a bit about your illustrious retail career before founding Retail247?
Retail is in my DNA. I started in tech roles at the Burton Group and then joined Debenhams as Retail Projects Manager, responsible for the future stores IT strategy. I led diverse projects, from rolling out EPOS systems to launching the wedding gift service. The technology we deployed was genuinely ahead of its time: in-store kiosks and handheld scanners in the 1990s was truly innovative.
From there I joined Burberry, heading up IT across the UK and Europe retail operations as it transformed into a global super brand. I subsequently moved to Harvey Nichols, initially as Head of IT, then IT & Logistics Director, and ultimately Group Retail Operations Director.
That last role was… surreal, in a good way! One minute I’m knee-deep in systems, the next I’m at New York Fashion Week or enjoying beauty buying trips. I learnt a lot, fast – everything from store operations to supply chain logistics to opening international sites. It’s also where I first worked with Sarah and Gavin, Datitude’s co-founders and formerly Fresca’s co-directors, as we selected Fresca’s platform to launch Harvey Nichols’ first transactional website.
When Harvey Nichols relocated their head office, the commute became unsustainable, and I moved into the tech vendor side of the industry, first as Ops Director for Itim, a global software group, and then in a European leadership role for an American retail tech company. That final move gave me the nudge I needed to start Retail247. Ten years later, here we are.
You’ve led countless retail technology projects. Which one stands out the most?
There are a few, but launching Debenhams’ wedding gift service stands out as it broke new ground. We trialled it in Belfast, aiming for fifty weddings in six months. In just three months, we’d hit five hundred and revenues topped £20 million.
Also, at Harvey Nichols we were miles ahead in omnichannel (even before 'omnichannel’ was a 'thing'!) because of our tech capabilities, including real-time stock visibility and click and collect from store. This was years before it was the norm.
So, tell us about Retail247 and how it’s evolved.
Retail247 is all about enabling retailers to get the basics right with accurate product and stock data, and efficient operational processes. They’re fundamental to retail success. There is no point retailers chasing shiny new tech if their business isn’t built on solid foundations. We started out as consultants, with a clear intention to develop product and stock management software, and have brought two core products to market:
Origin - product and pricing platform, used by brands like Reiss, LK Bennett, Radley and AllSaints.
Archean - stock management platform. Crew Clothing Company and Reiss have been early adopters. We’re now launching a distributed order management system with Archean to support demand fulfilment and provide the intelligence for demand planning.
We’re also experts in RFID technology and have developed RFID accounting software. The technology has come a long way since I first worked with it in 2007. It’s now a genuine enabler for better stock accuracy. For example, we worked with Reiss on the initial business case right through to the deployment of RFID across their stores. It led to a 4% uplift in sales thanks to better stock accuracy. It’s a clear example of how foundational improvements drive better commercial outcomes.
Stock accuracy seems to be a big focus for you. Why is that?
Because it’s fundamental to retail success. You can’t serve customers well if you don’t know what stock you have, where it is, and where demand is coming from.
Even when retailers were still focusing on tracking losses, I introduced stock accuracy metrics at Harvey Nichols and that shift in focus made a marked difference to our performance. It’s why I’m such an advocate of stock accuracy.
What’s been your proudest moment at Retail247 so far?
The first software sale will always be special. But really, seeing our solutions used by leading retailers to solve big challenges and knowing we’re making a tangible impact - that’s what drives us. Lucy Heard, our Marketing Manager, says if you walk down any UK high street, you’ll see many Retail247 clients. She’s right.
I’m also incredibly proud of the Retail247 team and the community we’ve built around us. (Note from editor – if you’ve been to one of Retail247’s parties you’ll appreciate the warmth towards Martin and Retail247.)
Exhibiting at the Retail Technology Show is another highlight. We debuted in 2024 at Olympia, and again this year at its new location at ExCel. Being visible at the UK’s biggest retail tech event has really strengthened our brand.
Let’s talk about Retail247 and Datitude's partnership. What makes it work?
The retail tech ecosystem is increasingly built on collaborative partnerships. The very nature of the industry means retailers not only need solutions they can integrate within their tech stack, they also want trusted partners who work well together and take a unified, and agile, approach to delivery. That’s where the real value lies.
Retail247’s solutions are highly data-visible, but they’re not reporting tools and that’s where Datitude comes in. We’ve worked together successfully for years, share a similar mindset and enjoy a collaborative and trusted relationship. Both companies care about how things are delivered, not just what is delivered.
Mutual clients - like Crew Clothing, Mint Velvet and Piglet in Bed - benefit from streamlined integrations, better data leverage, and a more cohesive tech experience.
You’ve recently set up an Advisory Board. What’s the thinking behind that?
Retail247 has grown organically and is successful, but I’m always looking ahead. The Advisory Board brings together accomplished leaders from across the industry to support the next stage of our growth. It’s about keeping momentum, sharpening our strategy, and benefitting from their expertise.
I’m delighted all the individuals invited have agreed to join our Board. They bring a wealth of experience in diverse disciplines including digital, marketing, sales, and finance, and I’m looking forward to working with them.
Biggest tech challenges facing retailers right now?
Legacy systems, supply chain management, and the temptation to chase tech trends rather than fix the foundations. It’s nothing new. Retail success is all about getting the basics right (for example, a single view of stock) and the challenge is often in the execution. Retailers who do it well are better positioned to keep pace with consumer demands and respond to changing market conditions.
There’s also a raft of sustainability legislation looming that will have implications for supply chain and product management, particularly reliable product data and better data visibility. This is where Retail247’s Origin and Archean platforms can help brands and retailers get ahead of the game.
Retailers should be assessing forthcoming regulations now, if not already, to understand the impact on their tech requirements. For example, the EU’s Ecodesign for Sustainable Products Regulation (ESPR) will require nearly all products sold within the EU to feature a digital product passport (DPP). Comprehensive information about each product’s origin, materials, environmental impact, and disposal recommendations will have to be provided.
For more information on digital product passports and why retailers need to be taking action now, head over to Martin's blog on Retail247's website.
Another example is extended producer responsibility (EPR) schemes for textiles and fashion which governments globally have their sights set on. And I know Datitude is involved in the EPR sandbox project being run by WEFT.
Any retailers you think are nailing omnichannel?
That’s a tough one to answer. Many retailers are good multichannel operators and provide great experiences. As an industry I don’t think we’ve nailed omnichannel yet, although we’re getting there with better connected systems and data. I was speaking to a senior leader at Screwfix recently and their customer-centric approach is refreshing and impressing. We need more examples of this!
Quick fire round...
Must-attend retail tech event? There’s lot of great events happening all the time. If we’re talking about a large-scale event, Retail Technology Show.
Top retail voice to follow? There isn’t one person I’d recommend. It’s good to understand different perspectives and I will always listen to what others have to say, but I believe it’s more important to form your own point of view.
Best retail tech newsletter? Honestly? I’m not a huge newsletter reader. Now that retail and tech news publishers have all moved to digital formats, I think LinkedIn is increasingly a one-stop source for news.
Last retail purchase (non-grocery)? A tripod for a laser leveller, bought online. The utility room is having a bit of a makeover, and I’m putting up some shelves for Kilner jars.
Editor’s note - If it works, Lucy has suggested Martin uses it to straighten the brand prints he put up in the office (ouch!).
Favourite shopping app? Amazon wins it for functionality. It does everything I need it to do – simple, fast and effective.
It’s always a pleasure working with the Retail247 team and our sincerest thanks go to Martin for taking the time to speak to us for this feature.
Our conversation with Martin is a reminder of what great tech partnerships look like: deep sector knowledge and expertise, highly developed technology solutions, shared values, and collaborative relationships. As retail tech continues to evolve, it’s clear that Martin and Retail247 aren’t just keeping up, they’re quietly leading the charge.
To find out more about Retail247, their consultancy and technology solutions, head over to their website: www.retail247.com.
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