Nuno Miller , Chief Digital and Information Officer at Sonae Fashion , discusses the firm ’ s IT architecture and its huge benefits to the retailer ’ s flexibility and agility

I f any one industry can be identified as the poster child of digital transformation and the factors that drive it , retail is a leading contender . The dramatic shifts in consumer buying habits and expectations trace to Amazon , whose availability , pricing strategies , and logistical capabilities have defined how successful retailers operate in the digital age . While Amazon has primarily been focused on ecommerce , its counterpart in Asia , Alibaba , has popularised the concept of New Retail : the blending of brick-andmortar offerings with robust online capabilities . Bridging the gap between physical and digital stores has become all but essential for traditional retailers as consumers flock to the endless aisles and easy payments of websites whilst retaining considerable interest in visiting traditional shops .