Imagine this scenario: you have just joined a major retail brand in a brand new role with the goal of leading a digital transformation across the business. The retailer has 950 stores, 771 store visits per minute and 42,000 employees; makes more than 13,600 deliveries per day; and receives 22 website visits per second.

Where do you begin?

This was the challenge that faced Saul Lopes when he joined Dixons Carphone in the newly-created role of Head of Customer Relationship Management and Customer Experience in December 2018.

At Day Two of the Festival of Marketing 2019, he told attendees how the brand shifted its focus from a trading-centric strategy to a customer-centric one; why digital transformation should start with people and not technology; and why it’s impossible to start a major transformation with a major transformation.

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