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There are industry events that pass through the calendar with the kind of forgettable predictability that leaves attendees wondering if their time could have been better spent elsewhere.\u00a0Endless Aisle Live<\/em>\u00a0is not one of them.<\/p>\n Returning to London\u2019s vibrant Soho district on 15 May 2025, the event, which was hosted by unified commerce experts NewStore, was designed not just to talk about the future of retail, but to step inside it. With a sharp speaker line-up, interactive workshops, and guided store tours that gave innovation tangible form, the day offered attendees rare access to insights that were far from just theoretical.<\/p>\n At its heart,\u00a0Endless Aisle Live<\/em>\u00a0is about community. \u201cThis is the community. This is what we\u2019re building,\u201d said Marcus LaRobardiere, vice president of marketing at NewStore, as he welcomed attendees at Underbelly Boulevard. That sense of collective purpose set the tone for a morning packed with practical, agenda-setting conversations.<\/p>\n The event\u2019s name traces its roots back to the\u00a0Endless Aisle Podcast<\/em>, launched during the depths of the pandemic as a reminder that retail was evolving. \u201cAt the time,\u201d LaRobardiere reflected, \u201cgetting together as a community to celebrate the retail industry and share knowledge in person seemed like a pipe dream.\u201d Fast forward to 2025, and not only is that dream realised, but it\u2019s also thriving.<\/p>\n Pragmatism, possibilities, and the modern IT leader<\/strong><\/p>\n Among the most compelling themes of the day was the growing expectation that technology leaders must wear multiple hats: enablers, visionaries, and, increasingly, business translators. Doug Wooten, IT director at Charles Tyrwhitt, pulled no punches: \u201cIf you\u2019re not pragmatic as an IT leader, you\u2019ll never get anything done. But we also have a responsibility to do some \u2018crystal ball thinking\u2019- we see across the entire business, and we can\u2019t afford to be stuck in the moment.\u201d<\/p>\n James Brazeley, enterprise architect at White Stuff, echoed this sentiment with a sharp critique of traditional transformation timelines. \u201cIf you don\u2019t start by asking \u2018what\u2019s the art of the possible?\u2019, all you end up with is what you already have, plus 10 per cent. When you know what\u2019s possible, you make faster, better decisions – and you avoid getting stuck in lengthy, box-ticking processes that don\u2019t serve the business.\u201d<\/p>\n This kind of strategic clarity is being felt on the ground too. Footasylum, for example, is investing heavily in smarter store formats and mobile-first service tools. \u201cIn-store, we\u2019re now using data to monitor movement and streamline operations,\u201d explained product manager Richard Noon. \u201cWe\u2019ve evolved from fixed tills to fixed tablets and now mobile devices that allow us to meet customers wherever they are.\u201d<\/p>\n Philip Dixon, senior manager at private equity firm Aurelias, which works closely with Footasylum, added that technology now sits at the very centre of the business\u2019s explosive growth: \u201cWe\u2019ve seen record years, and that\u2019s largely due to how well tech and analytics are now embedded across the organisation. It\u2019s no longer an afterthought\u2014it\u2019s a performance driver.\u201d<\/p>\n Seamlessness is now non-negotiable<\/strong><\/p>\n That shift in customer expectation – the one that demands convenience, speed, and consistency – is also reshaping the role of omnichannel. In a keynote, James Reid, technology director at Clarks, issued a clear message: \u201cIf a customer comes in to return two items and is told one can be refunded in-store while the other has to be posted back, that friction point will lose you loyalty.\u201d<\/p>\n Reid\u2019s point resonated across the day\u2019s sessions. Retailers must now be able to ship from store, refund anywhere, and cater to diverse payment needs, all as part of a joined-up experience.<\/p>\n This was a core theme in a session led by Eric Holm, VP of Product Marketing at NewStore, and Stripe\u2019s Ben Thirlwall. As head of SaaS platforms for EMEA at Stripe, Thirlwall brought a wide lens to the conversation: \u201cI\u2019m focused on simplifying checkout experiences and joining up channels, especially as consumer behaviours and payment preferences evolve rapidly.\u201d<\/p>\n From digital wallets to buy now pay later<\/em> options, Thirlwall noted that \u201cgeographically variable methods\u201d and even stablecoins are becoming increasingly relevant. \u201cWith one integration, we now support 140 different payment methods globally. That\u2019s what opens up growth and makes true omnichannel feasible, even in markets with complex local preferences.\u201d<\/p>\n Community, authenticity and knowing your customer<\/strong><\/p>\n One of the strongest threads throughout the event was a renewed emphasis on what community means in 2025, and how it translates into retail strategy.<\/p>\n Leah Uka, chief brand officer at Jewells, was candid about where her brand stands. \u201cWe\u2019re at the start of building our community. For us, it\u2019s all about word of mouth and identifying our superfans early. Community has to be authentic, or it doesn\u2019t work.\u201d<\/p>\n Claudia Nappo, COO at LK Bennett, expanded on that idea, challenging the traditional ways brands try to direct customer behaviour. \u201cYou can\u2019t force customers into journeys. Whether it\u2019s in-store or online, customers will go where they want to go. It\u2019s our job to listen and build accordingly, not to push them through funnels they didn\u2019t choose.\u201d<\/p>\n This customer-first philosophy underpinned a broader discussion about brand evolution. \u201cJust because we\u2019re celebrating 35 years doesn\u2019t mean we know everything about our customer,\u201d Nappo said. \u201cAssumptions are dangerous. Staying genuinely curious is essential.\u201d<\/p>\n Learning from each other, and from the high street itself<\/strong><\/p>\n One of\u00a0Endless Aisle Live<\/em>\u2019s strongest features is its immersive format. The afternoon\u2019s guided store tours pulled attendees out of the conference setting and into some of London\u2019s most innovative retail environments. From mobile checkouts to experiential layouts and embedded loyalty tech, the stores showcased how today\u2019s strategies are being applied in real-time.<\/p>\n That spirit of experimentation and learning was echoed at dinner, where guests reflected on the day\u2019s conversations and shared how they were applying these ideas in their own businesses.<\/p>\n As LaRobardiere put it, \u201cSuccess for us is not measured in sign-ups. It\u2019s when people leave asking when the next one is, when they\u2019re genuinely excited to come back.\u201d<\/p>\n And with insights ranging from technology roadmaps and operational pragmatism to community-building and seamless experience design, it\u2019s easy to see why\u00a0Endless Aisle Live<\/em>\u00a0is fast becoming a staple in the retail calendar.<\/p>\n For an industry built on constant movement, the ability to pause, learn, and connect with purpose is rare, and valuable. In this case,\u00a0Endless Aisle Live<\/em>\u00a0delivered exactly what it promised: a community of changemakers, ready to shape what\u2019s next.<\/p>\n What\u2019s next for Endless Aisle Live<\/strong><\/p>\n Looking ahead, the next chapter of Endless Aisle Live is already in motion. This fall, the event heads to New York\u2014bringing the same energy, community focus, and retail realism stateside. Details are coming soon.<\/p>\n In the meantime, stay connected through the Endless Aisle Podcast, available on\u00a0Apple\u00a0and\u00a0Spotify, or join one of NewStore\u2019s monthly virtual meetups. The next session takes place on June 6\u2014more information\u00a0here.<\/p>\n