The 2025 RTIH Innovation Awards shortlist highlights pioneering projects across retail sectors, from Currys’ nationwide electronic shelf labelling rollout to WHSmith’s seamless legacy system migration and innovative mobile apps supporting parents. Winners will be announced in October, celebrating advances in technology, operational resilience, and customer experience.
The shortlist for the 2025 RTIH Innovation Awards Digital Transformation Project of the Yea...
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r has been announced, highlighting remarkable examples of retail resilience and innovation across the UK and beyond. This year saw a record number of submissions, reflecting the sector’s ongoing dynamism amid challenging market conditions. The winners will be revealed at a prestigious ceremony on 16th October at The HAC in Central London, hosted by comedian and writer Tiff Stevenson.
Among the UK finalists, Currys stands out for its pioneering retail transformation, becoming the first major UK retailer to deploy Electronic Shelf Labels (ESELs) across its entire estate of over 300 stores. This ambitious nationwide rollout, carried out in partnership with SOLUM and Vestcom, represents a significant step forward in retail innovation, operational efficiency, and sustainability. By modernising the store environment, Currys aims to simplify the shopping experience while freeing staff to focus more on customer service. The company also benefits from enhanced environmental credentials through reduced paper usage and more agile pricing management.
Osprey London has made a remarkable leap from outdated legacy systems to a cutting-edge, fully composable technology stack. By integrating Oracle NetSuite, Centra, and Sitoo POS, the brand has unified online and in-store operations, enabling seamless omnichannel experiences and empowering store teams. This transformation has led to improved conversion rates and strengthened physical retail performance, while providing the agility to launch new formats such as showrooms and pop-up stores. The move underscores the importance of flexible, customer-first technology in today’s retail landscape.
WHSmith tackled the challenge of retiring its legacy Point of Sale system across a global estate of stores with minimal disruption. In collaboration with PMC, they implemented a unified managed services solution supporting over 4,600 devices via a single, always-on service desk. This blended approach combined deep legacy system expertise with future-ready support, ensuring business continuity through what WHSmith leadership described as “the biggest non-event of the year.” This seamless transition not only preserved operational resilience but also set the stage for further digital transformation initiatives.
In a strategic shift away from traditional e-commerce, Mamas & Papas launched an innovative mobile app designed as a “digital companion for parents.” The app integrates community, content, and commerce, supporting customers through pregnancy and parenting journeys. Early results have been impressive, with conversion rates 75% higher than mobile web and average session times reaching eight minutes. Seamless omnichannel integration with their 60 UK stores reinforces the app’s role in delivering a personalised, supportive experience tailored to Millennial and Gen Z parents.
Sellfware Technology and VJ Technology introduced Opus, a 24/7 autonomous product management platform that creates staffless Click and Collect environments. This scalable solution enables secure, intelligent stock control and multi-point security for both transformed onsite stores and standalone mini warehouses. By enabling continuous availability and optimising fulfilment operations, Opus supports retailers in reducing costs and driving new revenue streams through flexible, customer-centric fulfilment solutions.
Finally, Currys partnered with VoCoVo to equip all UK and Ireland stores with the VoCoVo Series 5 Pro Headset, significantly enhancing team communication and safety on the shop floor. This initiative has contributed to a 58% reduction in reported aggressive theft incidents compared to the previous year. In the final eight weeks of FY24/25, there were only eight incidents, down from 19 the previous year, reflecting the headsets’ positive impact on the in-store environment and colleague well-being.
This distinguished group of finalists represents a broad spectrum of retail digital transformation, showcasing advancements in technology adoption, operational efficiency, customer experience, and safety. Their efforts collectively underline how retail innovation continues to evolve, responding to both immediate challenges and longer-term shifts in consumer behaviour and technology. The forthcoming awards ceremony promises to celebrate these achievements and the partnerships that drive them.
Source: Noah Wire Services
