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Retail’s technology problem is usually a process problem in disguise
The organizations getting real value from AI aren’t the ones who moved fastest. They’re the ones who did the harder work first.
ABOUT THIS FEATURE
A decade of rapid retail technology adoption has left many organizations with fragmented systems, unclear workflows, and data silos, even as margins get tighter. In this piece for Total Retail, Jim Calko and Jeffrey Rask make the case that the fix isn’t more technology. It’s five deceptively simple questions retailers routinely skip before technology ever enters the conversation.
WHAT THIS ARTICLE EXPLORES
The five questions that ground process improvement from the start
Jim and Jeffrey lay out a simple framework, starting with the customer and the goal, that aligns teams across functions before any technology decision gets made.
How a simple process map sparks the conversations that matter
Why a Level 1 or Level 2 map is often all it takes to surface real opportunity, and how the value comes from the conversation itself, not the sophistication of the tool.
How IT becomes a stronger partner when it enters at the right moment
What retailers gain when business alignment comes first, giving technology teams a clear, well-defined problem to solve.
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