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Interview

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Reinventing Tradition: How Selfridges Blends Heritage with Technology

📍London, UK

Selfridges may be one of the world’s most iconic luxury department stores, but behind its confetti cannons, pop-up activations, and celebrity appearances lies a complex and modern technology infrastructure. According to CTO Ross Beaumont, Selfridges has always prioritized innovation, dating back to its early 20th-century immersive retail and social progress ethos. That legacy now lives on through digital transformations designed to ensure the store remains a shopping destination and a cultural hub. With more than a million square feet of retail space and 60% of sales still happening in-store, Selfridges is doubling down on unified commerce, making sure the physical and digital experiences feel equally seamless, elevated, and engaging.

Central to this transformation is Selfridges Unlocked, the brand’s new loyalty program built entirely in-house. Unlike conventional point-based systems, this program rewards customers with experiences—like exclusive invites and events—based on their engagement across every touchpoint, from shopping to dining or visiting the in-store cinema. This shift from transactional perks to experiential value reflects the brand’s belief in retail as entertainment. Under Beaumont’s leadership, the tech team also introduced a clienteling tool to improve personalized service and capture rich customer data, which now fuels hyper-personalization efforts that retain Selfridges’ high-touch luxury ethos while leveraging data intelligently.

Sustainability is another core pillar of Selfridges’ future strategy. Through initiatives like Reselfridges, customers can sell back pre-owned luxury goods and purchase curated secondhand items, fostering a circular economy with the backing of robust tech processes. Beaumont revealed that the platform was custom-built to handle everything from item validation to logistics, supporting a broader company mandate that bans the sale of fur, microbeads, and other non-sustainable materials. This fusion of ethical standards and technical innovation ensures Selfridges can remain relevant to a values-driven, modern luxury consumer without compromising on quality or credibility.

Looking ahead, Selfridges is investing in AI and retail media with caution and purpose. Rather than chasing trends, Beaumont emphasized the importance of trust, privacy, and human connection in the luxury space. AI is being trialed behind the scenes to enhance internal efficiencies and support client advisors, but not to replace the essential emotional intelligence delivered by in-store teams. By fostering a product-led, cross-functional culture and investing in talent development, Selfridges is building a future-ready tech foundation—one that honors its heritage while actively reshaping the role of physical retail in an increasingly digital world.

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