Holland & Barrett: Aligning Teams for Successful Digital Transformation
I had the pleasure of speaking with Katya Denike, Chief Product Officer at Holland & Barrett, about the complexities and opportunities of leading digital transformation at a 150-year-old retail giant.
What I find fascinating about Europe is all the century brands that still exist, which are so different from other places I’ve lived. So far, on OFFBounds, we have had three interviews with centenary brands like the British Clarks, the Portuguese Vista Alegre, and now Holland & Barrett.
Holland & Barrett is one of the world's leading health and wellness retailers. It was founded in 1870, when the world was much different than it is today. So, I bet they have had to go through many transformations in the company’s history, and now they are going through a major one to adapt to a more digital-first world.
I went to one of their stores to buy a few protein bars while studying the brand. I loved seeing a modern POS system and calls to action to download their app in-store and even in the shopping bag.
These are the easy-to-see changes from the customer perspective, but as we talked about many times on OFFBounds, the transformation in the company’s culture is where the biggest challenges are.
Katya Denike joined the company in December 2020. Like many leaders driving transformation, the pandemic was a major motivator for new executive roles. In a traditional brand like Holland & Barrett, many people there had worked in the company for decades and were now exposed to new roles, new perspectives, and uncertainty. So the complexity starts there: how to align the team for a new vision?
This is what we discussed in this week’s episode and what she will discuss on stage at Shoptalk Europe, which will be held in Barcelona from June 2nd to 4th. (Thanks to Shoptalk, we had this wonderful studio to record our conversation.)
If you would like to join us at the event, we have a special discount, and you can use the code or links below:
🎟️ Retailers and Brands, code RBOFFBO20 or https://lnkd.in/gC_uXBND
🎟️ General Attendees, code GAOFFBO20 or https://lnkd.in/gn8KK8g5
Here are the key elements Katya shared for effective team alignment:
Clear Problem Definition:
Differentiate clearly between the actual business problem you're trying to solve ("Problem A") and the internal organizational alignment needed to solve it ("Problem B").
Continuous Communication:
Regularly reinforce the goals, benefits, and expectations of the transformation to keep everyone informed and aligned, preventing organizational inertia from slowing progress.
Empowered Leadership and Team Autonomy:
Foster an environment of trust by giving teams autonomy to solve problems creatively. Empower teams through genuine trust, clear responsibilities, and consistent support.
Embrace 'Unlearning':
Encourage teams to let go of outdated processes and mindsets. Transformation isn’t just about learning new skills but also about unlearning old habits and ways of thinking.
Authenticity and Informality:
Build a culture where openness and authenticity are valued. Informal interactions help break down barriers, promote idea-sharing, and create a collaborative atmosphere essential for innovation.
You can listen to the episode and learn it first-hand from Katya who’s not only a stellar executive, but also a mom and a podcaster. She has a podcast called Rocking Cribs and Careers where she talks with high achieving women who are also moms to show that it’s possible to do both.
Here is one of her episodes:
Next week, we will talk about how technologies can empower the frontline workers and generate more efficiency and sales with Spain’s second biggest fashion retailer by market share Tendam.
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👉🏻 This series is sponsored by New Black. They are redefining retail with EVA, a contextual commerce platform that unifies Inventory and order management, POS, in-store apps, promotions, loyalty, and clienteling into one seamless system.