Brad Fick Of Direct Source On 5 Things You Need To Be A Highly Effective C-Level Leader Of A Retail Tech Company
An Interview With Kieran Powell
Building a team with solid decision-making skills is an asset for any leader. When team members possess the ability to make sound and timely decisions, it fosters a culture of responsibility, empowerment, and efficiency within the organization.
The retail industry is undergoing a seismic shift, largely driven by technology. From e-commerce to AI-driven customer experiences, technology is redefining how consumers interact with retail brands. This rapid transformation presents unique challenges and opportunities for C-level leaders in the retail tech space. Effective leadership is more critical than ever to navigate these changes, drive innovation, and maintain a competitive edge. As part of this series, we had the pleasure of interviewing Brad Fick.
A 20+ year veteran of the retail industry, Brad Fick focuses on leading the Direct Source business and sales operations, with an eye on helping tier-one retailers maintain a competitive edge.
Since 1998, Fick’s leadership has been instrumental in driving business growth through identifying emerging retail industry trends, staying ahead of the latest mobile technologies and tools, and refining integration best practices. He also oversees the Direct Source deployment and installation services for retail locations across North America.
Specialties: Tier one retail technology strategy, integration, project management, deployment and installation, mobile and digital, POS, security, wireless, networking, customer-facing tools, kiosks, scanners and payments.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Are you working on any exciting new projects now? How do you think that will help people?
I am really excited about AI and RFID right now. RFID technology is focusing on numerous benefits for various industries, particularly in retail. Its ability to streamline operations, reduce costs, and enhance customer experience are significant advancements that are propelling its adoption. I was just having a conversation around labor costs and inventory management. While not everything may be tagged, tagging even a portion of a stores inventory can lead to substantial cost savings and improved accuracy and efficiency.
There is a lot happening here. AI assists retailers to focus on loyal customers. By leveraging AI, retailers can pinpoint valued customers and tailor rewards specifically to their preferences, cultivating a personalized shopping experience, and minimizing interactions with store associates. However, for shoppers who value the personal touch of in-store interaction, especially during a dressing room experience, the integration of virtual try-on technology can elevate an experience. Shoppers can easily request a new size, color, or style and directly request these from an associate all at the customers’ fingertips. This smart integration of AI provides a seamless shopping experience that balances digital convenience with personalized service.
Thank you for that. Let’s now shift to the central focus of our discussion. The retail industry has seen a significant shift towards digital and e-commerce solutions. How have you adapted your business strategy to this digital transformation, and what challenges did you face in this transition?
As technology continues to evolve rapidly, it is crucial for businesses to keep pace with these advancements to remain competitive and provide optimal solutions for retailers. By actively engaging with hardware manufactures and ISVs, our team is well-positioned to harness the latest innovations and equip retailers with cutting edge store systems that enhance the shopping experience and helps elevate the brand. This proactive approach ensures that retailers remain at the forefront of the digital evolution and meets the changing needs of the market.
Adapting to the fast pace of technological advancements can be challenging especially as innovations continue to emerge rapidly. It requires businesses to constantly stay informed about emerging technology and trends, reassess their current solutions and pivot quickly when adopting new solutions. Retailers must maintain agility and flexibility in their strategies to stay at the forefront of the digital evolution.
Retail technology is heavily focused on enhancing customer experience. Can you share a particular innovation your company has implemented to improve customer engagement and satisfaction? How did this innovation impact your business?
Most of the opportunities we engage with are based on improving the customer experience. Whether it is digital signage, self-checkout, payments, mobile computers, scanning or printing, our number one goal is to empower the consumer and the associate. Making both of their experiences as quick and seamless as possible. Giving the option of a self-sufficient consumer, or one that can lean on an associate for direction.
Although we can’t name specific retailers, we have supported the decision making, installation and integration plans of many leading retailers. For example, digital signage allows consumers to access information about brands and products. Customized point-of-sale systems streamline transactions with faster payment capabilities, generating a reduction in overall wait times. Advancements in technology allows retailers to increase store productivity and assist in staff management creating unique experiences specific to the retailer’s brand and elevates customer satisfaction. Additionally, integrating data analytic tools and machine learning throughout the store provides insights into customer behavior, allowing retailers to provide tailored experiences and personalized recommendations. Overall, leveraging technology to enhance the in-store experience is essential for retailers to stay competitive and meet the evolving needs of consumers.
Leading a retail tech company often means keeping up with rapid technological changes and market trends. How do you stay ahead of these trends, and what practices do you follow to ensure your team remains agile and innovative?
Our key practice is to actively seek feedback from the retailers we conduct business with. By anticipating their needs and responding promptly, we maintain a competitive edge. We also aim to stay ahead of market trends and advancements in technology. We take several proactive measures including monitoring industry publications, attending relevant conferences and events, staying connected with manufactures and ISVs, and fostering a culture for continuous learning and innovation.
Our strong partnerships with manufactures creates a relationship of engagement and trust. We quite often recommend suggestions or improvements with manufactures. We become the “Voice of the Retailer.” In turn, we receive advanced notice of potential new products, and we have an influence of features they may have forgotten. Our engagement in advisory councils truly create a team effort.
In an industry increasingly dominated by technology, how do you balance the use of tech solutions with the need for a human touch in customer service and team management?
While technology can enhance efficiency and streamline processes, the human element remains essential for building loyalty and personalized shopping experiences. Finding the right balance involves leveraging technology to automate tasks and provide data-driven insights while ensuring that human interactions are prioritized in critical areas such as customer support and associate motivation.
It’s important to leverage tech solutions to improve efficiency and convenience without losing sight of the value of personal interaction. By providing customers with online tools to research products and check inventory, retailers can empower customers with information before they visit the store. Once they arrive in store a team member is available to offer the human touch — providing personal recommendations, answering questions, and assisting with any needs that might arise. This balance allows customers to enjoy the benefits of technology while still experiencing the warmth and personalized service that only humans can provide. Similarly, in team management, technology can help streamline operations and communication, but by prioritizing face-to-face interactions and personal connections, brands can foster a collaborative and supportive workplace culture.
Based on your experience and success, what are the “5 Things You Need To Be A Highly Effective C-Level Leader Of A Retail Tech Company?” How have these 5 things impacted your work or your career?
1. Strategic thinking is crucial for long-term success. Strategic thinking plays a vital role in ensuring the long-term success and sustainability in the market. By anticipating and planning for future adaptations and enhancements beyond the current capabilities of a solution, we can assist retailers by implementing a product that remains relevant and valuable over time. This future-proofing approach allows for the seamless integration of added functionalities to meet evolving needs, ensuring that the solution can grow and adapt alongside the retailer’s requirements.
2. Adapting to the changing market is crucial for the success of any business, especially in the fast-paced world of retail tech. C-level leaders must stay agile and responsive to shifts in consumer behavior, emerging technologies, and competitive landscapes. By continuously monitoring market trends, gathering, and analyzing data, and being open to innovation, leaders can make informed decisions and pivot strategies when necessary to stay ahead of the curve. This is key to remaining competitive and driving growth in the dynamic retail tech industry.
3. Building strong relationships with retailers is vital for the long-term success and sustainability of a business. By adopting a consultative approach, prioritizing retailers’ needs, and demonstrating a genuine interest in addressing their pain points and objectives, we create trust, loyalty, and value that transcends single transactions and creates longstanding partnerships. Effective communication, industry knowledge, and years of experience further enhance us as a reliable partner and valuable resource. By focusing on understanding and prioritizing the retailers needs and objectives we can foster lasting relationships that drive customer satisfaction, associate retention, and advocate for their needs.
4. Taking calculated risks is an essential to create a strong and successful business. By carefully evaluating potential risks and rewards, we can make strategic decisions that push the business forward without jeopardizing its stability. Embracing organic growth is built on existing strengths and resources rather than unstable external factors or acquisitions. Calculated risks often lead to innovation, growth, and competitive advantage.
5. Building a team with solid decision-making skills is an asset for any leader. When team members possess the ability to make sound and timely decisions, it fosters a culture of responsibility, empowerment, and efficiency within the organization.
Looking ahead, what do you believe are the key trends that will shape the future of the retail tech industry? How are you preparing your company to adapt to these trends, and what role do you see your leadership playing in this adaptation?
AI driven returns at the store offer benefits for customers and retailers. By utilizing artificial intelligence technology, stores can enhance the efficiency and accuracy of the returns process, reducing wait times and errors. AI can also help retailers analyze return patterns to identify potential issues with products or customer dissatisfaction, enabling them to make informed decisions to improve their offerings. AI can personalize the returns experience for customers, offering tailored recommendations or incentives to encourage future purchases, streamlining operations, and driving revenue.
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This was very inspiring. Thank you so much for joining us!
