Jigsaw’s journey to retail transformation:

In this conversation, Josh Towb, Head of Digital Transformation at Jigsaw, explains the evolution of their omni-channel operations. From integrating ship-from-store and click-and-collect systems to partnering with Hardis for their OMS solution, OIL, Jigsaw is redefining how data, operations and customer experience converge.  

While measurable commercial results are still in development, the insights shared offer a detailed look at the challenges and strategic decisions shaping their journey. As Josh puts it;

‘The digital and physical worlds in retail are always disrupting each other, and our goal is to turn that challenge into an opportunity.’

This statement perfectly captures the reason why Jigsaw is investing in omni-channel transformation, bridging the gap between digital innovation and in-store retail to create a seamless experience for customers. 

With customer expectations evolving at a rapid pace, retailers must now deliver seamless experiences across all touchpoints. Integrating digital systems with physical operations enables retailers to provide personalised, real-time service; from accurate inventory updates to consistent brand engagement, ultimately driving higher conversion rates and increased customer loyalty. By unifying these channels, retailers not only reduce operational friction but also position themselves to thrive amid the dynamic shifts in today’s market. 

Can you provide an overview of Jigsaw’s current operations and your approach to omni-channel retail? 
We operate around 40 stores in the UK and one in Dublin, with additional concessions across the region. Our omni-channel approach isn’t new. We’ve been running ship-from-store through a unified stock system since 2016, and it’s been key to our business. We manage both click-and-collect and ship-from-store orders, ensuring that we balance online and in-store inventory effectively. 

What prompted you to consider the Hardis’ OIL (omnichannel integration layer) solution and what does it bring to the table? 
OIL essentially acts as the integrator between our systems and platforms like Shopify and our assisted selling tool from Sitoo. We already had a solution in place, but OIL offered the ability to unify disparate data streams into one cohesive system. Their technical setup, responsiveness, and ability to simplify our data flow really appealed to us. Essentially, they were able to challenge our existing processes and propose an architecture that not only maintained data quality but also set us up for future enhancements. 

How does OIL ensure a streamlined data flow without compromising data accuracy? 
Data quality is paramount because we’re dealing with multiple systems and suppliers. OIL’s infrastructure gives us the reassurance that our data will be accurately transmitted across APIs – whether that’s between our website, Shopify, or even our CDP for customer communications. We’ve seen that their approach to data simplification helps avoid unnecessary steps, ensuring that what we send is both accurate and reliable. 

You mentioned several KPIs that drive both customer satisfaction and operational efficiency. How does reducing the frustration of multiple parcel deliveries, for example, benefit not only your customers but also Jigsaw? 

Our focus is twofold. On the customer side, minimising cancellation rates is crucial; ensuring product availability and clear communication keeps disappointment at bay. By simplifying notifications and reducing the frustration of receiving multiple parcels, we improve the overall customer experience.  

On the operational side, this streamlined approach translates into tangible benefits for Jigsaw. Fewer cancellations and a more efficient delivery process boost AOV and conversion rates, while enhanced online stock availability and simplified post-purchase communications contribute to better store efficiency and a stronger bottom line. Really, reducing the hassle of multiple deliveries benefits both our customers and our retail operations. 

What advice would you give retailers who are about to embark on an OMS journey? 
The most important advice is to ensure that the whole business is engaged. This isn’t just a project for the commerce or IT team, it involves retail, customer service, finance, and more. Everyone must understand the changes, from how stock is managed in-store to how online orders are fulfilled.  

Retailers should also pay close attention to incentivising store staff, aligning reporting structures, and managing supplier relationships. The benefits can be exponential once every part of the operation is on board. 

During your transformation journey, what unexpected insights have you gained about your OMS solution?  

One of the most surprising aspects has been how effectively the OMS solution simplifies our data processes. The team behind it quickly identified and eliminated redundant steps, streamlining our data flow without sacrificing accuracy.  

We also discovered that managing integrations with multiple suppliers was more challenging than anticipated, highlighting the need for clear communication and robust project management. These insights have been invaluable in refining our overall approach.