In the latest episode of the EGN podcast, Stefan Suppra, a seasoned expert from Amazon Web Services (AWS), joined host Efe Von Thenen to discuss the transformative impact of cloud computing on the retail landscape. As the industry navigates rapid technological advancements, our guest shared valuable insights into how AWS is empowering businesses to thrive amidst disruption.
Stefan Suppra began by underscoring the critical role data plays in modern business. Companies that actively leverage their data are achieving three times better business outcomes compared to those that do not. This, he explained, makes data central to every decision-making process. AWS’s philosophy is deeply rooted in its customer-centric approach, which involves working backward from customer problems to design tailored solutions. This mindset allows AWS to challenge assumptions and provide practical tools that meet the unique needs of each business.
AWS’ impact on retail
The conversation was enriched with real-world examples of AWS’s influence on major brands. Adidas, for instance, used AWS to overhaul its supply chain and ERP systems, enabling greater scalability and agility. Similarly, HelloFresh embraced AWS to optimize its infrastructure for rapid growth, while Obi, a leading DIY retailer, utilized AWS’s cloud solutions to handle seasonal spikes in demand without overprovisioning resources.
One particularly compelling example came from Ido, a price comparison platform. By leveraging AWS’s machine learning capabilities, Ido significantly improved its email campaign effectiveness, achieving a 111% increase in click-through rates and a 154% boost in conversions. These success stories highlight how cloud computing can drive innovation, improve operational efficiency, and enhance customer engagement.
The role of generative AI and emerging trends
The interview also explored the rapidly evolving role of generative AI in retail. In just two years, it has transitioned from a novel concept to a critical tool in personalization and customer engagement. AWS’s solutions, like Amazon Bedrock, enable businesses to deploy generative AI in diverse applications, including conversational commerce and hyper-personalized shopping experiences.
Looking ahead, Stefan Suppra predicted that AI-powered tools will further revolutionize both online and offline retail. From augmented reality in smart stores to real-time analytics for supply chain management, technology is reshaping every aspect of the retail ecosystem.
Compliance and digital sovereignty
For businesses in highly regulated environments, compliance and digital sovereignty remain critical concerns. Our guest highlighted AWS’s extensive investments in localized data centers and compliance measures, including its European Sovereign Cloud initiative. These efforts ensure that businesses can manage their data securely while adhering to regional regulations like GDPR. With 143 certifications in place, AWS provides the infrastructure and tools needed for companies to build secure, compliant applications.
A big moment for retailers
Stefan Suppra concluded our conversation with a call to action for retailers still hesitant to embrace cloud computing. He believes that with AWS’s global scale, unmatched innovation, and robust compliance infrastructure, now is the time for businesses to make the leap. The benefits extend beyond technology: adopting cloud solutions also fosters a culture of agility and innovation, enabling brands to respond more effectively to changing consumer demands.
The conversation between Stefan Suppra and our host Efe Von Thenen offered a comprehensive look at how AWS is shaping the future of retail. If you want to learn even more from it, watch the full talk below:
Can’t watch? No problem. It is also available on Spotify and Apple Podcast.
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