Boots’ Product Director: Why retailers are getting customer experience WRONG
From Marketing in the Madness by Marketing in the Madness
June 2, 2026 · 29 min · Episode 118
About this episode
Fabrice Khullar discusses the challenges and strategies of digital transformation in retail, focusing on customer experience and the evolving needs of consumers.
In this special live episode of Marketing in the Madness, recorded at the Retail Tech Show, Katie Street sits down with Fabrice Khullar, Director of Product Experience at Boots, to talk retail transformation, AI, product experience, UX and the future of the customer journey. Fabrice shares what it takes to lead digital transformation inside a major retail brand such as Boots, what retailers need to do to move faster and how product and UX teams can help businesses stay closer to what customers actually need. They also explore agentic commerce, fragmented buying journeys, the continued power of physical stores, Gen Z’s relationship with technology and why experimentation needs to become a core part of how retail teams plan and build. Chapter:00:00 Live from the Retail Tech Show00:24 Meet Fabrice Khullar from Boots01:09 Leading digital transformation at Boots02:26 Why retail needs to adapt faster05:44 Building flexible tech and teams07:23 Making experimentation the plan10:51 The new customer journey13:46 Tracking fragmented buying behaviour19:37 What’s next for retail product experience20:30 Why channels stack, not replace22:18 The power of in-store shopping23:08 Gen Z…
People in this episode
Host: Katie Street
Guest: Fabrice Khullar
Topics covered
- retail transformation
- customer experience
- digital transformation
- AI
- product experience
- UX
- agentic commerce
Keywords
- retail
- customer journey
- digital transformation
- UX
- Gen Z
- experimentation
- physical stores
Mentioned in this episode
Organizations: Boots, Retail Tech Show
Places: Gen Z
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