Live from NRF 2026, Will Eadie sits down with retail expert Edward (Ed) Durbin, SVP of Global Business Development at explic8, to tackle a critical question: How can retailers reduce friction for frontline teams to improve customer experience?

Ed shares why employee experience is the last mile of CX, drawing on decades of global retail and technology experience. He discusses what true in-store personalization looks like, differences he sees across UK and North American retail, and why frontline engagement directly impacts performance.

The conversation also explores real-time feedback, operational agility, and the growing role of agentic AI in helping stores respond faster and smarter. A focused discussion for retail leaders looking to strengthen frontline execution and drive better outcomes.

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