In this episode, MACH Alliance Advisory Board Member, Sonja Keerl, speaks with Giles Smith, Head of Digital Tech at Selfridges, about his repeat experiences moving luxury retailers including Burberry, to MACH. Recalling the old days of 10,000 word RFPs and planning a year out for Black Friday, Giles talks about new ways of working, using the MACH approach to create a happier work culture for IT teams and bringing store reputation to digital.