Conversation with… People in Retail Awards Judge Martin Newman
Here we interview Martin Newman, one of retail’s most respected customer experience experts and a returning judge for the People in Retail Awards.
We last interviewed you in September. Can you give us an update on what’s been happening with you since then?
Subscribe to TRBWell, I published my third book, ROI Reimagined, and held the book launch at Fortnum & Mason. It was a fantastic evening, almost a who’s who of retail, and I felt very privileged to have so many people there supporting me.
I also travelled to New Zealand and Australia with my wife over Christmas and New Year which was a real treat.
On the work front, I ran a highly successful customer experience workshop for CXA, and we’re already talking about the next one. I’ve also been on Sky News recently discussing the papers.
Another highlight was awarding degrees at the Fashion Retail Academy. That was a tremendous privilege, especially as I’ve never experienced a graduation myself. Dressing up in full valedictorian outfit was quite special!
I’ve also signed up again to help at the Retail Technology Show, where I’ll be leading one of the streams, and I’ve become a board advisor to Insider, a customer data platform focused on personalisation and omnichannel orchestration.
Looking ahead, I’m speaking at an Economic Times of India event, which is quite prestigious. I’ve wanted to do more work in India for a long time, so I couldn’t really say no, even though they originally wanted me to do a keynote on my birthday. I managed to make the timings work so I’ll just about get home in time.
How do you balance such a busy workload with looking after yourself?
I exercise most mornings, choosing to do activities such as running, Peloton classes, sit-ups and press-ups. I tend to fit fitness around my working day rather than the other way around, which I’d like to change over time.
I also play golf – badly – but I enjoy it. Beyond that, I like films, eating out, good food, and spending time with family and friends. I think it’s about balance. I don’t have a perfect diet, I enjoy sweets, and I like a drink. But overall, I think I’ve found a reasonable balance.
Why have you agreed to re-join the judging panel for the People in Retail Awards?
For me, people are the heart of any business. That’s the number one thing I think about when I work with organisations. I spend most of my time focused on people and culture because that’s what I’m most passionate about.
Throughout my career, I’ve consistently seen that the brands which perform best commercially are the ones that invest most consistently in their people. When businesses underinvest in talent – in training, development, pay, or recognition – that’s usually when the wheels come off.
Retail is brought to life by people every single day. You simply cannot deliver great customer experience if you’re not delivering great people experience. If you don’t look after your own people, you won’t get customer experience right. It really is that simple.
Being a judge also gives me the opportunity to celebrate the stories of people working in retail and to champion the importance of culture, leadership, and behaviours that genuinely make a difference. Of all the awards I’ve judged, The People in Retail Awards are the ones that resonate most with me because they’re about people. They’re more human and far more meaningful.
Why are people-focused awards so important for retail, beyond commercial results?
Commercial results are the outcome and not the starting point. Behind every sale, every loyal customer, and every strong performance metric is a human being: someone serving, supporting, leading, training, or inspiring others.
The People in Retail Awards recognise the effort, empathy, and commitment that sit behind the numbers. Customers don’t remember spreadsheets, they remember how they were made to feel.
By celebrating the human side of retail, these awards reinforce an important truth: sustainable success doesn’t come from targets alone. It comes from people who care, feel valued, and are empowered to do their best work. Recognising that contribution isn’t just the right thing to do, it’s one of the smartest investments a retailer can make.
How do people-first cultures translate into better customer experience and loyalty?
Quite simply, customers feel how your people feel. When employees are trusted, empowered, and genuinely valued, it shows in every interaction; in the warmth of the welcome, the confidence in the conversation, and the willingness to go the extra mile.
People-first cultures don’t create robotic service; they create human moments. And those moments are what customers remember. Strong customer experience isn’t about scripts or systems. It’s about behaviours, and behaviours are shaped by culture.
When people feel proud of where they work, they become ambassadors for the brand, not just employees. That pride builds trust, emotional connection, and long-term loyalty.
In a challenging retail environment, how can people-focused awards help motivate teams and retain talent?
In tough trading conditions, recognition matters more than ever. When budgets are tight and pressure is high, people-focused awards send a powerful message: what you do matters, and you matter.
They create moments of pride, visibility, and belonging, particularly for frontline teams, who too often don’t feel seen. Awards aren’t about trophies; they’re about storytelling. They celebrate behaviours, resilience, teamwork, and care – the things that don’t always appear on a KPI dashboard but make an enormous difference every day.
Recognition becomes a competitive advantage. People stay where they feel valued, appreciated, and part of something meaningful.
What advice would you give to retailers or individuals thinking about entering for the first time?
Don’t underestimate your story. You don’t need to be the biggest brand or have the biggest budget. What matters is authenticity and real examples of how you support, develop, and empower your people.
Often the most powerful stories come from everyday moments, not grand initiatives. Even the process of entering can be hugely positive, as it gives you the chance to step back and reflect on what you’re doing well.
Be proud, be honest, and tell your story with confidence. Celebrating your people is never something you should hesitate to do.
Entries for the People in Retail Awards are now open. Closing date 1 May.
