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Doddle ranked top digital retail innovation for 2015

Doddle has grabbed the top spot in the second annual ‘Retail Insider Digital Retail Innovations’ report published today, as logistics solutions feature prominently this year with retailers trying to solve the perennial final mile issue. By Glynn Davis.


Doddle ranked top digital retail innovation for 2015

It is one of four such fulfilment-based innovations in the top 10 of the report and is joined by Tictail/Uber delivery, Amazon/Audi parcel-to-vehicle delivery, and the Volvo roaming delivery solution. This suggests a strong focus in 2015 on retailers improving their infrastructures rather than seeking glitzy nice-to-haves.

The top 10 also includes two examples of seamless-ordering innovations, with the Waitrose Hiku home scanning and Amazon Dash solutions both scoring well in the report, which is sponsored by ecommerce partner Webloyalty.

Its creation involves canvassing opinion from specialists across the retail sector to bring together a list of 50 digitally-driven innovations that represent the best examples to be found in the UK and Ireland.

A separate list of 10 overseas innovations was also compiled to highlight how other countries are dealing with the ever-changing landscape of retail and to put a spotlight on some of the best innovations that could ultimately have an impact on the UK and Ireland markets.

The two lists were then scored by an Advisory Panel of specially selected individuals including Peter Williams, chairman of, John Bovilll, IT & e-commerce director at Monsoon/Accessorize, Simon Harrow, CEO of Elevaate, Geoff Scully, managing director of Shop Direct Ireland, and Martin Newman, CEO of Practicology.

They ranked the innovations based on four important criteria: how innovative; potential influence across the sector; how potentially commercial; and the potential benefit to customers.

Scoring highest in the ‘how innovative’ criteria is the Pizza Hut/Tobii Technology mind-reading menu, which really is out there in terms of pushing the boundaries and the pizza chain has to be applauded for its experimentation.

Another feature this year is the prominence of fashion, with the category taking 14 places in the 50 innovations listed. It is followed by food and drink that has 11 entries in the rankings. This highlights how strong both these categories are in the UK and that they arguably set the pace for innovation around the world.

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