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Live from Shoptalk Barcelona, we’re switching it up. This episode sees EPAM’s Mark Simpson, Director of Global Alliances, take the hot seat as guest host - interviewing Ana Machado da Silva, Senior Head of Product Management & Experience at Boden.
They reveal the tech transforming Boden’s customer journey, why Shopify is more than a DTC, and how legacy brands are staying relevant in a hyper-digital, AI-fuelled world.
If you’re in retail, fashion, digital product, or just want to learn how a premium brand like Boden actually makes big transformation stick, this is your one!
Here's what you'll learn from this episode:
1. Replatforming doesn’t have to be painful
Boden recently moved their entire eCom setup to Shopify and Ana shares exactly why they did it and how they made it work.
2. Tech isn’t just for the IT team.
Ana explains how smart tech choices (like plugging into Shopify’s partner ecosystem) mean Boden can move faster, test more, and get features live in weeks, not months!
3. Sustainability beyond the buzzwords.
Bowdoin isn’t here to greenwash. From factory visits to digital product passports, Ana talks about fashion that’s built to last - and why durability is the most underrated sustainability play in retail.
4. AI is coming for your customer journey.
We’re heading into a world where your customer’s AI assistant might be doing the shopping. So how do brands show up in those results? It’s all about having great product data, strong content, and keeping it REAL.
5. Real Customers = Real Feedback = Real Success
Before launching their new site, Bowdoin gave 30 loyal customers early access and let them shop like normal. What they spotted? Tiny but important UX hiccups the team had totally missed.
Tune in if you're leading a replatforming project, scaling an eCom brand, or just want to stay ahead of what’s happening in retail tech!
Connect with Mark
https://www.linkedin.com/in/markssimpson/
Connect with Ana
https://www.linkedin.com/in/anamacha/
Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/
Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/