The retailer has simplified its engineering processes by integrating tools like GitHub. This move centralizes data, making it easier for everyone—both tech teams and business staff—to access a single, reliable source of information.
“Observability helps our teams fulfill their responsibilities,” says Burton. “With Datadog, developers can set up services correctly, spot issues early, and quickly identify root causes. This focus aligns with our goals of performance and a seamless customer experience.”
The Iconic aims to enhance its use of Service Level Objectives (SLOs) and improve how developers handle alerts. They’re also exploring new features, like monitoring external services, as their platform grows.
Roz Gregory, Regional Vice President for ANZ at Datadog, emphasizes the importance of speed and reliability in fashion e-commerce. “If customers can’t check out during major sales, it’s money lost,” she notes. The Iconic’s continuous innovation and commitment to customer experience keeps it ahead in the game.
AI in Retail Awards
The RTIH AI in Retail Awards recognized various innovative companies like Brarista, IBM Consulting, and Riskified among others. Held at The Barbican in London, the event celebrated groundbreaking advancements in retail technology, as highlighted by Scott Thompson, Founder and Editor of RTIH. He quoted Amazon’s Andy Jassy, stating that AI represents a major transformation in technology.
Judges noted the tough competition, as many companies showcased significant contributions to enhancing customer experience and addressing retail challenges. “AI has truly entered a delivery mode,” one judge remarked.
Congratulations to all the winners of 2026, and thanks to everyone involved in making the event a success! For more insights on the awards, check RTIH magazine’s next edition here.
