Outreach Sequence (3-Step): Wickes — David Wood (CEO)

Metadata

• Brand: Wickes
• Contact: David Wood, Chief Executive Officer
• LinkedIn: https://www.linkedin.com/in/david-wood-860bab2a/
• Email: david.wood@wickes.co.uk (verified)
• Signal Lead: L1 — Unified commerce platform transformation announced for 2026-2027 rollout
• Signal Stack: L1 unified commerce platform + L1 FY2025 PBT +14.4% to £49.9m + L1 Epsilon retail media launch + L1 Acquia CDP (£7m incremental revenue) + L3 Gophr same-day delivery across 150 stores
• Urgency: 9 — Platform decisions being made now for 2026-2027 rollout; vendor selection window active
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-03
• Status: CMO Approved — Launch Week 1
• Cluster: Wickes (coordinated with Thomas Loizeau, Head of eCommerce — drafted 2026-05-01)

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Cluster Coordination Note

David is the executive sponsor entry in the Wickes thread. His sequence leads with strategic platform transformation and commercial outcomes. Thomas Loizeau (Head of eCommerce) carries the tactical eCommerce execution and digital marketing angle (drafted previously). Sequences staggered: David Week 1, Thomas Week 2. David gets the "unified commerce platform vision" frame. Thomas gets the "experience measurement across the digital channel" frame.

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Step 1 — Connect (LinkedIn, <100 words)

David, congratulations on the FY2025 results — £49.9m profit on 5.9% revenue growth while simultaneously announcing a unified commerce platform transformation is a strong position to invest from. What caught my attention is the scale: replacing till systems and rolling out new OMS across 230+ stores while the Missions Motivation Engine is already driving £7m incremental. The measurement challenge during that kind of transformation is significant. I work with enterprise retailers ensuring platform migrations deliver the experience outcomes the business case promised. Would value connecting.

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Step 2 — Value (Email, ≤75 words)

David, one pattern I see with CEOs leading platform transformations: experience quality during migration is where revenue quietly leaks. With Wickes running unified commerce, Epsilon retail media, Acquia CDP, and Gophr simultaneously — each touching the customer journey differently — the compounding integration risk is real. One comparable multi-format retailer identified £8M in recoverable experience friction within 90 days of platform migration using session-level analytics. Worth sharing the framework?

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Step 3 — Soft Question (Email, ≤75 words)

David, as you roll out unified commerce across 230+ stores in 2026-2027, how are you measuring experience quality at the session level — particularly correlating in-store digital touchpoints with online behaviour? Most CEOs I work with discover the gap between platform deployment and experience measurement is where revenue leakage hides during transformation. Curious how you're planning to close that gap at Wickes.

Outreach Sequence (3-Step REVISED): Wickes — Thomas Loizeau (Head of eCommerce)

Metadata

• Brand: Wickes
• Contact: Thomas Loizeau, Head of eCommerce & Digital Marketing
• LinkedIn: https://www.linkedin.com/in/thomasloizeau/
• Signal Lead: L1 — Adobe Analytics Report Builder retiring June 2026, Analytics API EOL August 2026 — mandatory re-architecture window
• Signal Stack: L1 Adobe sunset June 2026 + L3 unified commerce platform 2026-27 + L3 Acquia CDP with £7m proven uplift + L3 Epsilon retail media launch
• Urgency: 9 — Adobe June 2026 deadline creates hard evaluation window; unified commerce decisions being made now
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-03
• Status: CMO Approved — Launch Week 2 (staggered after David Wood)
• Revision Note: CMO directed shift from distant-timeline unified commerce framing → Adobe June 2026 deadline urgency. Thomas faces a hard re-architecture decision within weeks, not months.

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Revision Summary

Original issue: 7-touch sequence with generic unified commerce angle. Timeline felt distant — "2026-2027 transformation" doesn't create immediate action. The Adobe Report Builder retirement (June 2026) and Analytics API EOL (August 2026) create a hard deadline Thomas is staring at right now.

Revised angle: Thomas has ~8 weeks before Adobe Report Builder dies and his analytics capability degrades. The unified commerce transformation is the backdrop, but the Adobe deadline is the trigger. Frame QM as the replacement measurement layer that deploys on SAP Commerce Cloud without re-instrumentation — ready before June, not after.

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Step 1 — Connect (LinkedIn, <100 words)

Thomas, Adobe Report Builder retires June 2026, Analytics API follows in August — and you're running £1.6B in revenue on SAP Commerce Cloud with a unified commerce transformation in flight. That's not a "we'll evaluate next quarter" situation. The measurement layer you rely on today is being deprecated while the platform underneath it is being replaced. Most ecommerce leaders in this position are discovering the gap between Adobe going dark and the new stack being instrumented is where £millions in friction go unmeasured. I work with ecommerce teams navigating exactly this window. Worth connecting.

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Step 2 — Value (Email, ≤75 words)

Thomas, here's the maths: Acquia CDP has proven £7m incremental revenue through segmentation — demand is there. But your measurement layer goes dark in June while the unified commerce platform is still being built. At £1.6B revenue, 1% unmeasured checkout friction = £16M annually. One comparable retailer deployed a replacement measurement layer on SAP Commerce Cloud in 21 days — before the Adobe deadline. Zero re-instrumentation.

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Step 3 — Soft Question (Email, ≤75 words)

Thomas, with the Adobe deadline ~8 weeks out — what's your plan for experience measurement continuity on SAP Commerce Cloud during the unified commerce transition? The retailers I've seen navigate this well solved it before the sunset, not after. Curious whether you're evaluating replacement measurement layers now or planning to bridge the gap differently.

Outreach Sequence (3-Step): Wickes — Alex Brindle (Head of Digital Development)

Metadata

• Brand: Wickes
• Contact: Alex Brindle, Head of Digital Development
• LinkedIn: https://www.linkedin.com/in/alex-brindle-b2a92193/
• Email: alex.brindle@wickes.co.uk (inferred)
• Signal Lead: L1 — Joined January 2026 to lead digital development during unified commerce transformation; establishing his technical direction now
• Signal Stack: L1 new appointment Jan 2026 (receptive) + L1 unified commerce platform build + L3 SAP Commerce Cloud migration + L3 Adobe sunset impacting developer tooling
• Urgency: 7 — New appointment actively establishing technical direction; decisions being made now that will persist
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Mohamed El Fanichi CITO, Richard Knowler Head of Product)

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Cluster Coordination Note

Alex is the engineering execution owner — his team builds the unified commerce platform. His sequence leads with the developer experience angle: how does the engineering team diagnose production issues across a new multi-system architecture without spending days in logs? Mohamed decides the architecture. Richard defines the product. Alex's team needs observability tools that accelerate debugging during and after the transformation build phase.

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Step 1 — Connect (LinkedIn, <100 words)

Alex, joining Wickes in January to lead digital development during a unified commerce platform build is strong timing — you're establishing technical direction while the architecture is still being defined. The challenge I see engineering leaders face in this position: once the new OMS, SAP Commerce Cloud, and supporting systems are live, how does your team diagnose production issues that span multiple services without spending hours correlating logs across systems? The answer to that question shapes developer velocity for years. I work with digital development leaders embedding observability into new platform architectures from day one. Worth connecting.

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Step 2 — Value (Email, <100 words)

Alex, here's the pattern with multi-system commerce builds: the platform ships, users report issues, and your team spends days diagnosing whether the problem is frontend, OMS, SAP, or the carrier integration. Logs exist for each system independently — but session-level correlation across the full stack doesn't.

One comparable Head of Digital Development embedded session-level experience analytics into their platform architecture during the build phase — not after launch. Result: mean time to diagnosis dropped from 4 days to 2 hours. Their team stopped context-switching between monitoring tools and started fixing the actual issue.

Engineering velocity increased measurably.

Worth a quick conversation?

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Step 3 — CTA (Email, <75 words)

Alex, as you build out the unified commerce platform — how are you planning session-level observability across SAP, the new OMS, and supporting services for production diagnosis?

If 15 minutes is useful, I can share how one engineering leader integrated experience correlation into their platform architecture during the build rather than retrofitting it post-launch. Saved months of debugging time. No pitch — just the integration pattern.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Eve Bottomley (Head of CRM)

Metadata

• Brand: Wickes
• Contact: Eve Bottomley, Head of CRM
• LinkedIn: https://www.linkedin.com/in/evebottomley/
• Email: eve.bottomley@wickes.co.uk (inferred)
• Signal Lead: L1 — Acquia CDP proved £7m incremental revenue through segmentation; the next £7m requires understanding WHY segments don't convert
• Signal Stack: L1 Acquia CDP £7m proven value + L3 AI Missions Motivation Engine (10 DIY + 7 trade missions) + L3 unified commerce transformation + L3 Adobe sunset removing baseline
• Urgency: 7 — Acquia CDP success creates board expectation for "what's next"; Eve must demonstrate continued CRM revenue growth
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Mohamed El Fanichi CITO, Thomas Loizeau Head of eCommerce)

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Cluster Coordination Note

Eve is the CRM and customer value owner. Her sequence leads with the Acquia CDP success story and the natural question: where does the next £7m come from? Acquia tells Wickes WHO their customers are (missions, segments). QM tells them WHY those customers aren't converting and HOW MUCH each friction point costs. Eve is the operational champion for lifecycle value — the person who needs to demonstrate ongoing revenue growth from customer intelligence.

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Step 1 — Connect (LinkedIn, <100 words)

Eve, the Acquia CDP result at Wickes — £7m incremental revenue from mission-driven segmentation — is one of the clearest CDP ROI stories in UK retail. The Missions Motivation Engine identifying 10 DIY and 7 trade missions is sophisticated work. The question I find most CRM leaders face next: you know WHO your high-value segments are and what motivates them. But what happens inside those segments' sessions when they don't convert? That gap between segment identification and session-level diagnosis is where the next £7m typically lives. I work with CRM leaders closing exactly that gap. Worth connecting.

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Step 2 — Value (Email, <100 words)

Eve, here's the pattern I see after a CDP proves value: the board asks "what's next?" You've proven segmentation works. The Missions Engine identifies high-intent customers. But when a trade professional in the "quick restock" mission abandons at checkout — Acquia tells you they abandoned, not why, and not what it cost.

One comparable Head of CRM layered session-level behavioural analytics on top of their CDP. Result: they identified £4.2M in friction specific to their highest-value segments — friction the CDP could see happening but couldn't diagnose.

The segmentation found the customers. The experience layer found the revenue.

Worth discussing?

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Step 3 — CTA (Email, <75 words)

Eve, with the Missions Engine running and the unified commerce transformation underway — how are you planning to measure whether those mission-driven experiences actually convert at the session level?

If 15 minutes is useful, I can share how one CRM leader connected their CDP segmentation to session-level diagnosis — turning "segment X abandoned" into "segment X hit friction Y, costing £Z." No pitch — just the integration model.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Jemma Seaman (Head of Trading)

Metadata

• Brand: Wickes
• Contact: Jemma Seaman, Head of Trading
• LinkedIn: https://www.linkedin.com/in/jemma-gower-68390246/
• Email: jemma.seaman@wickes.co.uk (inferred)
• Signal Lead: L1 — Joined December 2025 to shape trading strategy during unified commerce transformation; spring peak trading imminent
• Signal Stack: L1 new appointment Dec 2025 + L3 Q1 trading update mid-May + L3 unified commerce transformation + L3 spring/summer peak season
• Urgency: 6 — New in role during peak spring trading season; needs visibility into what converts and what doesn't
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Thomas Loizeau Head of eCommerce, Lewis Janes Head of Trading Decorative)

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Cluster Coordination Note

Jemma is the trading performance owner — responsible for commercial results across categories. Her sequence leads with the visibility gap during her first peak trading season at Wickes: spring/summer is when home improvement demand spikes, and she needs to understand which products, categories, and journeys convert versus where revenue is being lost. Different angle from Thomas (digital conversion) — Jemma cares about trading margin and category performance.

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Step 1 — Connect (LinkedIn, <100 words)

Jemma, stepping into Head of Trading at Wickes in December puts you right at the front of spring peak — your first major trading season in the role. The challenge I see new trading leaders face: the commercial numbers show you what sold, but not why high-intent customers didn't buy. At £1.6B revenue, the gap between a 3% and 3.5% conversion rate during spring peak is significant. I work with trading leaders who use session-level revenue data to identify which product journeys lose the most revenue during peak — and act on it within the season. Worth connecting.

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Step 2 — Value (Email, <100 words)

Jemma, here's the spring peak challenge at your scale: thousands of high-intent DIY and trade customers land on specific product pages — and some percentage abandon for reasons the aggregate data won't tell you. Was it delivery slot visibility? Product comparison friction? Checkout complexity for trade orders?

One comparable Head of Trading deployed experience analytics before their peak season. They identified £2.8M in category-specific conversion friction within the first 3 weeks — problems only visible at session level. Their trading team prioritised fixes mid-season and recovered margin that would have been lost entirely.

Worth a conversation before peak fully hits?

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Step 3 — CTA (Email, <75 words)

Jemma, with spring peak trading underway and the Q1 update approaching — how are you identifying which product journeys are losing the most revenue at the session level?

If 15 minutes is useful, I can share how one Head of Trading deployed mid-season experience measurement that surfaced category-specific friction in time to act on it. No pitch — just the approach.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Lewis Janes (Head of Trading - Decorative)

Metadata

• Brand: Wickes
• Contact: Lewis Janes, Head of Trading - Decorative
• LinkedIn: https://www.linkedin.com/in/lewis-janes-3a662051/
• Email: lewis.janes@wickes.co.uk (verified)
• Signal Lead: L3 — Category-specific conversion during spring peak; decorative is high-consideration, high-abandonment
• Signal Stack: L3 decorative category spring peak + L3 new appointment Dec 2025 + L3 unified commerce transformation + L3 design software replacement
• Urgency: 5 — Lower priority; decorative-specific angle but less direct connection to platform decision
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Jemma Seaman Head of Trading)

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Cluster Coordination Note

Lewis is a category-specific trading owner — decorative products (paint, tiles, wallpaper) have distinct digital behaviour patterns (high consideration, colour matching, room visualisation). His sequence leads with the category-specific insight: decorative customers browse extensively before purchasing, and the friction points are different from hardware or trade. Lower priority than Jemma but reinforces the multi-touch approach within Wickes.

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Step 1 — Connect (LinkedIn, <100 words)

Lewis, decorative products at Wickes have a unique digital pattern — customers researching paint colours, tiles, and wallpaper browse extensively before committing. With Wickes replacing its design software as part of the unified commerce transformation, the visualisation-to-purchase journey is about to change significantly. The question is whether that change improves conversion or introduces new friction. I work with category leaders who use session-level data to understand how customers move through high-consideration product journeys — and where the revenue is being lost. Would value connecting.

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Step 2 — Value (Email, <100 words)

Lewis, here's what I see with decorative/high-consideration categories online: customers who browse 5+ product pages before purchasing are your highest-value segment — but they're also the most sensitive to friction. A slow colour swatch load, a broken room visualisation tool, or a confusing comparison experience doesn't just lose one sale — it loses the customer with the highest basket potential.

One comparable category leader deployed experience analytics specifically on their high-consideration product journeys. They found 60% of abandonment in their premium category happened at a single friction point invisible in aggregate data. Revenue recovery: £1.4M annually from one fix.

Worth discussing?

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Step 3 — CTA (Email, <75 words)

Lewis, with the new design software arriving as part of unified commerce — how are you planning to measure whether the new visualisation and browsing experience improves or hurts decorative category conversion?

If 15 minutes is useful, I can share how one category leader measured experience quality on high-consideration product journeys during a platform change. Caught issues before they impacted peak trading. No pitch — just the approach.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Mandy Minichiello (Head of Marketing)

Metadata

• Brand: Wickes
• Contact: Mandy Minichiello, Head of Marketing
• LinkedIn: https://www.linkedin.com/in/mandy-minichiello-6162642/
• Email: mandy.minichiello@wickes.co.uk (verified)
• Signal Lead: L1 — Adobe Report Builder retiring June 2026 directly impacts marketing reporting capability
• Signal Stack: L1 Adobe sunset June 2026 + L1 Epsilon retail media launched March 2026 needing ROI proof + L3 Acquia CDP missions engine driving segmentation + L3 unified commerce transformation
• Urgency: 8 — Marketing reporting infrastructure disappearing in weeks; retail media ROI conversations starting now
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Mohamed El Fanichi CITO, Thomas Loizeau Head of eCommerce, David Wood CEO)

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Cluster Coordination Note

Mandy is the marketing measurement owner. After 7+ years at Wickes she has institutional knowledge of what Adobe provided. Her sequence leads with the reporting gap Adobe's retirement creates for marketing specifically — campaign attribution, retail media ROI proof, and the connection between the Missions Motivation Engine and actual conversion. She's the internal champion for "how do we prove marketing spend converts?"

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Step 1 — Connect (LinkedIn, <100 words)

Mandy, after 7 years building Wickes' marketing function, you've seen the measurement stack evolve considerably. With Adobe Report Builder retiring in June and Wickes Connected Retail Media just launched with Epsilon — the question of how you prove campaign-to-conversion ROI is about to change fundamentally. The Missions Motivation Engine identifies the right segments, Epsilon delivers the media — but what connects the ad impression to the checkout completion? That gap is where I see marketing teams lose budget justification fastest. I work with marketing leaders navigating this exact transition. Worth connecting.

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Step 2 — Value (Email, <100 words)

Mandy, here's the challenge I see for Wickes marketing specifically: Acquia's Missions Engine drives £7m in incremental revenue through segmentation. Epsilon delivers targeted retail media to those segments. But when the board asks "what's the conversion rate from retail media impressions to completed purchases?" — neither platform answers that question at the session level.

Adobe answered part of it, and Adobe is retiring.

One comparable Head of Marketing deployed session-level campaign attribution that connected media impression → site experience → purchase in a single view. Retail media CPMs increased 30% because advertisers could finally see the full funnel.

Worth 15 minutes to share the model?

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Step 3 — CTA (Email, <75 words)

Mandy, with the Adobe deadline weeks away and Epsilon retail media in market — how are you planning to prove campaign-to-conversion ROI to advertisers and the board?

If it's worth a conversation, I can walk through how one retail marketing leader replaced their Adobe attribution with session-level measurement that directly connected media spend to revenue. Took 3 weeks, no engineering dependency.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Mark George (CFO)

Metadata

• Brand: Wickes
• Contact: Mark George, Chief Financial Officer
• LinkedIn: https://www.linkedin.com/in/mark-george-8a53b2/
• Email: mark.george@wickes.co.uk (inferred)
• Signal Lead: L1 — FY2025 PBT £49.9M (+14.4%) with unified commerce transformation investment underway; CFO needs ROI proof during major capital expenditure
• Signal Stack: L1 FY2025 results + L1 unified commerce transformation (major capex) + L3 Acquia CDP £7m proven ROI model + L3 Adobe retirement removing reporting baseline
• Urgency: 7 — Q1 2026 trading update due mid-May; board will evaluate transformation investment returns
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with David Wood CEO, Mohamed El Fanichi CITO)

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Cluster Coordination Note

Mark is the investment case owner. His sequence leads with transformation ROI accountability — the board needs evidence that the unified commerce investment delivers measurable improvement. Acquia's £7m proved the model works. Now with far larger capex flowing into till systems, OMS, and platform architecture, Mark needs each investment to demonstrate quantifiable return. David Wood gets the strategic vision frame. Mark gets the "prove it pays back" frame.

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Step 1 — Connect (LinkedIn, <100 words)

Mark, £49.9m PBT on 14.4% growth gives Wickes clear investment headroom — and the unified commerce transformation is where that capital is flowing. The question I see CFOs in your position navigate: how do you quantify whether the new OMS, till systems, and platform architecture deliver measurable commercial improvement versus the old stack? Acquia proved the model — £7m from one initiative with clear attribution. The challenge is replicating that measurement clarity across a transformation touching every system simultaneously. I work with retail CFOs building ROI frameworks for platform investments. Worth connecting.

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Step 2 — Value (Email, <100 words)

Mark, here's the challenge with multi-system platform transformations: the business case promises improvement, but post-launch attribution is where most fail. New OMS goes live — did conversion improve because of the OMS, the frontend changes, or seasonal trading patterns?

Without session-level revenue attribution per system component, the board sees total conversion but can't isolate ROI per investment line. At £1.636B revenue with 1% checkout friction, that's £16.4M in recoverable value — but which system captures it?

One comparable CFO deployed revenue-quantified experience analytics across their transformation. Each initiative got attributed impact in £, not assumptions. Payback was demonstrated within 90 days.

Worth sharing the measurement framework?

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Step 3 — CTA (Email, <75 words)

Mark, with the Q1 trading update approaching and unified commerce investment accelerating — how are you planning to attribute commercial improvement to specific platform investments versus external trading conditions?

If 15 minutes is worthwhile, I can share how one retail CFO built per-initiative ROI attribution during a comparable transformation. Clear board language, quantified in £. No pitch — just the framework.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Mohamed El Fanichi (CITO)

Metadata

• Brand: Wickes
• Contact: Mohamed El Fanichi, Chief Information Technology Officer
• LinkedIn: https://www.linkedin.com/in/mohamed-el-fanichi-56561b15/
• Email: mohamed.elfanichi@wickes.co.uk (verified)
• Signal Lead: L1 — Adobe Report Builder retiring June 2026 + unified commerce platform transformation 2026-2027 with vendor decisions in progress
• Signal Stack: L1 Adobe sunset June 2026 + L1 unified commerce platform vendor selection active + L1 Epsilon retail media needing measurement + L3 Acquia CDP £7m proven + L3 SAP Commerce Cloud architecture
• Urgency: 9 — Adobe retiring in ~27 days forces analytics re-architecture; Mohamed making vendor decisions NOW for unified commerce stack
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with David Wood CEO, Thomas Loizeau Head of eCommerce)

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Cluster Coordination Note

Mohamed is the technical decision-maker in the Wickes thread. He owns the unified commerce transformation architecture and vendor selection. His sequence leads with the Adobe re-architecture deadline and platform governance during transformation. David Wood (CEO) gets the commercial outcomes frame. Thomas Loizeau (Head of eCommerce) gets the experience measurement frame. Mohamed gets the "architecture decision window" frame — governance, compliance, stack consolidation.

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Step 1 — Connect (LinkedIn, <100 words)

Mohamed, replacing till systems, OMS, and design software simultaneously while Adobe Analytics retires underneath you is a governance challenge I don't see discussed enough. The architecture decisions you're making now for unified commerce will lock in for years — but the measurement layer that proves those decisions were right is the piece most CITOs evaluate last. I work with enterprise technology leaders navigating platform transformations of this scale, specifically on how experience analytics fits into the new architecture from day one rather than being retrofitted. Would value connecting.

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Step 2 — Value (Email, <100 words)

Mohamed, one architecture pattern I see with CITOs leading multi-system transformations: the new platform ships, conversion moves, and nobody can isolate whether it was the OMS, the frontend, the CDP, or the carrier integration that caused it.

With SAP Commerce Cloud, Acquia CDP, Epsilon retail media, and Gophr all touching the customer session — plus new till and OMS systems arriving — cross-system correlation becomes the measurement gap that bites hardest post-launch.

One comparable CITO deployed a session-level correlation layer across their full stack before the first platform component went live. Diagnosis time dropped from weeks to hours.

Worth sharing the architecture?

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Step 3 — CTA (Email, <75 words)

Mohamed, quick question: as you finalise the unified commerce architecture for 2026-2027, how are you planning to measure experience quality across the full stack — frontend, OMS, CDP, and retail media — at the session level?

If 15 minutes is worthwhile, I can share how one CITO embedded experience measurement into the transformation architecture before go-live. No pitch — just the integration pattern.

[Calendar link]

Outreach Sequence (3-Step): Wickes — Richard Knowler (Head of Product)

Metadata

• Brand: Wickes
• Contact: Richard Knowler, Head of Product
• LinkedIn: https://www.linkedin.com/in/rknowler/
• Email: richard.knowler@wickes.co.uk (verified)
• Signal Lead: L1 — Unified commerce platform transformation with new product capabilities being defined; Richard joined Sep 2025 (ESTABLISHING) to shape the product roadmap
• Signal Stack: L1 unified commerce platform vendor decisions + L3 SAP Commerce Cloud current state + L3 Adobe sunset impacting product analytics + L3 new appointment = receptive to new partnerships
• Urgency: 7 — New in role, actively defining product capability roadmap during transformation; receptive window
• Channel Strategy: LinkedIn (Step 1), Email (Steps 2-3)
• Draft Date: 2026-05-05
• Status: Pending CMO review
• Cluster: Wickes (coordinated with Mohamed El Fanichi CITO, Alex Brindle Head of Digital Development)

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Cluster Coordination Note

Richard is the product capability owner — shaping what the unified commerce platform can do. His sequence leads with the product prioritisation challenge during transformation: how do you decide which product capabilities to build first when you can't measure which ones drive the most revenue? Alex Brindle (Digital Development) builds what Richard defines. Mohamed makes the architecture decisions. Richard owns the "what should we build next" question.

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Step 1 — Connect (LinkedIn, <100 words)

Richard, stepping into Head of Product at Wickes during a unified commerce transformation is a significant mandate — you're defining capabilities for a platform that's being rebuilt from till systems through to OMS. The prioritisation challenge in that environment is real: which product improvements drive the most commercial impact when the baseline measurement layer (Adobe) is being retired at the same time? I work with product leaders navigating exactly this — using revenue-quantified experience data to prioritise product roadmaps during platform transformations. Would value connecting.

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Step 2 — Value (Email, <100 words)

Richard, here's the product prioritisation trap during platform transformations: engineering capacity is finite, the roadmap is ambitious, and every team wants their feature next. Without revenue-quantified evidence showing which experience issues cost the most, prioritisation defaults to stakeholder volume or project timelines.

One comparable Head of Product deployed experience analytics that quantified every friction point in £ per session. Result: their Q1 roadmap was reordered around a £3.2M issue that no stakeholder had flagged — it only showed up in session data. Sprint waste dropped 40% because the team stopped building features for problems that cost less.

Worth discussing the approach?

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Step 3 — CTA (Email, <75 words)

Richard, as you define the product roadmap for unified commerce — how are you quantifying which experience issues cost the most revenue to prioritise engineering effort?

If 15 minutes is useful, I can share how one Head of Product replaced stakeholder-driven prioritisation with revenue-quantified evidence during a comparable transformation. Changed their roadmap significantly. No pitch — just the prioritisation model.

[Calendar link]

Wickes — Mohamed El Fanichi (Chief Information & Technology Officer)

7-Touch Email Sequence + LinkedIn Connection

Date: 2026-05-14
Priority Rank: 6 of 7
Signal Stack: L3 (Adobe Report Builder retiring Jun 2026 — 17 days) + L2 (unified commerce transformation 2026-2027) + L2 (Epsilon retail media launched Mar 2026) + L2 (Acquia CDP proved £7M value)
Entry Strategy: Cold LinkedIn + email — Adobe deadline creates urgency
Proof Point: Canadian Tire (+40% conversion, multi-category retail), Lululemon (enterprise scale)
Warm Route: None confirmed. SAP partner network, Google Cloud, and Acquia partner routes being investigated separately.

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LinkedIn Connection Request

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contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-01-01 unified commerce transformation]
signal_levels: [L2]
touch_number: 0
channel: linkedin
status: draft
dnc_checked: true
concentric_rings_used: [Ring 1: CITO leading unified commerce transformation, Ring 2: till systems + OMS + design software replacement]

Mohamed — leading the unified commerce transformation at Wickes — new till systems, OMS, and design software alongside SAP Commerce Cloud and Acquia CDP — is a serious engineering undertaking. Would be great to connect.

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LinkedIn Follow-Up 1

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contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-06-01 Adobe Report Builder sunset]
signal_levels: [L3]
touch_number: 0.1
channel: linkedin
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: Adobe in stack, Ring 3: Adobe Report Builder retiring June 2026]

Mohamed — thanks for connecting. One time-sensitive angle: Adobe Report Builder retires in weeks. Whatever reporting workflows depend on it need a replacement, and the analytics re-architecture creates a window to add capability that Adobe never provided — session-level experience analytics with revenue quantification. If the Adobe transition is on your radar, happy to share how other SAP Commerce retailers are handling it.

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LinkedIn Follow-Up 2

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contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-03-01 Epsilon retail media launch]
signal_levels: [L2]
touch_number: 0.2
channel: linkedin
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: first UK home improvement retail media network, Ring 4: advertiser ROI measurement]

Mohamed — one more data point: Wickes Connected Retail Media is the first UK home improvement retail media network. Advertisers will demand ROI proof — how retail media impressions translate to on-site conversion. Without session-level measurement, premium CPMs can't be justified with data. If retail media measurement is part of the Epsilon rollout planning, happy to share how enterprise retailers are solving this.

---

Touch 1 — Email (GIVE only, <100 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-06-01 Adobe Report Builder sunset, 2026-01-01 unified commerce transformation]
signal_levels: [L3, L2]
touch_number: 1
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 1: CITO — owns technology decisions during transformation, Ring 2: Adobe retiring + unified commerce + SAP Commerce Cloud]

Subject: Adobe sunset + unified commerce measurement

Mohamed,

Adobe Report Builder retires in 17 days. Whatever reporting workflows depend on it are about to break. Simultaneously, Wickes is replacing till systems, OMS, and design software — the most complex technology transformation in the business's recent history.

The gap: Adobe measured traffic. Nobody is measuring what happens inside sessions — why customers abandon, which system in the stack caused the failure, and what each friction point costs in £. During a transformation of this scale, that blind spot costs more per month than the analytics investment costs per year.

At £1.636B revenue, conservative 1% checkout friction = £16.4M annual. That's the number sitting unmeasured.

---

Touch 2 — Email (GIVE only, different angle, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-01-01 Acquia CDP £7M recovery]
signal_levels: [L2]
touch_number: 2
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: Acquia CDP proved £7M, Ring 4: where's the next £7M?]

Subject: Re: Adobe sunset + unified commerce measurement

Mohamed,

Different angle — Acquia CDP recovered £7M through better customer segmentation. The board will ask: where's the next £7M?

The CDP tells you which segments to target. Session-level analytics tells you what prevents those segments from converting — which friction points in the checkout, which system failures in the stack, and what each costs in £. It's the diagnostic layer that makes the CDP investment complete.

---

Touch 3 — Email (GIVE + soft question, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-01-01 unified commerce — new till, OMS, design software]
signal_levels: [L2]
touch_number: 3
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: multi-system transformation, Ring 4: cross-system friction diagnosis]

Subject: When conversion drops, which system is responsible?

Mohamed,

Unified commerce transformation means new till systems, new OMS, new design software — alongside SAP Commerce Cloud, Acquia CDP, and Epsilon retail media. When conversion drops, which system caused it?

Without session-level correlation across the full stack, diagnosis is political, not evidential. Engineering teams point at each other. The brands solving this correlate frontend behaviour with backend responses per session — evidence, not opinions.

Is cross-system friction diagnosis part of the transformation architecture?

---

Touch 4 — Email (GIVE + soft offer, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-03-01 Epsilon retail media, Wickes Connected Retail Media]
signal_levels: [L2]
touch_number: 4
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: first UK home improvement retail media network, Ring 4: advertiser ROI proof]

Subject: Retail media ROI measurement

Mohamed,

Wickes Connected Retail Media launched in March — first UK home improvement retail media network. Advertisers will demand proof: how do retail media impressions translate to on-site conversion?

I have data on how enterprise retailers with retail media programmes are measuring the session-level impact of retail media on conversion — what advertisers are asking for and what justifies premium CPMs.

Happy to share if relevant to the Epsilon rollout.

---

Touch 5 — Email (soft meeting ask, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-01-01 unified commerce transformation]
signal_levels: [L2]
touch_number: 5
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 1: CITO — architecture decisions being made now]

Subject: 20 minutes on transformation measurement

Mohamed,

Architecture decisions for the unified commerce stack are being made now. Experience measurement is either part of the architecture from day one or bolted on after — and bolting on after means months of unmeasured transformation impact.

Would 20 minutes be useful to walk through how enterprise retailers are embedding experience analytics into transformation architecture? Specifically on SAP Commerce Cloud.

If the timing doesn't work, no problem.

---

Touch 6 — Email (GIVE only, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-01-01 AI Missions Motivation Engine]
signal_levels: [L2]
touch_number: 6
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 2: AI Missions — 10 DIY + 7 trade customer segments, Ring 4: AI-driven friction investigation]

Subject: AI Missions meets AI investigation

Mohamed,

Wickes' AI Missions Motivation Engine segments customers into 10 DIY and 7 trade missions. Smart system. The missing layer: why don't mission-driven sessions convert?

AI-driven investigation autonomously surfaces friction patterns per mission segment — without manual configuration. The AI finds what's blocking conversion for each segment and quantifies the cost. It's the natural complement to mission-driven segmentation.

---

Touch 7 — Email (GIVE only, graceful close, <75 words)

---

contact: Mohamed El Fanichi
brand: Wickes
signal_refs: [2026-06-01 Adobe sunset, 2026-01-01 unified commerce]
signal_levels: [L3, L2]
touch_number: 7
channel: email
status: draft
dnc_checked: true
concentric_rings_used: [Ring 1: CITO]

Subject: Still relevant, Mohamed?

Mohamed,

Over the past weeks I've shared perspectives on Adobe replacement, CDP completion, cross-system friction diagnosis, retail media measurement, and AI-driven investigation.

Is any of this on the agenda as the unified commerce architecture takes shape, or is the timing off?

Either answer is genuinely helpful.