Michal Zych is a seasoned leader with extensive experience in digital transformation, product strategy and agile delivery. With a background in consultancy, he blends business insight with technological expertise to shape customer-centric solutions. In an interview with Retail Tech Insights Europe, Zych shared insights on his career trajectory and his role in driving digital transformation at Castorama Polska Sp. z o. o through agile models and omni-channel services.
Experiences across Consultancy and Retail
My professional journey has been a dynamic blend of retail and consultancy, which I consider the two foundational pillars that shaped my business life.
The first part of my career began at EY Business Advisory Services, where I guided strategic technology implementation. Working with people from different parts of the globe taught me a simple yet powerful truth: Nothing is impossible when you have the right team.
In the retail space, I started with RTV Euro AGD, one of Poland’s leading retailers dealing with white and brown goods. I then shifted to Auchan Retail Poland as chief information officer. During my time at Matex Lab Neuvia, we created one of the first digital platforms for aesthetic doctors, gaining invaluable experience.
“AI is no longer a buzzword. Realising AI’s transformative potential depends on effective change management, transparent communication and a proactive approach to workforce concerns and needs”
Following these roles, I joined Castorama, a leader in the digitalised Polish market. I have since been responsible for transforming the organisation’s operations, focusing on productcentric approaches and working on omni-channel initiatives in a highly digital DIY retail industry.
Transforming Complexity into Competitive Advantage
At Castorama, we are redesigning our mobile app to deliver a mobile-first experience. The app enables customers to scan products, compare prices, access deals with special promos and make payments more easily with scan and go.
Our achievement of the year is the launch of Poland’s first DIY marketplace. We are also replacing our 20-year-old in-store systems with modern platforms. This modernisation is essential for our upcoming digital services.
Aligning Technology with Customer Needs and Business Goals
Understanding customer needs starts with a proper search and a good design. Observation of the client’s behaviour, adoption rate, frequency and overlooked features is essential. Equally important is the effectiveness of internal organisation. We follow productbased and agile working methods.
Selection of the right technology, understanding stakeholder needs and securing organisational support are necessary for a successful omni-channel journey. A good, flexible stack enables faster development and shortens the time taken to market.
Turning Feedback into Strategic Decisions
We gather feedback across touch points, including in-store interactions and post-delivery experiences. QR codes let customers share input on specific services like mixing, cutting services or kitchen design consultations. Reviews via Google My Business help us assess in-store standards and enhance digital experiences.
To involve the voice of customers in decision-making, our leadership team reviews feedback every week. We have developed an internal framework that combines UX design, customer journey mapping and tech development. This integrated approach ensures that all teams speak the same language.
Word of Advice for Fellow Leaders
AI is no longer a buzzword. Realising AI’s transformative potential depends on effective change management, transparent communication and a proactive approach to workforce concerns and needs.
For instance, we have rolled out numerous AI tools at Castorama. These include a specific app that lets customers search for products by uploading a photo, Hello Casto, which acts as a shopping assistant and a tool that reads product manuals and provides usage guidance in plain language.
Showing employees how technology automates repetitive tasks helps them improve customer service and frees them from mundane tasks.
