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About The FODcast

Hosted by Directors, Tim Roedel and James Hodges, each episode brings you in-depth discussions, expert interviews, and real-world case studies that provide valuable perspectives on where digital commerce is headed.

Latest Episode: “Compliance Is the Floor; Inclusion Is the Strategy with Hilary Stephenson“

 

Accessibility isn’t a niche feature set; it’s the operating system of a fair and profitable digital world.

On this week’s episode of The FODcast, James sits down with Hilary Stephenson, Managing Director at Nexer Digital, to unpack how inclusive design drives growth, reduces risk, and builds trust across every customer journey.

In our chat, we cover a whole host of things, including:

  • The European Accessibility Act – what’s in scope, what deadlines matter, and why compliance is only the floor, not the ceiling
  • The biggest friction points in retail journeys – and how to turn them into wins through clear content, contrast, and keyboard-friendly design
  • What government digital services get right: co-design, testing with assistive tech, and radical transparency
  • How inclusive design and immersive commerce can coexist, and why heavy scripts, pop-ups, and “dark patterns” are just bad UX
  • The practical sequence to start today: set a baseline, “fix the six,” publish an honest accessibility statement, and keep testing

With more than 25 years in content, UX and inclusive service design, Hilary brings the experience of someone who’s helped make accessibility business-critical for leading brands and public sector organisations alike.

Listen on Apple Podcasts

The FOD: Check Out Our Past Episodes

 

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    From Buzzwords To Bottom Line: Unified Commerce, AI, And The Real Costs Of Replatforming with Kim Samuelsen and Max Rolon

    December 10, 2025

    In this episode, Tim Roedel and James Hodges are joined by Kim Samuelsen and Max Rolon from global commerce agency Domaine to explore how Shopify’s native capabilities handle serious complexity across EMEA without the overhead of composable stacks. From European expansion and unified commerce to the data foundations behind AI and CRM, they unpack real-world migrations and launches – and why total cost of ownership should be the signal metric for brands.

    James Hodges

    Director of Client Engagement

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    When AI Takes the Busywork: How Teams May Evolve in the Age of Agents with Rob Goodwin

    November 28, 2025

    In this episode, James Hodges is joined by Rob Goodwin, Chief Data Officer at MSQ Partners, to unpack how AI is reshaping teams, skills and the way customers discover brands online. From AI agents and AIOps to first-party data, personalisation and trust, they cut through the hype to focus on what leaders need to fix now – and why data quality, not shiny tools, remains the real competitive edge.

    James Hodges

    Director of Client Engagement

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    Nerds Who Talk: The Tech Behind Big Brand Migrations with Bob Rockland

    November 12, 2025

    In this episode, we’re joined by Bob Rockland, Co-Founder of Code (now part of Domaine), to explore what really drives enterprise brands to bet everything on Shopify. From revealing the hidden costs behind legacy platforms to explaining why no client they’ve migrated has ever gone back, Bob unpacks how Code became the world’s largest dedicated Shopify partner – and why total cost of ownership is the metric every CFO should be watching.

    Tim Roedel

    CEO

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    Prompts, Products, and Profits: The AI Revolution Nobody Saw Coming with Sander Berlinski

    October 29, 2025

    In this episode, we’re joined by Sander Berlinski, Director of Innovation at valantic, to cut through the hype and explore what’s really driving AI in digital commerce. From automating compliance checks to reshaping creative roles, Sander shows how AI is already delivering value today – and why data foundations, not shiny tools, should be every retailer’s first priority.

    Tim Roedel

    CEO

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    Marketplaces, TikTok, and Dad Dancing: Why Not Every Brand Should Follow the Crowd with Rhea Fox

    October 15, 2025

    In this episode, we’re joined by Rhea Fox, Marketing Director for Gift Experiences at Moonpig Group, to explore how marketplaces and distribution are rewriting the rules of retail. From why not every brand belongs on TikTok to how AI is transforming SEO, creative optimisation, and even reducing returns, Rhea unpacks the shifts brands need to watch. For anyone in marketing, ecommerce, or digital strategy, this is a practical guide to navigating complexity while staying focused on your customer.

    James Hodges

    Director of Client Engagement

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    S7 | The ‘Fan Club’ Effect: Rethinking Retail Loyalty with Erica Sandelin Ekelund

    October 1, 2025

    What makes a customer truly loyal? In this episode, we’re joined by Voyado CEO Erica Sandelin Ekelund to explore why it’s not about points or discounts, but about building genuine connections that turn shoppers into brand advocates - or as Erica calls them, your “fan club.” From why consistency matters more than transactions to how a focused “inch wide, mile deep” strategy outperforms broader platforms, we unpack the insights shaping loyalty today. We also discuss how demographics influence customer journeys, why connecting online and offline experiences is critical, and how user-friendly tech is overtaking heavy enterprise systems. For anyone in retail, marketing, or CX, this is an essential guide to turning loyalty into a true competitive advantage.

    Tim Roedel

    CEO

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    S7 | The Hidden Challenge of Retail: What Happens Between Clicks and Bricks with Elliot Winskill

    September 17, 2025

    What really drives the future of retail? In this episode, we’re joined by Elliot Winskill, Technology & Solutions Director at PMC, to unpack why it’s not about choosing online or in-store, but mastering the space in between. From the flawed “e-commerce versus high street” debate to the rise of unified commerce as a mindset, we explore why organisational barriers often outweigh technical ones, how COVID reshaped balance across channels, and why mapping every customer touchpoint is more critical than ever.

    Tim Roedel

    CEO

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    S7 | When AGI Lands, Your Business Model Might Vanish with Daniel Hinderink

    September 4, 2025

    AI, trade wars, and data sovereignty are rewriting the rules for European tech. In this episode, we’re joined by Daniel Hinderink, Director of Strategy and Growth at TechDivision, to explore how these forces are reshaping digital transformation. From pharma to finance, we unpack why data sovereignty is now board-level, how AI is disrupting software licensing, and why practical tools often win on ROI.

    Tim Roedel

    CEO

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    S7 | Beyond the Hype: Shopify’s Real Role in Enterprise Retail with Teemu Tolonen

    August 8, 2025

    Is Shopify the dark horse of enterprise retail? In this episode, we’re joined by Teemu Tolonen, CCO at Woolman, to explore how Shopify is shaking up the enterprise commerce space. As part of Europe’s largest Shopify Plus agency, Teemu shares front-line insight into why major retailers are rethinking their tech stacks - and why Shopify is no longer just for start-ups.

    James Hodges

    Director of Client Engagement

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    S7 | ROI or Bust: Commerce in a Cost-Conscious World with Tal Ofer

    July 16, 2025

    Is replatforming dead - or just evolving? This episode explores how retailers are shifting away from big, risky tech overhauls in favour of targeted, high-impact projects, with expert insight from Tal Ofer of Cloudinary and the MACH Alliance. A must-listen for retail and tech leaders.

    James Hodges

    Director of Client Engagement

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    S7 | Navigating AI in B2B Commerce with Aidan McGaughey

    June 20, 2025

    Explore how B2B brands can bridge legacy systems and AI, with practical insights from OroCommerce’s Aidan McGaughey on data, digital buyers, and smart, strategic adoption.

    James Hodges

    Director of Client Engagement

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    S7 | The Fatal Flaw: Why Tech-Led Projects Fail with Simon Hamblin

    April 30, 2025

    Season 7 of The FODcast kicks off with Simon Hamblin revealing why tech-led projects fail—and how aligning business leadership with tech ensures digital transformation success across retail, travel, and finance.

    James Hodges

    Director of Client Engagement

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    S6 | “Revolutionising E-Commerce: The Role of AI and Personalisation ” with Roxy Couse

    December 11, 2024

    An interview with Roxy Couse, Bloomreach’s Director of Community and Content Marketing, explores how AI and personalisation are transforming e-commerce by enhancing customer experiences, overcoming omni-channel challenges, and leveraging real-time data to drive loyalty and innovation in a competitive digital landscape

    James Hodges

    Director of Client Engagement

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    S6 | Episode 7 with Wendy Isaacs from Valtech

    November 6, 2024

    Join us as Wendy Isaacs, Executive Director of Commerce and Experience Delivery at Valtech, shares her expertise on balancing people, culture, and strategy to lead successful digital transformations in today’s fast-paced world.

    James Hodges

    Director of Client Engagement

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    S6 | Episode 6 with Sam Panzer from Talon.One

    October 25, 2024

    Tune in to our latest podcast with Sam Panzer, Director of Industry Strategy at Talon.One, for must-hear insights on boosting customer loyalty through loyalty programs, gamification, and personalised offers in the competitive retail market.

    James Hodges

    Director of Client Engagement

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    S6 | Bonus Episode 4 with Simon Lascelles from Business Technology Leaders

    October 23, 2024

    In our latest FODcast short, CEO Tim Roedel and Simon Lascelles, Managing Partner at Business Technology Leaders, explore how the fractional leadership model is transforming mid-market companies by offering flexible, top-tier executive expertise to drive digital transformation and business success.

    Tim Roedel

    CEO

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    S6 | Episode 5 with Simon Suarez from AbsoluteLabs

    October 16, 2024

    Discover the future of digital commerce as Simon Suarez, Director of Enterprise Architecture at AbsoluteLabs, shares insights on omni-channel strategies, customer engagement, and how agile, tech-driven approaches are revolutionising retail

    James Hodges

    Director of Client Engagement

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    S6 | Bonus Episode 3 with Michael Barker from Freeman Clarke

    October 5, 2024

    In our latest BONUS FODcast short, we’re joined by Michael Barker, a leader in fractional executive hiring, to explore why mid-market companies are moving towards fractional roles over full-time hires for C-level expertise.

    Tim Roedel

    CEO

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    S6 | Episode 4 with Meriel Neighbour from Clarks

    September 26, 2024

    How is Clarks revolutionising retail? Discover their journey of embracing digital change and headless architecture with Meriel Neighbour – Head of Global Digital Product Delivery and Transformation - our latest guest on The FODcast.

    James Hodges

    Director of Client Engagement

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    S6 | Episode 3 with Lee Pentecost from PureGym

    August 20, 2024

    Ever wondered how a gym chain can expand from one country to multiple regions using the power of technology? Join us as we sit down for Episode 3 of Season 6 with Lee Pentecost, experienced Tech Leader and currently Group Head of Architecture at PureGym. 

    James Hodges

    Director of Client Engagement

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    S6 | Bonus Episode 1 with Gareth Nutt, Fractional CTO

    August 13, 2024

    In the first of our FODcast ‘shorts’ with CEO, Tim Roedel, we’re excited to bring you a great discussion on the rising trend of fractional hiring with highly experienced Digital Leader, and Fractional CTO, Gareth Nutt.

    Tim Roedel

    CEO

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    S6 | Episode 2 with Stuart Barker from Slalom

    July 30, 2024

    Season continues with another great interview; this time Stuart Barker from Slalom who talks about the importance of the ‘why’

    James Hodges

    Director of Client Engagement

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    S6 | Episode 1 with Nathan Lomax from Quickfire Digital

    July 10, 2024

    Season 6 starts with a bang with a great interview and conversation with Nathan Lomax from Quickfire Digital who talks about the good, the bad, and the ugly of launching and scaling an eCommerce business.

    James Hodges

    Director of Client Engagement

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    S5 | Episode 8 with Kelly Goetsch from Commercetools

    July 10, 2024

    Season 5 comes to an end with an insightful interview with Kelly Goetsch from digital agency, commerctools - a well known voice across the sector and specifically in conversations about composable

    James Hodges

    Director of Client Engagement

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    S5 | Episode 7 with Mikko Mantilla from IONA

    April 18, 2024

    In this penultimate episode of Season 5, we were delighted to welcome digital leader, Mikko Mantila , Co-Founder and CEO of award-winning agency, IONA

    James Hodges

    Director of Client Engagement

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    S5 | Episode 6 with Rex Bigger from Cabiri

    April 16, 2024

    In this episode, we were joined by seasoned professional Rex Bigger who contributed to the wider conversation on all things composable

    James Hodges

    Director of Client Engagement

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    S5 | Episode 3 with Dom Delvon from Apply Digital

    January 20, 2024

    Seasoned technology leader, Dom Selvon, Global Chief Technology Officer of Apply Digital – a leading digital solutions agency - talks all things composable

    James Hodges

    Director of Client Engagement

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    S5 | Episode 2 with Tomas A. Krag from NoA Ignite

    December 29, 2023

    Experienced digital leader, Tomas A. Krag from Danish full-service agency, NoA Ignite - joins the discussion on all things Composable

    James Hodges

    Director of Client Engagement

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    S5 | Episode 1 with Michiel Tielemans from Lab Digital

    December 26, 2023

    Our first episode of Season 5 features an insightful discussion with Michiel Tielemans, MD of Lab Digital, one of the Netherlands' leading composable agencies

    James Hodges

    Director of Client Engagement

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    S4 | Episode 7 with Dave Hardiman, ex Wiggle

    November 27, 2023

    We are delighted to present to you a BONUS episode for Season 4 of our podcast; The FOD, where we chatted in depth with former Head of Software Development at Wiggle, David Hardiman.

    James Hodges

    Director of Client Engagement

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    S4 | Episode 5 with Alexander Ives from Boden

    August 14, 2023

    Our guest for the fifth episode is Alexander Ives, Director of Enterprise Systems at leading British clothing brand, Boden.

    James Hodges

    Director of Client Engagement

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    S4 | Episode 4 with Glen Leakey, ex Specsavers

    July 18, 2023

    Our guest for the fourth episode is Glen Leakey, former Digital Transformation Director at British multinational optical retail chain, Specsavers.

    James Hodges

    Director of Client Engagement

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    S4 | Episode 3 with David Crawford, ex Naked Wines

    June 9, 2023

    Our guest for our third episode is David Crawford, former Group CTO at Naked Wines - the innovative online wine retailer that has made a significant impact on the industry with a unique business model and route to market.

    James Hodges

    Director of Client Engagement

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    S4 | Episode 1 with Anjali Subburaj, MACH Ambassador

    May 17, 2023

    Our first episode of Season 4 features an insightful discussion with Dr. Anjali Subburaj, MACH Ambassador and award winning technology leader with over two decades of experience in Consumer-Centric Enterprise Architecture and Digital Transformation. 

    James Hodges

    Director of Client Engagement