techUK is delighted to host this guest insight by Condatis
In a recent presentation at techUK’s Industry Insight: Retail in 2025 session, Condatis explored the art of the possible through the lens of digital identity-and the message was clear: the technology to transform retail already exists. What’s needed now is a shift in mindset.
At Condatis, we’re a digital identity consultancy based in Edinburgh. We help organisations of all sizes build secure, scalable, and future-ready identity solutions. In this blog, I want to share why digital identity is no longer a backend function, but a strategic enabler for retail success.
From Insight to Action
According to Gartner’s Top Retail Trends for CIOs, retail success still revolves around familiar goals: seamless experiences, customer loyalty, operational efficiency. What’s changed is how retailers are investing to achieve these outcomes. Technologies like AI are booming-but without a trusted identity layer, these investments can’t deliver their full value.
Take personalisation, for example. AI can’t personalise effectively without knowing who the customer is. That’s where digital identity comes in-it’s the glue that binds data, tools, and customer expectations into a cohesive, scalable solution.
The Data Dilemma
Retailers are sitting on mountains of data, but much of it is siloed in legacy systems. This not only limits insight but increases risk. Microsoft highlight Identity-related breaches account for 70% of cyberattacks. As the saying goes, “Attackers aren’t breaking in-they’re logging in.”
Meanwhile, customers don’t think in channels-they just expect things to work. And with privacy regulations evolving and consumer expectations rising, traditional identity systems are struggling to keep up.
Enter Decentralised Identity
The future lies in digital identities that customers own and control-also known as decentralised identity. This model gives individuals custody over their own data and the freedom to share it selectively. For retailers, it means:
Moving from storing sensitive data to joining a secure, trust-based identity ecosystem
Unlocking new experiences like one-tap loyalty sign-ups, hyper-personalised journeys, and seamless returns
Shifting identity from a barrier to a true value driver
Digital identity doesn’t just make life easier for customers-it empowers frontline employees too.
Empowering the Frontline
Today’s retail workforce is agile and mobile. Staff need to onboard quickly, move across roles and locations, and stay secure throughout. Digital identity enables:
Rapid onboarding/offboarding - perfect for peak seasons like Christmas
Mobility - credentials that travel with employees across stores
Biometric sign-ins - faster, more secure access to shared systems
This is how retailers build responsive, connected, and secure teams ready to adapt in real time.
The Road Ahead
The momentum behind digital identity is growing. The UK will soon launch mobile driving licences (mDLs), enabling people to prove their age and driving status via smartphone. In the EU, digital product passports (DPPs) will become mandatory by 2030, further embedding identity into product transparency. And by then, Gartner predicts over 40% of identity verification will be decentralised.
Final Thoughts
To wrap up, here are five strategic areas for retailers to consider:
Frictionless experiences - seamless login, checkout, and loyalty
Hyper-personalisation - offers and content based on identity insights
Channel-less retail - one identity across digital and physical channels
Trust by design - privacy, consent, and security baked in
Future-ready mindset - the tools are here; change starts with mindset
Digital identity is more than a technology decision-it’s a business strategy. The regulators are acting, the tools are mature, and your customers are ready. The question is: Are you?
Adam Railton
Identity & Access Management Lead, Condatis
Adam Railton is Condatis’ Identity & Access Management Lead for the Retail sector, bringing more than two decades of sales, account management, and advisory expertise to the stage.
Digital Identity programme activities
Digital identities will provide a gateway for citizens and SMEs into the digital economy. techUK members demonstrate the benefits of digital identity to emerging markets, raise their profile as thought leaders, influence policy outcomes, and strengthen their relationships with potential clients and decision-makers. Visit the programme page here.
techUK's Digital ID Summit 2025
Join us on 13 October 2025 for techUK’s Digital ID Summit — a key event bringing together industry leaders, policymakers, and innovators to shape the future of digital identity in the UK. Don’t miss this opportunity to be part of the conversation driving trust, security, and innovation.
Our members develop strong networks, build meaningful partnerships and grow their businesses as we all work together to create a thriving environment where industry, government and stakeholders come together to realise the positive outcomes tech can deliver.
Sue leads techUK's Technology and Innovation work.
This includes work programmes on cloud, data protection, data analytics, AI, digital ethics, Digital Identity and Internet of Things as well as emerging and transformative technologies and innovation policy.
In 2025, Sue was honoured with an Order of the British Empire (OBE) for services to the Technology Industry in the New Year Honours List.
She has been recognised as one of the most influential people in UK tech by Computer Weekly's UKtech50 Longlist and in 2021 was inducted into the Computer Weekly Most Influential Women in UK Tech Hall of Fame.
A key influencer in driving forward the data agenda in the UK, Sue was co-chair of the UK government's National Data Strategy Forum until July 2024. As well as being recognised in the UK's Big Data 100 and the Global Top 100 Data Visionaries for 2020 Sue has also been shortlisted for the Milton Keynes Women Leaders Awards and was a judge for the Loebner Prize in AI. In addition to being a regular industry speaker on issues including AI ethics, data protection and cyber security, Sue was recently a judge for the UK Tech 50 and is a regular judge of the annual UK Cloud Awards.
Prior to joining techUK in January 2015 Sue was responsible for Symantec's Government Relations in the UK and Ireland. She has spoken at events including the UK-China Internet Forum in Beijing, UN IGF and European RSA on issues ranging from data usage and privacy, cloud computing and online child safety. Before joining Symantec, Sue was senior policy advisor at the Confederation of British Industry (CBI). Sue has an BA degree on History and American Studies from Leeds University and a Masters Degree on International Relations and Diplomacy from the University of Birmingham. Sue is a keen sportswoman and in 2016 achieved a lifelong ambition to swim the English Channel.
Associate Director - Technology and Innovation, techUK
Laura Foster
Associate Director - Technology and Innovation, techUK
Laura is techUK’s Associate Director for Technology and Innovation.
Laura advocates for better emerging technology policy in the UK, including quantum, future of compute technologies, semiconductors, digital ID and more. Working alongside techUK members and UK Government she champions long-term, cohesive, and sustainable investment that will ensure the UK can commercialise future science and technology research. Laura leads a high-performing team at techUK, as well as publishing several reports on these topics herself, and being a regular speaker at events.
Before joining techUK, Laura worked internationally as a conference researcher and producer exploring adoption of emerging technologies. This included being part of the team at London Tech Week.
Laura has a degree in History (BA Hons) from Durham University and is a Cambridge Policy Fellow. Outside of work she loves reading, writing and supporting rugby team St. Helens, where she is from.
Elis joined techUK in December 2023 as a Programme Manager for Tech and Innovation, focusing on Semiconductors and Digital ID.
He previously worked at an advocacy group for tech startups, with a regional focus on Wales. This involved policy research on innovation, skills and access to finance.
Elis has a Degree in History, and a Masters in Politics and International Relations from the University of Winchester, with a focus on the digitalisation and gamification of armed conflicts.
Adam Railton is Condatis’ Identity & Access Management Lead for the Retail sector, bringing more than two decades of sales, account management, and advisory expertise to the stage. Focusing exclusively on IAM and decentralized identity solutions, he helps global retailers navigate complex security challenges while elevating customer and workforce experiences through innovative technologies. Adam partners with clients to design and implement bespoke identity strategies that streamline operations, optimise costs, and futureproof organisations. For the past 11 years, he has focused on localisation, payment technologies and customer experience platforms providing him a holistic view of the entire retail landscape.
