Project Nightingale

This thought leadership piece explores how consumer behavior has evolved toward expecting personalized, technology-enabled experiences and how retailers must respond by transforming their operating models. The rise of “wantedness”—where consumers value how much a brand wants them—demands that retailers deliver deeply tailored and seamless engagements across digital and physical channels. However, legacy IT structures often hinder responsiveness. The solution lies in building a self-service, reusable asset model akin to platforms like Amazon, where business units can innovate independently. IT must shift from a delivery model to an enablement mindset, fostering agility at scale through integration and automation. The document presents a scenario-based approach to solving this through a retail application network, offering both strategic guidance and tactical best practices for sustainable digital transformation.