For Ken Tsay, Senior Director of Technology at On, supply chain is no longer only a fundamental operational function. It is now part of the customer experience.

Speaking at DELIVER Europe 2026, Ken reflected on his first time attending the event, describing it as energetic and full of industry experts, smart peers and people from different parts of the world exchanging ideas.

Although Ken leads global commercial technology at On, he found the supply chain and logistics focus of the event highly relevant. In his view, commercial technology, logistics, supply chain and customer experience are increasingly interconnected.

That connection matters because brands are judged not only by the products they sell, but by the experience they create across the full customer journey. From a commercial point of view, supply chain plays a critical role in enabling that brand experience.

Ken’s session focused on two key messages. The first was the importance of foundations. Businesses may want to accelerate growth and transformation, but without a solid foundation, what they build on top will not be strong enough.

The second message was about learning together. Ken highlighted that progress is built through a mix of successes, lessons and failures. By sharing those experiences, seeking help and learning from peers, teams can continue to improve.

For retailers, Ken sees DELIVER Europe as a valuable place to connect with industry experts, stay close to trends and build relationships with people facing similar challenges across the market.