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How Rituals transformed in-store support with ServiceNow Retail Operations
On August 12, 2025, Plat4mation, Rituals, and ServiceNow successfully launched ServiceNow Retail Operations in London. This launch for the UK & Ireland is a historic first for North EMEA, and we couldn't be more proud.
4 minutes
Table of contents
Contact person
Mariska Dalmulder
Commercial Lead Retail
Why Rituals needed a new approach
Running a global retail brand means balancing customer experience with smooth in-store operations. For Rituals, in-store teams needed faster and simpler access to the right support so they could keep operations running without disruptions. Legacy processes made it difficult to resolve issues quickly and lacked visibility into the recurring challenges in-store teams were facing.
To keep stores focused on delivering customer experience, Rituals required a modern, scalable solution that could streamline support and provide actionable insights.
Our goal was simple but ambitious:
1) Simplify the support process for in-store teams.
2) Provide seamless access to solutions and knowledge.
3) Unlock actionable insights to continuously improve operations.
The impact of ServiceNow Retail Operations
Instead of spending time navigating complex channels, employees could access the right support quickly and efficiently. With the new ServiceNow Retail Operations in place, Rituals’ in-store teams now had:
- One simple way to request and receive support.
- Faster access to the right answers and resources to turn data into action.
- New insights into what’s happening behind the scenes, from recurring issues to areas where training can improve.
- Answer key questions, such as “what keeps in-store teams busy, where are the knowledge gaps and how to improve store operations at scale?”
- Clear visibility into the issues their teams face. This enabled smarter decision-making and better resource allocation.
It did more than just make work efficient, it gave teams the confidence and freedom to focus on what they do best: delivering the Rituals experience to every customer who walks in the door.
A partnership built on trust
Getting here wasn’t all smooth sailing. Like any transformation project, there was a learning curve. Aligning our ways of working with Rituals took time, and we had to stay flexible along the way.
But that’s what made the collaboration so strong. Instead of treating challenges as setbacks, both teams leaned in, challenged each other, built trust, and ultimately found something that worked.
A strong rhythm of collaboration, mutual trust, and a platform that delivers immediate value while setting up success for the future.
“A clear example of how programs should be run within Rituals” – UK HR Manager, on the Plat4mation and Rituals partnership.
Our interview with Rituals and what’s next
1.What key challenges were you aiming to resolve by implementing the retail solution of ServiceNow?
“Our main goal is to simplify the support process for our store teams, ensuring they have quick and easy access to the right support needed to run their stores effectively.”
2.How would you describe the collaboration with Plat4mation throughout the project?
“We share a natural cultural fit, both striving to get the most out of the project by continuously challenging each other while remaining flexible in the face of unforeseen situations. Aligning our ways of working took some time, but now we have established a strong flow, setting us up for success in the next phases.”
3.What does this milestone mean to your organization’s digital transformation journey?
“As one of the first retailers to provide stores with such a robust support system, we now have access to valuable insights into our operations: What keeps our store teams busy? How can we improve store operations? Where are the knowledge gaps? Leveraging this data will help us make store operations more efficient, allowing our teams to keep their main focus on delivering the right customer experience.”
4.What’s next?
“Next year, our focus will be on rolling out ServiceNow globally, so all stores can benefit from a streamlined support experience. At the same time, we will explore how AI can take our knowledge management and support to the next level.”
As the first ServiceNow partner in North EMEA to launch this solution, we are proud to help set the benchmark for retail transformation, combining operational excellence with innovation that scales.
By streamlining support, unlocking operational insights, and preparing for AI-driven enhancements, this solution positions Rituals as a leader in retail operational excellence. And for us, it’s proof of the value that a collaborative, tailored ServiceNow implementation can deliver for retailers ready to transform their in-store operations.