Dominik Olejko is a Senior Retail Leader with 18 years of experience in Customer Experience, Omnichannel Sales, and Loyalty Marketing. He is passionate about driving business results through people development – never the other way around. His expertise spans the Sports, Interior Furnishings, and now Fashion industries. I gained experience working for global retail leaders such as Decathlon, IKEA, and H&M. He has a keen interest in innovations shaping commerce and everyday life. He is particularly fascinated by the intersection of traditional and emerging technological realities in the era of AI, AR/VR, and Web3, and their applications in response to evolving consumer needs and loyalty. Recently, he was recognized by CX Network as one of the Top 25 AI Leaders to Follow in 2025.
In an exclusive interview with Digital First Magazine, Dominik shared his professional trajectory, insights into the role of AI and AR evolving in the retail industry, the secret mantra behind his success, his favorite quote, personal hobbies and interests, future plans, words of wisdom, and much more. The following excerpts are taken from the interview.
Hi Dominik. What inspired you to pursue a career in retail and customer experience?
Retail is one of the few industries where you see the impact of your work in real-time. I started my retail journey almost 18 years ago, so I’ve had time to understand one fundamental truth – everyone in the company works in the customer experience department, whether they realize it or not. When I began, I worked as a mystery shopper, and that’s when I understood there’s a reason why in some stores you just love to buy, while in others, you don’t feel like purchasing anything at all. That curiosity led me to dive deeper, and soon after, I worked on the shop floor, experiencing firsthand how small details – product placement, service quality, and atmosphere – can shape customer decisions. I followed that path, working in many parts of the business on different scale – from store to 21 countries in Easte Europe scope, but always putting customers’ needs first. Whether it was sales, product development, or customer experience, I focused on understanding what truly drives loyalty and engagement. Retail constantly evolves, and I love being at the heart of that change.
Can you elaborate on your experience as a keynote speaker and podcast contributor, and how you’ve used these platforms to share your insights on retail trends and customer behavior?
Speaking and podcasting allow me to cut through the noise and focus on what truly matters. Retail is full of buzzwords, but at its core, it’s about human behavior. I challenge assumptions, simplify trends, and make insights actionable. My goal is for people to walk away not just inspired but equipped with ideas they can apply immediately.
What are some common misconceptions or myths about retail and customer experience that you’d like to debunk?
One of the biggest myths is that price drives loyalty. It doesn’t – experience does. Another misconception is that loyalty programs create loyalty; most just reward transactions. True loyalty is built through relevance, convenience, and trust. Many also believe that brands must constantly chase customers, but in reality, the best strategy is reversed loyalty – where customers feel that brands are earning their attention, not the other way around. Lastly, some still think e-commerce will replace physical stores, but the future is hybrid – where digital and physical complement each other.
How do you see the role of AI and AR evolving in the retail industry, and what opportunities and challenges do you foresee?
AI is revolutionizing personalization, and AR is making online shopping more immersive, creating experiences that were previously impossible. However, while these technologies are growing rapidly, adoption levels are still relatively low, meaning retailers can’t go full scale just yet. The ROI on such solutions is visible in the long run and across multiple KPIs, so making them truly loved by customers requires patience, resources, and a well-thought-out integration. That said, the real opportunity lies in how these technologies can bridge the gap between online and offline retail, making shopping smoother, more interactive, and ultimately more enjoyable. The biggest challenge is balance – retailers who over-automate risk losing the human touch, while those who ignore tech will fall behind. The winning formula is using technology like AI, AR or VR to enhance – not replace – real connections.
How do you stay current with the latest developments and trends in retail and technology?
When it comes to information, there’s so much of it now that it feels like drinking from a firehose. Instead of trying to consume everything, I listen more than I talk and selectively choose the people I follow – experts in their fields whose insights I trust. My LinkedIn feed is curated with valuable content (I unfollow not interesting content as a habit), and I subscribe to around 30-35 newsletters where knowledge is well-selected, and I trust the sources. Of course, I don’t have time to read them all in full every time they land in my inbox, but if there’s a topic I’m researching, I always check them first before heading to Google. On the other hand, industry reports and events are great, but having a solid network of experts and regular catch-ups – even just for a quick lunch – keeps me ahead of the curve.
You were recently recognized as one of the Top 25 AI Leaders in CX 2025. Our readers would love to know the secret mantra behind your success.
There’s no secret mantra, just an obsession with the customer. I challenge assumptions, stay curious, and focus on solving real problems. If you look at the innovation adoption cycle, I’m a natural early adopter, so I’ve been exploring technology and its applications in retail for quite some time already. When you combine that with a good business understanding, the results speak for themselves. This gives me the space to share insights during webinars, conferences, and industry reports. It also creates a network of fantastic global leaders that helps you grow every day.
From a practical perspective, working for worldwide retail giants like IKEA, Decathlon, and H&M has given me the opportunity to see how to design, implement, and promote solutions that truly make a difference in customer journeys. This always comes with the fact that you not only learn from successes but also – perhaps even more – from failures. Each misstep provides valuable insights that help refine strategies and build better experiences. Given all of this, I believe it’s not about secrets but about passion, determination, and the ability to take valuable lessons from every experience you have.
What are some of your passions outside of work? What do you like to do in your time off?
Spending time with my family and friends, exploring new places! I’m also a father of two young boys, so after I close my laptop, my agenda is already full until the evening. We love discovering new places together, whether it’s a weekend adventure or a camper trip to Italy!
In the past, I’ve walked the Camino de Santiago twice – once from Spain and once from Portugal. The second journey was more than 400 km on foot, and it was truly an incredible experience. It gave me time to reflect, disconnect, and push my own limits. I dream about coming back there again one day.
What is your favorite quote?
“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” by Aristotle. This quote perfectly reflects my approach to work, leadership, and customer experience. Success isn’t about one-time efforts; it’s about consistently delivering value, improving, and staying committed to excellence every single day.
What are your long-term career aspirations, and how do you see yourself evolving as a leader over the next five years?
I want to redefine how brands connect with people through AI, omnichannel experiences, and loyalty beyond transactions. The future of retail is at the intersection of technology and human connection, and I want to be a key player in shaping that.
What advice would you give to individuals looking to break into the retail industry or transition into a leadership role?
Stay close to the customer. Learn every layer of the business – from operations to marketing—because great leaders understand the full picture. Don’t just copy competitor moves; instead, challenge the status quo and think beyond the obvious. Never stop asking, “What if we did this differently?” That mindset is what moves industries forward. And don’t forget that at the end of the day, there will always be a human who will choose to buy from you or work for you. Prioritizing real connections over short-term gains is what builds lasting success.