Rethink — Retail Technology Strategy, Selection & Implementation

About

Ewoud de Boer

Ir. Ewoud de Boer MBA is an independent IT strategy consultant with over 30 years of experience in enterprise software architecture, system selection, and digital transformation for complex, multi-country retail organisations.

He founded Rethink to help retailers navigate their most critical technology decisions — choosing the right platforms, designing scalable architectures, and managing high-stakes international rollouts. His approach combines deep technical expertise with the business acumen of an MBA and the cross-cultural sensitivity of a seasoned international advisor.

Based in

Maarssen, The Netherlands

Education

MSc Computer Science (Twente) · MBA (Bradford, UK)

Languages

Dutch (native), English (fluent), German (proficient)

Active since

1990

What I do

Services

POS Strategy & Implementation

End-to-end Point of Sale architecture — from vendor selection (RFI/RFP) through multi-country rollout and lifecycle management. Covering hardware, software, payment integration, and fiscal compliance.

Clients: Action (6,000+ POS, 14 countries), HEMA (3,000+ endpoints, 4 countries), NS Stations, Coop (300 stores)

Omnichannel & Unified Commerce

Designing and implementing unified commerce platforms that connect stores, e-commerce, and back-office into one seamless architecture.

Clients: Scotch & Soda (200+ stores, 11 countries), Kiko Milano (1,000 stores, 25 countries), Rituals (global), Amac (50 stores)

IT Strategy & Digital Transformation

Strategic IT advisory for retailers in transition — from legacy systems to best-of-breed architectures. Vendor evaluations, architecture design, data security, and PCI-DSS compliance.

Clients: Amac (SAP B1 transition), Rituals (payment platform & PCI-DSS), Intergamma (IT strategy & data warehouse)

Architecture & Integration Design

Designing scalable system landscapes — connecting POS, ERP, e-commerce, payments, and data platforms into coherent, future-proof architectures.

Clients: Action, Amac, Scotch & Soda, Rituals, HEMA, Intergamma

Payment Platform Selection & Implementation

End-to-end payment platform advisory — from PSP and acquirer selection through integration, PCI-DSS compliance, and multi-country rollout. Covering in-store, online, and omnichannel payment flows.

Clients: Action, Rituals, Amac, Scotch & Soda, Kiko Milano

International Technology Advisory

Advising software companies and retailers in emerging markets on product strategy, technology architecture, and organisational development. Volunteer expert for PUM Netherlands Senior Experts.

Missions: India, Bangladesh, Burundi, Lebanon, Vietnam

Track record

Selected engagements

2023 – present

Action 3,000 stores · 14 countries

Enterprise POS architecture selection/redesign, implementation & multi-country rollout

2023 – present

Amac 50 stores

ERP-to-best-of-breed architecture transition and implementation

2022 – 2024

Kiko Milano 1,000 stores · 25 countries

Unified commerce platform, Accenture partnership

2019 – 2022

Scotch & Soda 200+ stores · 11 countries

Omnichannel architecture design & system selection

2016 – 2022

Rituals global

Payment platform, PCI-DSS, fiscal compliance, unified commerce

2018 – 2019

Coop 300 stores

New POS platform, SAP integration

2016 – 2019

Action 2,000 stores

Hardware programme: 6,000+ POS units, €30M+ project

2015 – 2018

NS Stations

POS selection & implementation with SAP integration

2010 – 2014

HEMA 500+ stores · 4 countries

New POS system, 3,000+ endpoints

Giving back

Pro bono

Since 2023, Ewoud volunteers as an expert for PUM Netherlands Senior Experts — a non-profit that connects experienced Dutch professionals with businesses in developing countries and emerging markets. He advises software companies on product strategy, technology architecture, cloud transformation, and team development.

Missions have taken him to India, Bangladesh, Burundi, Lebanon, and Vietnam.

Let's talk

Get in touch

Email ewoud@rethink.nl

Phone +31 6 2456 1772

LinkedIn Ewoud de Boer

Location Maarssen,
The Netherlands