Customer-Centric Transformation is Accelerating

Retailers are reorganizing around the customer—not the channel.

• Retailers are evolving from omnichannel to channel-less experiences that follow the customer journey seamlessly. Example: Tendam’s loyalty club structure personalizes communication across each of its brands, placing the customer—not the product—at the center.
• Personalization is being redefined from transactional to emotional and contextual, as seen in Tesco’s in-store initiatives to prevent "sleep shopping" by creating more engaging environments.
• To truly deliver relevance, retailers are focusing on real-time behavioral data, not just historical purchase patterns. Holland & Barrett uses NPS and CX data to understand why customers are engaging or disengaging.

A New Value Exchange is Redefining Loyalty

Customers are increasingly aware of the value of their data, attention, and time.

• Consumers expect transparency, reciprocity, and utility in exchange for their engagement and information. Ahold Delhaize’s apps in Belgium collect opt-in data from 70% of users, offering hyper-localized deals within a 10-meter radius.
• Loyalty programs are evolving to reflect a more emotional, values-driven relationship with the shopper. Tendam’s loyalty members represent 75% of sales, proving the power of emotionally engaged customers.
• Retailers are rethinking incentives: not just points, but access, personalization, and recognition. MediaMarktSaturn gamifies KPIs for employees to translate great service into lasting loyalty.

Pricing Agility is Essential in a Volatile Economy

In a high-cost environment, pricing is both a science and a CX strategy.

• AI-powered markdowns and dynamic pricing (e.g., real-time electronic shelf pricing) are becoming mainstream in Europe. Ahold uses auto-discounts every 15 minutes based on expiration and demand.
• Retailers are developing hyper-local pricing strategies that respond to real-time inventory and local consumer needs.
• Affordability messaging is shifting from lowest price to smart value. H&M and Harrods both balance efficient pricing with exceptional in-store storytelling to emphasize value.

GenAI is the New Retail OS

AI is now foundational to how retailers operate, innovate, and communicate.

• Leading brands like Tendam and Weleda are deploying GenAI to automate personalized journeys and digital marketing content.
• Agentic commerce—AI shopping assistants that guide discovery—is growing, especially via TikTok Shop and other social-first channels.
• GenAI is enhancing productivity across supply chain and support. Salesforce and Weleda are using AI to minimize churn and manage unexpected demand spikes.

Search, Discovery & Social Are Merging

The shopping journey is more fragmented than ever—and search now starts with scroll.

• Social platforms are redefining discovery. 20% of adults in Europe's top five markets have made purchases via social platforms.
• TikTok Shop was one of the most talked-about disruptions at the show—brands are both excited and challenged by its viral unpredictability.
• The distinction between media and commerce is disappearing. L’Oréal is optimizing PDPs and keywords to align with AI-driven search models.

Retail Media Is Retail’s Biggest Revenue Opportunity

Retailers are monetizing their data, audience, and digital real estate more effectively than ever.

• With 70% app penetration in Belgium, Ahold offers CPGs a highly targeted and measurable ad ecosystem.
• CPG partners want closed-loop measurement—and are eager to fund it if it drives conversion.
• Retail media is now integrated into loyalty, apps, and even in-store formats.

Physical Stores Are Reinventing Themselves

The store is no longer just a point of sale—it’s a platform for brand, data, and experience.

• Rituals’ Mind Oasis in Amsterdam blends wellness, purpose, and storytelling in a sensory retail environment.
• Shein and Temu are redefining fast fulfillment by linking online demand with physical logistics.
• Weleda’s focus on biodynamic agriculture and gardens reinforces emotional connection with consumers.

Post-Purchase is the New Loyalty Battleground

Returns, refunds, and support experiences are now make-or-break moments.

• Chalhoub Group offers middle-of-the-night luxury deliveries during Ramadan, emphasizing extreme convenience.
• MediaMarktSaturn uses post-purchase data and in-store feedback to improve loyalty, with NPS tied to employee bonuses.
• Holland & Barrett identifies pain points post-purchase and uses them to iterate quickly. “Every solved problem is a growth opportunity.”

Operational Agility is Mission-Critical

Retailers must balance short-term responsiveness with long-term vision in an era of volatility.

• Harrods’ CEO Michael Ward noted the challenge of long-term forecasting: "It’s hard to predict three years out, even at our level."
• Ahold uses AI to assess candidates in 8 minutes and has automated ordering for 17,000 SKUs.
• Tech must be intuitive. Tendam’s workforce tech is designed for usability by people without technical backgrounds.