The latest developments in retail technology and retail strategy were discussed under the motto “Retail Meets Tomorrow” at the third edition of the “Retailization Day” in Salzburg last week.
On 29 May 2026, part of our team attended the “Retailization Day” in Salzburg, Austria, an event organized by the University of Applied Sciences Salzburg and WKS (Wirtschaftskammer Salzburg, the official Chamber of Commerce in Salzburg, Austria).
The event brought together professionals and innovators from the retail sector to discuss the future of retail, emerging retail design technologies, customer experience, digital transformation, and new approaches shaping the industry.
Representing 5 Star Plus Retail Design at the event were Barbara Seidelmann, Andrea Feigl, and Negin Saremi, who attended the conference to gain insights into emerging retail trends and innovations shaping the future of the industry.
Our Managing Director, Barbara Seidelmann, also gave a keynote speech, sharing insights on retail strategy, customer focus, storytelling, and what European retail can learn from China’s fast-evolving retail landscape.
Retail Trends – Key Highlights from the Event:
– Dr. Claudia Armbrüster (Wanzl) highlighted how retail spaces are becoming revenue-driven environments, where every customer interaction can contribute to both profit and experience.
– Alex Font Ibáñez (PAL Robotics) focused on the evolution of service robotics, showing how robotics is moving from pilot projects into real, scalable retail operations.
– Sebastian Ludwig (Respory) presented how sensor technology can help retailers better understand customer behavior in physical spaces and turn it into actionable insights.
– Emily Genatowski (University of Vienna) spoke about embodied AI in retail environments, how intelligent systems and robots interact with humans in physical spaces, including the ethical and social aspects of this shift.
What can European retailers learn from Chinese brands?
A key moment of the event was the keynote by Barbara Seidelmann. She focused on what European retail can learn from China’s fast-moving retail landscape. Her main message was that successful retail today is built on a combination of:
- big vision and courage: definition of what brands are and what not
- clear target customer focus
- focus on selling a lifestyle rather than just a product, and the value added for customers
- analysis-driven development of formats for different types of locations
- strong storytelling and brand experience
- detailed strategy and disciplined execution
- omni-channel strategy where each platform has a clearly defined purpose
- sustainability and authenticity as core values
Her talk emphasized that retail is no longer just about selling products, it is about creating meaningful experiences that connect people with brands.
The “Retailization Day: Retail Meets Tomorrow” clearly showed how retail is evolving into a space where technology, retail design, and human experience come together. The future of retail is not only digital or physical, but also a smart combination of both. For retailers across Europe, embracing retail technology, customer-focused retail design, and innovative store concepts will be key to remaining competitive in the years ahead.
