When EuroShop in Düsseldorf is more than a trade fair. It is a barometer for the state of global retail. On the very first evenings of this year’s edition, two award ceremonies provided a concentrated glimpse into what defines the industry in 2026: technological precision and experiential storytelling.
Presented by the EHI Retail Institute, the reta awards honoured pioneering technology solutions, while the EuroShop RetailDesign Award celebrated the world’s most compelling store concepts. Together, they sketch a future in which algorithms and architecture work hand in hand. AI optimizes processes, pricing and supply chains. Architecture and interior design translate brand identity and sustainability into tangible experiences.
reta awards 2026: Engineering the Intelligent Retail Ecosystem
For the 19th time, the reta awards recognised retail companies that have successfully implemented innovative technological solutions. The ceremony, held at Dr. Thompson’s Seifenfabrik in Düsseldorf, underlined how deeply artificial intelligence, data modelling and automation have penetrated day-to-day retail operations.
In the Artificial Intelligence category, three companies demonstrated how AI is reshaping the core of store processes. Albert is modernising checkout and service procedures with AI-supported product recognition, ensuring fast and accurate identification of unpackaged goods without barcodes. Netto Marken-Discount leverages computer vision technology via its existing CCTV infrastructure to detect unpaid items and suspicious behaviour at self-checkouts in real time.
Meanwhile, Sonae MC has introduced a 1,200-square-metre autonomous smart store in Portugal that integrates fresh counters into a seamless AI-powered grab-and-go experience, eliminating queues entirely.
Innovation at checkout and within the smart store environment was equally prominent. The Belgian Colruyt Group presented the next generation of intelligent shopping trolleys, combining cameras, weight sensors and retail media capabilities. Lekkerland unveiled a compact REWE To Go Smart Store at Frankfurt Airport that enables purchases in under 30 seconds through AI-powered computer vision and IoT technology. In fashion retail, Lengermann & Trieschmann implemented a data-driven pricing engine analysing demand trends and stock levels to optimise thousands of items dynamically.
From Customer Experience to Employee Empowerment
Beyond operational efficiency, the awards revealed how technology increasingly enhances both customer loyalty and employee performance. China Resources Vanguard transformed electronic shelf labels into NFC-based interactive touchpoints, allowing shoppers to access promotions without apps or QR codes. The Kaufland Stiftung integrated “MyOrder,” converting in-store service points into omnichannel fulfilment hubs. MediaMarktSaturn introduced an AI-powered “Smart Manual” chatbot, accessible via QR code, that makes product manuals more intuitive and available around the clock.
Equally significant was the focus on employees. Deichmann rolled out a globally scalable communication and task management app enhanced by AI-driven translation and summarisation tools. Rossmann developed an interactive de-escalation training integrated into its learning management system, using gamified scenarios to simulate real customer conflicts. Bookseller Thalia introduced “Minerva,” a multi-agent AI recommendation assistant supporting in-store staff via a conversational interface.
Supply chain excellence, too, was recognised as a strategic differentiator. Coop built a highly automated and energy-efficient logistics centre in Sweden. Globus replaced spreadsheet-based quality assurance with intelligent data modelling on SAP HANA, automatically checking millions of data sets daily. Marc O’Polo implemented an AI-supported omnichannel replenishment platform based on SAP S/4HANA to manage global supply chain complexity in real time.
In the special MarTech Innovation category, Koçtaş was honoured for its Loyalty-as-a-Service platform, built on an API-driven microservice architecture enabling hyper-personalised campaigns and real-time customer interactions.
The accompanying “Top Supplier Retail” recognition once again underscored that innovation in retail is rarely a solo performance. It is an ecosystem achievement, spanning start-ups to global technology players.
RetailDesign Award 2026: Spaces That Tell Stories
If the reta awards celebrate digital intelligence, the EuroShop RetailDesign Award highlights the physical manifestation of retail’s future. Since 2008, the award has recognised outstanding store concepts worldwide. From 122 submissions across 30 countries, this year’s jury selected winners that impressed with immersive experiences, flexible design strategies and forward-thinking sustainability.
In the Food category, the Cyberculture Supermarket in Lviv merges grocery retail with e-sports culture, creating an immersive environment inspired by Ukraine’s gaming scene. In Vienna, the House of Silhouette reimagines eyewear retail within a historic building, blending high-end design with event and exhibition spaces. Casa Garbo in Lima brings together restaurant, bar, nightclub and art gallery in a hybrid hospitality concept that connects gastronomy and cultural storytelling.
The Digital category winner, the MediaMarkt Tech Village in Hamburg, combines retail, gaming and community spaces into a technology-driven destination. Meanwhile, Intersport Finke in Bielefeld received recognition in the Sustainability category for a store concept rooted in circular economy principles, material reuse and energy-efficient solutions.
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