Retailers Embrace AI, Retail Media Networks, and In-Store Innovation at Hanshow and CGF's DDVC Springboard EU Workshop

Hanshow and The Consumer Goods Forum (CGF) hosted a Data-Driven Value Chain Springboard EU workshop in Amsterdam, focusing on retail media networks and AI-powered in-store innovation. Speakers included Ruediger Hagedorn, Director of DDVC, Nate Pinkston, Global Head of Retail Media at Microsoft, and Eason Tong, Dean of Retail Research Institute at Hanshow. Sessions included expert panels, keynote speeches, and a Retail Journey Mapping Lab to discuss the integration of shopper, in-store, and retail media for sales growth.

Hanshow, a global leader in digital retail solutions, in partnership with The Consumer Goods Forum (CGF), hosted the Data-Driven Value Chain (DDVC) Springboard EU workshop in Amsterdam on August 28, 2025. The event, following a networking dinner on August 27, brought together over 30 senior decision-makers from retailers, CPGs, media agencies, and technology leaders under the theme "Integration Power: Synergy of Shopper, In-Store, and Retail Media for Sales Boost."

The workshop opened with a collaborative tone set by Ruediger Hagedorn, Director of DDVC at CGF, who emphasized the importance of interoperability in unlocking Retail Media Networks (RMNs), shopper marketing, and in-store activation through seamless data flow and shared insights. He stated, "Interoperability is key to unlocking seamless data flow and powerful insights. It enables a pre-competitive, collaborative approach to connecting with consumers, delivering a single, unified customer experience online and in-store" [1].

Nate Pinkston, Global Head of Retail Media at Microsoft, discussed how AI is transforming retail media, highlighting agentic commerce, real-time personalization, cross-platform data harmonization, and adaptive media. He noted that AI is shifting the shopping journey and where discovery happens, emphasizing the need for retailers and brands to adapt [1].

Eason Tong, Dean of Retail Research Institute at Hanshow, showcased IoT-powered scenarios such as electronic shelf labels (ESLs) and smart trolleys, transforming physical stores into intelligent retail media environments. He stated, "Physical stores are the last goldmine of Retail Media Networks—capturing attention at the shelf is the key to driving brand growth" [1].

A highlight of the workshop was the Retail Journey Mapping Lab, co-led by Philippe Brochard, Board member and retail CEO, alongside Eason Tong and leading retailers, CPGs, and media agency experts. This immersive session demonstrated how in-store retail media bridges online and offline into unified commerce ecosystems, turning every shopper touchpoint into a multiplier of revenue and engagement [1].

At Hanshow's Showroom, guests experienced how the company's digital solutions transform stores into measurable media environments. Demonstrations included electronic shelf labels (ESLs) and smart trolleys, showcasing consistent campaign orchestration and real-time optimization of pricing, planograms, and on-shelf availability. ESLs now serve as powerful in-store marketing touchpoints, linking shelves, mobile, and shopper journeys through NFC and AI-driven content delivery [1].

The DDVC Springboard EU workshop underscored how Retail Media Networks are becoming the new growth engine for retail, transforming physical stores into intelligent, data-driven ecosystems where every touchpoint is measurable and monetizable. By convening retailers, brands, media agencies, and technology leaders, CGF and Hanshow showcased the power of pre-competitive collaboration to build interoperability, define shared standards, and unlock new revenue streams [1].

References:
[1] https://www.businesswire.com/news/home/20250902641164/en/Hanshow-and-CGF-Host-DDVC-Springboard-EU-Spotlighting-Retail-Media-Networks-and-AI-Powered-In-Store-Innovation