reta awards 2026 – what retailers can learn from the winning projects

The reta awards from the EHI Retail Institute recognize retail companies that deploy technologies with measurable, real-world impact. Below, we present selected winning projects honored at EuroShop 2026 in Düsseldorf and highlight the practical lessons retailers can draw from them.

Category: Artificial Intelligence

While self-checkout lanes improve efficiency and reduce lines, they also introduce new security vulnerabilities. Shrink increases significantly due to unpaid items and scan manipulation, making loss prevention a critical lever for discounters and grocery retailers.

To address this, Netto uses a monitoring system that identifies unpaid items, missed scans, and other suspicious behavior patterns in real time. Store associates are alerted, provided with clear evidence, and can intervene in a targeted way.

“AI solutions open up new possibilities for us – especially where they provide tangible relief for our store teams. With innovative digital applications, we create transparency, efficiency, and security in day-to-day store operations,” says Christina Stylianou, Head of Corporate Communications at Netto.

The computer vision technology from Trigo Vision can be integrated into existing CCTV cameras. This AI-driven software upgrade enhances current camera infrastructure without requiring new hardware investments.

What this means for retailers: By intelligently augmenting existing infrastructure (cameras, sensors, checkouts) with AI solutions from specialized technology partners, classic retail challenges can be addressed without investing in entirely new systems.

Category: Customer Experience

At service counters, employees often juggle multiple tasks at once – advising customers, taking orders, weighing, packaging, and operating the register. During peak times, this leads to inefficiencies and longer wait times at meat, fish, deli, or cheese counters.

The MyOrder kiosk, developed by Schwarz Group, Schwarz Digits, and Bizerba, was tested at Kaufland in Rottweil as an additional service for quick shopping. Customers can pre-order items via touchscreen at the store entrance. Staff prepare the order and store it in a refrigerated display. A monitor notifies customers during their shopping trip when their order is ready for pickup.

“With the new system, which supports not only ordering but also weighing, we significantly reduce pressure on our employees during peak times – a true win-win situation,” says Jasminka Marinovic.

Not only does the improved organization benefit staff, but customers also appreciate a more relaxed shopping experience with faster pickup and shorter wait times.

What this means for retailers: Analog counter processes can be digitized and expanded into modern omnichannel service offerings that benefit both employees and customers.

Category: Employee Empowerment

Even in 2026, many internal processes – such as task management, documentation, and communication – remain fragmented, leading to time loss and frequent errors.

Deichmann, with 900 stores in 40 countries, needed a unified approach to task-related communication. Using the low-code app Qualitize, Deichmann restructured its communication, task management, and reporting processes. A key requirement was seamless integration into Deichmann’s existing IT ecosystem.

The new centralized digital work platform combines structured communication, clear task workflows, and standardized reporting processes, all within an intuitive interface. Features include checklists, photo uploads, commenting, translation tools, intelligent summaries, and speech-to-text functionality. Reports can now be created quickly and directly from the store.

Deichmann reports a noticeable reduction in workload, greater workflow transparency, improved data quality, and more efficient handling of routine tasks.

What this means for retailers: The larger the store network, the international footprint, and the number of employees and processes, the greater the potential for errors and inefficiencies. An easy-to-use platform with integrated systems and standardized processes can deliver significant efficiency gains.

Category: Customer Experience

For complex products like electronics, advisory services are a key strength of brick-and-mortar retail. They build trust, strengthen customer loyalty, and increase satisfaction – reducing returns and complaints while boosting sales.

To enhance this, MediaMarktSaturn introduced Smart Manual, an AI solution that makes product instructions easier to understand. Developed by Accesa IT Group, it is a GenAI-based interactive user manual.

“The Smart Manual makes product information accessible to our customers before, during, and after purchase – around the clock – and solves problems clearly and simply in natural language,” explains Sascha Mager, Chief Data & AI Officer at MediaMarktSaturn.

The Smart Manual functions as a chatbot for the company’s private-label products. Accessible 24/7 via QR code or web link, it answers customer questions using a comprehensive knowledge base that includes product data, service documentation, FAQs, and expert knowledge. It also provides valuable insights by analyzing customer queries.

What this means for retailers: Companies with extensive knowledge bases benefit from making that information accessible in practical, modern formats for both customers and employees. This reduces pressure on hotlines, lowers return rates, and increases customer satisfaction.

Category:  Employee Empowerment

Store associates who provide in-depth advice to customers need seamless access to large amounts of information to maintain high levels of expertise.

Thalia developed an in-house AI assistant called Minerva,  available as a web app on iPads, to support customer consultations. Through an intuitive interface, the assistant provides access to information, enables fast product searches, and deploys specialized expert agents for various tasks.

“With Minerva, we’ve created a solution that intelligently supports our teams in physical retail, frees up valuable time for personal consultation, and significantly contributes to the future viability of our business,” says Markus Armbruster, Director Digitalization & IT at Thalia.

The application is built on a flexible and scalable architecture that can be further developed and expanded for multiple use cases.

What this means for retailers: Personal consultation – a key competitive advantage of brick-and-mortar retail – can be significantly enhanced through digital tools and AI. In-house solutions can require substantial upfront effort but pay off when they can be leveraged across multiple applications.

The reta awards 2026 make one thing clear: successful technology deployment in retail is not about innovation for its own sake, but about solving real challenges in day-to-day store operations. The most effective approaches intelligently extend existing structures, relieve employees, and enhance the customer experience at the same time.

AI plays a central role – whether in optimizing processes, leveraging existing data more effectively, or supporting customer consultations. Retailers that develop and deploy technology pragmatically, with a clear focus on operational value, can create measurable impact and secure sustainable competitive advantages.

Author: Ole Römer