D-Congress 2026 – Shaping Culture – Transforming Commerce

A common message emerged from the seminars and panel discussions.

Technology is changing the way we shop, yet it is still people, strong brands, and meaningful customer experiences that drive long-term competitiveness.

Drawing on extensive experience analyzing global retail trends, Kate Ancketill offered insights into how AI will shape the future of retail. She described a shift in which AI agents play an increasingly significant role in the customer journey. While AI will automate many aspects of the purchasing process, technology alone is not enough; success will belong to companies that combine digital innovation with a strong brand, high levels of trust, and a clear customer focus.

Inside the world’s most innovative physical stores

As always, Jack Stratten delivered inspiring trend insights from innovative stores around the globe. One of his key messages was that the retail sector is currently in a phase where customers are overwhelmed by choices and constant stimuli – a state of saturation. Consequently, cutting through the noise requires not more messages, but better consumer experiences and stores that succeed in surprising, inspiring, and creating added value.

One concept Jack Stratten returned to was affordable luxury – offering products that feel exclusive without being expensive. He highlighted the Scandinavian retail chain Søstrene Grene, one of Europe’s fastest-growing chains. Their product range is constantly refreshed, creating a sense of discovery and encouraging repeat visits. The visual presentation of the stores is also a key part of the concept. All employees are trained in merchandising and in how colour, display, and presentation can elevate products and make them appear more valuable. The result is an offering where customers get something affordable yet special – the very essence of affordable luxury.

Surprise your customers! It is largely about cutting through the noise: rearrange products, utilize new arrival sections, and make the assortment feel fresh, even when it isn't entirely new.

He also discussed the massive growth of the second-hand market, noting that many consumers are turning to outlets selling vintage and pre-owned goods to give products a new life, find unique treasures, and shop at more affordable prices.

AI Shapes the Next Chapter for Retail

In a discussion about the future of retail, Nina Jönsson, CEO at ICA Gruppen, and Rickard Lyko, CEO at Lyko, shared their experiences regarding AI, leadership, and change management.

Nina Jönsson explained that ICA has made significant progress in its AI journey, establishing a network of AI Champions who support the organization in identifying and developing AI use cases. She emphasized the rapid pace of development and the need for all companies to adapt. At the same time, understanding customer needs immediately is becoming increasingly crucial, as the window of opportunity to win a customer's trust is short. In this context, she views AI as a tool for creating more relevant offers and delivering a superior customer experience.

Rickard Lyko highlighted the importance of a corporate culture that empowers employees to take action. For AI to deliver real value, ideas must be quickly put into practice without getting bogged down in lengthy decision-making processes or meetings. He also believes that AI will streamline operations and better equip employees to provide fast, high-quality service – ultimately leading to greater customer satisfaction.

However, Rickard Lyko also noted that AI will not transform every aspect of retail. For many consumers, the act of shopping is an experience in itself – finding inspiration, comparing products, and making their own purchasing decisions. Consequently, he does not believe everyone will want to delegate their shopping to an AI agent; for certain product categories, human curiosity and the desire for discovery will remain key elements of the shopping experience.

AI will become an increasingly important source of support for both employees and customers, yet the human element – in the form of leadership, decision-making, and personal customer interactions, will remain crucial to success in the future.

The battle for the Nordic consumer

How do you compete with global giants like Temu and Amazon? That was one of the key questions addressed during the panel discussion featuring, among others, Stefan Palm, CEO at Lager 157, and Sandra Gadd, CEO at Kjell & Company.

Sandra Gadd highlighted Kjell & Company’s initiative to build a strong community where customers receive assistance through expert reviews, buying advice, accessory recommendations, and support. At the same time, she noted that customer needs vary; some appreciate personalized advice, while others prefer to walk into the store, pay quickly, and leave. The challenge, therefore, lies in offering a high level of service without creating unnecessary waiting times.

Stefan Palm believes companies should consider what they can be the best in the world at. For Lager 157, this has meant a clear focus on wardrobe basics, an area where the company has built a strong offering. Rather than trying to compete with everyone and everything, he advocates for more niche-oriented initiatives that create clear value for the customer.

When the conversation turned to Temu and Amazon, Stefan Palm clearly identified challenges regarding competitive conditions and regulatory frameworks. At the same time, he emphasized their exceptional skill in logistics and supply chain efficiency – areas where, in his view, other retail companies can also learn valuable lessons. He described his biggest competitors as his greatest sources of inspiration in certain respects – not to copy them, but to understand what they do better and how his own business can evolve.

We are already looking forward to D-Congress in March 2027, where 3bits will once again participate as a partner.