Knowledge Hub

At a time when retail continues to face growing complexity from shifting consumer expectations to the need for seamless, omnichannel integration, Grassfish focused on what truly matters: the in-store experience and in-person meeting. Read Anders' reflections on 2025 here.

Top Retail Expert 2026 Marco Burkhardtsmeyer shares insights on scalable store experiences, IXM, and the evolving role of physical retail

Meet Emil, one of our Key Account Managers who thrives in fast-paced environments and loves working closely with customers to create real value. In this interview, he shares his Grassfish journey, what “Make it simple” means to him, and why the digital in-store industry continues to inspire him.

Grassfish, the global frontrunner in digital in-store experience management, has announced a strategic agreement with In-Store Media, a leading omnichannel retail media company, to strengthen and diversify its digital signage operations across multiple countries.

This year, Grassfish celebrates two decades of driving change in the digital in-store space. What began as a bold idea in Vienna in 2005 has grown into a category-defining platform that powers customer experiences for some of the world’s leading brands.

Design has many facets. All too often it is still interpreted as merely the aesthetics of objects, such as furniture, cars, lemon squeezers, or the buttons on a website. If something looks nice, then it is considered to be designed. However, this is only the lowest rung on the so-called "design ladder," which describes the maturity of design in an organization. This article explores how Grassfish sees design to create meaning.

Retail has always been about anticipation: understanding what customers want before they ask for it. But in today’s connected world, anticipation looks very different. Where once merchandising and intuition guided decisions, now data and intelligence drive every touchpoint. Physical retail has entered a new phase, one that’s not just digital, but adaptive. At Grassfish, we call this shift the Age of Adaptive Retail: a future where every store is capable of sensing, learning, and responding to the customer in real time.

We’re proud to be part of BUBS’ first-ever permanent concept store – right in the heart of Stockholm. This vibrant destination at Norrlandsgatan 21 blends playful brand design with interactive digital experiences to create a retail universe that’s as bold and joyful as BUBS itself.

For years, omnichannel strategy has been about connecting the physical store to digital commerce. But what if the store isn’t the endpoint — what if it’s the engine? Discover how leading retailers are using in-store experience management to drive omnichannel orchestration that begins where the brand feels most real: inside the store.

Grassfish, to me, is like a melting pot of talent—a big team of incredibly smart people who are all rowing in the same direction to create something great. We’re in one boat together, and the energy that comes from working toward a shared goal is something really special.

Retail is entering a new era — one defined not by shelves or stock levels, but by intelligence, adaptability, and the ability to create meaningful customer experiences. The driving force behind this shift? Artificial Intelligence, particularly Large Language Models (LLMs), which are redefining how retailers operate, engage, and grow.

Retail is entering a new era — one defined not by shelves or stock levels, but by intelligence, adaptability, and the ability to create meaningful customer experiences. The driving force behind this shift? Artificial Intelligence, particularly Large Language Models (LLMs), which are redefining how retailers operate, engage, and grow.

Manor AG, Switzerland’s largest and most iconic department store chain, is taking a step toward redefining retail. By partnering with Grassfish, Manor is harnessing the power of the IXM Platform to unify and enhance its digital in-store solutions, reinforcing its position as the country's preferred omnichannel store.

In the heart of Berlin, just steps from the bustle of Alexanderplatz, the new Union Berlin Zeughaus at ALEXA Mall is more than just a fan shop - it’s a living expression of what it means to be "Eisern Union". For supporters of 1. FC Union Berlin, this space captures not only the industrial spirit of the borough Köpenick, where the club has its origins and the stadium is located, but also the newest advancements of digital in-store experience. At the core of this transformation? A seamlessly orchestrated digital solution run on Grassfish’s IXM platform.

In the evolving landscape of Digital Out-of-Home (DOOH), success is not only about screen placement or ad duration, it's about understanding what truly drives attention and action. At Grassfish, we combine strategic know-how with human insight to help brands make the most of their in-store media networks. In this article, we highlight three behavioral principles that elevate DOOH content from functional to extraordinary.

Airports have long been places of movement, transition, and anticipation. Today, they’re becoming something more: powerful stages for brand visibility, product discovery, and meaningful sales. In a world where physical retail must now offer more than just distribution, the airport is rapidly emerging as one of the most commercially dynamic environments in which a brand can operate.

For me, Grassfish is a place where freedom fuels innovation. I value the ability to explore solutions, tools, and technologies—whether it’s testing a new idea, refining a process, or experimenting with automation frameworks. The constant challenges here keep me motivated and push me to deliver my best every day.

Discover how, in the newly opened Humanic flagship store on Kärntner Straße, one of Vienna's most popular shopping streets, a large LED portal at the entrance attracts passers-by and sets the stage for a modern shopping experience.

Retail is changing. Customers no longer distinguish between online and in-store; they expect every interaction with your brand to be seamless, connected, and personal. Meeting this expectation requires more than managing screens; it requires managing the entire in-store experience.

Discover the lessons from Loyalty and Retail Media Leader Dean Harris, the Head of Co-op Media Network. In his interview he explores how they’ve reimagined retail media from the ground up. At Co-op, loyalty is ownership. And that same principle powers their in-store media strategy—rooted in trust, behavioural science, and shopper attention.

In a world where every brand is battling for attention, the physical store remains a powerful but underutilised asset. The challenge? Turning presence into precision.

At Grassfish, we believe in transforming in-store screens from passive displays into smart media channels. Our IXM platform does exactly that, making digital in-store retail media not just possible but profoundly impactful.

Retail is entering a new era—one where intelligent systems don’t just support operations but drive them. Agentic AI represents a fundamental shift in how technology will influence retail strategy, customer experience, and competitive edge. For C-level leaders, understanding this shift is essential to staying ahead.

When I joined Grassfish in March 2024, I didn’t just start a new role—I became part of a company that values people, passion, and progress. As a Project Coordinator, every day brings something new: collaboration, problem-solving, and the chance to help global brands bring smart digital in-store experiences to life.

Samsung’s Oscar Nöjd shares insights on AI, smart retail, and how tech is shaping more intuitive, human-centered customer experiences

With the EU AI Act now in effect as of February 2, 2025, all organisations using AI systems, even general-purpose tools like ChatGPT, must ensure their staff have "sufficient AI literacy." We spoke to Chris Krohm, Experience Management Consultant at Grassfish, to learn how Grassfish is leading the way by helping customers and partners become compliant while staying at the forefront of AI-driven innovation.

From Digital Transformation to Strategic Orchestration

Speak with Andrew Jarder, Grassfish’s Chief Product Officer, and one thing is clear: he and his team aren’t here just to iterate—they’re here to disrupt.

In this role, Fanny will lead the Nordic consulting team and drive the continued success of Grassfish’s digital in-store strategy across the region.

Grassfish, the global frontrunner in digital in-store experience platforms (IXM), announces the launch of Grassfish IXM Aqua—its next-generation platform designed to transform how leading retailers and brands deliver meaningful customer experiences across physical touchpoints.

One of the biggest highlights has been seeing big projects go live, from initial concept to successful implementation and witnessing the positive impact it had for both the client and their customers. Together, we ensure our customers get the most value out of our solutions and act as their strategic partners throughout their journey with Grassfish.

It’s an incredible opportunity to grow, both professionally and personally. Working with a talented, creative team makes every project exciting and full of new challenges. What really drives me is the chance to dive into the world of digital signage and push the boundaries of innovation together. It’s not just about coding—it’s about exploring new ideas, solving problems, and growing alongside a supportive team.

After attending NRF2025 in New York City in January, the Grassfish Team returned with powerful takeaways and we’re excited to share our experience with five key insights.

With over 30 years of experience in retail, including a background at IKEA, Anders Henricson has a clear vision for the future of physical stores. He believes we are at the forefront of a new era in retail—one that prioritizes experience over mere transactions.

For me, Grassfish is about the people. On one hand it is the fantastic team spirit. Days in the office are a joy and give me a lot of energy. On the other hand it is about our clients and partners. We usually share a close relationship with them, often over many many years. In challenging times, this trust is key. Sometimes it is not so much about the plot of the story you write, it is more about the process of writing it together.

With a strong background in workplace experience, real estate, and customer experience leadership, Jessica brings a wealth of expertise that aligns perfectly with Grassfish’s mission to empower global brands to create exceptional retail experiences.

As we reflect on 2024, it’s clear that Grassfish has experienced a year of growth, transformation, and resilience. With a solid foundation and a steady commitment to customer success, we navigated both challenges and milestones to strengthen Grassfish’s offering, the trusted and reliable IXM Platform, and the expertise of our skilled and dedicated team.