Marco Burkhardtsmayer has spent years walking stores across continents — not looking for technology, but for meaning. As CXO at Grassfish, he works with global retailers to define the role of the physical store in an increasingly digital world. Following his recognition as a Top Retail Expert 2026, we sat down with Marco to talk about what makes great retail experiences, what scales — and what doesn’t — and where the industry is heading next.

Congratulations on being named a Top Retail Expert 2026. Why do you think your work resonated with the TRE community?

I believe it resonated because my work focuses less on trends and more on fundamentals. I spend a lot of time in physical stores, observing real behaviour rather than theoretical concepts. The TRE community values practical insight that can be applied at scale, and I try to connect strategy, experience and execution in a way that is grounded, realistic and measurable.

You operate between strategy, experience design, and technology. Why do you think that intersection has become so critical right now?

Because retail has reached a point where none of these disciplines work in isolation anymore. Strategy without experience remains abstract, experience without technology does not scale, and technology without strategy creates noise. The intersection is where clarity, relevance and impact come together.

You spend a lot of time travelling and visiting stores around the world. Where have you seen the most inspiring or forward-thinking retail concepts recently?

I see the most inspiring concepts where brands are disciplined rather than loud. Often this is in flagship stores in Europe and Asia where the focus is on flow, clarity and service instead of gimmicks. Inspiration today comes from restraint, not excess.

When you walk into a store, what’s the first thing you look for?

I look for intent. Is there a clear idea of why this store exists, what role it plays for the customer and how it supports the brand? You can sense within seconds whether a space is designed with purpose or just filled with elements.

Are the “coolest” stores always the most successful ones?

No. Some of the most visually impressive stores struggle commercially, while very simple stores perform exceptionally well. Success comes from relevance and consistency, not from being visually spectacular.

Exceptional flagship stores are one thing — scalable retail systems are another. How do retailers find the right balance between creativity and repeatability?

By treating creativity as a system, not a one-off. Flagships should define principles, not exceptions. Once those principles are clear, they can be translated into repeatable formats without losing their identity.

Many retailers struggle with rolling out experiences consistently across markets. Where do you see the biggest mistakes being made today?

The biggest mistake is copying formats instead of adapting principles. Retailers often replicate design elements without understanding the cultural, operational or behavioural context of each market.

Why do you believe In-Store Experience Management (IXM) is becoming a strategic discipline — not just an operational one?

Because the store is no longer just a sales channel. It is a media channel, a brand touchpoint and a data source. Managing experience therefore directly impacts revenue, loyalty and long-term brand value.

How should retailers think differently about digital touchpoints inside the store compared to online channels?

In-store digital touchpoints must support the physical journey, not compete with it. Unlike online, attention is fragmented and contextual. Digital in-store must be subtle, purposeful, and well-orchestrated.

Looking ahead to the next 3–5 years: How do you see the role of the physical store evolving?

The store will become more focused, not more complex. Fewer messages, clearer roles and better integration with digital ecosystems. Stores will increasingly be measured by the quality of their interactions, not the quantity of their transactions.

If you could give one piece of advice to retail leaders today, what would it be?

Spend more time observing customers in real environments and translate those insights into the digital world, and vice versa. Most answers are already visible on the shop floor.

Finally, what still excites you most when you walk into a store?

When everything feels effortless. When design, service, sound, light and technology disappear into a coherent experience. That moment when retail works without explaining itself.

Do you want to learn more about how Grassfish can help you create exceptional in-store experiences?

Reach out to Marco Burkhardtsmeyer today or follow us on LinkedIn for more inspiration