REWE Group Chief Digital and Technology Officer talks retail store innovation challenges and takeaways

Innovation takes time, a fact of life that is shown by REWE Group’s Pick&Go project. So says Christoph Eltze, the retailer’s Chief Digital and Technology Officer.

In a LinkedIn post, he said: “Three years ago, we opened our first hybrid supermarket with Pick&Go technology in Cologne, making us the first in Europe.”

“This was followed by markets in Berlin, Munich, Düsseldorf and most recently Hamburg. In particular, our test store in the Hanseatic city, which covers more than 1,200 square metres, is a real milestone as Europe's largest computer vision supported market.”

“So is shopping without checkouts, scanning and repackaging the "new normal" in retail? No. On the one hand, this confirms the continuing interest among journalists, influencers and TV stations who request to shoot in our Pick&Go stores. On the other hand, there is also the feedback from our customers.”

“For many, innovative technology is associated with a process of getting used to it and experiencing it - they feel their way around and try things out. Then an "aha effect" quickly sets in: Because many who have already used Pick&Go will certainly confirm: It feels strange at first - to leave the store without paying.”

This shows that fundamental innovations need staying power, especially when they interfere with the tried and tested and what has been learned, Eltze argued. “This is precisely why we are relying on a hybrid model in the test markets to offer different payment options and gradually take our customers with us.”

He concluded: “Ultimately, it is important to always think from the customer's point of view.”

“The technology is intended to offer our customers a shopping experience, which is why we are staying tuned - and the best way to find out how this is received, both by our customers and our colleagues in the test markets, is on site.”

2024 RTIH INNOVATION AWARDS

Checkout-free stores are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.