ICA Gruppen's Oskar Jakobsson talks key Shoptalk Europe 2025 takeaways including change, retail media and AI

Shoptalk Europe 2025 took place in Barcelona, Spain this week, and among the attendees was Oskar Jakobsson, Director Customer Solutions at ICA Gruppen.

In a LinkedIn post, he said: “Coming home from Shoptalk Europe, three days of a high paced, exhilarating conference felt like stepping out of a dryer - refreshed, energised, and ready to take on the world. But first, I just need some sleep.”

He added: “I want to begin by expressing my gratitude to the Shoptalk/Shoptalk Europe team. What a great event from first contact and signing up as a speaker, to the process up to the event, then on-site with all the props for this year's theme and the full agenda with so many great speakers, the expo floor, the food, and all the arrangements around the event. I'm impressed with the standard, and how well executed it was. I hope you all get some well-earned rest now.”

“My high level reflection on some of the presentations I listened to was, as Britt Olsen of On and Charlotte Werger of H&M Group said, we don't know what's coming, but the change will be big. What we can do now is to make sure we build a flexible tech foundation. To that, we can add being curious, testing, and learning. We will not be able to build everything but will need to work with vendors/partners to keep up with the speed of change.”

Some of the most interesting keynotes for Jakobsson were those where he got to hear the founders and C-levels of top customer experience brands like Rituals, HOKA, On, and Canada Goose talking about their journeys and how they see their stores as brand building temples, the staff as ambassadors, and the long-term value and commitment of being respected today and being relevant in 20 years.

“I think brands need to be more like retailers and retailers need to be more like brands to stay relevant going forward, be true to your core,” he commented, adding: “On the expo floor, my key takeaway was: there are now many solutions and vendors in the retail media field. I think it's important for us retailers to navigate this right and make sure we do it in a way that helps our customers with relevant offers at the right time.”

Loyalty and personalisation were also a hot topic for many, and here retailers also need to make it personal, relevant in an ethical way, not creepy. AI and agents were also mentioned alot, but for Jakobsson it becomes most interesting when you start with business effect, not "we have a platform...".

“We all know AI will impact us all and will be part of all our solutions, so it's just a tool for creating an effect. Let's talk about that instead (and many did this correctly),” he concluded.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.