Hanshow and Microsoft focus on future of smart retail as the pair ink strategic partner agreement
Hanshow, a specialist in digital store solutions, has announced the signing of a strategic partner agreement with Microsoft at the Microsoft Executive Briefing Center in Redmond, Washington.
Hanshow and Microsoft's collaboration has evolved from large scale IoT and SaaS deployment to AI driven innovation for physical retail. Since joining Microsoft's AI & IoT Insider Lab in 2019, Hanshow has worked with Microsoft across cloud infrastructure, in-store IoT, data intelligence, and retail AI scenarios. Today, more than 200 million Hanshow electronic shelf labels are supported on Azure, while multiple co-sell solutions have been made available through the Microsoft ecosystem.
Most recently, Hanshow launched xPilot in collaboration with Microsoft at NRF 2026 APAC. Built on Hanshow's Store Digital Twin and Azure capabilities, xPilot is a real-time store execution AI assistant designed to help retailers turn store insights into faster decisions, clearer workflows, and measurable operational impact.
"This agreement marks a new chapter in Hanshow's long-standing collaboration with Microsoft," says Liangyan Li, SVP and Head of Global Sales at Hanshow. "For Hanshow, this collaboration is about bringing trusted, scalable, and future ready digital store solutions to more retailers worldwide. By deepening our relationship with Microsoft, we aim to support global retail customers with stronger technology foundations, greater operational agility, and long-term business value."
"Retail transformation is becoming increasingly ecosystem-driven," says Philippe Brochard, Chairman of Advisory Committee at Hanshow. "By working with Microsoft and other global partners, Hanshow is helping build an open, practical, and scalable innovation ecosystem that brings digital transformation closer to real store operations."
Retailers are entering a new era where cloud, AI, and partner ecosystems must work together to solve real operational challenges," comments Sandy Gupta, VP of Microsoft, Head of Global ISV Business. "By combining Microsoft's cloud and AI capabilities with Hanshow's deep expertise in store digitalisation, we can help retailers unlock new levels of intelligence, efficiency, experience and innovation across physical retail."
Tesco
Tesco is set to roll-out electronic shelf labels across its stores over the next two years. It is teaming with Hanshow on this.
This builds on a proof of concept in 2025 with VusionGroup and Hanshow to evaluate ESLs in select stores, with the aim of reducing labour costs and enhancing pricing accuracy.
The project will kick off in four stores - one Express and three supermarket locations - and will ultimately cover approximately 3,000 stores.
"The roll-out of digital shelf labels marks an important step in the modernisation of our stores, delivering benefits for both customers and colleagues," says Tesco UK Operations Managing Director Kevin Tindall.
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
