RETAIL NXT 2023: Christoph Eltze, CDO & CTO of the REWE Group, on technology as a success factor in retail
RETAIL NXT 2023 kicked off with an inspiring presentation by Christoph Eltze, Chief Digital and Technology Officer of the REWE Group. His appearance not only marked the start of the conference but also a passionate plea for the fundamental role of technology and digitalization in retail.
A decade of transformation
Eltze opened his presentation with a review of the past decades: While digitalization in retail progressed rather sluggishly in the three decades prior to 2010, the last ten years have demonstrated incredible dynamism. He emphasized that this pace will not only continue in the next decade but will be further accelerated by technological innovations such as artificial intelligence, autonomous systems, and computer vision.
“I usually wake up in the morning and am excited to be part of this exciting time in which trade and technology are more closely intertwined than ever before,” said Eltze.
Technology as a game-changer
Eltze made it clear: The key to success in retail lies in technological excellence. “At REWE, we are firmly convinced that the retailer who manages technology best will be successful.” Digitalization is not an end in itself, but a means to optimize the entire value chain – from logistics and store processes to customer communication.
He gave specific examples:
- Optimized logistics processes to avoid gaps on the shelves.
- Personalized customer experiences through data-driven product range design.
- Relief for employees from low-value-adding activities in order to invest more time in customer service.
Broad rather than isolated innovation
Eltze emphasized the importance of a comprehensive technological strategy. Individual showcase projects – such as AI applications or autonomous delivery vehicles – are important, but what is crucial is broad-based digitalization. “A single application is great, but real progress comes from acting on a broad front.”
Despite the success, this is not a linear path: Loss of focus, failed projects, and necessary course corrections are all part of the process. "It takes courage, perseverance, and the willingness to accept setbacks."
REWE's innovation projects: From drones to autonomous stores
Eltze's insight into REWE's innovation pipeline was particularly impressive:
- Autonomous stores: AI-supported branch concepts.
- Drone deliveries: Pilot projects in Lithuania and beyond.
- Autonomous delivery vehicles: Technologies that are already being tested.
Even if not all projects ultimately reach the mainstream, experimentation is essential. “We have to try out what works – even if, in the end, 50.000 drones won't be flying over Cologne-Ehrenfeld.”
Technology in corporate management
A key message from Eltze was the need to embed technology in the executive suite. REWE has taken this step by establishing digitalization as a core task in corporate management.
“If digitalization is a critical success factor, then it must also be effective where strategic decisions are made.”
An appeal to the industry
In closing, Eltze addressed the conference participants and called for an open exchange. He particularly encouraged smaller retailers and manufacturers to focus on specific technological priorities: “It’s not about doing everything, but about doing the right things – with focus and pragmatism.”
Conclusion: Trade and technology – the next level
Christoph Eltze's opening speech was a passionate wake-up call for the retail industry. He made it clear that the future of retail lies not only in technology, but in the ability to use it effectively and strategically. RETAIL NXT 2023 thus sends a strong signal: the challenges may be great, but so are the opportunities.
With a clear focus on innovation and a bold approach, REWE is demonstrating how the transformation of the retail sector can succeed. An inspiring start to two days full of insights and discussions at RETAIL NXT.