We are entering a new era at checkout: payment fades, connection grows.

Retailers hold the key: daily customer contact, trusted brands, and data that – used responsibly – outweighs the transaction itself.

REWE shows how this shift starts. With REWE Pay, one scan pays, redeems loyalty points, and delivers a digital receipt.
Simple, secure, built on European rails. What was once a cost becomes a lever for loyalty, data sovereignty, and independence.

Soon we won’t “pay” at all. We’ll be recognized.
Identity will carry everything a transaction needs: payment, ID, even preferences.
Who I am will be enough. No card. No PIN. No password.

This Masterclass explores the path from today’s streamlined checkout to tomorrow’s seamless recognition.
Where payment and identity merge, friction disappear and trust becomes the new currency.
Those who lead will win loyalty and shape Europe’s digital sovereignty.

Learnings:
– Payment becomes a lever – from cost block to driver of loyalty & data.
– Identity is the new currency – recognition replaces cards & PINs.
– Retailers lead the way – shaping Europe’s digital sovereignty.