Walk into a modern retail store and you might find yourself greeted by a personalized app notification, assisted by a staff member using a tablet, or completing your purchase at a self-service terminal, all without missing a beat between the physical and digital. This shift reflects a broader technological and strategic evolution in the retail sector, guided by professionals with deep, hands-on experience like Hugo Hanselmann.
Hanselmann, CEO of boutique advisory firm HuHeHa and CEO of software developer Xenios, has built a career helping companies transform digitally not just to keep up, but to lead. His career spans continents and industries, from steering digital innovation at AB InBev, the world’s largest brewer, to advising early stage companies and fashion retailers on how to turn their physical stores into smart, data-driven experiences. “I think the very clear trend that is going on for some time already, which is the whole blurring of the lines between on and offline,” he explains. “Retailers now need to orchestrate those channels seamlessly, because that’s what customers expect.”
A Foot in Both Worlds: Brand and Retail
Hanselmann’s perspective is uniquely rounded. On one side, he led digital connections at AB InBev, where he helped build multichannel consumer engagement strategies in markets from China to Argentina. On the other, he served as interim CMO for a fashion retailer, where the priorities were reversed to driving traffic, simplifying the in-store experience, and building loyalty.
“I have both angles,” he shares. “From the brand side, it’s about getting access to the retail data, understanding what’s bought, when and by whom. From the retailer side, it’s about using technology to make the customer journey as smooth and satisfying as possible, online and offline.” That dual insight is increasingly valuable as the lines between physical and digital retail continue to dissolve. “Whether you’re ordering in-store for home delivery or returning an online purchase to a brick-and-mortar location, the customer expects it all to work seamlessly,” Hanselmann says. “Some call it omnichannel. Others call it unified commerce. But for retailers, it’s now a baseline requirement.”
The Three Essentials: POS, Data, and Experience
Among the many shiny new tools flooding the market, Hanselmann is pragmatic about where to start. For him, the foundation of any effective retail strategy begins with three essentials. First is the point-of-sale (POS) system. “It’s the heart of what you do,” he says. “From registering sales to handling payments to capturing customer data, everything flows through it.” Yet many retailers still operate on outdated systems that slow down staff and can’t connect easily with modern digital tools.
Second is the collection and use of first-party customer data. This is where loyalty begins. “Who are your customers? Why do they shop with you? How do you get them to come back?” These questions, Hanselmann notes, must be answered with data, not guesswork. A well-structured loyalty program not only encourages repeat visits but opens the door to personalized experiences.
Third is the overall shopping experience. While this includes technology, it’s not just about gadgets. “Culture weaves into it. Brand identity matters. And technology, from mobile apps to smart sensors should enhance, not replace the emotional connection a customer has with your store and your brand.” Retailers like Rituals, a personal care brand, stand out for doing this well. “They’ve installed a truly unified commerce approach. The in-store experience is aligned with what you get online. It’s seamless, it’s enjoyable, and it makes you want to come back.”
How AI is Redefining the Retail Experience
Artificial intelligence, for Hanselmann, is a practical force reshaping everything from store operations to customer personalization and context awareness.
“AI helps create smarter stores, online and offline,” he says. “Whether through intelligent chatbots or personalized recommendations, it enhances the customer journey in ways that feel natural rather than intrusive and supports relevant experiences.”
Behind the scenes, AI is equally transformative. “It helps retailers make sense of the data they collect, driving real time insights in sales, staffing, and inventory as well as context with either direct actions to be taken or recommendations what to do. That means better decisions, faster responses, and more efficient operations.” Still, Hanselmann cautions that the end goal isn’t automation for its own sake. “Technology is an enabler. The goal is to create memorable, relevant experiences. And if done well, those experiences are what earn you a customer’s loyalty.”
Reinventing Physical Stores as Strategic Assets
Despite predictions of physical retail’s decline, Hanselmann sees a different story unfolding. “If stores were irrelevant, Amazon wouldn’t have bought Whole Foods,” he points out as an example. “There are certain products and experiences that people prefer in person. Physical stores, when treated as strategic assets, can deepen relationships in ways digital alone cannot.”
The challenge, then, is to make stores smarter, infused with data, supported by tech, and guided by a human-centric approach to experience design. Whether working with startups or advising Fortune 500 brands, Hanselmann sees transformation through digital innovation as a chance to rethink how retail strategy and customer engagement can work better.
Follow Hugo Hanselmann on LinkedIn or learn more about his advisory firm and software business via their website.
