Lidl GB rethinks the entire in-store experience: this week's biggest retail technology stories
It's Friday, the weekend is almost upon us, so let’s kick back and reflect on another eventful week for the retail systems space. Here's your briefing on the most important stories from the past few days, including American Eagle, PMC, Morrisons, Kallikor, Primark, Co-op, Reckon.ai, and Joe & The Juice.
1. American Eagle announces Snap Maps launch to concide with Back to School jeans push
American Eagle Outfitters reports that it is now inside Snap Maps, which lets Snapchat users discover fun places, see what their friends are up to, and view Snaps from the community.
The launch comes as the retailer embarks upon its biggest ever Back to School jeans push.
In a LinkedIn post, Craig Brommers, CMO at American Eagle Outfitters, said: "Considered amongst the most coveted Gen Z real estate in social media, Snap Maps is where friends find each other. And AE is now the first fashion retailer with its 800 US locations pinned inside. Tapping on a store brings up content from American Eagle, including information on that store, Stories from the brand, creator videos and even localised product recommendations."
2. RTIH AI in Retail Awards: entry deadline for submissions extended to Friday, 25th July
The entry deadline for the RTIH AI in Retail Awards has been extended by one week. Deadline for submissions is now Friday, 25th July. It's free to enter and you can do so across multiple categories.
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
The entry deadline for the RTIH AI in Retail Awards has been extended by one week. Deadline for submissions is now Friday, 25th July. It's free to enter and you can do so across multiple categories #ai #artificial_intelligence #retail https://t.co/qywPzbsKE5
— Retail Technology Innovation Hub (@RTIH_RetailTech) July 14, 2025
3. Ongoing tech investment: new self-scanning feature set to launch within Lidl Plus mobile app
Lidl GB is gearing up to launch a trial in four stores of a new self-scanning mobile app feature.
In a LinkedIn post, it said: “We’re building retail innovation into the heart of the Lidl experience. This September, we’re launching a new self-scanning feature within the Lidl Plus app - part of our ongoing investment in technology to make shopping easier, faster, and more flexible for our customers.”
People will be able to scan as they shop, track spend and savings in real-time, and checkout faster via self-service. This is launching first through a friends and family trial across four stores – with a full roll-out to follow next year.
“This isn’t a one off update. It’s the next step in a much bigger plan,” Lidl GB said. “From self-checkouts to loyalty led digital tools, we’re rethinking the entire in-store experience - and investing for the long-term to bring our customers more choice, more control, and more convenience.”
4. Reckon.ai tech powers REWE To Go smart store at train station serving Stuttgart University in Germany
REWE Group has opened its 23rd REWE To Go smart store, situated at the Stuttgart University S-Bahn station in Germany.
This serves the university's Pfaffenwaldring campus in the Vaihingen district.
In a LInkedIn post, Mehmet Tözge, Director Smart Store Development at Lekkerland SE, said: "Customer preferences have changed. End consumers want to shop 24/7 and quickly. We develop smart stores to meet the evolving expectations of end consumers.”
The store is equipped with the smart fridges from Reckon.ai. Stüwer and Gerhardt Automat are also technology partners on the project.
The assortment of the location, which is around 25 square metres in size, includes more than 130 items, including sandwiches, wraps, salads, sweets, snacks such as chips, drinks, coffee specialties and tobacco products.
5. Grocery giant Morrisons connects with AI powered supply chain simulation tech firm Kallikor
Morrisons has announced a partnership with supply chain simulation technology specialist Kallikor.
Using the AI powered Adaption platform, Morrisons is creating a digital twin of its end-to-end supply chain, a fully interactive model that mirrors the complexity, scale, and pace of its national network. This provides a design space where its teams can experiment, test, and optimise decisions with speed and precision, from warehouse operations to network wide flows.
As the partnership scales, it will operate with a living digital model fully integrated into its day-to-day operations, enabling continuous optimisation and proactive adaptation to market shifts.
6. New beginnings: AI strategy specialist Linda Leopold wraps up seven year chapter with H&M Group
Linda Leopold is leaving H&M Group where she spent the past seven years, most recently holding the role of Head of AI Strategy.
She will now focus on being an independent strategic advisor, writer, and public speaker.
In a LinkedIn post, she said: “This summer, I'm wrapping up a seven year chapter with H&M Group and starting something completely new. These have been remarkable years – not only being part of shaping the company's efforts in AI, but also witnessing the rapid evolution and adoption of AI as a technology. I'm particularly proud of establishing H&M Group's Responsible AI programme from the ground up, and contributing to how the field has matured globally.”
7. Former Microsoft executive Sharon Baylay-Bell joins retail technology firm PMC as Non-Executive Chair
PMC reports that Sharon Baylay-Bell has joined the company as Non-Executive Chair.
She succeeds Paul Mason, who founded the company in 2001 and will remain on the board as a Non-Executive Director.
PMC provides consulting, professional services, digital engineering and managed services to over 120 retail, commerce and technology customers across 24 countries.
Baylay-Bell spent 16 years with Microsoft, including as Director of its international online business.
After then joining the BBC as Chief Marketing Officer, she has since built a portfolio career on the boards of listed and private equity backed businesses, including time as Chair of BGF backed Driveworks, Ted Baker, Restore, FSP and most recently, Catalis Group.
🚨 Leadership Update at PMC 🚨
— PMC (@pmccommerce) July 16, 2025
We're excited to welcome Sharon Baylay-Bell as Non-Executive Chair! She succeeds founder Paul Mason, who remains on the Board. Sharon brings top-tier tech & leadership experience as PMC scales globally.
🔗 https://t.co/TwKzjUamMx pic.twitter.com/JCSV0qsmUU
8. Urban juice bar and coffee concept Joe & The Juice turns to Adyen to boost in-store payments
Urban juice bar and coffee concept Joe & The Juice has announced a partnership with Adyen focused on the FinTech firm’s proprietary multimedia countertop SFO1 payment terminal.
It has been working with Adyen for over a decade. As it accelerates its expansion in the US market, particularly in key cities like New York, it is turning to the company’s technology to improve the in-store experience.
The deployment of SFO1 terminals enables it to tap real-time data and feedback. It is using them not just to simplify checkout, but to gather insights that help inform store experiences, shape its marketing approach, and ultimately, build long-term customer loyalty in a highly competitive F&B landscape.
“Adyen has been a trusted partner and leveraging their financial technology to expand internationally was an easy decision,” says Nicolai Schnack, CTO at Joe & The Juice. "The new SFO1 terminal allows us to adapt to various market environments, enhancing our in-store experience to match the retail environment. It enables us to meet customers where they are, fostering a global connection to the brand."
9. Primark teams with 3D mapping specialist Apollo3D on virtual scans as part of LED lighting upgrade
Primark has partnered with 3D mapping specialist Apollo3D to create virtual scans of more than 350 stores in the UK and Europe as part of an LED lighting upgrade.
Yorkshire-based Apollo3D says the collaboration will deliver “substantial financial and operational benefits” to the value retailer by decreasing the need for on-site visits and enabling faster project roll-outs.
The partnership is part of wider plans to upgrade lighting in Primark stores to more energy efficient LED systems but has since been used in other store projects.
10. C-stores specialist Co-op announces partnership with The Hacking Games in wake of cyber attack
In the wake of experiencing a cyber attack that made mainstream media headlines and caused significant disruption across the retailer’s business, Co-op has announced a new partnership with The Hacking Games, a UK-based social impact business, that aims to tackle cybercrime by identifying young cyber talent and channelling their skills into positive, ethical careers.
Co-op says that the tie up will combine its reach into every post code area of the UK, community expertise, 38 Co-op Academy schools and their 6.5 million member base with The Hacking Games’ knowledge and expertise in cybercrime.
Shirine Khoury-Haq, Group CEO, says: “We know first hand what it feels like to be targeted by cybercrime. The disruption it causes, the pressure it puts on colleagues, and the impact it has on the people and communities we serve.”
“We can’t just stand back and hope it doesn’t happen again - to us or to others. Our members expect us to find a cooperative means of tackling the cause, not just the symptom. Our partnership with The Hacking Games lets us reach talented young people early, guide their skills toward protection rather than harm, and open real paths into ethical work. When we expand opportunity we reduce risk, while having a positive impact on society.”
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