Conclusion: Effective POS communication determines sales, but budgets are getting tighter, margins thinner and decisions tougher. What counts now is consistent process optimisation - combined with intelligent technology.
Heidelberg, 27 February 2026 +++ Online Software takes a positive view of its participation in EuroShop 2026. For the internationally active software company, the world's leading trade fair was once again much more than just a presentation platform: it served as a technological seismograph for international trade - and as a reality check for new ideas.
„For us, EuroShop is always a place to determine where we stand. We can see very clearly here where retail is heading technologically - and we use the trade fair specifically to test new approaches for acceptance directly on the market,“ explains Jürgen Berens von Rautenfeld, CEO of Online Software.
A key finding of this year's trade fair: Process optimisation is at the top of the agenda for retail companies. Against the backdrop of the tense global economic situation, retailers are increasingly looking for solutions to increase efficiency and sustainably reduce costs. This is precisely where Online Software's software solutions hit a nerve - especially among foreign retail companies, which were strongly represented at EuroShop and showed great interest.
It also became clear that the switch to electronic shelf labels (ESL) is gaining momentum. The ability to operate ESLs from different manufacturers with a centralised software solution is becoming increasingly relevant. A topic that was of great practical relevance in many discussions.
At the same time, retail media directly at the point of sale is gaining massively in importance. Many visitors specifically enquired about the possibilities of displaying advertising where purchasing decisions are actually made: In the shop. Last but not least, PRESTIGEenterprise customer Netto Marken-Discount's foray into the retail media sector was a concrete reason for numerous retailers to take a closer look at the online software solutions.
The FastLaner from Wanzl was a particular eye-catcher at the trade fair stand. The PRESTIGEenterprises software platform successfully displayed POS advertising and retail media campaigns on the screen installed directly on the shopping trolley handle. The solution quickly became a real visitor magnet.
Jürgen Berens von Rautenfeld, CEO of Online Software, emphasises the strategic importance of the trade fair observations: „The retailer sentiment captured at EuroShop is extremely valuable for us. It flows directly into our product and further development decisions. Only if we understand the real priorities of retailers can we develop software that will remain relevant in the long term.“
EuroShop 2026 confirms once again for Online Software that technological orientation, honest market feedback and close dialogue with retailers are crucial to developing practical and future-proof solutions.
About Online Software AG
Development of solutions for international wholesale and retail. The medium-sized company based in Heidelberg has been supporting retailers with software solutions for professional store advertising for over 25 years and is the market leader in the field of cross-media in-store communication and sales promotion with more than 65,000 installations in 35 countries. With the software PRESTIGEenterprise the online software offers a communication platform for addressing customers at the POS, which includes classic media as well as digital output media.
Further information:
Online Software AG
Galileistrasse 1
69115 Heidelberg, Germany
info@online-software-ag.de
www.online-software-ag.de
Sandy Heinzmann
Head of Marketing
T. +49 06221 40508-682
M. +49 151 1500 9975
sandy.heinzmann@online-software-ag.de
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