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Bernd Albl has been serving as Managing Director at umdasch The Store Makers Digital for over a decade, bringing more than 15 years of experience in technology-driven industries. With a strong entrepreneurial mindset and a passion for business development, he is a driving force behind innovative business models and plays a key role in shaping digital transformation across the retail sector.
In his current role, Bernd leads the Digital Retail Business Unit, heading a multidisciplinary team of experts that delivers end-to-end digital signage solutions — from strategic concept development and back- and front-end implementation to installation, content creation, retail media design, and ongoing operations.
Together with his team, he creates seamless digital retail experiences that streamline processes and enhance customer engagement — transforming smart digital applications into impactful and lasting “digital retail love stories” for clients.
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The DACH region is Europe’s biggest digital signage market - but also its toughest.
Everyone loves talking about the opportunities: scale, budgets, stability, premium retail, home of global brands. But behind the glossy case studies lies a truth the industry rarely says out loud:
The DACH market plays by its own rules - and it doesn’t care about your global strategy. Growth is slower. Buyers are more cautious. Procurement is brutal. Innovation is welcomed… eventually. And the gap between what vendors want to sell and what customers will actually deploy has never been wider.
This panel goes straight into the tension: Is the market finally ready to accelerate — or still stuck in risk‑averse mode? Are DACH retailers and corporates embracing new models, or clinging to old habits? Why do global vendors underestimate the complexity of selling in Germany, Austria, and Switzerland again and again? And what trends will actually move the needle — AI, retail media, sustainability, consolidation, or something else entirely?
The DACH region is full of opportunity… if you survive the hard realities first.
