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.