VMworld Europe Recap: Reimagining the Possible in Retail


Over the course of a week in early November, retailers from all over EMEA transcended upon Barcelona, Spain to reimagine the possible at VMworld Europe. Evenings were filled with cava and tapas, while afternoons were spent learning how next-generation digital technologies are transforming the retail industry. In a workshop designed to fuel conversation and insight among peers, VMware hosted more than 100 retailers to discuss how technology is impacting the next wave of retail innovation.

We were inspired by Jarek Matschey, Director of Retail, VMware EMEA, as he discussed the future of the industry and the innovative technologies driving it forward. We discussed the shift to opti-channel, the transition to “phygital,” and how to keep up with consumer demand in this new digital age of retail. Industry experts delighted the audience by bringing context to how retailers are actually implementing next generation technology and infrastructure to deliver exceptional customer experiences in their retail environments—from stores and distribution centers to corporate headquarters and delivery routes.

We also welcomed industry luminary Morris Pentel, Chairman and Founder of the Customer Experience Foundation, for a retail breakout session specifically on the future of retail. As an advisor to some of the world’s largest retailers and their suppliers, Morris has influenced the design of omni-channel customer experiences around the globe. His work has included “Store of the Future” projects, bringing together best in breed technologies and the world’s largest retail organizations to deliver exceptional customer experience, value models, and organizational structures considered best practices in the industry today.

With no stone left unturned, we launched our Immersive Retail Demo in the Solutions Exchange Showcase. We showed actual VMware retail deployments and discussed how our solutions are helping 10 of the top 10 global retailers modernize IT while marrying digital experiences across platforms and environments to better engage customers and drive revenue. The showcase made a big impact on our retail customers, with many stating that the level of content and discussion with our retail subject matter experts was “exactly what we were looking for.”

Over the course of the next few months we will dive into topics presented at the show, giving you insight into the workings of successful IT transformation within your retail environment. Be sure to stay tuned.

And if you’re attending NRF 2019: Retail’s Big Show in January, come visit us at booth #1057 or schedule a meeting with one of our retail experts to discuss how VMware can help you deliver the impossible. And be sure to check out our Big Ideas Session with Dell Technologies on Sunday, January 13. We’re discussing the Intelligent Store. You won’t want to miss it!


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