IFA 2025
Trend Report

Held at Messe Berlin, IFA 2025 spotlighted how retail innovation is evolving from product placement to immersive, intelligent environments that reflect how people live, shop and connect.

For brands and retailers, the event offered a clear message: the future of in-store experiences lies in storytelling, sustainability and seamless tech integration. And retail displays are the frontline where that transformation comes to life.

From ambient AI and whole-home ecosystems to tactile sustainability and outcome-led wellness, IFA 2025 offered a blueprint for how retail innovation can evolve to meet modern expectations. Here, we explore the key trends and takeaways from the show and how retailers can act now to bring retail innovation to life on the shopfloor.

Smarter technology, smarter displays

Robotics and AI are rapidly becoming everyday companions as opposed to novelties and are now central to retail innovation in 2025 and beyond. At IFA, stair-aware vacuums, multifunctional cleaning systems and bionic arms designed for domestic use demonstrated how far home robotics have come. Elsewhere, AI-powered ovens adjusted cooking times based on energy tariffs, while smart fridges offered recipe suggestions based on real-time inventory. These technologies are learning from user behaviour to anticipate what users need before they ask.

Retail innovation demands that displays evolve to reflect this shift. Shoppers want to see how smart tech saves time and energy in real routines. Displays should simulate everyday scenarios, from robotic vacuums operating in cluttered spaces to smart mirrors offering skin diagnostics, or AI ovens adapting to off-peak energy pricing. These real-world simulations build trust and familiarity, helping shoppers understand how the tech fits into their lives.

Retailers should also foreground privacy and data transparency as key selling points. European brands at IFA gained traction by positioning safety and privacy not as fine print, but as core benefits. With rising consumer awareness around data use, especially in AI and wellness tech, clear messaging around what’s collected, how it’s stored and why it matters is essential. Transparency builds trust, and trust drives conversion.

Ambient AI – intelligent systems that operate quietly in the background – is also entering the retail space. Expect displays that respond to shopper behaviour, offering real-time prompts and assisted discovery. Whether it’s recipe suggestions at refrigeration bays or cleaning-path simulations for robotic floorcare, retail innovation is turning the store into a responsive environment.

Live demonstrations are also becoming essential. For large appliances, ‘see it learn’ beats static spec walls. Displays should show how products adapt to user behaviour, save energy or simplify routines. This builds trust and helps shoppers visualise the benefits in their own lives.

Suggested image: A live demo zone showing a robotic vacuum operating clutter or an AI oven adjusting settings. Include a quote from Dan about how seeing tech in action builds shopper confidence.

Wellness that works – selling outcomes

Wellness tech is becoming more precise, personal and outcome-driven. From wearables and smart rings to AI-powered beauty devices and AR try-ons, the focus is shifting from selling gadgets to selling tangible benefits; better sleep, more energy, clearer skin.

Modern retail displays must reflect this change. Instead of showcasing specs, they should communicate outcomes in plain language. “Wake up refreshed” or “Feel energised all day” are messages that resonate far more than megapixels or battery life.

Interactive displays and hands-on demos can help bridge the gap between promise and proof. Showing how a sleep tracker adjusts lighting or how a beauty device analyses skin in real time builds credibility and engagement.

Privacy remains a concern, especially in wellness. Retailers must ease scepticism with transparent messaging. Displays should clearly explain what data is collected, how it’s used, and where it stays. Retail innovation means treating privacy as a feature, not a footnote, converting cautious shoppers into loyal customers.

Retailers should also consider wellness fatigue. With so many products promising better health, clarity and credibility are key. Displays should focus on real-world outcomes, backed by evidence, rather than vague claims.

Suggested image: A wellness display with outcome-led messaging and a quote from Dan on how clarity cuts through wellness fatigue.

Connected living, cohesive retail

Connectivity is increasingly about orchestrated living. IFA 2025 showcased whole-home AI ecosystems where appliances, security, climate and content work together in harmony to anticipate needs. Brands like Samsung and LG demonstrated how smart homes can be efficient, personalised and intuitive. This kind of ecosystem thinking builds brand loyalty; shoppers who buy into one platform, like Apple or SmartThings, are more likely to stick with it across multiple devices.

When it comes to retail displays, instead of isolating products by category or brand, planograms should cluster by use-case and platform compatibility. Bundles that bring about extra value, like a smart fridge paired with recipe guidance or a washing machine linked to energy-saving routines, will be far more likely to drive conversion.

Retailers should design displays that show how products interact, not just how they function individually. Starter kits, easy onboarding and interoperability should be front and centre. The goal is to make the benefits of connected living visible and immediate.

In-store storytelling should mirror the seamlessness of smart ecosystems. Displays that simulate daily routines, such morning coffee triggered by a sleep tracker or lights adjusting to weather, help shoppers envision the lifestyle, not just the tech.

Retailers can also use connectivity to drive loyalty. Ecosystems that offer visible benefits and effortless setup encourage repeat purchases and long-term engagement. Retail innovation thrives on this kind of ecosystem thinking, creating a sense of both convenience and continuity.

Demonstrating how one purchase adds functionality across other devices helps shoppers see the bigger picture. And when shoppers invest in products that work together seamlessly, they’re more likely to return to the same brand or retailer to complete the experience.

Suggested image: A connected living room display with SmartThings integration. Include a quote from Dan on how ecosystems drive repeat purchases.

Sustainability you can see

Sustainability is moving from abstract claims to visible, tactile design choices. IFA’s partnership with Cradle to Cradle, a design philosophy that promotes products built for continuous reuse, put circularity in the spotlight, with brands showcasing modular construction, repairability and materials designed for reuse.

Retailers must turn sustainability into a story customers can touch. Displays should highlight repairability, trade-in options and modular upgrades. Lifecycle visuals, QR-linked evidence and hands-on demos will make eco-values part of the shopper journey.

Generic green claims won’t cut it. Shoppers want proof of how a product can be repaired, upgraded or recycled. Displays should show the journey, from purchase to reuse, with clear steps and real-world examples.

Retailers can also use sustainability as a differentiator. Positioning products as investments in longevity, not landfill, builds trust and loyalty. Whether it’s showcasing microplastic-reducing cycles or energy-saving modes, the message should be clear; retail innovation means making sustainability standard, not optional.

Circularity should be built into the display itself. Materials, messaging and layout should reflect eco-values, not just the products. This creates a cohesive experience that reinforces the brand’s commitment to sustainability.

Suggested image: A modular product display with lifecycle visuals. Include a quote from Dan on how circularity builds shopper trust.

The rise of the responsive store

Stores are becoming more intelligent and interactive. Ambient AI, real-time prompts and context-aware displays are reshaping the shopper experience. At IFA, brands demonstrated how in-store AI guides can move beyond kiosks to offer ambient help, such as predictive maintenance alerts for appliances or personalised skincare recommendations based on biometric scans.

Retail innovation is driving this shift. Displays must support assisted discovery and personalised engagement. Instead of static spec walls, retailers should offer working demos that show routines, energy-saving modes and privacy controls in action. Displays should be designed to learn and adapt. Whether it’s adjusting to foot traffic or responding to shopper queries, the store itself should feel intuitive and helpful.

Retailers can also use responsive displays to build trust. Showing how AI removes friction, like planning meals or adjusting laundry cycles, helps shoppers see the value in real terms. Quantifying time or energy saved turns claims into proof.

Planograms should reflect real-life use cases. Grouping products by lifestyle or ecosystem, rather than brand, helps shoppers understand how items work together, supporting assisted discovery and encourages bundling.

Suggested image: A responsive display reacting to shopper movement. Include a quote from Dan on how ambient AI changes the store dynamic.

Brand theatre with purpose

IFA 2025 was a masterclass in brand theatre. Samsung’s “AI Home” tied appliances, TVs and mobiles into SmartThings routines, while LG’s “AI Appliances Orchestra” showcased harmony through ThinQ, LG’s smart home platform. Appliance technology companies like TCL leaned into immersive entertainment, while Bosch focused on sustainability and robotics, and Gorenje balanced design with accessible AI cooking assistants.

The takeaway? Spectacle alone isn’t enough. The winners combined wow-factor with trust-building – transparent AI explainers, sustainability woven into the stand, and experiences that showed real-world benefits.

Retail displays must follow suit. Immersive experiences should be grounded in purpose. Whether it’s a demo kitchen showing energy savings or a connected living room simulating daily routines, the goal is to communicate values and outcomes.

Retailers should treat the shopfloor as a stage for storytelling. Displays should reflect brand values, heritage and purpose, not just product specs. From privacy-first messaging to sustainability-led design, every element should build trust and engagement.

Retail innovation also means theatre must be backed by substance. Demos, data and design must work together to show how products deliver on their promises. This builds credibility and encourages deeper engagement. When shoppers can see, touch and understand how a product works and why it matters, they’re far more likely to trust the brand behind it.

That trust is what turns a one-off purchase into a long-term relationship. Retail innovation depends on this kind of clarity and consistency, where the experience on the shopfloor reflects the values and functionality of the product itself.

Suggested image: A brand theatre display with sustainability messaging. Include a quote from Dan on how storytelling drives trust.

How retailers can act now

The most compelling message from IFA 2025 was that retail innovation doesn’t end with adopting new technologies; it’s about how those technologies are presented, understood and, crucially, experienced in-store. For retailers, this means taking deliberate steps to make innovation feel intuitive, trustworthy and valuable to the shopper.

One of the most immediate actions is to rethink how products are grouped and displayed. Bundling can be used as a way to show how ecosystems work in practice; when a smart fridge is paired with a recipe app, or a sleep tracker links to lighting and heating, the benefits become tangible. Displays should reflect these connections, helping shoppers see how one purchase can bring about value across multiple devices.

Sustainability also needs to be made visible. Repairability, trade-in options and modular upgrades should be part of the display narrative, not hidden in the small print. Retailers can build circular journeys by showing how products evolve over time, and by making it easy for customers to engage with eco-friendly choices at the point of sale.

Trust is another critical factor. Retailers should demonstrate how AI simplifies everyday tasks, whether it’s planning meals, managing energy use or automating cleaning routines. But it’s not enough to make claims; shoppers need proof. Displays should quantify the time or energy saved and offer live demos where possible.

Privacy, too, must be treated as a feature. Shoppers are increasingly aware of how their data is used, and they expect transparency. Clear messaging about what’s collected, why it’s needed and how it’s protected can turn caution into confidence.

Beyond the displays themselves, retailers should consider the role of staff in supporting assisted discovery. A well-informed team can guide shoppers through complex ecosystems, explain features in relatable terms, and reinforce the brand’s values. This human layer adds depth to the in-store experience and helps build long-term loyalty.

Finally, it’s worth auditing existing displays. Are they telling a story? Are they showing outcomes? Are they building trust? If not, it’s time to rethink. Retail innovation starts with clarity, credibility and connection, and the shopfloor is where those qualities must come together.

The future of retail starts in-store

IFA 2025 was a statement about where retail is headed. The shopfloor is where innovation meets execution, and it’s where storytelling, sustainability and smart tech come to life.

100% Group helps brands turn tech trends into meaningful, results-driven in-store experiences. With award-winning retail display solutions delivered globally, we partner with brands to grow sales and elevate the shopper experience.

From development and installation to maintenance and removal, we bring retail innovation to life – on time, on budget and on brand.

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