Reflections from EuroCIS 2025: How European Retailers Think Differently than US Retailers
Reflections from our CEO and Co-Founder, Amrit Robbins:
I was in Düsseldorf earlier this year, attending EuroCIS 2025 with Toshiba Global Commerce Solutions, and I'm excited to share some insights about how European retailers are approaching refrigeration management differently than their North American counterparts. The exhibition proved to be an invaluable opportunity to gauge the European retail landscape and understand how our AI-driven solutions can address the unique challenges facing grocery retailers across the continent.
Axiom Cloud CEO and Co-Founder at Axiom Cloud with Tsuyoshi Kittaka of Toshiba Tec at EuroCIS.
Our European Launch with Toshiba
First, I'm thrilled to share that Axiom Cloud is already serving customers in Europe (more details to follow)! After helping major North American grocery retailers cut refrigerant leaks by 40%, reduce maintenance costs, and improve sustainability without hardware investments, we're now bringing these same benefits to European markets.
But beyond our expansion announcement, I wanted to share the most interesting trends I observed about the European grocery retail landscape:
Energy Economics Driving Faster Innovation
Perhaps the most striking difference is how Europe's significantly higher energy rates are accelerating the adoption of efficient technologies. While energy optimization is important everywhere, in Europe it translates to higher operational savings. Many retailers I spoke with are investing aggressively in energy management solutions simply because the ROI timeline is so compelling.
The Technician Challenge
Europe faces a critical shortage of qualified refrigeration technicians, similar to what we're experiencing in North America. Despite generally lower labor rates than the United States, the scarcity of expertise has created an acute need for solutions that enhance technician efficiency and effectiveness. Solutions that help prioritize maintenance activities and reduce unnecessary site visits are in particularly high demand.
CO₂ Refrigeration: The Clear European Standard
In Europe, there's remarkable consensus that CO₂ refrigeration is the future. Unlike the U.S., where alternatives are still being debated, European retailers have broadly committed to CO₂ systems. Interestingly, European operators generally view CO₂ systems as more energy-efficient AND cost-efficient than HFC alternatives – a perspective that differs from prevailing opinions in America.
This clarity about the future path has led to notably newer and better-maintained refrigeration systems throughout Europe. When you know the technology you're investing in has long-term viability, it naturally encourages more proactive maintenance and modernization.
Preventative vs. Reactive Maintenance
European retailers place significantly greater emphasis on preventative and intelligent maintenance compared to the more reactive approaches I often see in the U.S. Several retailers shared sophisticated maintenance programs that leverage data analytics to anticipate issues before they cause disruptions – philosophically aligned with our approach at Axiom Cloud.
Market Structure Differences
The European grocery market structure differs fundamentally from North America in several ways:
Franchised stores are much more common than the corporate-owned model prevalent in the U.S.
The market is highly fragmented with different grocery banners dominant in each country
Even large international chains operate with considerable autonomy in each country
Fresh food sections typically occupy proportionally larger store areas compared to frozen and shelf-stable goods
Regulatory Environment
The EU F-gas regulation, which saw its most recent update in 2024, continues to tighten requirements and push innovation in refrigerant management. While the U.S. AIM Act and state-level regulations are helping America catch up, European retailers have been adapting to stringent refrigerant regulations for longer, creating a market that values compliance solutions.
Food safety standards are also generally stricter, with greater emphasis on measuring core food temperature rather than ambient space temperature. This creates different monitoring priorities and compliance requirements.
Beyond Refrigeration: Retail Innovation
Beyond refrigeration management, I was impressed by several customer-facing innovations already widespread in European stores but still emerging in the U.S., including smart shopping carts, personalized in-store advertisements, and consumer handheld scanners. These technologies are reshaping the shopping experience in ways that American retailers are just beginning to explore.
Partnership Philosophy
Perhaps most importantly, I noticed that European retailers are seeking consultative solution providers – true partners rather than just vendors. They value relationships with technology providers who understand their business challenges holistically and can adapt solutions to their specific needs.
The Future Is AI-Powered
Finally, just as in the U.S., artificial intelligence dominated conversations throughout EuroCIS. Our AI-driven approach to refrigeration management resonated strongly with retailers looking to transform maintenance operations, reduce emissions, and improve energy efficiency.
Looking Ahead
As we begin our European journey, I'm energized by the opportunity to contribute to Europe’s already advanced refrigeration management practices. The challenges may differ somewhat from North America, but the fundamental goals remain the same: financial savings, greater efficiency, reduced environmental impact, and better operational performance.
I'm grateful to everyone who took time to meet with us at EuroCIS, and I look forward to continuing these conversations as we help reshape refrigeration management across Europe.