Shelf awareness – the heart of retail Among other topics, Wikander and Smith will explore how 'shelf awareness' – the ability of the physical shelf edge to communicate, inform, and influence – is fast becoming the beating heart of modern retail. They will examine how rising shopper expectations, especially among Gen Z, are reshaping demands for clarity, transparency, sustainability and better in-store experiences. Meet Pricer at NRF 2026 STOCKHOLM, Dec. 17, 2025 /PRNewswire/ -- Pricer, the global retail tec ...