Conversations from Shoptalk Europe: Retail Refined meets with Christoffer Sellin from COS

Shoptalk Europe 2023 brought the technologies and channels driving the future of retail into a clear perspective. This year’s annual event from May 9-11 in Barcelona allowed Retail Refined’s Melissa Gonzalez to sit down with key stakeholders making a difference in the market. COS (Collection of Style) is a European fashion brand doing innovative things in the space. Gonzalez spent some time with Christoffer Sellin, Managing Director, Europe for COS. Sellin shared insights into COS’s strategy, including their use of technology to bridge the digital and physical store experience and their vision for an enhanced, seamless customer journey.

At the forefront of their innovation strategy is Smart Store, a technological concept that integrates digital and physical store experiences. Sellin explained how Smart Store has already rolled out in the US, including a COS Smart Store in Beverly Hills, and is on the verge of being implemented in their European stores.  This concept should fare well with consumers seeking more meaningful and holistic shopping experiences.

Equipped with RFID readers installed in ceilings, COS stores achieve full stock transparency, enhancing customer service and the overall experience. Sellin expressed his optimism for Smart Store, as it has the potential to offer detailed insights, from understanding customers’ preferences to improving merchandising and design decisions based on data from in-store conversions.

During their Shoptalk Europe discussion, Gonzalez and Sellin cover the following:

  • Introduction of the SmartStore by COS Group
  • Data-Driven Decision Making and Personalization
  • Collaborative Rollout across Stakeholders

Reflecting on the US rollout, Sellin noted that “The Smart Store has been well-received by customers. Its most notable contribution is the confidence it instills in sales associates, leading to more meaningful interactions and improved sales figures.”

A key aspect of Smart Store’s influence is its impact on merchandising. With RFID readers installed even in fitting rooms, customers can instantly see their chosen items on smart mirrors or tablets in the fitting room. This feature, Sellin suggested, can drive additional sales and provide valuable insights about the difference between items tried on versus items sold.

About Christoffer:

Christoffer Sellin is an experienced Managing Director with solid results and a leadership track record from many years based in 6 different markets for the family-owned H&M group with a vast knowledge of the entire product flow with roles in Production, Buying, and Selling.

He holds a master’s degree in international business from Jönköping International Business School with university studies at Harvard, The Indian Institute of Management, and Auckland University of Technology.

 

Follow us on social media for the latest updates in B2B!

Image

Latest

stealth students
Colleges Turn to Precision Marketing, Advanced Tracking, and Privacy-First Strategies to Engage Stealth Students
September 5, 2025

Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S. apply as stealth students. For enrollment leaders, this hidden audience—students who research institutions anonymously online before ever…

Read More
UGC
How to End UGC Self-Sabotage in B2B with Vidlo’s Chynna Morgan
September 4, 2025

Most B2B marketers already know user-generated content (UGC) has power. But too many still get in their own way — clinging to polished video shoots, siloed workflows, or the excuse that their brand “isn’t sexy.” In the latest episode of UGC for B2B, host Daniel Litwin sits down with Chynna Morgan, CEO & Founder…

Read More
How Hotels Bounce Back From the Unexpected
How Hotels Bounce Back From the Unexpected
September 4, 2025

In this episode of Inside Restoration & Recovery, host Martha Lewis sits down with Josh Creznic, Director of Hospitality Services at BMS CAT, to unpack the unique challenges and critical priorities in hotel restoration. With over two decades of experience in hospitality—spanning major brands like Marriott and Wyndham—Josh brings deep insight into how restoration…

Read More
Built from the Dirt Up: Dillan Dumont’s Journey from Bricklayer to Industry Disruptor
September 4, 2025

With all types of infrastructure across America aging, there has never been more of a need for smarter, less disruptive solutions than now. From trenchless pipe repair to utility innovation, the construction world is shifting and young leaders like Dillan Dumont are stepping into the spotlight. Cities like New York and Chicago are facing…

Read More