Expert interview POS International is the motto today - Guest: Vanjo Wandscher!

Vanjo Wandscher

It is with great pleasure that we would like to thank the highly esteemed Vanjo Wandscher as the expert guest for our second interview. With over 25 years of experience, he brings expertise in FinTech, POS systems, e-commerce, and software development. You can expect a fascinating look at brand staging in the digital age. Enjoy reading! 👀

📍 How did you get into the POS industry and what stages did you complete?

"After completing my engineering studies, I began my career in 1999 as a consultant at Futura Retail Solution AG, a company specializing in the development of software solutions for the retail industry. In 2003, I became a shareholder and member of the company's board of directors. In 2021, I retired from the company and emigrated to Indonesia. Since then, I have been supporting German medium-sized companies with software development, with many of these projects continuing to involve the interface of technology and retail. I have now been working in retail and POS for 26 years, almost exclusively in the digital sector."

📈 How has the POS industry developed in your opinion and where does it stand today?

"E-commerce has certainly taken its toll on brick-and-mortar retail over the past 20 years. However, since the COVID pandemic, a certain saturation effect has set in, and exciting offline concepts are enjoying increasing popularity again. Especially for younger shoppers, positive in-store experiences combined with social media exposure have become a trending topic."

🎯 How would you describe the influence of product presentation on the success of a brand?

"A targeted product presentation can make all the difference – it influences not only the brand's perception, but also customer trust and ultimately the purchase decision. Especially in highly competitive markets, it is crucial that products not only impress with their functionality but also appeal emotionally. Strategic marketing allows you to clearly communicate unique selling points, precisely address target groups, and build long-term customer loyalty.

I therefore see a direct connection between well-thought-out product presentation and economic success. Marketing is not just a supporting area; it is a central driver of growth, brand strength, and differentiation."

📱 What influence does digitalization have on brand presentation in the form of permanent displays and shopfitting?

"Digitalization is having a profound impact on brand presentation in brick-and-mortar retail. Permanent displays and store design are increasingly becoming hybrid, technology-enabled platforms that not only inform but also interact. Brands that actively shape this development can differentiate themselves, operate more efficiently, and create a more consistent brand experience across all channels.

Digitalization allows brand messages to be communicated dynamically and context-sensitively. Displays can now be loaded with real-time data, for example through personalized content, interactive touchpoints, or AI-supported product recommendations. This is changing the role of permanent displays: They are no longer just static carriers of brand messages, but are becoming intelligent communication interfaces.

💡 Is digital signage more of a threat or an opportunity for store owners?

"Digital signage offers enormous opportunities for retail operators, from more efficient processes to higher customer satisfaction and increased sales. At the same time, increasing networking requires a high level of IT security and data protection. Those who actively address these challenges can use digital signage as a strategic advantage."

🔍 Do you expect growth, stagnation or decline in the next 3-5 years for brand presentation?

"Brand presentation is facing clear growth, not in the traditional sense, but through profound transformation. Digitization, automation, and the merging of online and offline experiences are driving this development. Those who invest early in innovative concepts are very likely to gain a competitive advantage."

🚀 What challenges do you see for brands in the face of digitalization, sensory overload, and declining attention?

"Brands today face a complex challenge: They must remain visible in a crowded digital space, operate technologically innovatively, and simultaneously appear authentic and trustworthy. Digitalization offers enormous opportunities, but only for brands that are willing to radically rethink their strategies and embrace the changing needs of consumers."

💻 How do you think the share of software in POS and brand presentation will develop?

"The share of software in POS and brand presentation will increase significantly in the coming years. The reasons for this are:

• Technological innovations such as AI, cloud and headless architectures.

• Changing consumer behavior that demands flexibility and personalization.

• Strategic realignment of leading providers who recognize software as a growth driver.

Brands that invest early in this transformation will not only operate more efficiently but also create a stronger, data-driven brand experience."

🌍 Now you live in Indonesia, how would you rate Germany's level of progress in the POS sector in international comparison?

"From the perspective of Southeast Asia, it is striking that many countries there are more pragmatic and faster in implementing digital POS solutions. Mobile-first strategies, cloud-based POS systems, and the integration of e-wallets are widespread. Innovation cycles are shorter, and the willingness to adopt new technologies is higher; often driven by the need for scalability and efficiency in a dynamic market environment. Germany is showing progress in the POS sector, particularly through software integration and modularization. Nevertheless, the country lags behind more dynamic markets internationally, both in terms of infrastructure and regulatory flexibility. In my view, Germany appears technologically competent but structurally too slow."

👉Thank you for your willingness and participation in the interview, would you like to share something personal with our audience?

"I'm very happy and thank you for the opportunity to be part of this interview. What I would personally like to say to our audience:

In a time characterized by rapid technological developments, global challenges, and constant change, one thing remains crucial: the ability to adapt while maintaining one's attitude and values. Especially in the POS industry, where processes, technologies, and customer needs are constantly evolving, it's important to remain curious, think boldly, and act in partnership. I am convinced that progress arises where people create together, with openness, respect, and the will to make things better.

🤝Thank you so much for your time and your answers, Vanjo. We wish you all the best!