Sebastian Kryh on AVIXA TV: Why the future of digital in-store is built through ecosystems

IXM turns the store into a connected experience environment

Digital in-store is moving far beyond screens and scheduled content. Retailers, brands and experience-driven organizations are increasingly looking at physical spaces as connected environments where communication, content, data and customer context need to work together.

This is where In-Store Experience Management, IXM, becomes increasingly important.

IXM is about managing the full in-store customer experience across digital touchpoints, content, integrations and operations. It gives retailers and brands a stronger foundation for creating experiences that are more relevant, more scalable and easier to manage across locations, markets and formats.

For Dise, this is not only a technology shift. It is a strategic shift in how the industry creates value.

Partner-first by design

Dise is proudly partner-first and partner-only.

That means we do not compete with our partners or try to replace the value they bring. Partners are closest to the customer. They understand the local market, the installation environment, the content needs, the service model and the business case.

Our role is to provide the platform foundation that helps partners win, scale and build recurring value.

As the industry becomes more connected and more complex, this clarity matters. Strong partners need strong platforms, but they also need trust. They need to know that the platform company behind them is committed to enabling their success, not bypassing their role in the value chain.

Open ecosystems create long-term value

The future of digital in-store will not be built by closed systems trying to do everything alone.

Modern retail environments include CMS, POS, loyalty systems, e-commerce, analytics, retail media, sensors, hardware and service partners. Retailers need flexibility to evolve over time, and partners need the ability to build solutions around each customer’s real needs.

Open integrations and ecosystem connectivity are therefore essential.

For retailers, this means freedom to adapt as their strategy changes. For partners, it creates more opportunity to connect services, build stronger propositions and become more strategic to their customers. For the industry, it moves digital in-store from isolated installations to connected experience infrastructure.

Scala as a strategic product under Dise

With Scala becoming a strategic product under Dise, we are entering a new phase as a global IXM platform company.

Scala has a strong heritage in digital signage and a long-standing role in the industry. Dise respects that legacy and the ecosystem built around it. The opportunity now is to bring that strength into a clearer partner-first future under Dise.

This strengthens our ability to support partners, retailers and brands with open, scalable and future-ready in-store experience technology.

Meet Dise at InfoComm 2026

Sebastian Kryh and Tom Berry will be at InfoComm 2026 in Las Vegas, June 17 to 19.

You can meet Dise in the BrightSign booth, C5301, to talk about IXM, partner opportunities, Scala’s role under Dise and the future of connected digital in-store experiences.

Listen to the episode on AVIXA or Spotify, or watch the full conversation on YouTube.