The Edge with Susa Schreiner

Retail intelligence for the AI era

When AI can answer any product question in seconds, what is retail’s competitive edge? Susa Schreiner examines that question through conversations with executives, founders, and operators navigating technology, data, and the enduring value of human connection in physical retail.

The Edge combines Susa Schreiner’s own analysis, interviews, and case studies on Europe’s path to mastering retail in the age of AI. Each edition distills one question into a perspective grounded in practice.

Article
Inside ANNI: How ANWR Group built AI to serve its retailers
2026-08-26T14:44:00+01:00By Susa Schreiner
Michaela Brehm explains how ANNI turns ANWR Group’s founding mission, supporting its retailers, into a working AI platform.
Column
Beyond the sale: could product care be retail’s next edge?
2026-07-07T17:19:00+01:00By Susa Schreiner
German startup RefresherBoxx began as a hobby fix for founder Chang’s running shoes before winning a Retail Beats award.
Column
When knowledge is free, trust is the differentiator
2026-06-21T20:18:00+01:00By Susa Schreiner
AI has made product expertise available to all, instantly. What it cannot replicate – trust, experience, relationships – is the new competitive advantage.
C-Suite Interview
Margit Gosau: AI will make specialty retail more human
2026-05-27T10:33:00+01:00By Susa Schreiner
Sport 2000 reshapes its ownership structure and separates format licenses as it stakes its future on specialization over generalist scale.
C-Suite Interview
Intersport CFO on AI strategy and physical retail
2026-05-18T05:32:00+01:00By Susa Schreiner
Intersport’s CFO frames the AI era as a structural opportunity for cooperative retail, not a threat to be managed.
C-Suite Interview
The retail edge data can't buy; a CEO's view
2026-05-07T13:50:00+01:00By Susa Schreiner
Benelux retailer PassaSports makes the case that understanding behavior – not collecting more data – is the real competitive edge in sports retail.

About the Author

Susa Schreiner is a journalist, moderator, and communications strategist specializing in the European sporting goods industry. She writes at the intersection of retail, brands, technology, and consumer behavior, translating complex market developments into strategic insights for business leaders.

Her work focuses on structural changes reshaping the industry—from artificial intelligence and digital transformation to circular economy and retail innovation. Rather than reporting on products or companies alone, she examines the broader business implications of emerging trends, exploring what they mean for brands, retailers, and the future of the industry.

At SGIE, Susa advises companies and industry organizations on strategic communications and content strategy. She is an experienced moderator, known for thoroughly preparing and leading conversations that provide clarity and actionable insights for decision-makers.

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