30 Best Leaders To Watch 2020

Henrik Andersson, INSTORESCREEN LLC Founder and CEO: ‘Our Vision is to Drive Intelligent Retail Media Technology Innovation into the Future and Beyond’


“Our partnership with Intel and Lenovo makes sure that our unique designs have the processing power needed to take the solutions to Smart Retail 2.0 with sensors, cameras, and retail-specific AI.”

Retail digital signage has become one of the most popular technologies that stores are implementing today. From improving customer engagement to driving more foot traffic into stores, retail digital displays enjoy several advantages over their predecessors, including nearly instantaneous content updates, schedules customized for each department, and robust proof-of-playback reporting. Digital signage is exactly what it sounds like: signs and screens you can use throughout your retail store that display digital ads, videos, traditional store signage, or any other message you want to relay to customers. Digital signage and corresponding digital signage software open up a myriad of new options for your store displays and it can make a real difference for customers.

INSTORESCREEN LLC is one such firm that has developed new LCD panels required for retail. Its designs and specifications set the standard for new bright, vivid color, and special form factor panels. The company’s relationships with technology providers such as Intel and Lenovo allow its early access to new and upcoming sensors, cameras, and beacons. ‘Smart Retail’ is the company’s line of uniquely shaped screens, with sensors and triggers that seamlessly blend into and fit existing retail gondolas.Allowing for content to react on proximity, time of view and other detectable parameters. This way customers can be engaged on a distance, detailed information when getting closer and pricing and campaigns when up close. Designed and approved for retail, in partnership with fixture manufacturers and brands.

Henrik Andersson: Interview Highlights

Can you brief us about the history of your company?

While being a brand manager at Sony Ericsson responsible for developing and building momentum around custom branded phones, I found that the retail industry was lacking certain specific marketing platforms. In parallel with my day job, I started exploring what could be done in retail to fulfill these needs; I started importing screens to Europe and quickly found that the quality, styling and technology was really bad. I had to design the products myself. This was really the start of what we have today, I was constantly improving the designs and making sure they would integrate into retail in the best way possible. Today, we have relationships with panel manufacturers to make sure that they produce what we need to make the best possible screens for retail. There is a huge gap between what traditional technology companies produce and what retail needs. This is why I have built strong relationships with LCD panel manufacturers for example, to build business cases to produce panels that have not previously existed, specific for retail needs. Extremelywide and even completely square. I have taken my designs and specifications to them and explained how there is a new market available. After many years the results are now clear in our line-up of Smart Retail 2.0 products. I also have several patents as the result of my work. Our partnership with Intel and Lenovo makes sure that our unique designs have the processing power needed to take the solutions to Smart Retail 2.0 with sensors, cameras, and retail-specific AI.

A well-defined mission and vision statement is the most important phenomenon for any business. Can you explain your M&V statements in brief?

Our mission is to provide natural integration of motion, media, and products in retail for the benefit of consumers, brands, and store owners alike. Our vision is to drive intelligent retail media technology innovation into the future and beyond.

What is your greatest fear, and how do you manage fear?

The biggest fear is external factors outside the scope of what we can control; today trade situations and natural disasters are hard to predict. I think that excelling in your field, managing your relationships and doing the best that you can with what you have available is the only logical management tool. Also being flexible and adapt to new emerging conditions is critical for success.

What would you say was the single most influential factor in your business’ success?

I focus on communication needs and use technology to make the solution, not the other way around. Technology is the enabler and not the solution; I like to call this working from the inside out. Most of the time existing solutions are lacking needed esthetics and functionality which is why I have been designing, manufacturing, and selling custom solutions for so many years.

‘It is difficult to start a venture, but far more difficult to maintain it’. How would you and your team interpret this saying?

The challenges of bringing an idea to market and making a living is complex considering the challenging and competitive conditions that we have today. If you try and succeed with your mission then you have done really well. When you are maintaining your business, the challenging part is to do this while at the same time having a focus on developing the next product succeeding in your current one.

What do you hope to accomplish in the long run?

My mission and passion is to drive the in-store retail experience for the end customer to be amazing while assisting store owners with communication and management of all aspects of their business. I have also been approached by Gartner and others to be part of their advisory board, this will help them see what is expected and up and coming in the retail technology sector.

What are your future focus areas?

To follow my vision and continue to create the best possible media and other smart products for the retail industry, to help them regain the market shares lost to online solutions over the last few years. There is absolutely no reason why we cannot naturally integrate unique retail solutions, making them as natural to use as smartphones that have become available to everyone all over the world.

The Ardent Visionary Behind the Success of INSTORESCREEN LLC

Henrik Andersson, Founder, serves as the Chief Executive Officer of INSTORESCREEN LLC. Today, he is a distinguished designer and manufacturer of Smart Retail 2.0 on the global market, the next generation of Digital Signage devices designed specifically for the unique needs of the retail space. Mr. Andersson has a unique holistic approach to design new products since he considers all aspects of a product; his designs are based on the complete picture of appearance, fit, natural integration, technology, future needs, and how they fit the communication opportunities.

“Our mission is to provide natural integration of motion, media, and products in retail for the benefit of consumers, brands, and store owners alike.”