Digital Retail Media: The „Next Big Thing“ in der Marketingkommunikation des Handels?

In the organizer's words:

The global retail industry is in a state of upheaval: due to the digitalization of individual, social and economic life, consumers and retailers alike have been shifting their focus from bricks-and-mortar retail to e-commerce for over ten years.

Physical stores are still the first port of call for consumers in the retail sector. However, alongside Google and Amazon, online marketplaces and digital retail platforms are becoming increasingly relevant for consumers - and therefore also for product manufacturers and retailers. Digital retail media is currently establishing itself as a new type of advertising medium that complements television, radio, posters, online and social media with attractive advertising formats for the retail sector.

Prof. Dr. Michael Kleinjohann from the ISM International School of Management presents this complex digital ecosystem at Wissenschaft im Rathaus and systematizes the phenomena, players and stakeholders of retail media and the various digital and physical manifestations. Using concrete examples, the lecture will address the effects on the retail and advertising market as well as the future opportunities and possible risks for consumers, brand manufacturers and retailers.

Free admission!

Registration here.