NEXT STOP: RETAIL #8 with Frauke Rodeck: Online store experience, omnichannel without cannibalization, and loyalty in digital commerce
“Frauke Rodeck, how do you deliver the same online experience as in the store?”
With NEXT STOP: RETAIL Our new Podcast for the retail sector Live. The idea: We bring our stage to where it wouldn't normally be – right into the heart of businesses. Our mobile podcast studio tours all over Germany. A new episode is released every week, in which we meet with decision-makers from the retail sector. We listen, ask questions, and talk about what really drives the market.
In episode 8, our host Ruben Doppelstein speaks with Frauke Rodeck, Head of E-Commerce at Fielmann, about the company's journey from "late to the party" to omnichannel pioneer. From virtual try-ons and eye scans via webcam to AI-powered tools like Fielmann Fit: Frauke shows how the traditional company is elevating digital consultation to in-store level – and simultaneously redefining loyalty.
This time, our mobile podcast studio stopped in front of Fielmann's brand new headquarters in Hamburg:
Episode #7: Podcast with Frauke Rodeck, Head of E-Commerce at Fielmann
Frauke discusses how to achieve store parity online, engage teams, and transform the customer account into a "virtual home." She also covers eye health services, social commerce, and the question of which AI solutions are developed in-house and which are purchased.
The conversation focuses precisely on this interplay: technology, consulting and data – as levers for customer proximity, trust and loyalty.
Highlights from the episode with Frauke Rodeck:
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Go-live only at the store level
Why Fielmann only launches online features when they deliver the same quality of advice as in the store. -
Omnichannel without cannibalization
How online sales are allocated to branches via postcode. -
Digital Consulting & AI
From face scan and PD measurement on the laptop to Fielmann Fit: This is how the new consultation works. -
Next Gen & Social Commerce
Why loyalty will also mean health in the future – and how the customer account will become a virtual home.
Why this matters
Because Fielmann demonstrates that digitalization in retail doesn't mean losing retail space, but rather strengthening it through technology. Those who take customer service seriously, organize omnichannel strategies fairly, and rethink customer loyalty are building a business model for the next generation.
What's behind NEXT STOP: RETAIL?
NEXT STOP RETAIL is the new one RETAIL NXT Podcast.
We're on a journey to meet the key figures shaping the retail landscape, from large corporations to medium-sized businesses and startups. It's not about polished pitches, but about honest, open dialogue. If you want to know what works and what just sounds like a pipe dream, you've come to the right place.
Want to experience it live? RETAIL NXT 2025!
Do you want to meet the thought leaders of the retail industry live?
Then come to the RETAIL NXT Conference on September 30th and October 1st, 2026 in Bad Vilbel near Frankfurt.
There, retailers, brands and creators meet to exchange ideas, for new inspiration and genuine conversations: The RETAIL NXT 2025 program.