In this session, we will use our own case study to demonstrate how we transformed brick-and-mortar retail step by step from a "black box" to data-driven, measurable marketing and sales processes. While online retailers already utilize comprehensive data to measure success, brick-and-mortar stores long lacked transparency and their own data sources. We closed precisely this gap with our own infrastructure for digital displays, sensors, and data-driven marketing.
Our development illustrates how initial digital advertising spaces were created and marketed using indoor steles, before digital storefronts enabled a decisive advancement. Comparative measurements between analog and digital spaces showed up to ten times higher attention for digital content.
The next step involved the use of sensors, which for the first time enabled the recording of relevant key performance indicators such as frequency, contacts, and visibility. This laid the foundation for data-driven performance measurement of marketing campaigns in brick-and-mortar retail.
Today, our integrated measurement and marketing infrastructure enables the systematic recording of delivery, audience, visits, and outcomes, as well as the analysis of content performance. This forms the basis for new data products and revenue models that make retailers more independent and competitive.
Experience how foot traffic translates into real insights and retail space becomes scalable media channels. This presentation offers practical insights into how we reimagined our locations, unlocked additional revenue streams, and created a data-driven foundation that enables brick-and-mortar retail to achieve the same measurable impact as e-commerce.
