While retail companies invest millions in customer experiences and e-commerce, one group is often left behind: employees in stores, warehouses and in the field – even though they are the ones who decide on customer satisfaction, efficiency and brand image every day.

In this masterclass, we'll use practical examples – including projects with ALDI, OBI, and Deichmann – to demonstrate how leading retailers not only inform their frontline teams but also actively engage them: campaign rollouts, new product launches, store standards – all delivered directly to smartphones, at the right time, for the right teams. From operational use cases and AI chatbots to system integrations and personalized information delivered directly to smartphones: what really works – and where is the greatest leverage?