Retailers who want to be successful in the long term have to focus on the customer at the center of their marketing strategy. Fundamental for this are high-quality customer insights, on which basis retailers can reach their customers with an individualized approach via the preferred channels. This approach may be multichannel, omnichannel or cross-channel: In future, retailers will only be able to shape the customer journey permanently, if they have a deep understanding of their customers. The recipe for success is using existing data, identifying relevant target groups, and taking the customer by the hand — from the banner ad to the checkout. This recipe for efficient data-driven retail marketing was targeted at the kickoff event of this year’s Night Talks series at the Kehrwieder Theater in Hamburg on March 23, 2017. Under the title “No data, no retail: Marketing success through customer knowledge,” the “prophets” Richy Ugwu (Retail Media Group) and John Gerosa (Retail Sector Google) went to uncover the secret of a data-optimized approach to customers and provided fascinating insights. Supporting sponsor of the Night Talk in Hamburg was the Retail Media Group, which besides Media-Saturn is a subsidiary of CECONOMY, the Consumer Electronics Company of the METRO GROUP.
The guests at the dmexco Night Talk 2017 in Hamburg included Torsten Ahlers (Otto Group Media), Frederike Voss (orbyd), Ulrich Hegge (AppNexus), Thorsten Mandel (pilot), Dirk von Borstel (Active International), Linda Mozham (OMS/Ströer), Mario Gebers (OpenX), Volker Martens (FAKTOR 3), Christian Griesbach (Teads.tv), Christoph Schuh (Lakestar Venture Capital), and Steffi Herzog (pilot).