{"id":77674,"date":"2026-05-27T15:16:11","date_gmt":"2026-05-27T13:16:11","guid":{"rendered":"https:\/\/online-software-ag.com\/?p=77674"},"modified":"2026-06-12T09:54:04","modified_gmt":"2026-06-12T07:54:04","slug":"detailmedier-i-butiksindretning","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/da\/retail-media-im-ladenbau\/","title":{"rendered":"Detailmedier i butiksindretning: fra misforst\u00e5else til strategisk mulighed"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Mens digitale platforme i \u00e5revis har demonstreret, hvor rentabel datadrevet annoncering kan v\u00e6re for e-handel, leverand\u00f8rer og kunder, er emnet nu ogs\u00e5 ved at blive et relevant v\u00e6kstomr\u00e5de i den fysiske detailhandel. Det er netop i denne gr\u00e6nseflade, at butiksindretningen ogs\u00e5 vil underg\u00e5 varige forandringer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media som nyt profitcenter<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Som en del af den tyske butiksindretningsforenings \u201eDigital Lunchbox\u201c blev denne udvikling kategoriseret i en kompakt online-session. Optagelsen giver et praktisk overblik over, hvordan reklame i detailhandlen er ved at blive et profitcenter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Detailmedier er ved at blive en lukrativ indt\u00e6gtskilde i sig selv. Platforme som Amazon har i \u00e5revis demonstreret det \u00f8konomiske potentiale i reklameindt\u00e6gter. Ogs\u00e5 i den fysiske detailhandel opst\u00e5r der i stigende grad strukturer, som muligg\u00f8r mersalg - ofte med betydeligt h\u00f8jere marginer end i den traditionelle detailhandel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men det resulterer ofte i en forkortet forst\u00e5else af begrebet. Mange steder reduceres detailmedier til digital skiltning. Men det er faktisk en forkert opfattelse. Sk\u00e6rme er kun en del af et meget st\u00f8rre kommunikations\u00f8kosystem. Den afg\u00f8rende faktor er samspillet mellem alle kontaktpunkter i butikken - fra hyldeplads og s\u00e6rlige placeringer til digitale tjenester langs hele kunderejsen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail media er mere end bare digital skiltning<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Det \u00e6ndrer ogs\u00e5 butiksindretningens rolle. Salgsomr\u00e5der designes ikke l\u00e6ngere uden at tage h\u00f8jde for aspektet med reklamemarkedsf\u00f8ring til leverand\u00f8rer eller tredjeparter. Butikken udvikler sig s\u00e5ledes til et netv\u00e6rksbaseret kommunikationsrum, hvor fysiske og digitale elementer fletter sig ind i hinanden. Individuelle tiltag kommer til kort. Kun integrationen af forskellige formater og systemer skaber b\u00e6redygtig merv\u00e6rdi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Data bliver en vigtig succesfaktor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Den vigtigste drivkraft bag denne udvikling er den stigende tilg\u00e6ngelighed af data. Det, der for l\u00e6ngst er etableret inden for e-handel, er ogs\u00e5 ved at finde vej til den fysiske detailhandel: Kundeinteraktioner bliver mere m\u00e5lbare, processer kan styres mere pr\u00e6cist, og kommunikationstiltag kan udspilles mere m\u00e5lrettet. Det \u00e5bner op for nye muligheder - men kr\u00e6ver, at rum, indhold og teknologiske systemer t\u00e6nkes sammen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Succesfulde detailmedier er integreret i shoppingoplevelsen<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u00e5 trods af al den dynamik g\u00e6lder f\u00f8lgende ogs\u00e5: Mere reklame f\u00f8rer ikke automatisk til en bedre kundetilgang. En rodet butik kan hurtigt f\u00e5 den modsatte effekt. Succesfulde detailmedier integrerer sig i indk\u00f8bsoplevelsen i stedet for at dominere den. Hvis denne balance opn\u00e5s, er det til gavn for b\u00e5de detailhandlere, brands og kunder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retail media er derfor mindre en kortsigtet trend end en strukturel \u00e6ndring i detailhandlen. For butiksindretningen betyder det en markant \u00e6ndring: v\u00e6k fra rent rumdesign og hen imod en integreret del af kommunikations-, data- og indtjeningsstrategien i den station\u00e6re detailhandel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optagelse af den \u201edigitale madkasse\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Se YouTube-optagelse<\/a><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/Online-Software-AG_Retail-Media-Garden-DIY-1024x768.png\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/Online-Software-AG-Food_Retail-Media_0008c-1-1024x768.png\" alt=\"\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/tierwohl.tv_Frank-Thiedig-731x1024.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\"><strong>Om forfatteren<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Frank Thiedig<\/strong> er landbrugs\u00f8konom og en anerkendt ekspert i detailmedier og datadrevet detailmarkedsf\u00f8ring i f\u00f8devaresektoren. I ledende stillinger hos EDEKA Minden-Hannover var han ansvarlig for den strategiske udvikling af markedsf\u00f8ring, POS-kommunikation og databaseret markedsf\u00f8ring. Senest var han administrerende direkt\u00f8r for Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). Hans fokus er p\u00e5 samspillet mellem detailmedier, produktsortiment og kvalitet som grundlag for effektiv brand management i detailhandlen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Link til Dr. Frank Thiedig p\u00e5 LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Yderligere information:<\/strong><br>Online Software AG<br>Galileistrasse 1<br>69115 Heidelberg, Tyskland<br>info@online-software-ag.de<br>www.online-software-ag.de<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sandy Heinzmann<br>Chef for marketing<br>T. +49 06221 40508-682<br>M. +49 151 1500 9975<br>sandy.heinzmann@online-software-ag.de<\/p>","protected":false},"excerpt":{"rendered":"<p>W\u00e4hrend digitale Plattformen seit Jahren zeigen, wie profitabel datengetriebene Werbung f\u00fcr den E-Commerce, den Lieferanten und die Kunden sein kann, entwickelt sich das Thema nun auch im station\u00e4ren Handel zu [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":77675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,66],"tags":[],"class_list":["post-77674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-news-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media im Ladenbau: Vom Missverst\u00e4ndnis zur strategischen Chance - Online Software AG<\/title>\n<meta name=\"description\" content=\"Die Online Software AG hat ihren neuen Firmensitz in der Heidelberger Bahnstadt bezogen. 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