{"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":"retail-media-dans-lamenagement-des-magasins","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/fr\/retail-media-im-ladenbau\/","title":{"rendered":"Retail Media dans l'am\u00e9nagement des magasins : du malentendu \u00e0 l'opportunit\u00e9 strat\u00e9gique"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Alors que les plateformes num\u00e9riques montrent depuis des ann\u00e9es \u00e0 quel point la publicit\u00e9 ax\u00e9e sur les donn\u00e9es peut \u00eatre rentable pour le commerce \u00e9lectronique, les fournisseurs et les clients, ce th\u00e8me se d\u00e9veloppe d\u00e9sormais \u00e9galement dans le commerce stationnaire pour devenir un domaine de croissance pertinent. C'est pr\u00e9cis\u00e9ment \u00e0 cette interface que l'am\u00e9nagement des magasins va conna\u00eetre des changements durables.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media comme nouveau centre de profit<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le cadre du \u201eDigital Lunchbox\u201c de la Deutscher Ladenbau Verband, cette \u00e9volution a \u00e9t\u00e9 class\u00e9e dans une session en ligne compacte. L'enregistrement offre un aper\u00e7u pratique de la mani\u00e8re dont la publicit\u00e9 commerciale se transforme en centre de profit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En effet, les m\u00e9dias de d\u00e9tail deviennent un pilier de recettes lucratif \u00e0 part enti\u00e8re. Depuis des ann\u00e9es, des plateformes comme Amazon montrent le potentiel \u00e9conomique des recettes publicitaires. Dans le commerce stationnaire \u00e9galement, on voit appara\u00eetre de plus en plus de structures qui permettent de r\u00e9aliser des chiffres d'affaires suppl\u00e9mentaires - souvent avec des marges nettement plus \u00e9lev\u00e9es que dans les activit\u00e9s commerciales classiques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cependant, on constate souvent une compr\u00e9hension r\u00e9ductrice du terme. Les m\u00e9dias de vente au d\u00e9tail sont souvent r\u00e9duits \u00e0 l'affichage num\u00e9rique. En fait, cette vision est trop limit\u00e9e. Les \u00e9crans ne sont qu'une partie d'un \u00e9cosyst\u00e8me de communication bien plus vaste. Ce qui est d\u00e9cisif, c'est l'interaction de tous les points de contact dans le magasin - des surfaces en rayon et des placements sp\u00e9ciaux jusqu'aux services num\u00e9riques tout au long du parcours du client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media est plus qu'un simple affichage num\u00e9rique<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le r\u00f4le de l'am\u00e9nagement des magasins \u00e9volue donc \u00e9galement. Les surfaces de vente ne sont plus con\u00e7ues sans prendre en compte l'aspect de la commercialisation publicitaire aupr\u00e8s des fournisseurs ou de tiers. Le magasin se transforme ainsi en un espace de communication en r\u00e9seau, dans lequel les \u00e9l\u00e9ments physiques et num\u00e9riques s'imbriquent les uns dans les autres. Les mesures individuelles ne suffisent pas. Seule l'int\u00e9gration de diff\u00e9rents formats et syst\u00e8mes cr\u00e9e une valeur ajout\u00e9e durable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Les donn\u00e9es deviennent un facteur de r\u00e9ussite central<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le principal moteur de cette \u00e9volution est la disponibilit\u00e9 croissante des donn\u00e9es. Ce qui est \u00e9tabli depuis longtemps dans le commerce \u00e9lectronique fait \u00e9galement son entr\u00e9e dans le commerce stationnaire : les interactions avec les clients deviennent plus mesurables, les processus peuvent \u00eatre pilot\u00e9s avec plus de pr\u00e9cision et les mesures de communication peuvent \u00eatre mieux cibl\u00e9es. Cela ouvre de nouvelles possibilit\u00e9s - \u00e0 condition toutefois que les surfaces, les contenus et les syst\u00e8mes technologiques soient pens\u00e9s ensemble.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un Retail Media r\u00e9ussi s'int\u00e8gre \u00e0 l'exp\u00e9rience d'achat<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Malgr\u00e9 tout ce dynamisme, il est \u00e9galement vrai que plus de publicit\u00e9 n'entra\u00eene pas automatiquement une meilleure approche du client. Un magasin surcharg\u00e9 peut rapidement avoir l'effet inverse. Un Retail Media r\u00e9ussi s'int\u00e8gre dans l'exp\u00e9rience d'achat au lieu de la dominer. Si cet \u00e9quilibre est atteint, les commer\u00e7ants, les marques et les clients en profitent tous.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retail Media est donc moins une tendance \u00e0 court terme qu'un changement structurel dans le commerce. Pour l'am\u00e9nagement des magasins, cela signifie une nette \u00e9volution : il ne s'agit plus d'un simple am\u00e9nagement de surface, mais d'une partie int\u00e9grante de la strat\u00e9gie de communication, de donn\u00e9es et de recettes dans le commerce stationnaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Enregistrement de la \u201ebo\u00eete \u00e0 lunch num\u00e9rique\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Voir l'enregistrement YouTube<\/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>\u00c0 propos de l'auteur<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Frank Thiedig<\/strong> est un agro-\u00e9conomiste et un expert reconnu en mati\u00e8re de retail media et de marketing commercial ax\u00e9 sur les donn\u00e9es dans le secteur de la distribution alimentaire. Il a occup\u00e9 des fonctions de direction chez EDEKA Minden-Hannover, o\u00f9 il \u00e9tait responsable du d\u00e9veloppement strat\u00e9gique du marketing, de la communication sur les points de vente et de la commercialisation bas\u00e9e sur les donn\u00e9es. Derni\u00e8rement, il \u00e9tait directeur de la soci\u00e9t\u00e9 de marketing du Bade-Wurtemberg (MBW). Il se concentre sur l'imbrication des m\u00e9dias de vente au d\u00e9tail, de l'assortiment et de la qualit\u00e9 comme base d'une gestion efficace des marques dans le commerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Lien avec Dr. Frank Thiedig sur LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Plus d'informations :<\/strong><br>Online Software AG<br>Rue Galil\u00e9e 1<br>69115 Heidelberg, Allemagne<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>Responsable du 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 v28.6 - 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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