{"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":"retailmedia-in-winkelinrichting","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/nl\/retail-media-im-ladenbau\/","title":{"rendered":"Retailmedia in winkelinrichting: van misverstand tot strategische kans"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Terwijl digitale platforms al jaren laten zien hoe winstgevend datagestuurd adverteren kan zijn voor e-commerce, leveranciers en klanten, wordt het onderwerp nu ook een relevant groeigebied in de fysieke detailhandel. Het is precies op dit raakvlak dat winkelinrichting ook blijvende veranderingen zal ondergaan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media als nieuw winstcentrum<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als onderdeel van de \u201eDigitale Lunchbox\u201c van de Duitse winkelinrichtingvereniging werd deze ontwikkeling gecategoriseerd in een compacte online sessie. De opname biedt een praktisch overzicht van hoe reclame in de detailhandel verandert in een winstbron.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retailmedia is een lucratieve bron van inkomsten aan het worden. Platformen zoals Amazon tonen al jaren het economische potentieel van reclame-inkomsten aan. Ook in de fysieke detailhandel ontstaan steeds meer structuren die extra verkoop mogelijk maken - vaak met aanzienlijk hogere marges dan in de traditionele detailhandel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit resulteert echter vaak in een verkort begrip van de term. Op veel plaatsen wordt retailmedia gereduceerd tot digital signage. In feite schiet deze opvatting tekort. Beeldschermen zijn slechts een onderdeel van een veel groter communicatie-ecosysteem. De doorslaggevende factor is de interactie van alle contactpunten in de winkel - van schapruimte en speciale plaatsingen tot digitale diensten tijdens het hele klanttraject.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retailmedia is meer dan alleen digital signage<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit verandert ook de rol van winkelinrichting. Verkoopruimtes worden niet langer ontworpen zonder rekening te houden met het aspect van reclamemarketing voor leveranciers of derden. De winkel ontwikkelt zich zo tot een genetwerkte communicatieruimte waarin fysieke en digitale elementen met elkaar verweven zijn. Individuele maatregelen schieten tekort. Alleen de integratie van verschillende formats en systemen cre\u00ebert duurzame meerwaarde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gegevens worden een belangrijke succesfactor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De belangrijkste motor achter deze ontwikkeling is de toenemende beschikbaarheid van gegevens. Wat in e-commerce al lang is ingeburgerd, vindt nu ook zijn weg naar bricks-and-mortar retail: klantinteracties worden beter meetbaar, processen kunnen nauwkeuriger worden aangestuurd en communicatiemaatregelen kunnen gerichter worden uitgevoerd. Dit opent nieuwe mogelijkheden - maar vereist dat ruimte, inhoud en technologische systemen samen worden bekeken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Succesvolle retailmedia zijn ge\u00efntegreerd in de winkelervaring<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ondanks alle dynamiek geldt ook: meer reclame leidt niet automatisch tot een betere klantbenadering. Een rommelige winkel kan al snel het tegenovergestelde effect hebben. Succesvolle retailmedia integreren zichzelf in de winkelervaring in plaats van deze te domineren. Als deze balans wordt bereikt, profiteren retailers, merken en klanten daar in gelijke mate van.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retailmedia is daarom minder een kortetermijntrend en meer een structurele verandering in de detailhandel. Voor winkelinrichting betekent dit een belangrijke verandering: weg van puur ruimteontwerp en naar een integraal onderdeel van de communicatie-, data- en omzetstrategie in stationaire detailhandel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Opname van de \u201eDigitale Lunchbox\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">YouTube-opname bekijken<\/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>Over de auteur<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Frank Thiedig<\/strong> is landbouweconoom en erkend expert op het gebied van retailmedia en datagestuurde retailmarketing in de foodretailsector. In leidinggevende functies bij EDEKA Minden-Hannover was hij verantwoordelijk voor de strategische ontwikkeling van marketing, POS-communicatie en datagestuurde marketing. Meest recentelijk was hij Managing Director van Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). Zijn focus ligt op de vervlechting van retailmedia, productaanbod en kwaliteit als basis voor effectief merkmanagement in de detailhandel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Link naar Dr Frank Thiedig op LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meer informatie:<\/strong><br>Online Software AG<br>Galileistrasse 1<br>69115 Heidelberg, Duitsland<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>Hoofd 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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