{"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":"nosniki-detaliczne-w-wyposazeniu-sklepow","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/pl\/retail-media-im-ladenbau\/","title":{"rendered":"Media detaliczne w wyposa\u017ceniu sklep\u00f3w: od nieporozumie\u0144 do strategicznych mo\u017cliwo\u015bci"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Podczas gdy platformy cyfrowe od lat pokazuj\u0105, jak op\u0142acalna mo\u017ce by\u0107 reklama oparta na danych dla handlu elektronicznego, dostawc\u00f3w i klient\u00f3w, temat ten staje si\u0119 obecnie r\u00f3wnie\u017c istotnym obszarem wzrostu w tradycyjnym handlu detalicznym. To w\u0142a\u015bnie na tym styku wyposa\u017cenie sklep\u00f3w r\u00f3wnie\u017c ulegnie trwa\u0142ej zmianie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Media detaliczne jako nowe centrum zysk\u00f3w<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">W ramach \u201eDigital Lunchbox\u201c Niemieckiego Stowarzyszenia Wyposa\u017cenia Sklep\u00f3w, rozw\u00f3j ten zosta\u0142 skategoryzowany w kompaktowej sesji online. Nagranie oferuje praktyczny przegl\u0105d tego, jak reklama detaliczna zmienia si\u0119 w centrum zysk\u00f3w.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media detaliczne same w sobie staj\u0105 si\u0119 lukratywnym \u017ar\u00f3d\u0142em przychod\u00f3w. Platformy takie jak Amazon od lat pokazuj\u0105 potencja\u0142 ekonomiczny przychod\u00f3w z reklam. R\u00f3wnie\u017c w tradycyjnym handlu detalicznym coraz cz\u0119\u015bciej pojawiaj\u0105 si\u0119 struktury umo\u017cliwiaj\u0105ce dodatkow\u0105 sprzeda\u017c - cz\u0119sto ze znacznie wy\u017cszymi mar\u017cami ni\u017c w tradycyjnym handlu detalicznym.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jednak cz\u0119sto skutkuje to skr\u00f3conym rozumieniem tego terminu. W wielu miejscach media detaliczne s\u0105 redukowane do digital signage. W rzeczywisto\u015bci ten pogl\u0105d jest b\u0142\u0119dny. Ekrany s\u0105 tylko cz\u0119\u015bci\u0105 znacznie wi\u0119kszego ekosystemu komunikacyjnego. Decyduj\u0105cym czynnikiem jest interakcja wszystkich punkt\u00f3w kontaktowych w sklepie - od miejsca na p\u00f3\u0142ce i specjalnych miejsc po us\u0142ugi cyfrowe w ca\u0142ej podr\u00f3\u017cy klienta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Media w handlu detalicznym to co\u015b wi\u0119cej ni\u017c digital signage<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zmienia to r\u00f3wnie\u017c rol\u0119 wyposa\u017cenia sklep\u00f3w. Powierzchnie sprzeda\u017cowe nie s\u0105 ju\u017c projektowane bez uwzgl\u0119dnienia aspektu marketingu reklamowego dla dostawc\u00f3w lub stron trzecich. Sklep przekszta\u0142ca si\u0119 wi\u0119c w sieciow\u0105 przestrze\u0144 komunikacyjn\u0105, w kt\u00f3rej elementy fizyczne i cyfrowe wzajemnie si\u0119 przenikaj\u0105. Pojedyncze dzia\u0142ania s\u0105 niewystarczaj\u0105ce. Tylko integracja r\u00f3\u017cnych format\u00f3w i system\u00f3w tworzy trwa\u0142\u0105 warto\u015b\u0107 dodan\u0105.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dane staj\u0105 si\u0119 kluczowym czynnikiem sukcesu<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">G\u0142\u00f3wnym czynnikiem nap\u0119dzaj\u0105cym ten rozw\u00f3j jest rosn\u0105ca dost\u0119pno\u015b\u0107 danych. To, co od dawna ma miejsce w handlu elektronicznym, znajduje r\u00f3wnie\u017c zastosowanie w tradycyjnym handlu detalicznym: interakcje z klientami staj\u0105 si\u0119 bardziej mierzalne, procesy mog\u0105 by\u0107 kontrolowane bardziej precyzyjnie, a dzia\u0142ania komunikacyjne mog\u0105 by\u0107 realizowane w bardziej ukierunkowany spos\u00f3b. Otwiera to nowe mo\u017cliwo\u015bci - ale wymaga, aby przestrze\u0144, tre\u015b\u0107 i systemy technologiczne by\u0142y rozpatrywane razem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Skuteczne media detaliczne s\u0105 zintegrowane z do\u015bwiadczeniem zakupowym<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pomimo ca\u0142ej dynamiki, obowi\u0105zuje r\u00f3wnie\u017c nast\u0119puj\u0105ca zasada: wi\u0119cej reklam nie prowadzi automatycznie do lepszego podej\u015bcia do klienta. Zagracony sklep mo\u017ce szybko przynie\u015b\u0107 odwrotny skutek. Skuteczne media w handlu detalicznym integruj\u0105 si\u0119 z do\u015bwiadczeniem zakupowym, zamiast je dominowa\u0107. Je\u015bli ta r\u00f3wnowaga zostanie osi\u0105gni\u0119ta, sprzedawcy detaliczni, marki i klienci odnios\u0105 r\u00f3wne korzy\u015bci.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media w handlu detalicznym s\u0105 zatem mniej kr\u00f3tkoterminowym trendem, a bardziej strukturaln\u0105 zmian\u0105 w handlu detalicznym. Dla wyposa\u017cenia sklep\u00f3w oznacza to znacz\u0105c\u0105 zmian\u0119: odej\u015bcie od czystego projektowania przestrzeni w kierunku integralnej cz\u0119\u015bci strategii komunikacji, danych i przychod\u00f3w w stacjonarnym handlu detalicznym.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nagranie \u201eCyfrowego pude\u0142ka na lunch\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Obejrzyj nagranie na 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>O autorze<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr Frank Thiedig<\/strong> jest ekonomist\u0105 rolnym i uznanym ekspertem w dziedzinie medi\u00f3w detalicznych i marketingu detalicznego opartego na danych w sektorze handlu detalicznego \u017cywno\u015bci\u0105. Zajmuj\u0105c czo\u0142owe stanowiska w EDEKA Minden-Hannover, by\u0142 odpowiedzialny za strategiczny rozw\u00f3j marketingu, komunikacji POS i marketingu opartego na danych. Ostatnio by\u0142 dyrektorem zarz\u0105dzaj\u0105cym Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). Jego zainteresowania koncentruj\u0105 si\u0119 na po\u0142\u0105czeniu medi\u00f3w detalicznych, asortymentu produkt\u00f3w i jako\u015bci jako podstawy skutecznego zarz\u0105dzania mark\u0105 w handlu detalicznym.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Link do dr Franka Thiediga na LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Wi\u0119cej informacji:<\/strong><br>Online Software AG<br>Galileistrasse 1<br>69115 Heidelberg, Niemcy<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>Dyrektor ds. marketingu<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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