{"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":"mijloace-de-vanzare-cu-amanuntul-in-amenajarea-magazinelor","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/ro\/retail-media-im-ladenbau\/","title":{"rendered":"Mijloacele de v\u00e2nzare cu am\u0103nuntul \u00een amenajarea magazinelor: de la ne\u00een\u021belegere la oportunitate strategic\u0103"},"content":{"rendered":"<p class=\"wp-block-paragraph\">\u00cen timp ce platformele digitale demonstreaz\u0103 de ani de zile c\u00e2t de profitabil\u0103 poate fi publicitatea bazat\u0103 pe date pentru comer\u021bul electronic, furnizori \u0219i clien\u021bi, subiectul devine acum un domeniu de cre\u0219tere relevant \u0219i \u00een comer\u021bul cu am\u0103nuntul de tip bricks-and-mortar. Tocmai la aceast\u0103 interfa\u021b\u0103, amenajarea magazinelor va suferi, de asemenea, schimb\u0103ri de durat\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media ca un nou centru de profit<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ca parte a \u201eDigital Lunchbox\u201c a Asocia\u021biei germane de amenajare a magazinelor, aceast\u0103 evolu\u021bie a fost clasificat\u0103 \u00eentr-o sesiune compact\u0103 online. \u00cenregistrarea ofer\u0103 o prezentare practic\u0103 a modului \u00een care publicitatea \u00een comer\u021bul cu am\u0103nuntul se transform\u0103 \u00eentr-un centru de profit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mass-media cu am\u0103nuntul devine o surs\u0103 profitabil\u0103 de venituri \u00een sine. Platforme precum Amazon au demonstrat de ani de zile poten\u021bialul economic al veniturilor din publicitate. De asemenea, \u00een comer\u021bul cu am\u0103nuntul de tip bricks-and-mortar apar din ce \u00een ce mai multe structuri care permit v\u00e2nz\u0103ri suplimentare - adesea cu marje semnificativ mai mari dec\u00e2t \u00een comer\u021bul cu am\u0103nuntul tradi\u021bional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cu toate acestea, acest lucru duce adesea la o \u00een\u021belegere abreviat\u0103 a termenului. \u00cen multe locuri, media de retail este redus\u0103 la semnalizarea digital\u0103. De fapt, aceast\u0103 viziune este insuficient\u0103. Ecranele sunt doar o parte a unui ecosistem de comunicare mult mai mare. Factorul decisiv este interac\u021biunea tuturor punctelor de contact din magazin - de la spa\u021biul de pe rafturi \u0219i plasamentele speciale la serviciile digitale de-a lungul \u00eentregului parcurs al clientului.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mass-media pentru comer\u021bul cu am\u0103nuntul este mai mult dec\u00e2t semnalizare digital\u0103<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Acest lucru schimb\u0103 \u0219i rolul amenaj\u0103rii magazinelor. Spa\u021biile de v\u00e2nzare nu mai sunt concepute f\u0103r\u0103 a lua \u00een considerare aspectul de marketing publicitar c\u0103tre furnizori sau ter\u021bi. Magazinul se transform\u0103 astfel \u00eentr-un spa\u021biu de comunicare \u00een re\u021bea \u00een care elementele fizice \u0219i digitale se \u00eentrep\u0103trund. M\u0103surile individuale sunt insuficiente. Numai integrarea diferitelor formate \u0219i sisteme creeaz\u0103 o valoare ad\u0103ugat\u0103 durabil\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Datele devin un factor-cheie de succes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Principalul motor al acestei evolu\u021bii este disponibilitatea tot mai mare a datelor. Ceea ce s-a stabilit de mult timp \u00een comer\u021bul electronic \u00ee\u0219i croie\u0219te drum \u0219i \u00een comer\u021bul cu am\u0103nuntul de c\u0103r\u0103mid\u0103 \u0219i mortar: interac\u021biunile cu clien\u021bii devin mai m\u0103surabile, procesele pot fi controlate mai precis \u0219i m\u0103surile de comunicare pot fi aplicate \u00eentr-o manier\u0103 mai bine direc\u021bionat\u0103. Acest lucru deschide noi oportunit\u0103\u021bi - dar necesit\u0103 ca spa\u021biul, con\u021binutul \u0219i sistemele tehnologice s\u0103 fie luate \u00een considerare \u00eempreun\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mass-media de succes \u00een comer\u021bul cu am\u0103nuntul este integrat\u0103 \u00een experien\u021ba de cump\u0103rare<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen ciuda tuturor dinamicilor, este valabil \u0219i urm\u0103torul lucru: mai mult\u0103 publicitate nu duce automat la o abordare mai bun\u0103 a clien\u021bilor. Un magazin aglomerat poate avea rapid efectul opus. Mass-media de succes \u00een comer\u021bul cu am\u0103nuntul se integreaz\u0103 \u00een experien\u021ba de cump\u0103rare \u00een loc s\u0103 o domine. Dac\u0103 se atinge acest echilibru, retailerii, m\u0103rcile \u0219i clien\u021bii beneficiaz\u0103 \u00een egal\u0103 m\u0103sur\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prin urmare, Retail Media este mai pu\u021bin o tendin\u021b\u0103 pe termen scurt \u0219i mai mult o schimbare structural\u0103 \u00een comer\u021bul cu am\u0103nuntul. Pentru amenajarea magazinelor, acest lucru \u00eenseamn\u0103 o schimbare semnificativ\u0103: de la un design pur al spa\u021biului la o parte integrant\u0103 a strategiei de comunicare, date \u0219i venituri \u00een comer\u021bul cu am\u0103nuntul sta\u021bionar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00cenregistrarea \u201eDigital Lunchbox\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Urm\u0103re\u0219te \u00eenregistrarea 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>Despre autor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Frank Thiedig<\/strong> este un economist agricol \u0219i un expert recunoscut \u00een mass-media de v\u00e2nzare cu am\u0103nuntul \u0219i \u00een marketingul de v\u00e2nzare cu am\u0103nuntul bazat pe date \u00een sectorul de v\u00e2nzare cu am\u0103nuntul a produselor alimentare. \u00cen func\u021bii de conducere la EDEKA Minden-Hannover, a fost responsabil pentru dezvoltarea strategic\u0103 a marketingului, a comunic\u0103rii POS \u0219i a marketingului bazat pe date. Cel mai recent, a fost director general al Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). Domnia sa se concentreaz\u0103 pe corelarea mijloacelor de v\u00e2nzare cu am\u0103nuntul, a gamei de produse \u0219i a calit\u0103\u021bii ca baz\u0103 pentru gestionarea eficient\u0103 a m\u0103rcii \u00een comer\u021bul cu am\u0103nuntul.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Link c\u0103tre Dr. Frank Thiedig pe LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Informa\u021bii suplimentare:<\/strong><br>Online Software AG<br>Galileistrasse 1<br>69115 Heidelberg, Germania<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>Director de 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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