{"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-inom-butiksinredning","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/sv\/retail-media-im-ladenbau\/","title":{"rendered":"Retail media i butiksinredning: fr\u00e5n missf\u00f6rst\u00e5nd till strategisk m\u00f6jlighet"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Medan digitala plattformar i flera \u00e5r har visat hur l\u00f6nsam datadriven annonsering kan vara f\u00f6r e-handel, leverant\u00f6rer och kunder, blir \u00e4mnet nu ocks\u00e5 ett relevant tillv\u00e4xtomr\u00e5de inom den fysiska detaljhandeln. Det \u00e4r just i detta gr\u00e4nssnitt som butiksinredningen ocks\u00e5 kommer att genomg\u00e5 en best\u00e5ende f\u00f6r\u00e4ndring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail Media som ny resultatenhet<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Som en del av den tyska butiksinredningsf\u00f6reningens \u201eDigital Lunchbox\u201c kategoriserades denna utveckling i en kompakt online-session. Inspelningen ger en praktisk \u00f6versikt \u00f6ver hur reklam i detaljhandeln h\u00e5ller p\u00e5 att f\u00f6rvandlas till ett vinstcenter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retail media h\u00e5ller p\u00e5 att bli en lukrativ int\u00e4ktsk\u00e4lla i sig sj\u00e4lvt. Plattformar som Amazon har i flera \u00e5r visat p\u00e5 den ekonomiska potentialen i reklamint\u00e4kter. \u00c4ven inom den fysiska detaljhandeln v\u00e4xer det alltmer fram strukturer som m\u00f6jligg\u00f6r merf\u00f6rs\u00e4ljning - ofta med betydligt h\u00f6gre marginaler \u00e4n i den traditionella detaljhandeln.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Detta resulterar dock ofta i en f\u00f6rkortad f\u00f6rst\u00e5else av begreppet. P\u00e5 m\u00e5nga st\u00e4llen reduceras retail media till digital signage. Faktum \u00e4r att detta syns\u00e4tt inte h\u00e5ller m\u00e5ttet. Sk\u00e4rmarna \u00e4r bara en del av ett mycket st\u00f6rre kommunikationsekosystem. Den avg\u00f6rande faktorn \u00e4r samspelet mellan alla kontaktpunkter i butiken - fr\u00e5n hyllutrymme och specialplaceringar till digitala tj\u00e4nster l\u00e4ngs hela kundresan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail media \u00e4r mer \u00e4n bara digital skyltning<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Detta f\u00f6r\u00e4ndrar ocks\u00e5 butiksinredningens roll. F\u00f6rs\u00e4ljningsytor utformas inte l\u00e4ngre utan att ta h\u00e4nsyn till aspekten av reklammarknadsf\u00f6ring till leverant\u00f6rer eller tredje part. Butiken utvecklas d\u00e4rmed till ett n\u00e4tverksbaserat kommunikationsutrymme d\u00e4r fysiska och digitala element fl\u00e4tas samman. Enskilda \u00e5tg\u00e4rder r\u00e4cker inte till. Endast integrationen av olika format och system skapar ett h\u00e5llbart merv\u00e4rde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Data blir en viktig framg\u00e5ngsfaktor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Den fr\u00e4msta drivkraften bakom denna utveckling \u00e4r den \u00f6kande tillg\u00e5ngen till data. Det som sedan l\u00e4nge \u00e4r etablerat inom e-handeln h\u00e5ller p\u00e5 att ta sig in \u00e4ven i den fysiska handeln: kundinteraktionerna blir mer m\u00e4tbara, processerna kan styras mer exakt och kommunikationsinsatserna kan g\u00f6ras mer m\u00e5linriktade. Detta \u00f6ppnar upp f\u00f6r nya m\u00f6jligheter - men kr\u00e4ver att utrymme, inneh\u00e5ll och tekniska system ses tillsammans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Framg\u00e5ngsrik retail media \u00e4r integrerad i shoppingupplevelsen<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trots all dynamik g\u00e4ller ocks\u00e5 f\u00f6ljande: mer reklam leder inte automatiskt till ett b\u00e4ttre kundbem\u00f6tande. En r\u00f6rig butik kan snabbt f\u00e5 motsatt effekt. Framg\u00e5ngsrika medier f\u00f6r detaljhandeln integrerar sig i shoppingupplevelsen i st\u00e4llet f\u00f6r att dominera den. Om denna balans uppn\u00e5s gynnas \u00e5terf\u00f6rs\u00e4ljare, varum\u00e4rken och kunder i lika h\u00f6g grad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Retail media \u00e4r d\u00e4rf\u00f6r mindre en kortsiktig trend och mer en strukturell f\u00f6r\u00e4ndring inom detaljhandeln. F\u00f6r butiksinredningen inneb\u00e4r detta en betydande f\u00f6r\u00e4ndring: bort fr\u00e5n ren utrymmesdesign och mot en integrerad del av kommunikations-, data- och int\u00e4ktsstrategin i den station\u00e4ra detaljhandeln.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Inspelning av den \u201edigitala lunchl\u00e5dan\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Titta p\u00e5 YouTube-inspelning<\/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 f\u00f6rfattaren<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr Frank Thiedig<\/strong> \u00e4r jordbruksekonom och en erk\u00e4nd expert p\u00e5 detaljhandelsmedia och datadriven detaljhandelsmarknadsf\u00f6ring inom livsmedelssektorn. I ledande befattningar p\u00e5 EDEKA Minden-Hannover var han ansvarig f\u00f6r den strategiska utvecklingen av marknadsf\u00f6ring, POS-kommunikation och databaserad marknadsf\u00f6ring. Senast var han verkst\u00e4llande direkt\u00f6r f\u00f6r Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). Hans fokus ligger p\u00e5 samspelet mellan detaljhandelsmedia, produktsortiment och kvalitet som grund f\u00f6r en effektiv varum\u00e4rkeshantering inom detaljhandeln.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">L\u00e4nk till Dr Frank Thiedig p\u00e5 LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ytterligare 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 f\u00f6r marknadsavdelningen<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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