EHI Research Marketing

Changed media markets - new marketing in retail

With a budget of 1.8 billion euros, the retail industry is one of the biggest advertisers in Germany. With a growing budget it woos customers through all channels: on television, on posters or in newspapers, digitally in the internet, interactively at the POS, or individually in direct marketing. The variety of media grows constantly, and integrated advertising campaigns increasingly are in vogue. This makes it all the more important to know the markets and its requirements.

Accordingly, the EHI Marketing research unit focuses on the current topics of retail communication. We explore these areas jointly with experts and decision-makers from retail marketing, the manufacturing industry, agencies and the media. We pass on this knowledge at the annual EHI Marketing Forum as a platform for exchange within the retail trade.

Our current marketing themes are:

• Best Practice project with examples of successful international retail communication
• Scenarios describing the future of communication in retailing
• Continuous monitoring of the existing scenarios
• Customer cards in Europe: success factors and outlook
• Couponing: distribution methods and clearing processes in Germany
• Sales promotion / POS marketing with the TOP 10 instruments