The shopper has evolved into a professional; this lecture shows how to inspire customers through the practical application of neuromarketing. Everyone is talking about more experience at the PoS, about retailtainment! But what does that mean exactly? How do buying decisions arise and what influences them?

Frank Rehme – entrepreneur, strategy consultant and speaker – offers and develops practical answers to the questions of the future. He is the co-founder of information service www.zukunftdeseinkaufens.de for innovation in stationary retailing and managing director of SME 4.0 Competence Centre in Retail (Mittelstand-Digital Zentrum Handel).

How should the retail trade position itself to derive the greatest possible benefit from dealing with the issue of sustainability? Everyone is talking about sustainability, but what does it actually mean for the respective company when it comes to applying it in practice? The most important topics in the paper, office supplies and stationery trade are the supply chain, packaging, delivery and the company’s own location. A carbon footprint analysis can give you an initial overview of your position. This talk will show you what needs to be done to derive opportunities from the challenges.

Cornelia Schambeck studied to become a teacher at vocational schools. After completing additional studies in energy and environmental management, she worked for 23 years as an environmental manager and then as a sustainability manager at Kaut-Bullinger. In 2020, she set up her own business, Schambeck Consulting, and has since been advising medium-sized family businesses on how to develop a more sustainable, circular business model.

Every second search query on Google is a local search query. During the pandemic, every tenth person became a social shopper. In his presentation, Patrick Hünemohr reveals the most important tips and tricks to help you significantly improve your local digital visibility, attract new local customers, and increase sales.

Patrick Hünemohr is an online marketing expert, business angel, start-up investor and author of the bestseller Lokal Digital Unschlagbar ("Local, Digital, Unbeatable"). In more than 5,000 digital projects, he has inspired SMEs and led them on the path to digital success.

These days, as a retailer, satisfying your customers is no longer enough. Only if your customers are enthusiastic about your goods, services and staff will they be happy to buy more and recommend you to others. In this talk entitled "Be more than just a retailer!", you will learn how to make your uniqueness tangible, motivate your staff and define a unique customer experience.

Andreas Oberländer, who studied business administration, has been working as a trainer and coach since 2007 after extensive training and further education. He leads the "YourWayUp" corporate development trainer team with 25 competent sales and management trainers, each with a different industry focus. YourWayUp is one of the leading German companies for sales development for consumer goods in retail.

Being visible on social media platforms is indispensable for brick-and-mortar retailers – and yet many retailers still face crucial questions such as "Where do I start?", "How do I get good content?" and "What is my goal?" Svenya Scholl, account manager at socialPALS GmbH, answers these questions and sheds light on practical possibilities. She also gives tips on how small brick-and-mortar retailers can make best use of social media.

As an account manager at socialPALS GmbH, Svenya Scholl shows brands how they can support their retail partners in activating their target groups. Previously, she was a project manager in charge of supporting small retailers in the field of social media.

What are megatrends and what do they mean for products and services? What do products and shop decorations from the stationery, office supplies and creative sectors that follow the megatrends actually look like? After a brief introduction to the world of megatrends, the various trends in question will be illustrated with examples.

Gabriela Kaiser has been tracking trends for 20 years. Overarching megatrends, the overall view of people’s entire lifestyle and the needs of consumers are important to her. Thanks to her many years’ experience, she has developed a good sense of what is imminent and advises her clients accordingly.

How can regionally anchored specialist retailers position themselves among national big brand competitors? The talk uses practical examples to explain how brick-and-mortar retailers can use social media, especially LinkedIn, as well as channels such as Instagram to address B2B business customers and end consumers.

Simone Brett-Murati is the founder of the agency Eskimos mit Kühlschränken ("Eskimos with Refrigerators"). The expert in digital sales marketing as well as in personal branding for managers and entrepreneurs is also the author of the Amazon e-book Social Selling Praxishandbuch - Werde zum LinkedIn-Influencer für deine Kunden ("Social selling practice guide – become a LinkedIn influencer for your customers").

As the owner of BTR Office, Florian Lindner has two priorities: simplifying ordering processes for his customers through innovative processes as well as personal customer care. With this philosophy, he was named Specialist Retailer of the Year by PBS Report, a specialist journal for the stationery industry, in 2017.

Customers’ opinions are individual. "Opinion mining" helps us understand what the general mood is when thousands of customers speak at the same time. We present the method and show which insights opinion mining can offer the stationery industry.

Gianluca-Daniele Speranza is the co-founder and technological lead at Cauliflower. Prior to building state of the art language models with Cauliflower, he worked at the intersection of data science, data engineering, and software with a focus on building flexible, reusable pipelines for various data analytics tasks in the retail and automotive space.

Sustainability is one of the most important global megatrends of our time. Reduce – Reuse – Recycle are THE key words. However, sustainability has many more facets, and this talk will address them.

Gabriela Kaiser has been tracking trends for 20 years. Overarching megatrends, the overall view of people’s entire lifestyle and the needs of consumers are important to her. Thanks to her many years’ experience, she has developed a good sense of what is imminent and advises her clients accordingly.

"Fridays for Future" has now reached the POS! From shop fitting to the end product itself, the issue of sustainability has emerged as a decisive purchasing criterion. Generation Z customers are putting brands and retailers to the test. With a few skilful touches, a sustainable shopping experience can be conveyed in the salesroom and a coherent overall image created.

Sabine Gauditz is an expert in visual marketing in retail and author of the book Schaufenster als Spiegel der Geschäfte ("Shop windows as a reflection of the shop"). With her visual marketing consultancy Arte Perfectum, she emphasises practical solutions in talks, seminars, workshops and in-house consultations.

Hans Schmidt, bookseller, business economist, city manager, has been in close dialogue with buyers for more than 50 years. His main focus is on on-site marketing through window and shop dressing, "customer fascination" and staff management. He has been working with Sabine Gauditz since 2002.

Customers use social media platforms not only for communication or to pass the time. They also use them to search for specific products. This makes it all the more important for retailers to get to grips with product sales via social media platforms. In the talk entitled "Social commerce for retailers", you will learn how to score points with your community with "shoppable posts" and what customers think of them.

Anne Liesenfeld, who gained a B.Sc. in business psychology in Stuttgart, has several years’ hands-on experience in the retail industry under her belt. She is a project officer at the Mittelstand- Digital Zentrum Handel ("SME Retail Competence Centre") and primarily deals with social media topics.

Christian Fortmann gives an overview on the legal basics of licensing/merchandising, the rights involved and the do's and don'ts when drafting licensing agreements.

Christian Fortmann has almost 30 years of experience in the IP sector. His main focus is on the strategic management of multinational IP rights portfolios for European companies of various sizes. He is a popular speaker on all licensing/merchandising issues.

Licensing is one of the hidden giants in international business. A 315 billion USD market internationally and more than 11 billion of that in Germany. In this presentation, learn more about what licensing is, what holds it together inside and what licensing can do for your brand or product. Regardless of whether you act as a licensor, licensee or in trade.

Peter Hollo is considered a seasoned toy expert and many industry insiders know him from his 11-year long activity for MÜLLER in Ulm, where he was last in charge of international buying and selling of toys and seasonal articles in Germany, Austria, Slovenia, Croatia, and Hungary. In 2012 he founded Ph – International Consultants and has been consulting to international big players and enterprises on HR marketing, employer branding, or organisational design. Since 2016 he is also responsible for Licensing International in Germany.