If I want to communicate with the brand, and if the brand wants to continue to have potential at the point of sale, it has to create the pull or become even stronger. In that respect, you have to ask: okay, how can I connect the experience with my brand even more? As a brand, I need to become active and actually listen more, respond more to individual questions and requirements. But importantly, not every brand will be able to do it either. We agree on that. Likewise, not every retailer will make it either. But also new formats like Retail as a Service: only consulting, consulting, consulting will not be the solution everywhere, there are not so many gimmicks. And the secret of Retail as a Service. Even the trade fairs have specialized at some point, because at the end of the day Retail as a Service is nothing more than a trade fair: I make the producer pay for the space where he presents his product.

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