For almost 100 years, the Center for Research in Retailing (Institut für Handelsforschung (IFH)) at the University of Cologne has been combining scientific findings with practical challenges in the retail sector. Through studies, data analyses, and events, it offers decision-makers a platform to actively shape change in retail—from digitalization and sustainability to customer-centric business models.
The annual IFH Media Day is at the heart of this exchange—and this year was no exception: On November 4, 2025, experts from retail, industry, and the media gathered at the Cologne Chocolate Factory to discuss current trends, studies, and success stories. Under the motto “Successful offer communication in uncertain times,” the focus was on practical retailer cases and presentations by experts.
Impulses for tomorrow's retail communication
Andreas Riekötter from IFH kicked things off with an impulse on the future of retail communication. Under the title “Product and price wars – why should I care about the rest?”, he advocated a rethink: away from pure price competition and toward communication that focuses on values and brand identity.
A recent IFH study underscores his thesis: print remains relevant – not despite, but because of digitalization. Haptics, design, and emotional appeal strengthen brand image and create trust. Success will come to those who intelligently combine the print and digital worlds.
From JYSK to MEDIA CENTRAL: Strategies from practice
Representatives from several retail companies then demonstrated how communication works in everyday life. Christian Schirmer from JYSK reported on how the company used the change of name from “Dänisches Bettenlager” to “JYSK” as an opportunity to realign its brand, customer experience, and communication. Emotionality, storytelling, and omnichannel marketing were the key success factors.
Jan Alex and Tim Gründewald from MEDIA CENTRAL highlighted the increasing complexity of the media landscape. With around 13,000 advertising messages per day, retailers must learn to communicate in a targeted manner rather than loudly. Their conclusion: Reach alone is not enough—only relevance makes impact measurable.
Customer focus as a guiding principle
The second block of presentations focused on customer loyalty and personalization.
Julia Wolf from dm-drogerie markt presented the dm ecosystem — a digital network consisting of an app, stores, and services that puts customers at the center. Data-driven processes enable tailored offers and a seamless shopping experience.
Koray Altinas from Pflanzen Kölle showed how the long-established company cleverly combines print and digital: animated, personalized brochures provide inspiration beyond the garden center. Stefanie Wölfel from Ernsting's family emphasized that data analysis and customer knowledge form the basis for an efficient interplay between performance and brand communication.
Conclusion: Relevant communication requires attitude
IFH Media Day 2025 made it clear that successful retail communication is more than just using individual channels. The decisive factor is the ability to combine reach with relevance – across print, digital, and social media. Today, brands must show attitude, tell stories, and create lasting experiences for customers.
With its mix of scientific insights and practical examples, IFH Media Day 2025 showed how retailers can turn today's challenges into opportunities. As it has done for decades, IFH remains the bridge between research and the market – and an important guide for the retail communication of the future
About the Center for Research in Retailing (IFH Köln) at the University of Cologne
The IFH Cologne was founded in 1929 as the oldest affiliated institute of the University of Cologne and is now supported by the non-profit association of IFH sponsors. This association has always combined science and practice in retail through intensive exchange and knowledge transfer. Under the direction of Prof. Dr. Werner Reinartz, the association prepares research findings for companies and other players in the retail industry and offers access to studies, databases, events, and lectures. Its members include retail and manufacturing companies, associations, chambers, universities, service providers, and public institutions; the executive board is made up of leading experts in German retail.
