The Schwarz Group is one of the world’s largest retail companies, headquartered in, Germany, operates two major supermarket chains: Lidl, a global discount supermarket, and Kaufland, a hypermarket chain. With over 13,500 stores in more than 30 countries, the group is a significant player in the global retail market.

Robert Jozic leads the Schwarz Media Group. He highlights strategic opportunities for retailers to enhance media capabilities and drive incremental growth, urging retailers to stop benchmarking against giants like Amazon, suggesting they may already excel as Retail Media players.

The key is shifting the focus from merely “customer reach” to “customer access”—the ability to drive sales—emphasizing retailers’ potential to engage customers effectively. To tap into this potential, retailers need to leverage in-store initiatives, such as digital signage and loyalty apps. The presentation also encourages disrupting traditional media approaches by prioritizing incrementality, implementing cost-per-action (CPA) models, and creating comprehensive strategies for both endemic and non-endemic products. Ultimately, calling for a proactive, clear integration of retail and media strategies, starting now.

Speakers:
Robert Jozic – SVP, Schwarz Media & Group Digital Strategy
Schwarz Group