DMS TALK 4: Omnichannel Retailing — Seamlessly Connecting Online and Offline Commerce.

Vienna, September 22, 2022 — At yesterday’s #DMSTalk (Wednesday, September 21), guests joined an expert online discussion on what defines omnichannel retailing and how it is being implemented by leading practitioners.

What value does omnichannel bring to retail? And how does it enhance the customer experience? Compared to Austria, Germany’s retail market is generally seen as more digitally driven and advanced in online sales.

Timo Emmert, Managing Director at MediaMarktSaturn E-Commerce Germany, illustrated this with the example of MediaMarkt and Saturn:

“Already, half of the consumer electronics market in Germany is generated via online channels. This clearly shows the potential of a true omnichannel strategy, which seamlessly integrates both online and offline touchpoints.

To continuously improve the shopping experience for our more than 90 million customer interactions per month, we are consistently implementing our omnichannel strategy across retail — for a better, more connected customer journey.

Our two brands' loyalty programs already serve over 11 million customers. Omnichannel customers are more loyal, shop more frequently, and tend to spend more. It’s a perfect foundation for a comprehensive customer experience.”

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Between 2019 and 2022, digital channel sales more than doubled, in part due to the pandemic. With its new Tech Village concept, MediaMarktSaturn aims to offer customers a highly attractive shopping experience and revitalize brick-and-mortar retail — coming soon to Vienna as well.

Overall, Emmert noted a growing trend: formats such as streaming are increasingly being integrated into the retail experience — a shift that is set to continue shaping the future of retail.

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Retail Works With People, For People

“Online is more than just a nice-looking shop window — it’s about generating the right traffic and turning that into purchases. A compelling shopping experience is absolutely possible online,”

said Rainer Trefelik (Popp & Kretschmer), Chairman of the Retail Division of the Austrian Federal Economic Chamber (WKÖ), during the #DMSTalk. He continued:

“Retail is — and always will be — about people working with and for people, both online and offline. The goal is to create a unique customer experience where service, interaction, and real-life engagement come together. In fashion, for example, offering tailoring is a sign of strong customer service and a clear strength of brick-and-mortar retail. These touchpoints raise important questions about flexibility and sustainability across both online and offline channels.”

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Today's customers rarely stick to a single channel. Most product discovery starts in apps, blogs, or community platforms, and then transitions into either digital or physical retail environments. DMS COO Oliver Nitz, who moderated the session, highlighted MOONCITY Vienna as a standout flagship store that puts brand experience front and center.

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From Online to (Also) Offlin

Klaus Slamanig, B2C Commercial Director at Nespresso Austria GmbH & Co OHG, presented Nespresso as a brand that started in the digital space and later expanded into physical retail:

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“Nespresso’s success began with its online platform, offering club members the ability to order products 24/7. The physical retail presence followed years later with the opening of our first concept store — the Nespresso Boutique in Paris, now one of more than 800 stores worldwide.”

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Since 2017, Nespresso Austria has integrated all its channels under one unified structure. Slamanig explained:

“We learned quickly and improved the customer experience across the board — including feedback channels. Today, we actively analyze customer input, resolve issues faster, and maintain a Customer Experience Manager who continuously audits the consistency of our customer journey. This year, our retail focus is on payment solutions, content strategies, and last-mile delivery.”

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The full event recording is available on the DMS website: www.digitale-medien.at/dms-talk/omnichannel-retailing-viele-kanaele-ein-ziel‍

About DMS.

Digitale Mediensysteme GmbH (DMS) was founded in 2004 and has since developed into a leading digitization partner for wow experiences in retail operations in the DACH region - always with the aim of inspiring: making digital matter. From its location in Vienna-Ottakring, the company is also active on a project basis in Italy, Slovenia and Hungary, a total of 13 countries.

A team of around 25 employees ensures that multimedia content in retail and service companies at the POS reliably reaches people where it brings concrete benefits. Digital signage, in-store radio and corporate TV solutions provide relevant information and contribute to a comprehensive brand experience. DMS works with the best technology providers and acts as a full-service agency that can offer everything from conception, development and implementation to ongoing editorial and technical support: always with a hands-on mentality and a team that works reliably to perform even better.

We make digital matter. www.digitale-medien.at/en