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<h2 class="p1">RETAIL MEDIA: WHY YOU SHOULDN'T IGNORE THIS EMERGING TREND IN THE ADVERTISING WORLD</h2>&nbsp;In the world of advertising, there is one trend that you should definitely pay attention to: retail media.This advertising format is all the rage right now and has multiple applications to monetise your first-party data while fostering close collaboration between advertisers, retailers, publishers and data providers.We are at an exciting and crucial turning point in the advertising world as the era of third-party cookies draws to a close and new alternatives come into focus. But before you blindly jump into the retail media hype, let's take a closer look together and see what potential this trend holds for your business strategy.&nbsp;<h2 class="p1">RETAIL MEDIA IS A WIN-WIN FOR ALL BUSINESSES.</h2>It is particularly well suited to retailers who are data-driven businesses that want to use their customer data to deliver personalised advertising, but do not sell directly and therefore have limited data of their own. Together, we can combine your customer insights with those of other retailers, media companies and, where appropriate, data providers. This second-party data can come from strategic partnerships or campaign data and provides valuable insights to optimise our advertising campaigns.Targeting your customers based on shopping data collected directly at the point of sale (POS) requires a thematic match. We should not neglect the product environment, as it significantly influences how customers perceive and interact with your brand. Combining insights from your first-party data with a thematic match can improve the customer experience, tell your company story more convincingly and positively influence your customers' buying behaviour.Retail media offers significant market potential. The IAB Europe forecast for 2026 in Europe is almost €25 billion in advertising revenue. This is because retail media targets customers exactly where their purchase intention is highest. Even in the age of e-commerce, the majority of sales still take place offline. Your first-party data, which includes data from brick-and-mortar retail, is extremely attractive to advertisers. By matching this data, we can identify and exploit natural synergies between different target groups.Some companies in Germany have established retail media subsidiaries that serve as an additional link between retailers and advertisers. These subsidiaries can integrate additional advertisers outside of established partnerships and take over the marketing of these brands in the retail media environment. Together we can run relevant campaigns based on first-party data.Retail media networks are another way to promote data collaborations. They bring together retailers, advertisers, publishers and data providers to collaborate on first-party data. This allows us to analyse and use data together to ensure the success of retail media campaigns.Protecting your first-party data is of paramount importance. Data Clean Rooms are technologies that help you use data securely without actually having to share it. This ensures privacy and trust of your customers.Overall, retail media opens up exciting opportunities for the advertising industry and allows us to monetise first-party data while delivering personalised and relevant advertising to our customers. This trend is undoubtedly here to stay and will permanently change the way we serve advertising. Let's explore and harness the potential of retail media together.

RETAIL MEDIA - YOU NEVER WALK ALONE

<h2>Even more digital power für retail game changers!</h2>&nbsp;We continue to grow and are happy to have such strong reinforcements Three questions to our new Associate Partner Tobias<h2>What are your three mobile apps to take on a deserted island?</h2>X / Twitter Although controversial, there are very interesting people and stories here, also from the retail sector. And surely there is also a helpful thread describing how to escape from the deserted island.Medium A great infinite and instructive source of inspiration for private and business matters, which has replaced the RSS reads and blogs of the time. At least for me.Blinkist Books condensed to the essentials, to listen to or read yourself. You can't go wrong with that. That leaves enough time for catching fish and open coconuts.<h2>What challenges do you see in digital marketing in retail companies?</h2>Certainly one of the biggest challenges is the massive flood of data from all channels. Tis requires specialised data analysts who know how valuable this data is, how to evaluate it and how to use it. This can then be expressed in the the playout of the most diverse channels or, for example, in the targeted customer approach via loyalty programs.<h2>Whats the "next big thing" in digitizing retail companies?</h2>The AI train is currently accelerating rapidly, so retailers must not miss the train and should quickly explore what the "new" technology can bring to their own company. Forbes recently wrote an article on this topic, which describes some of the new advantages of AI for retail as well.<a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/forbestechcouncil/2023/10/06/the-importance-of-unlocking-ai-for-the-retailer-and-why-digitalization-is-the-first-step/?sh=15e0f8c95912">Link to Forbes</a>&nbsp;Thanks Tobias, great to have you in the team 👏🏼

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<h2 class="p1">Come and join us at Seamless Europe in Berlin 18-19th of October!</h2>&nbsp;We will attend the outstanding event at Messe Berlin 18-19th of October and showcase how store-based retailers can shape their businesses for a digitized future.<h2 class="p1">Meet us at stand SE33 in Hall 20.</h2>Located next to the E-Commerce Conference area you cannot miss our CEO Tobias Kern and Senior Product Manager Yavor Angelov.<h2 class="p1">“Unleash retailer apps: crack the code to customer understanding.”</h2>Hear Tobias’ keynote on 18th of October at 12:45 on stage H40 in Hall20.Seamless Europe is a gathering that unites brilliant individuals hailing from various corners of the e-commerce, retail, payments, and fintech industries. This event serves as a catalyst for fresh concepts, fostering a new perspective among its attendees. At Seamless Europe, you'll find yourself captivated by visionaries, corporate trailblazers, and entrepreneurial minds hailing from around the world, all sharing their innovative insights.<blockquote>“I’m amazed that Seamless is finally coming to Europe and excited to showcase how store-base retailers can boost their customer understanding and business productivity by leveling up their digital set-up!&nbsp;The industry has come a long way already and there so much more to explore and endeavor. With our team of proven ex-retail digitization experts, we are the right partner to accelerate the transformation of the industry.” says Tobias Kern, Founder and CEO of The Shoring Company.</blockquote>&nbsp;Facts:<ul style="list-style-type:square;"><li>The Shoring Company will be in Berlin 18-19th of October</li><li>Seamless is the event to attend this month!</li><li>Best Keynote on retail app on Wednesday 18th 12:45 on stage H40</li><li>Meet Tobias and Yavor to discuss solutions for your business</li><li>Event opening Wednesday 9:00 – 17:00</li><li>Event closing Thursday 9:00 – 17:00</li></ul>&nbsp;You cannot attend the event but want to learn more about The Shoring Company?Click here -&gt; <a target="_blank" rel="noopener noreferrer" href="https://calendly.com/theshoringcompany-tobias/discovery-call-eng">Let’s have a call!</a><o:p></o:p>

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<h2 class="p1">Digitize your customers' shopping experience in 4 steps</h2>&nbsp;Existing services are digitally enhanced and shopping is made more convenient for customers. Information on product ranges, services and offers is obtained and processed digitally. Processes in the store are completed more quickly and easily through the use of customers' smartphones and are supplemented by added value.&nbsp;These include, above all, personalized offer communication, mobile self-scanning, article information, gamification, services, and digital payment independent of the POS. Depending on the product range, there are also size consultations, virtual try-ons, compatibility checks and much more.&nbsp;<h2 class="p1">Before the purchase</h2><ul><li>Generate attention through content, communication and interaction</li><li>Transmit special online events</li><li>Inform through assortment, offers, articles and added value</li></ul>&nbsp;&nbsp;<h2 class="p1">During the purchase</h2><ul><li>Send information through local (individualized) offers, personal address, personalized content</li><li>Simplify through mobile self-scanning and mobile payment, but also integrated ship-to-home services</li><li>Generate attention and interaction through digital signage</li><li>Upselling and cross-selling through offers tailored to the shopping cart and partner offers or Endless-Aisle</li></ul>&nbsp;&nbsp;&nbsp;<h2 class="p1">After the purchase</h2><ul><li>Information through the digital receipt and purchase-related content such as recipe suggestions or sports tips</li><li>Generate attention through gamification, awards, collection points</li><li>Reactivation through vouchers for the next purchase, discounts for the online store or for a friend to forward</li><li>Upselling and after sales - sale of warranty extensions, accessories to purchased items or add-on products such as stadium tickets to the purchased fan shirt, purchase-related content such as an assembly manualIn addition, the possibility for feedback on the purchase</li></ul>&nbsp;&nbsp;<h2 class="p1">Accompanying the purchase and the time in between</h2><ul><li>Communication on products with matching content, availability, special offers and dealsInteraction by company and products</li><li>Loyalty through matching programs, trading cards, coupons, statuses, awards or the like.</li></ul>&nbsp;&nbsp;Obviously, these steps guide through the typical AIDA process (Attention - generate attention, Interest - arouse interest, Desire - trigger desire and Action - perform purchase).&nbsp;They also guide customers back to the beginning of the process for the next purchase through appropriate after-sales features and communications. Ideally, consumers thus come to a closed loop between them and the retailers.&nbsp;Have fun creating your concepts - your team from The Shoring Company

HOW TO DELIGHT YOUR CUSTOMERS WITH AN OUTSTANDING APP

<h2>1. What is Artificial Intelligence?</h2>But first, let’s start with some basic terminology that you are probably hearing a lot. What is artificial intelligence?<ul><li>Artificial Intelligence: An entity that performs behaviors that a person might reasonably call intelligent if a human were to do something similar.</li></ul>It is a bit problematic to define artificial intelligence by using the word “intelligent”, but no one can agree on a good definition of “intelligent”. However, I think this still works reasonably well. It basically says that if we look at something artificial and it does things that are engaging and useful and seem to be somewhat non-trivial, then we might call it intelligent. For example we often ascribe the term “AI” to computer-controlled characters in computer games. Most of these bots are simple pieces of if-then-else code (e.g., “if the player is within range then shoot else move to the nearest boulder for cover”). But if we are doing the job of keeping us engaged and entertained, and not doing any obviously stupid things, then we might think they are more sophisticated than the are.&nbsp;Once we get to understand how something works, we might not be very impressed and expect something more sophisticated behind the scenes. It all depends on what you know about what is going on behind the scenes.They key point is that artificial intelligence is not magic. And because it is not magic, it can be explained.So let’s get into it.<h2>2. What is Machine Learning?</h2><h3>2.1 What is Machine Learning?</h3><h4>2.1.1 What is Machine Learning?</h4>Another term you will often hear associated with artificial intelligence is machine learning.<blockquote>Machine Learning: A means by which to create behavior by taking in data, forming a model, and then executing the model.- Tobias Kern CEO</blockquote>Sometimes it is too hard to manually create a bunch of if-then-else statements to capture some complicated phenomenon, like language. In this case, we try to find a bunch of data and use algorithms that can find patterns in the data to model.But what is a model? A model is a simplification of some complex phenomenon. For example, a model car is just a smaller, simpler version of a real car that has many of the attributes but is not meant to completely replace the original. A model car might look real and be useful for certain purposes, but we can’t drive it to the store.Just like we can make a smaller, simpler version of a car, we can also make a smaller, simpler version of human language. We use the term large language models because these models are, well, large, from the perspective of how much memory is required to use them. The largest models in production, such as ChatGPT, GPT-3, and GPT-4 are large enough that it requires massive super-computers running in data center servers to create and run.<h2>3. What is a Neural Network?</h2><ol><li>There are many ways to learn a model from data. The Neural Network is one such way. The technique is roughly based on how the human brain is made up of a network of interconnected brain cells called neurons that pass electrical signals back and forth, somehow allowing us to do all the things we do. The basic concept of the neural network was invented in the 1940s and the basic concepts on how to train them as were invented in the 1980s. Neural networks are very inefficient, and it wasn’t until around 2017 when computer hardware was good enough to use them at large scale.</li><li>But instead of brains, I like to think of neural networks using the metaphor of electrical circuitry. You don’t have to be an electrical engineer to know that electricity flows through wires and that we have things called resistors that make it harder for electricity to flow through parts of a circuit.</li><li>Imagine you want to make a self-driving car that can drive on the highway. You have equipped your car with proximity sensors on the front, back, and sides. The proximity sensors report a value of 1.0 when there is something very close and report a value of 0.0 when nothing is detectable nearby.</li><li>You have also rigged your car so that robotic mechanisms can turn the steering wheel, push the brakes, and push the accelerator. When the accelerator receives a value of 1.0, it uses maximum acceleration, and 0.0 means no acceleration. Similarly, a value of 1.0 sent to the braking mechanism means slam on the brakes and 0.0 means no braking. The steering mechanism takes a value of -1.0 to +1.0 with a negative value meaning steer left and a positive value meaning steer right and 0.0 meaning keep straight.</li><li>You have also recorded data about how you drive. When the road in front is clear you accelerate. When there is a car in front, you slow down. When a car gets too close on the left, you turn to the right and change lanes. Unless, of course, there is a car on your right as well. It’s a complex process involving different combinations of actions (steer left, steer right, accelerate more or less, brake) based on different combinations of sensor information. Now you have to wire up the sensor to the robotic mechanisms. How do you do this? It isn’t clear. So you wire up every sensor to every robotic actuator.</li></ol>

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RETAIL MEDIA - YOU NEVER WALK ALONE

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