Local Branding Day 2025 – Innovation, exchange, and new impetus for retail
Local Branding Day 2025, initiated by our partner marcapo, has once again demonstrated why it is one of the most exciting industry events of the year. Retailers, brands, agencies, and technology providers came together to discuss the future of local brand management – in a practical, inspiring way and with plenty of opportunity for networking.
The energy was palpable from the moment we arrived: a venue full of people eager to rethink retail. Between presentations, panels, and personal conversations, one thing became clear: brick-and-mortar retail is alive and well – and it is in the midst of a transformation that is making it more modern, more digital, and more profitable.
An event that inspires and connects
What makes Local Branding Day special is the mix of professional input and personal exchange. The agenda was packed with presentations by experts who brought different perspectives to the table—from brand strategies and digital innovations to best practices in retail.
There was plenty of time for networking between sessions. Whether at the coffee stand, in the break areas, or at the evening get-together, lively discussions took place everywhere. For us, it was a great opportunity to deepen existing contacts and meet new people who think similarly to us: curious, solution-oriented, and ready to really make things happen.
Our contribution: Workshop with FULLHAUS
Of course, it was a highlight for us to be part of the program ourselves. Our CEO André Brinkmöller took to the stage together with Benjamin Meckl, CEO of the FULLHAUS agency.
Under the motto “Brick-and-mortar retail as a data-driven sales channel,” they used a project from the building materials trade to demonstrate how digital and physical experiences can be combined at the POS. One example: Customers experience tiles haptically, while digital tools simultaneously visualize color variations, structures, and installation methods.
The message was clear: the POS can do more than just present goods – it becomes a world of experience in which technology, data, and emotions interact.
The event as a melting pot for the industry
Local Branding Day 2025 was not just a venue for presentations, but a real melting pot for the industry. Retailers reported on their current projects, agencies presented creative campaigns, and technology partners provided insights into new tools.
It is precisely this mix that makes it so appealing: people with different perspectives come together here – and that is exactly what sparks innovation. Whether the topic was local visibility, smart advertising formats, or the integration of AI, the discussions were honest, practical, and full of energy for the future.
Networking at the heart of it all
Another highlight was the networking. It is often the informal conversations that bring the greatest added value. Many new contacts were made over lunch or simply during chance encounters between sessions.
It was particularly exciting for us to talk to retailers who openly discussed their challenges – from the shortage of skilled workers to space optimization and new business models. It is this openness that makes Local Branding Day a real source of inspiration.
Our conclusion
For us, Local Branding Day 2025 was more than just an event. It was a meeting place for people who want to actively shape the retail industry. We not only gained a lot of professional insights, but also the feeling of being part of a community that works together to find solutions.
Our workshop with Fullhaus was a valuable contribution, but the real highlight was the exchange that took place around it: new perspectives, exciting contacts, and lots of inspiration.
We are convinced that brick-and-mortar retail has a bright future—if it harnesses the power of digitalization while focusing on the emotional experience in-store.
Many thanks to marcapo, to all the speakers, and to the many people we had the pleasure of meeting and seeing again. We are already looking forward to the next Local Branding Day!
