With over 13,500 stores worldwide, the Schwarz Group—parent company of Lidl and Kaufland—is one of the most powerful retail forces on the planet. In this bold, forward-looking session, Robert Jozic, Head of Schwarz Media Group, challenges the industry to rethink its approach to retail media entirely.
Jozic calls on retailers to stop chasing Amazon and start recognizing their own unique competitive advantage: direct customer access. He argues that the game is no longer just about reach—it’s about influence at the point of decision. By leveraging in-store digital signage, loyalty apps, and first-party data, retailers can drive meaningful sales impact and become serious media players in their own right.
From CPA-based media models to the strategic use of both endemic and non-endemic ads, Jozic outlines a new blueprint for disrupting traditional media. It’s a vision where commerce and media are fully integrated, where store networks become performance channels, and where retailers lead—not follow—the next wave of advertising innovation.
If you’re still thinking of retail media as an add-on, this session will make you think again. The future is in-store, and the time to act is now.
Speakers:
Robert Jozic – SVP, Schwarz Media & Group Digital Strategy Schwarz Group