Dispersions & Resins
Christian von Hegel
Christian von Hegel, Senior Vice President Marketing and Retail Media at OBI | Top Ten "CMO of the Year"
"How to capture customers in a digital world?
OBI's transformation from printed flyers to a digital marketing ecosystem".
In 2022, OBI was the first major brick-and-mortar retailer in Germany to eliminate the printing of flyers. This decision is based on a fundamental shift from a "one size fits all" to a customer (lifetime) centric marketing approach.
It's nothing new that customers have different needs and desires. Men vs. women, young vs. old, rich vs. price-sensitive, urban vs. rural, DIY pros vs. beginners. But two things have changed in recent years: A strong fragmentation of (digital) media usage and new technologies that allow companies to engage and support customers on a much more individual level.
OBI is the DIY pioneer in digital marketing and social media, catching customers in the digital customers. heyOBI is OBI's answer to accompany customers on their individual DIY journey throughout the year.