Press Release

Touchpoint Talks Hamburg: How Data-Driven Innovation Is Redefining Retail

At Touchpoint Talks Hamburg 2025, experts from retail, data, and tech gathered to explore how interactivity, AI, and in-store analytics are reshaping the customer experience.

June 24, 2025

The first 2025 edition of Touchpoint Talks recently took place in Hamburg, offering an inspiring and interactive forum focused on cutting-edge technologies and data-driven strategies in retail. Topics included in-store analytics, customer loyalty, AI trends and customer engagement – with hands-on demos and real-world use cases at the heart of the event.

Touchpoint Talks 2025 kicked off in Hamburg with a full-day even
Hosted by eyefactive and Key-Work
Focus on in-store analytics, data-driven customer engagement, and AI
Featured real-life retail use cases from digital Philips Boutique
Visitors experienced live demos of interactive digital retail technologies and trends

The Hamburg edition of Touchpoint Talks highlighted the growing importance of data intelligence in modern retail. In an inspiring mix of presentations and live experiences, attendees gained insight into how digital interactivity, customer data, and AI work together to create next-level retail environments.

One of the key topics was the Touchlytics Loop – an innovative framework for collecting, consolidating, and analyzing interaction data from digital touchpoints. In their joint presentation, Johannes Ryks, CEO of eyefactive, and Natascha Mahn, Data-Driven Marketing expert at Key-Work, demonstrated how this data foundation enables personalized customer engagement, smarter decision-making, and predictive marketing strategies. They illustrated how digital touchpoints can be used not only for interaction, but also for the strategic generation and utilization of valuable customer insights.

Another highlight was the focus on interactive in-store experiences, particularly those implemented in the Philips boutiques at MediaMarkt. These setups utilize digital tools such as product comparisons, customer reviews, and QR code checkouts to create a seamless and engaging customer journey. In their hands-on session, Adrian Jokiel, Team Lead Sales at eyefactive, and Hanna Kalisch, Trade Shopper Marketing Manager at Philips, showcased how these technologies are effectively used at the point of sale – to better inform and activate customers while intelligently bridging the gap between physical retail and online commerce.

The event also shed light on the creative potential of artificial intelligence in retail, such as AI-generated, personalized music experiences directly at the point of sale. Florian Schmiedeberg, AI specialist at Stoked AI and MuSe Content GmbH, delivered an inspiring talk showing how AI can be used not only to increase operational efficiency but also to enhance emotional engagement with customers.

Moreover, the event emphasized the growing importance of loyalty programs in conjunction with customer data – especially in enabling targeted offerings such as “Next Best Offer” through smart analytics and data de-anonymization. In his keynote, Michael Bregulla, Loyalty Evangelist and Managing Director at KNISTR, demonstrated how modern loyalty systems can drive data-based customer retention. He explained how traditional loyalty cards are evolving into strategic tools for personalized communication and sustainable customer relationships – powered by AI and retail media.

The event concluded with an open exhibition where attendees could test various interactive retail technologies for themselves.

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