The advisory board met in November 2024 at the Schokoladenmuseum in Cologne, a museum dedicated to chocolate that showcases how experiential spaces contribute to brand positioning. Guests included Pia Postel from REWE To Go Franchise, along with Anne Haubert and Niels Bungenstock from Lekkerland.

Klaus Schopen and Sabine Schreder opened the program with a presentation and tour of the museum’s concept and its role in Lindt & Sprüngli’s brand strategy. Pia Postel then presented REWE’s new To Go concept, followed by Anne Haubert’s overview of data insights at Lekkerland.

After lunch at Restaurant Limani, Niels Bungenstock continued with further data insights from Lekkerland’s digital innovation perspective. Sabine Benoit presented findings from the retail media study alongside emerging AI trends and tools in retail.