MARKET: HOW TO WIN THE “ATTENTION BATTLE”

Whichever company invests the biggest budget in to its online store and the advertising campaigns around it – i.e. beats the loudest drums – will be the most successful – and then the “smaller” companies can pack their bags? (Fortunately) it’s not that simple. At the Online Print Symposium 2024, Dr. Christian Maa? from thomann spoke about how to win the “attention battle” for customers’ attention, even against the big web platforms. The focus was primarily on the “basics” of digital commerce.

Dr. Christian Maa? is no stranger to regular visitors to the Online Print Symposium, as he has already held various management positions at Flyeralarm and Cimpress. Today, he is Managing Director and CDO at Thomann Music, the world’s largest retailer of musical instruments. “And why are we the world’s largest retailer?” asked Dr. Maa? rhetorically. “Because we have mastered the basics. Even those of e-commerce.” He explained that the sales staff in stationary retail, which only accounts for 2% of the €1.4 billion turnover, are all professional musicians and advise their customers as equals. It’s about knowing what the customer wants and also knowing how to play the instrument themselves. “Because a customer who has decided on a violin costing €10,000, for example, is not just buying the instrument, but the emotions,” says Maa?.

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