Chair of Strategy and Marketing

Prof. Dr. Martin Fassnacht cited at Sü

Aldi, Lidl, Rossmann and Co. at music festivals and reality television.

Music festivals and reality television: These are the places where you can now find supermarkets and drugstores like Aldi, Lidl, Rossmann and Co. Such pop-up stores are quite expensive in terms of logistics, but they reach the young target group: “Discounters want to be in the heart of young people's lives”, says Prof. Dr. Martin Fassnacht in the recent article at Sü He also pointed out: “It's about being noticed - especially by young people. That probably costs a lot of money for now, but it can pay off in the long run.”

Read full article here.