Around 200 trade experts, mainly from Switzerland but also from Germany and Austria, gathered input and suggestions from prominent speakers from the DACH region and used this top industry event in Horgen to exchange information.
The event opened with an overview of the current economic and consumer climate by Meret Mügeli from UBS ("Rising real wages are supporting consumption in Switzerland") and exciting consumer insights by Markus Brand from NielsenIQ ("Consumers are increasingly open to buying second-hand goods").
In the first keynote speech of the day, Migros Chairman of the Board of Directors Urusla Nold drew a bridge from Migros founding father Duttweiler to AI-supported innovations to mark the 100th anniversary of the Swiss retail giant. Said Duttweiler, "In the modern world, success will belong to those who know how to build ideas around their world."
Another highlight was the discussion between Markus Diem Meier, Editor-in-Chief of Handelszeitung, and Peter Brabeck-Letmathe, the longstanding Nestlé CEO and multi-entrepreneur. The topic ranged from ‘Trade in transition’ to his book ‘Nutrition for a better life’, his new role as interim head of the World Economic Forum, the diverse requirements of global food companies and the connection between climbing and career.
Lorenz Würgler from Jumbo and Yves Mäder from Google emphasised the differentiation in retail through omnichannel strategies. What no one wanted to believe until recently is now a firmly established fact: bricks-and-mortar retail retains its strong position.
Frank Kampp, founder of the Brands and Emotions agency, reported on the power of emotions, which are particularly visible in sport. Large German retail chains such as Lidl, Penny and Rewe use sports platforms for employer branding, customer loyalty and reach.
A central topic was the knowledge of AI as an efficiency lever, but also as a new sales lever. Retail futurologist Theresa Schleicher from the Zukunftsinstitut presented the following facts: "Only 10% of retail companies state that they have a really deep knowledge of AI at the moment." The consultant from the renowned Zukunftsinstitut went on to say: "AI is no longer an option - it determines relevance or regression."
Daniel Feith from Reawake and Georg Strasser-Müller from Too Good To Go made it clear that sustainability is a necessity, before Jürg Kriech from Raclette Suisse demonstrated how a tradition dating back to the 12th century has successfully arrived in the TikTok generation.
The Switzerland. Retail Conference 2025 was once again able to prove its reputation as an outstanding industry event with its programme.
The next events taking place under the umbrella of the Schweiz. Marketing Forum are the Swiss Convenience Summit from 03.09. to 04.09.2025 in Andermatt and the Omnichannel forum on 30 October 2025 in Zurich. More information can also be found on our website.
08:30 am
Coffee and welcome
09:00 am
Greeting and introduction
Maria Roström
Presenter
from 09:15 am
Swiss Retail Trade Monitor 2025/ Economic update & outlook
Current market data, key changes and trends, assessments and opinions from trade and industry
09:15 am – Meret Mügeli
CIO Economist
09:35 am – Markus Brand
Senior Analytic Consultant Retailer Services
10:15 am
100 years of Migros - The art of change
Migros is constantly on the move, thus ensuring its future success - a philosophy that was coined by its founder Gottlieb Duttweiler and has made Migros what it is today: a Swiss institution that has always been much more than just a supermarket and moves people in the country. Migros President Ursula Nold explores the spirit of Migros and shows why change has always been a constant and how deeply rooted Migros is in Swiss culture. It ventures a look into the future: what trends will characterise the shopping experience? What will the shop of the future look like and what opportunities does artificial intelligence offer?
Ursula Nold
President of the Board of Directors of the Federation of Migros Cooperatives
10:55 am – Break
11:15 am
Trade through the ages
Peter Brabeck-Letmathe
Multi-entrepreneur and former head of Nestlé
Markus Diem Meier
Editor-in-Chief Handelszeitung
11:55 am
Omnichannel success with AI
Lorenz Würgler (Jumbo) and Yves Mäder (Google) show how artificial intelligence leads to omnichannel success - from theory to practice - based on the practical application at Jumbo.
Yves Mäder
Industry Leader Retail, Telco and Agencies
Lorenz Würgler
Head of e-commerce
12:25 pm
Trend towards emotional communication in food retailing
Sport is becoming increasingly important in the marketing mix in general, but also in food retailing, as sport creates a unique emotional connection to the brand and the product.
More brands and more types of sport are therefore characterising the image of sport. But the potential can only be realised through creative activation.
Brands and emotions is a leading agency in brand consulting and brand activation in sports and entertainment. An expert in brands and brand communication for over 25 years.
Stations via Audi AG as Head of Sponsoring until 2024, via Head of Marketing of the Football World Cup in Munich 2006, up to the foundation of the b&e Group in 2011. Realisation of many major brand, sports and entertainment projects. Some examples: VW and Olympia 2024, Audi and motorsport and skiing, Hahnenkammrennen Kitzbühel, Ski WM St. Moritz, Audi Cup, all NFL games in Germany, FC Bayern tours in the USA and China, Basketball Bundesliga partnerships, Audi and FC Barcelona and Real Madrid, Formula E in Germany.
This makes the agency one of the most recognised and leading experts in the field of emotional brand communication in the German-speaking world. Many awards in marketing with the various projects show this.
Frank Kampp
Founder and Managing Director
12:55 pm – Lunch break
02:15 pm
Retail AI tech trends: news from research
What does AI mean for retail, what are the key consumer demands of the future and what does this mean in the context of global economic changes - from US tariffs to full warehouses in your own company?
The retail futurologist from the Zukunftsinstitut, Theresa Schleicher, data scientist, author and advisor to the Federal Ministry of Economics in Germany, will share her AI findings from research in China and Europe, politics and global technology research with leading AI researchers on 6 May. Retail AI: the pressurised fuelling of the future at the Retail Conference.
Theresa Schleicher outlines the future fields for Swiss trade with a view to current research in the field of AI. The futurologist spent a year researching AI solutions with European and Asian researchers in China with the aim of finding out how far other countries have come, what will be important for European trade and the economy, and what will be important for SMEs and even the smallest retail companies based on consumer needs. Because, according to Theresa Schleicher, the future will only work if ‘economic impact happens on a broad scale’. The presentation will include innovative examples of retail from all over the world.
Theresa Schleicher
One of the most sought-after speakers in the DACH region
14:55 pm
In recent years, consumer behaviour has shifted strongly towards sustainability, especially in the fashion and food sectors. Conscious shoppers are prioritising environmentally friendly products and ethical practices, forcing retailers to adapt their strategies. This panel discussion will explore how consumers are now moving in their everyday lives and how brands are responding to responsible sourcing. It will also highlight the potential of AI to support these efforts.
Georg Strasser-Müller
County Director
Daniel Feith
Managing Director
03:15 pm – Break
15:30 pm
Raclette Suisse: How a Swiss tradition that dates back to the 12th century has arrived in the 21st century
Jürg Kriech has been working in the industry for 42 years - 9 of them as Managing Director of Raclette Suisse. In his presentation, you will learn about the history of this unique cheese delight and why this traditional dish is nevertheless modern and trendy.
According to written records, cheese was already being melted over a fire and savoured in convivial gatherings in the 12th century. It was not until the 20th century that the farmer's meal travelled from the Alps to the valleys and quickly became one of Switzerland's most popular national dishes. Today, raclette is one of the most successful types of cheese in Switzerland. The cheese and the way of celebrating raclette are known far beyond the borders. What factors have contributed to this success?
Jürg Kriech
Managing Director
16:00 pm
Big mouth - Büssi behind it
Stefan Büsser
TV and radio presenter
16:30 pm
End of the event followed by an aperitif
Subject to change without notice
TV presenter, podcaster and comedian
Special: 3 for 2
Buy 3, get 1 free – valid for participants from the same company.
Corporate discounts do not apply. All prices are per participant and exclude VAT.
Programmänderungen vorbehalten.
Investment
Seminar inkl. Seminarunterlagen, Exklusiv-Studie «Schweiz. Detailhandelsmonitor 2025», und Poster von NielsenIQ/GfK TradeDimensions über die Schweizer Detailhandelslandschaft 2025.
CHF 1800.–/Participant
3 for 2: Bei gleichzeitiger Anmeldung von 3 Personen aus der gleichen Firma für eine Veranstaltung ist die Teilnahme für 1 Person gratis. Die Teilnahmeberechtigung ist innerhalb der Firma frei übertragbar. Vergünstigungen können nicht kumuliert werden. Kein Konzernrabatt
Der Schweiz. Detailhandelsmonitor 2025 wird ausschliesslich an der Schweiz. Detailhandelstagung 2025 präsentiert und abgegeben.
Orders cannot be placed outside of or independently from the seminar.
Information
Seminarhotel Bocken
(Anfahrtsweg, Anreise per Bahn, Hotelzimmer buchen)
Event Organizer
Amadeus Events Promotion AG
Gotthardstrasse 4
6490 Andermatt
Übernachtungsmöglichkeiten
Im Seminarhotel Bocken, in dem die Veranstaltung stattfindet, stehen verschiedene Übernachtungsmöglichkeiten zur Verfügung. Einzelzimmer kosten CHF 190,00 pro Zimmer/Nacht, Doppelzimmer CHF 260,00 pro Zimmer/Nacht, jeweils inklusive Frühstück.
Die Zimmerreservierungen können entweder per E-Mail oder online über das Reservationstool vorgenommen werden:
Seminarunterlagen mit den von den Referenten frei gegebenen Präsentationen der «Schweiz. Detailhandelstagung 2025» und Retail-Report der Zukunftsforscherin Theresa Schleicher.
From major global companies to pioneering regions. Discover the variety of organisations that have used our events to achieve their goals.
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Gotthardstrasse 4
6490 Andermatt
Phone
+41 79 684 1982
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