According to EHI, retailers are now investing more in optimising existing stores than in opening new ones.
That’s not a defensive move. It’s a strategic one.
When margins are tight and consumers are selective, growth doesn’t only come from footprint expansion. It comes from:
• Smarter layouts
• Better in-store navigation
• Digital integration
• Energy efficiency upgrades
• Data-driven merchandising
• Retail media activation
In mature markets like Germany, the store is no longer just a distribution point. It’s a performance channel.
For brands and retail partners, this raises an important question:
Are we investing enough in how stores perform, not just where they are?
At ELMA, we see this shift first-hand. Optimised stores create stronger catchment impact, better campaign ROI, and measurable uplift when geo-targeted media is aligned with priority locations.
Expansion builds presence. Optimisation builds profitability.
The retailers who win in 2026 will likely be those who treat their existing store network as a strategic growth engine — not a sunk cost.
Are you seeing the same pivot in your market?
German retail is shifting gears.
According to EHI, retailers are now investing more in optimising existing stores than in opening new ones.
That’s not a defensive move. It’s a strategic one.
When margins are tight and consumers are selective, growth doesn’t only come from footprint expansion. It comes from:
• Smarter layouts
• Better in-store navigation
• Digital integration
• Energy efficiency upgrades
• Data-driven merchandising
• Retail media activation
In mature markets like Germany, the store is no longer just a distribution point. It’s a performance channel.
For brands and retail partners, this raises an important question:
👉 Are we investing enough in how stores perform — not just where they are?
At ELMA, we see this shift first-hand. Optimised stores create stronger catchment impact, better campaign ROI, and measurable uplift when geo-targeted media is aligned with priority locations.
Expansion builds presence.
Optimisation builds profitability.
The retailers who win in 2026 will likely be those who treat their existing store network as a strategic growth engine — not a sunk cost.
Curious to hear your view:
Are you seeing the same pivot in your market?