SHERIDAN, WYOMING -- June 15, 2026 -- GS1 Germany is bringing its GS1 Step Inside community event format to Mars Wrigley's site in Unterhaching on July 14, 2026, focusing on point-of-sale touchpoint strategy and shopper activation. The six-hour event draws decision-makers and specialists from category management, shopper marketing, trade marketing, and e-commerce for a behind-the-scenes session combining presentations, interactive formats, and peer networking. Contributions from Coca-Cola Europacific Partners Germany and Yagora are part of the agenda. The event is capped at 145 participants.
POS Touchpoint Strategy as the Central Agenda Topic
The session at Mars Wrigley's Unterhaching location runs from 12:00 to 18:00 and places the physical and digital point of sale at the center of discussion. Four thematic areas structure the programme: how shopper behavior is shifting and what that means for touchpoint relevance across different product categories; how the checkout zone can be redesigned to improve commercial performance; how brand assets can be translated into shopper activations that produce measurable value for retail, industry, and shoppers; and how digitalization is reshaping the effectiveness of POS measures.
These are not abstract strategy topics. Each strand addresses a live commercial challenge that category and trade marketing teams navigate in day-to-day retail operations.
Mars Wrigley Gallery Walk Gives Participants Direct Category Insight
One of the core interactive formats is a gallery walk hosted by Mars Wrigley itself. Participants move through the company's product worlds, examining the touchpoints that matter in retail and learning how Mars Wrigley's category vision drives brand growth decisions.
This format gives attendees direct access to how a major FMCG player translates category thinking into retail execution. It moves the event beyond panel presentations and into operational territory that practitioners can directly apply.
Fishbowl Format Opens Up POS Discussion to the Room
A fishbowl session on POS touchpoint power gives participants an active role in the discussion. Rather than listening from the outside, attendees engage directly with questions around shopper marketing and how integrated shopper activation works across touchpoints.
The fishbowl is a deliberately participatory structure. It is suited to surfacing the kind of practical tension and nuance that formal presentations rarely reach.
Audience Profile Covers the Full Commercial Chain
GS1 Germany positions the event squarely at professionals who sit closest to the retail interface. The target audience spans category management covering both online and offline channels, shopper marketing, purchasing, sales, key account management, marketing, trade marketing, market research, and e-commerce and omnichannel retailing.
That breadth is intentional. Touchpoint effectiveness at the POS cuts across all of these functions. An activation that works for a shopper marketing manager may stall unless purchasing, key account, and e-commerce colleagues are aligned on the same logic.
GS1 Step Inside as a Community Access Format
GS1 Step Inside is GS1 Germany's recurring format for taking its community behind the scenes at participating companies. The concept centers on giving registered members and industry professionals direct exposure to operational practice at companies working in their sector.
The Mars Wrigley edition is the current instalment. Seats are limited to 145 registered participants, and registration is handled via the GS1 Germany events platform.
For registration and full event details, visit GS1 Germany.