How do you make brands like Siemens, Bosch, and NEFF locally visible with minimal effort – across hundreds of retailers at once?
In this interview, Claudia and Laura from BSH share how they use socialPALS to centrally plan digital campaigns, roll them out in no time, and drive measurable results together with their retail partners.
Laura Klodwig
Sell-Out Marketing Specialist | BSH Germany
Claudia Lexa-Struck
Sell-Out Marketing Specialist | BSH Germany
Claudia, Laura – you're in charge of retail marketing for powerhouse brands like Siemens, Bosch, and NEFF in the consumer electronics space. Give us a glimpse into your day-to-day: What are your responsibilities, and what role does collaboration with retailers play in your work?
Our main goal is to position our brands successfully in partnership with brick-and-mortar retailers. Especially in the home appliance market, where personal consultation plays a big role, retail is a key touchpoint for our end customers. We want to support our partners not just with great products, but also with professional, locally relevant marketing – and to do that, we need efficient, scalable solutions.
Since early 2022, you've been working with socialPALS. Looking back, what milestones or standout moments have stuck with you the most?
ChatGPT:
Up to 500 retailers a year actively running your campaigns – that’s an impressive number. Why do you think participation is so high?
ChatGPT:
BSH Austria joined last year as well. How did the rollout go there – and what does that tell you about the potential of socialPALS?
The rollout in Austria went just as smoothly as it did in Germany, which really confirms the platform’s ability to scale internationally. The strong interest from retailers shows that the challenges are similar across markets – and that socialPALS offers a universal solution.
What are the biggest advantages of working with socialPALS from your perspective – both in terms of the platform itself and the team behind it?
The intuitive platform is absolutely invaluable when managing a high campaign volume. The team is always available, proactive, and solution-oriented – and our retailers notice that too. For us, it’s ideal to have a partner who truly understands our needs and responds with flexibility.
Using the socialPALS platform, you set up campaigns centrally, roll them out efficiently, and scale them across your retail network. How important is that level of efficiency in your day-to-day work?
Efficiency is absolutely crucial for us. Without socialPALS, we’d have to manage each retailer individually – providing content, answering questions, and handling all the coordination. With the platform, we can launch full campaigns within just a few hours – including budget management, tracking, and reporting. One of the biggest advantages is that campaigns can run for several months, allowing us to focus on other projects in the meantime.
Which features of the platform do you use most intensively – and why are they especially valuable in your daily work?
The central campaign management and reporting features. We can see at a glance how many retailers are active, what kind of reach we’re achieving, and where there’s room for improvement. Being able to manage ads centrally also saves both us and our retailers a huge amount of time.
What does it mean to you to be able to rely on quick response times and an intuitive platform – especially when time and resources are limited?
It gives us planning reliability. We’re able to launch campaigns at short notice – both technically and organizationally without a hitch. That gives us greater flexibility and room to maneuver.
Your current campaign runs under the motto “Choose Siemens – Trust the No. 1.” What’s the idea behind it, and what makes it especially powerful from your perspective?
We want to showcase our market leadership and the outstanding service our retail partners provide – locally and close to the customer. The combination of a trust-building message and a professional digital presence through our retailers is key. With socialPALS, we can bring that message straight into the timelines of end customers – regionally targeted, audience-specific, and with strong reach.
Siemens is the No. 1 brand in the German home appliance market – a strong statement. How does that level of ambition influence your daily work in marketing?
It’s both a motivation and a responsibility. We have to show why we’re number one – and that includes delivering strong, innovative marketing initiatives. socialPALS helps us carry that standard all the way to the point of sale.
What brand values does Siemens stand for, and how do you ensure those values are communicated authentically through your retailer campaigns?
Siemens stands for trust, technological innovation, and premium quality. Our high-quality campaigns reflect those values. With socialPALS, we’re able to bring these values to life digitally and at the local level.
The industry is under pressure – from economic uncertainty to cost sensitivity and shrinking budgets. How does socialPALS help you maintain visibility and planning reliability despite these challenges?
socialPALS allows us to run impactful campaigns even with smaller budgets. We can control exactly how much we invest – while still knowing the content will reach end customers professionally. It eases the pressure on our internal resources and ensures continued visibility.
What are your plans for the future of your collaboration with socialPALS? Are there any new ideas, markets, or formats you’re already exploring?
We want to work even more data-driven in the future – and the reporting features in socialPALS offer a lot of potential to support that.
What would you say to other brands that are considering working with socialPALS but aren’t yet sure if the platform is the right fit?
Just give it a try. The barrier to entry is low, the support is excellent, and the results speak for themselves. Especially if you’re looking to activate retailers, socialPALS is a real game changer.
And finally: If you had to describe your collaboration with socialPALS in one sentence – what would it be?
For us, socialPALS is the key to delivering brand messages digitally, efficiently, and with local impact – in close partnership with our retailers.
Voices from the Trade
What did you like about the campaign?
The campaign was well-structured from the start and ready to go right away. I barely had to prepare anything myself, yet I was still able to communicate in a targeted and locally relevant way. I especially liked that the content was well-tailored to our channel, which helped us significantly boost our reach.
What advantages do you see in using the platform?
Definitely the time savings and ease of use. The campaigns are ready to launch quickly, the content comes directly from the brand partner, and all we have to do is approve or make small adjustments. The ability to localize the content is also a big plus for us as a regional retailer.
How would you rate our personal support?
The support is excellent – fast, friendly, and solution-oriented. I always feel like I’m being taken seriously and that they genuinely care – and that’s not something you can take for granted. For me, that really makes the difference.
expert TechnoMarkt
Alling
Alexander Tindl
Marketing
Act today and use your MDF more effectively!
socialPALS brings brands and retail partners together, creating a win-win situation that unleashes previously untapped potential. The innovative software solution simplifies complex processes through automated retail marketing and strengthens stationary retail through regional brand campaigns. Get your obligation-free platform demo today and become part of the socialPALS success story.
