Retail today has a great many possibilities for advertising and customer communication available – and the Internet constantly creates new channels. Nevertheless, the traditional types of advertising such as ads, flyers and catalogs continue to be among the frontrunners in the marketing mix of retailers. In our current iXtenso interview, Ute J. Holtmann, Head of Public Relations and Marlene Lohmann, Head of Marketing Research at the EHI Retail Institute, explain which communication channels retailers use and which media continue to gain in importance in terms of product advertising.