Digitization support for Hofer retailers
Stadtmarketing Hof e.V. announces:
Stadtmarketing Hof and Handelsverband Bayern (HBE) Bezirk Oberfranken are launching a joint initiative for the digital training of local retailers. The new training program combines online seminars, face-to-face events and practical guidelines to strengthen retail expertise. The programme includes eight online seminars from the Bavarian state government, two exclusive face-to-face workshops in Hof and a series of PDF guides on strategic digitalization. These measures are a response to the growing demands placed on bricks-and-mortar retail in the age of omnichannel sales and AI-supported customer interactions.
Bavarian funding programs as a basis
The Bavarian State Ministry of Economic Affairs' "Erfolgreich handeln" project forms the backbone of the initiative. Since 2023, over 2,900 retailers in Bavaria have been trained, with specific wholesale topics being integrated for the first time in 2025.
The online seminars at https://www.stmwi.bayern.de/erfolgreich-handeln/ cover the following key topics
- AI integration for image generation and customer communication
- Social media campaign management to expand reach
- Digital employee recruitment: how to approach trainees correctly online
- Second-hand and re-commerce: opportunity or risk?
- The digital product passport is coming - What wholesalers and retailers need to know now (April 1, 2025)
- International e-commerce - New opportunities for Bavarian retailers (April 2, 2025)
- Digital accessibility (BFSG) - What retailers need to know now (April 9, 2025)
- Successfully maintaining customer contacts with Whatsapp Business (June 25, 2025)
Face-to-face events with a regional focus
Two exclusive workshops in Hof expand on the online content:
- ChatGPT for text creation and customer interaction (May 29, 2025) Practical training to increase efficiency in everyday marketing with case studies from Hof businesses.
- Sustainability in retail (September 25, 2025) How do I make my retail sustainable and how do I inspire my customers to do so?
Carsten Reichel, Coordinator of Hof City Marketing, explains: "Hof's retail trade must combine its strengths - short distances, parking facilities, regional ties - with digital visibility. These training courses bridge the gap between tradition and innovation."
PDF guides for sustainable implementation
The information sheet series "Einfach Online"(https://www.stmwi.bayern.de/wirtschaft/mittelstand/handel/einfach-online/) offers step-by-step instructions:
- Search engine optimization for local visibility
- Webshop creation as a digital shop window
- Social media strategies with a focus on Instagram and TikTok
- Omnichannel integration between retail stores and online sales.
René Schymura, HBE District Chairman Hof, adds: "With a retail turnover of 6 billion euros, Upper Franconia has enormous potential. These guidelines help to use digital tools in a targeted manner without losing regional authenticity."
Networking and long-term support
The program is embedded in the network of Stadtmarketing Hof e.V. with over 200 members from business, gastronomy and culture. Participants receive access to:
- Exclusive regulars' tables for exchanging experiences
- Individual advice from the Einstein1 digital start-up center
Contact and registration
Interested retailers can register via the "HofHandelt!" portal or contact the following directly:
Stadtmarketing Hof e.V.
Ludwigsstraße 24 - 95028 Hof
Tel: 09281 815-7101 - E-Mail: info(at)stadtmarketing-hof.de