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Lutz Hollmann-Raabe is the CEO of Bütema AG, a leading German provider of Digital Signage, Retail Media, and mobile ERP solutions. He has been with the company for more than seven years and previously served as COO and CSO before being appointed CEO in late 2025.
Before joining Bütema, Lutz built his professional foundation in the retail fit-out and store construction industry, gaining hands-on experience in planning and implementing complex retail environments. This background shaped his pragmatic understanding of retail processes, scalability, and the integration of technology into physical spaces.
Today, he combines strategic vision with strong operational expertise, driving innovation, growth, and customer-centric solutions across the retail and QSR sectors. His leadership approach focuses on building resilient organizations, fostering a strong team culture, and using technology to create sustainable and measurable business value.
Retail
Retail
Date
The DACH region is Europe’s biggest digital signage market - but also its toughest.
Everyone loves talking about the opportunities: scale, budgets, stability, premium retail, home of global brands. But behind the glossy case studies lies a truth the industry rarely says out loud:
The DACH market plays by its own rules - and it doesn’t care about your global strategy. Growth is slower. Buyers are more cautious. Procurement is brutal. Innovation is welcomed… eventually. And the gap between what vendors want to sell and what customers will actually deploy has never been wider.
This panel goes straight into the tension: Is the market finally ready to accelerate — or still stuck in risk‑averse mode? Are DACH retailers and corporates embracing new models, or clinging to old habits? Why do global vendors underestimate the complexity of selling in Germany, Austria, and Switzerland again and again? And what trends will actually move the needle — AI, retail media, sustainability, consolidation, or something else entirely?
The DACH region is full of opportunity… if you survive the hard realities first.
