Perspectives

Perspectives on the changing commercial environment

Read our insights and white papers on current commercial shifts, and keep up with our latest events and updates.

Featured

Report12 January 2027

The State of Retail Media – a Danish Perspective

Responsive's report on retail media maturity among Danish retailers. Sign up to receive it.

UpdateNovember 2026

Responsive accelerates AI growth, appoints new partner to lead AI practice

Responsive welcomes Lars Harder as Partner to lead our AI services and drive the rapidly growing portfolio of AI Transformation and Operational AI projects.

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Responsive Exchange EventPast event · 21 October 2026

AI is rewriting how businesses compete — learn how Matas Group is winning

A behind-the-scenes look at how one of the Nordics' most successful retailers works with AI, and what it has cost to get there.

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Insight8 min read · October 2026

Customer economics should drive commercial strategy

Markets and products are the natural units of commercial planning, but they can hide large differences in customer value. Which customers a company attracts is a strategic variable in its own right.

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Insight5 min read · October 2026

Designing the organisation to deliver the ambition

Establishing a dedicated retail media team and setting a revenue target gives the business focus and accountability. Making that target achievable requires a sales model that connects responsibility for revenue with access to suppliers and authority over commercial terms.

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UpdateOctober 2026

A new colleague joins Responsive

Roar Hyldkrog joins as Engagement Manager, strengthening our transformation delivery.

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Insight8 min read · September 2026

AI content scaling doesn't fail where you think it does

Multi-market AI content scaling gets greenlit as a tech project. When quality, speed or backlog problems surface later, they are blamed on the technology. They rarely are.

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White paperAugust 2026 · 17 pages

Escape the Loyalty Trap

Members spend more. That is not proof the programme works. Download a copy of the newly published white paper by Peter Schlegel.

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UpdateAugust 2026

Two promotions at Responsive

Louisa Brügmann and Kevin Krieskov step into new roles on September 1st

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White paperMay 2025 · 9 pages

AI-Tool for Marketing Emails

How Matas saves over 2,000 hours a year on marketing email production, and the three learnings that made it last.

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Insight3 min read · May 2025

How AI can be a key business driver and save hours of work in your company

How we leveraged AI to significantly reduce time spent on email production — and the three learnings behind it.

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Insight8 min read · March 2025

The digital transformation of stores – adding value without reducing friction

Frictionless is not the goal. The retailers that succeed add value beyond what a store clerk could offer, without removing the friction entirely.

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Insight7 min read · October 2024

Think big: embracing risk and investment in commercial transformations

Most transformation initiatives fall short of their targets. The key reasons are a lack of willingness to embrace risk, and a lack of long-term commitment to success.

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Insight6 min read · June 2024

Personalisation-at-scale as a tool for engaging customer experiences

Scale and personalisation look like opposites. In practice, scale is what makes real personalisation possible.

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EventWebinar recording · March 2024

How Matas creates business value with AI: from strategy to delivered project

Peter Anders Franch of Matas, Peter Schlegel and Erlend Alvsvåg on the project that saves Matas approximately 2,000 hours annually.

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Insight2 min read

Advantages of early management of technical complexity

In collaboration with Matas and Tealium, we are in the process of implementing Tealium. From the beginning, we made an active choice to front-load the technical complexity.

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Insight6 min read

The distance between agencies isn't the problem – but the distance to the client is

According to Responsive CEO Peter Therkildsen Schlegel, Mindshare's Martin Ove Rasmussen hits bull's eye with his latest article for markedsføring.dk – but on the wrong board.

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