Bachelor Thesis from the year 2007 in the subject Business economics - Trade and Distribution, grade: 1,6, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, language: English, abstract: Image advertising, the growing importance of online communication, the opportunities of Web 2.0, viral marketing as well as the need to integrate the different communication measures are just a few examples which point out the complexity and challenges for developing successful retail communication strategies. By discussing different case studies, the purpose of this paper is to provide evidence that that there is a actual change in retail communication and derive practical recommendations for retail companies.