DSSLR founder Christoph Dassler talks about the Digital Product Passport at the ECR Day ( (C) Narravero GmbH)
What remains when the buzzwords have faded? The ECR Day 2025 in Bonn made it clear: Customer experience is created where technology, brand and attitude come together – not in the next tool, but in the courage to create proximity.
Bonn, September/October 2025 – “AI knows everything, but it understands nothing.” Frank Dopheide’s opening quote summed up what many CMOs are currently feeling: artificial intelligence may speed up processes, but trust is only created when brands create real meaning.
ECR Day 2025 showed this tension in full focus and at the same time the direction in which marketing and retail are moving. AI is not the solution, but the context. Relevance arises when technology helps to shape relationships: when data provides orientation, products tell stories and touchpoints become meaningful rather than frictionless.
Packaging becomes a communication surface. Henkel demonstrated that brands need to lead at the moment of the purchase decision: with clarity, guidance and transparency instead of discount impulses. In a fragmented customer journey with up to nine touchpoints, it is not the price that decides, but the context that creates trust.
The digital product passport becomes an anchor of trust. The example of DSSLR’s new tennis line shows what this means in concrete terms: today, products can do more than convince, they can speak. With the Digital Product Passport (DPP) and the GS1 Digital Link, every item of clothing carries its origin, sustainability and design philosophy within it – traceable, verifiable and emotionally connectable.
This shifts the perspective: the DPP is not just another compliance tool, but a new medium in marketing. It combines product data, storytelling and first-party insights, creating the basis for genuine customer relationships.
For marketing managers, this results in a clear mandate: customer experience does not start with the campaign, but with the product itself.
When brands take responsibility instead of just communicating, something is created that AI has not yet been able to achieve: Meaning.
ECR Day 2025 has shown that the future of customer experience will be decided where physical and digital touchpoints become one: in the honest moment between brand, person and product.
Narravero Gmbh
Am Mittelhafen 10
48155 M?nster
Germany
Frau Dr.Inga Ellen Kastens
025174788851
ingaellen.kastens@narravero.com
About Narravero from M?nster
Narravero is one of the leading platforms for the digital product passport in Europe. The company’s aim is to turn products into active media – as a product experience channel directly at the point of sale and in consumers’ everyday lives. With projects in the cosmetics, textiles and furniture industries, Narravero shows how the EU Digital Product Passport is not only a regulatory requirement, but also a strategic tool for brand management and customer loyalty.
This release was published on openPR.
