Hanna Schramm-Klein is Professor of Marketing and Retailing at the University of Siegen, Germany, and Director of the Center for Consumer Protection and Vulnerable Consumers. Her research focuses on consumer behavior, retail transformation and the impact of digital technologies on markets and society. She works on topics such as customer experience, data-driven marketing and AI in communications, retail and service contexts. In addition to her academic work, she is Co-Founder of a consulting firm specializing in empirical research and strategic analysis for public and private sector organizations. Her work bridges rigorous academic research with practical insights into how trends emerge, shape consumer behavior, and transform industries.