Netto Marken-Discount is arming its roughly 4,400 stores with POS monitors for digital retail communication. Edeka Group’s discount banner provides its stores with content for in-store advertising via media interface Prestige Enterprise from Online Software AG. With more than 7,000 screens, the company now operates one of the largest retail media networks in Germany.
Christina Stylianou, Head of Corporate Communications at Netto Marken-Discount, explains: “Every week, 21.5 million people shop at our roughly 4,400 stores nationwide. By offering our digital advertising space to new industries, we are creating attractive opportunities for brands to gain a high-reach and highly visibal presence right in the shopping environment.”
Screens in the checkout areas as well as steles in the entrance areas of stores present customers Netto’s own offers, general information and campaigns from consumer goods companies. Marketing and campaign management are handled by retail media specialist ‘Marketing of Moments’ in collaboration with the discounter and Edeka headquarters.
Faster campaign planning thanks to standardised processes
With its Prestige Enterprise solution, Online Software AG delivers the platform for digital in-store communication via screens, electronic shelf labels and kiosk systems. On its SSP1 platform, One Tech Group provides the infrastructure for programmatic advertising. This allows for monetisation of advertising space in a largely automated manner.
Thanks to standardised processes, the combination of Prestige Enterprise and SSP1 is designed to speed up campaign planning. Netto also expects to play in-store advertising based on valid data. Moreover, the solution claims to offer transparent reporting and monitoring in real time.
Netto retains responsibility for content
To connect the systems, Netto uses Brand Logistics’ Advanced Ad Exchange Manager (ADXM). The Heidelberg-based company provides visual material in accordance with GS1 standards via the cloud and routes it to selected locations in a targeted manner. Netto always retains full control over the content. In each case, only the retail company decides what will be shown.
