Dohle is expanding its retail media offering by equipping the entrance areas of almost 100 of its Hit stores with 75-inch welcome screens from Digooh. Inovisco is now marketing the Digooh DCLP inventory on these screens to media agencies and advertisers nationwide. According to Inovisco, the network reaches around 2.9 million gross contacts per week.
The sites are mainly located in North Rhine-Westphalia, southern Germany and south-western Germany. The Dohle retail group’s Hit hypermarkets use the screens to enhance customer communication at the store entrance.
“By installing the DCLP welcome screen at the store entrance, we are introducing a modern digital feature to our customer communications,” says Daniel Plein, Deputy Head of Marketing at Dohle Handelsgruppe. “At the same time, we are creating an attractive setting for national brand communications.”
Hit complements the existing Inovisco range
Hit supermarkets are traditional full-range retailers offering a wide range of food products across a sales area of around 1,200 to 1,500 square metres. Thanks to their high-spending customer base, the hypermarkets complement Inovisco’s existing portfolio in the premium food retail sector with a distinct full-range retailer profile and represent an attractive advertising environment for both FMCG campaigns and non-endemic brands, the marketers explain.
The Hit Network is being integrated into the Retail Media Alliance. The in-store retail media network in the German food retail sector is backed by Digooh Media, Inovisco, Emsu and Verve Retail Media, amongst others. The Retail Optimiser reported. The alliance has set itself the Herculean task of serving the industry as a single point of contact for the complex world of Edeka Group.
Retail Media Alliance is expanding in the DACH region
Inovisco acts as a central booking hub for media agencies managing screen inventory. According to the companies, the Retail Media Alliance’s portfolio in the DACH region now comprises more than 5,500 screens in total. Hit’s network can be booked on a selective basis, as a network booking or in conjunction with existing Retail Media Alliance inventory.
