Edeka Zurheide Feine Kost is equipping its six store locations with digital screens, so-called Digital City Light Posters (DCLP), from Cologne-based retail media specialist Digooh Media. This was first reported by Lebensmittel Zeitung. At the beginning of the year, the shop owner began installing large screens in 9:16 portrait format at the entrance areas of its stores in Düsseldorf city centre, Düsseldorf-Reisholz, Oberhausen, Essen, Bottrop and Gladbeck. Via this platform, advertisers’ messages can reach consumers immediately before they make a purchase decision.
More and more retail companies, such as Rewe Group, are using retail media technology from various providers to promote sales and as an additional source of income. Brand manufacturer and local providers can use it to place their advertising messages efficiently and precisely to target groups. Retailers can also contribute their own content, for example to draw attention to local activities and their catering offers or to recruit employees.
“Digital advertising and customer information via DCLP screens is a logical step for us as an innovative provider,” says Rüdiger Zurheide, Managing Director of Zurheide Feine Kost. “There is more behind it than just compensating for the declining reach of classic promotional leaflets or sustainable use of resources such as paper. For us, the integration is based on the motto ‘Modern stores meet modern media’.” Zurheide is planning further steps for the future, such as linking the Edeka app with the DCLP.
Retailers do not have to invest
Digooh Media takes care of installation and set-up as well as maintenance and care of the systems. The service provider is also responsible for content production and realisation of local and nationwide campaigns. Retail partners receive rental income for the provision of their space and do not encounter any investment costs.
Digooh Media operates and markets more than 2,000 of the advertising media throughout Germany. The company claims to reach over 35 million people with its network. Its digital steles have also been deployed at 200 Sailing Group Netto stores since autumn last year.
