Poco launches retail media with VusionGroup

Following a successful trial in its newly opened flagship store in Mannheim, furniture discounter Poco is planning to start marketing advertising content in its stores with innovative displays from VusionGroup (formerly SES Imagotag). The content management platform for this was developed by the furnishing specialists, who are part of the Austrian MW Holding of the XXXLutz Group, together with LN Consult, which is also based in Austria.

Since 2018, Poco has been using electronic shelf price labels (ESLs) from VusionGroup, which operated on the market under the name SES Imagotag until the beginning of this year. 92 Poco stores already display their prices digitally, while the remaining 35 stores that still work with paper on the shelves are to be converted this year, explains Sebastian Schrader, Head of Organisation at Poco, speaking with The Retail Optimiser.

Since last year, Poco in Mannheim has also been testing the commercialisation of external and enhanced content, such as information on financing when purchasing goods on the digital media in the store. The furnishing specialists are also using VusionGroup’s innovative Engage Rails, which allow dynamic content to be displayed across the entire shelf strip.

Emotions on the shelf

“For the first time, we can communicate emotions in addition to information,” explains Sebastian Schrader. Sensors in the Engage Rails allow appealing video content to be supplemented with product and price information as soon as a customer approaches the shelf.

In addition to the Engage Rails, Poco also uses 9.7-inch ESLs in Mannheim. The displays, which are roughly the size of DIN A5, allow the furniture stores to use part of the space for product information and another for retail media content.