{"id":25582,"date":"2026-04-02T09:40:34","date_gmt":"2026-04-02T07:40:34","guid":{"rendered":"https:\/\/retail-optimiser.de\/retail-media-alliance-wants-to-manage-campaigns-for-edeka-group\/"},"modified":"2026-04-02T11:26:47","modified_gmt":"2026-04-02T09:26:47","slug":"retail-media-alliance-wants-to-manage-campaigns-for-edeka-group","status":"publish","type":"post","link":"https:\/\/retail-optimiser.de\/en\/retail-media-alliance-wants-to-manage-campaigns-for-edeka-group\/","title":{"rendered":"Retail Media Alliance wants to manage campaigns for Edeka Group"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"25582\" class=\"elementor elementor-25582 elementor-25572\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b55a730 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b55a730\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c97208b\" data-id=\"c97208b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a0e055 elementor-widget elementor-widget-text-editor\" data-id=\"3a0e055\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">A new national in-store retail media network is forming in the German\u00a0grocery\u00a0retail sector, which has set itself the Herculean task of serving the\u00a0<\/span><span data-contrast=\"auto\">FMCG\u00a0<\/span><span data-contrast=\"auto\">manufacturers as a single point of contact for the complex world of Edeka cooperative. Under the name Retail Media Alliance, several technology providers and marketers are pooling their infrastructure to make digital advertising space centrally bookable along the entire shopper journey in the store.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Among others, Cologne-based retail media specialist Digooh Media, Emsu, Verve Retail Media and their units Viewento and Arcado are involved in the cooperation. The Digooh marketer Inovisco Mobile Media is also part of the network. The aim of the alliance is to combine the previously fragmented in-store advertising into a consistent media system from the store entrance to the checkout. Edeka Zurheide Feine Kost already equipped its six locations with digital screens from Digooh Media at the beginning of 2024. <\/span><a href=\"https:\/\/retail-optimiser.de\/en\/edeka-zurheide-embraces-retail-media-technology-from-digooh-media\/\" target=\"_blank\" rel=\"noopener\"><i><span data-contrast=\"none\">The Retail Optimiser<\/span><\/i><span data-contrast=\"none\">\u00a0reported.<\/span><\/a><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">According to the technology providers and marketers, the network currently\u00a0comprises\u00a0more than 3,300 locations with over 5,000 digital screens. Around 80 per cent of the displays\u00a0are located in\u00a0stores belonging to the Edeka\u00a0group. Further installations exist at individual Rewe\u00a0shopowners\u00a0and at retail companies such as\u00a0drugstore operator\u00a0M\u00fcller.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Relevant contact points connected in store<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">The retail media network includes various touchpoints along the customer journey: at the store entrance, there are digital steles and 65-inch screens in 4K resolution from\u00a0Digooh. Screens from the provider\u00a0Emsu\u00a0accompany the purchase decision at the shelf.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the checkout area, the part of the store with the highest dwell time, Viewento&#8217;s checkout TV is installed. The system is supplemented by couponing at the checkout with Acardo. The result is the first integrated in-store retail media system that connects all relevant in-store contact points.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Decentralised operation, but bookable nationally<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">A central goal of the alliance is to simplify the booking of in-store advertising at Edeka stores. Until now, retail media at Edeka was considered comparatively complex for agencies, as different providers and regional structures made standardised campaign planning difficult.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The Retail Media Alliance therefore wants to\u00a0establish\u00a0centralised marketing via\u00a0Inovisco.\u00a0\u201cDecentralised operation, but bookable nationally. This is the only architecture that works in a co-operative structure,<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-contrast=\"auto\">\u00a0Raimund Bau, Managing Director of Verve, told\u00a0<\/span><i><span data-contrast=\"auto\">Lebensmittel\u00a0Zeitung<\/span><\/i><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Pilot project at Edeka in Bayreuth<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">According to the technology providers and marketers, a pilot project at Edeka Schneider in Bayreuth demonstrates the economic potential of the combined use of in-store screens and offsite activations: the revenue at store level was increased by nine per cent, and at the fresh food counter by as much as 20 per cent. These results should prove that retail media in brick-and-mortar retail not only generates reach<\/span><span data-contrast=\"auto\">\u00a0but can also have a measurable impact on sales.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The model is intended to offer independent retailers in the Edeka network several advantages. The retailers gain access to national brand campaigns and\u00a0additional\u00a0advertising budgets. These are played out on the screens in their own store via the network. At the same time, they have access to their own advertising time for local offers and promotions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">No investment\u00a0required\u00a0for\u00a0retailers<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">In addition, couponing at the checkout is integrated directly into in-store communication to increase redemption rates and sales. There is no capital expenditure for retailers, as the installation, operation and maintenance of the systems are handled by the partner companies. In the long term, the alliance plans to attract further Edeka retailers to the network and significantly expand the infrastructure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The Retail Media Alliance is the first nationally scalable in-store retail media network in the Edeka environment. If it succeeds in connecting further stores, the alliance could play\u00a0a central role\u00a0in standardising the previously highly fragmented access to in-store advertising space in Germany&#8217;s largest retail network.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A new national in-store retail media network is forming in the German grocery retail sector, which has set itself the Herculean task of serving the FMCG manufacturers as a single point of contact for the complex world of Edeka cooperative. Under the name Retail Media Alliance, several technology providers and marketers are pooling their infrastructure to make digital advertising space centrally bookable along the entire shopper journey in the store. <\/p>\n","protected":false},"author":28,"featured_media":25577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[36],"tags":[2886,1904,1694,1903,2880,2884,2879,1132,2881,2882],"class_list":["post-25582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","tag-acardo","tag-digooh-media-en","tag-edeka-group-en","tag-edeka-zurheide-en","tag-emsu","tag-inovisco","tag-retail-media-alliance","tag-rewe-en","tag-verve-retail","tag-viewento"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media Alliance wants to manage campaigns for Edeka Group - 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