Christoph Eltze, Chief Digital and Technology Officer at REWE Group, spoke on LinkedIn about how retail media is rightly being touted as a game-changer for the retail industry.
He said in the post: “They say people should be able to be picked up wherever they are, but it makes much more sense for consumers to be picked up where they shop. Not to mention, these days many of our customers are on the go anyway.”
“Companies investing in retail media understand this very thing, because the technology offers so many possibilities, both in-store and online.”
Oelze went on to give several examples of the REWE Group's efforts in this area.
Lithuania's IKI is actively experimenting with “the playful possibilities that retail media offers, right down to 3D advertising formats more reminiscent of New York's Times Square than the streets of Vilnius.”
BILLAS in Austria has been building a strong digital presence since the end of last year, including installing 1,000 screens in its stores and 540 stone monuments in the entrance areas of its BILLA and BILLA PLUS stores.
“The ads are also used by advertisers who promote products that are not sold in our stores,” said Eltze. “After all, we can tell you exactly how many people come and go from our stores every day. With this stone alone, we reach 4.7 million customers a week, which is roughly half the population.”
