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Retail Media Xperience
Advertising genre with a future
by Andreas Wegner

Retail media is developing into an advertising genre in its own right. We recognised this potential at an early stage and have driven the topic forward as a pioneer. Together with 430 experts and partners, we took a look at current trends at the Retail Media Xperience event. Our Chief Digital and Technology Officer, Christoph Eltze, was there and gives his assessment of the market in the video.

 

Retail Media is becoming an essential pillar of modern retail, and REWE Group sees itself as a driver of this development. The success of Retail Media is based on strong partnerships, a pronounced spirit of innovation and constant adaptation to the needs of customers. In particular, the exchange with industry partners, technology partners, agencies and the many stakeholders within the organisation is of central importance for the success of all. The exchange at the Retail Media Xperience makes it possible to respond to valuable feedback and achieve common goals even more efficiently. Christoph Eltze explains in the video why we invested in the format early on and how we are driving the topic forward.

REWE now has over 3,200 stores equipped with digital steles, which form a strong advertising network and reach millions of customers every day. This approach is constantly being expanded: up to 230 PENNY stores are to be equipped with modern digital screens by the end of 2024 and BILLA in Austria now also has over 500 large 65" screens in the entrance area. A new highlight is the integration of retail media offerings at ZooRoyal. REWE Group remains active in terms of the overall picture and intends to further expand Retail Media within the Group.

The REWE Group's digital infrastructure enables comprehensive utilisation and seamless integration of offer communication, national marketing content and branding content. The screens are strategically placed in the stores - in the windows, at the entrance, in the fruit & vegetable section and in the confectionery area - to maximise attention.

REWE Group continues to invest heavily in technology in order to continuously develop retail media. This concerns both the "rear" area, i.e. the offerings for advertisers, as well as the further development of the digital infrastructure in the stores. A central focus here is on creating inspiring customer experiences along the entire customer journey. REWE Group is already realising its first experiences with 3D advertising - an exciting new development that has the potential to further increase customer attention and engagement.

 

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