A good idea is catching on: More than 3,000 stores are already equipped with digital steles. Recently, brand messages can also be streamed on them.
Our customers are addressed in an eye-catching way on the digital stele with marketing campaigns, special offers from the digital flyer, industry marketing and topics from the region. Since July, it has been possible to communicate market-specific messages via the Market Content Interface, or MarCO for short.
Ralf Stücken was one of the retailers who tested the app in advance. We spoke to him.
Personnel recruiting is one of the topics that Ralf Stücken streams individually
one:Mr Stücken, how did you test the app in practice and what were the results?
Ralf Stücken: We tested for about a month and during this time we placed image campaigns, article advertising and recruitment on the stele. Payback and Sustainability are other topics. That worked well. Overall, the app is easy to use.
one: What additional content could you imagine?
Ralf Stücken: We have concrete plans regarding image advertising with a fruit and vegetable supplier or want to announce upcoming tasting events. For the future, I could imagine accompanying local events, festivals and events.
one: How does the handling work in general, or the uploading of your own content via MarCO?
Ralf Stücken: As a merchant or store manager, you can place your own articles and topic templates from the media centre on the stele by registering as an A user. Customised themes, such as the brand's own services, are placed for selection by the regional advertising departments after the order has been placed.
one: You operate four REWE stores in the Lower Rhine region. Does the content you upload differ?
Ralf Stücken: The purchasing behaviour in our four stores is very different. In this respect, the ability to play store-specific themes is a great advantage that we are happy to utilise.
To maximise attention, the location of the stele should be chosen so that every visitor to the market passes it
one: Can you make any statements about the reach or perception of the stele among your customers?
Ralf Stücken: That's difficult, of course, and a lot certainly depends on the exact location of the steles in the store. We have tried to position them in such a way that as many of our 30,000 or so customers as possible pass by the steles in the four stores every week, ideally even twice: when they arrive and when they leave the store.
one: The app has only just been launched, but if you could make one wish of the developers, what would it be?
Ralf Stücken: On the one hand, it would be great if the app could also be used with the MDE device (Zebra) in addition to the tablet at some point. I would also find it useful if the stele topics could be streamed in parallel to the market monitors, for example at the meat counter.
MarCO project manager Paula Schramm is already holding out the prospect of further functionalities:
MarCO
(MarketContentInterface)
Using the new MarCO app, all stores with a digital stele can independently control and schedule the adverts for their own broadcasting content. Within the application, they can either advertise individual items from their stores or simply set spots live on special topics such as recruitment, store services (e.g. Deli am Markt and Scan&Go) or private labels.
