The situation
Instore Radio is an inherent and strategic part of REWE Group’s brand communication in their own supermarkets and hardware stores. Music adapted to the target groups, in connection with service and sales contents, boost shopping experiences, the shopping atmosphere becomes more pleasant, the customer feels at ease while shopping and is provided with up-to-date information.
Project Description
In line with technological adjustment of Instore Radio, the intention is to significantly increase the broadcast quality of Instore Radio with regards to content as well as technically. All contents (music and spots) are transparent based on software. Additionally, auditive contents from advertising campaigns shall be easily added to the program of varying regions and groups.
Hardware
For technical broadcast of the radio program echion AG provides REWE with self-developed audio players of the latest generation. These players allow broadcast of up to 3 instore radio programs with individual broadcast structures for each location or region as well as the REWE own morning show for their employees.
In addition to provision of the audio player, echion AG delivers and installs the corresponding sound equipment such as amplifier, loudspeakers, and other accessories for REWE stores. echion AG’s experienced project managers are responsible for technical planning of the acoustic system and the broadly positioned installation team guarantees professional installation and maintenance of the components.
Contentmanagement
Our web-based booking platform („echion Manager“ & „echion Coordinator“), which enables flexible campaign planning of own and third-party advertising including upload of corresponding contents, comprises our portfolio of services. Moreover, the system offers the possibility to get an overview of all stores equipped with Instore Radio and generation of appropriate reporting with a customized dashboard for each customer. By using the CMS, it is also possible to view the player status, send tickets to echion AG’s help desk and report new store openings or closings. All this gives you the opportunity of flexible and independent control of your Instore Radio.
Marketing
Regarding marketing of advertising times, the REWE Sales Group also counts on echion AG’s knowledge in this field. Advertising times in the almost 4000 stores are sold to advertisers nationally, regionally, and locally for all articles not listed as REWE articles. With more than 20 years of experience in food trade marketing in combination with coherent campaign planning and direct marketing of the sales channel’s category management, both partners ensure a long-term efficient utilization of the advertising time slots.
Customer Feedback
“With our new Instore Radio concept, we are pleased to have found an equal partner in company echion AG, who works with us on a future-oriented and professional basis. The daily joint project work is always trustful and harmonic. echion AG does not only provide custom-fit technology at the appropriate price but gives us a wide and flexible insight into configuration of our Instore Radio program by providing the customized booking platform. We are looking forward to this cooperation and the mutual development of our Instore Radio in the years to come.”
Steffen Kujus, Head of Print and Asset Management REWE.
