REWE Group: game changing retail media technology offers many possibilities both stationary and online

Christoph Eltze, Chief Digital and Technology Officer at REWE Group, has taken to LinkedIn to discuss how retail media is rightly being touted as a game changer in retail.

In a post, he said: “It is said that people should be picked up where they are. For consumers, however, it makes much more sense to pick them up where they shop - not to mention the fact that many of our customers are mobile today anyway.”

“Companies that invest in retail media have understood exactly this. Because the technology offers many possibilities – stationary and online.”

Eltze went on to give some examples of REWE Group’s work in this space.

At IKI in Lithuania, it is experimenting heavily with “the playful possibilities that retail media offers – right down to 3D advertising formats that are more reminiscent of New York's Times Square than a street in Vilnius”.

At BILLAS in Austria, it has built up a strong digital presence with 1,000 screens in the stores and 540 steles in the entrance area of BILLA and BILLA PLUS since the end of last year.

Eltze said: “This is also used by advertisers whose products cannot be found in our stores. After all, we can tell them exactly how many people enter and leave our stores every day. With the steles alone, we reach 4.7 million customers per week – that's about half of the population.”

He added that REWE Group will continue to drive retail media forward in all its business units and countries for the following reasons:

Precise target group approach: it reaches its customers at the right time and in the right place.

Measurability: retail media offers advanced measurement tools to track and optimise the success of campaigns in real-time.

Strengthening customer loyalty: Through relevant and personalised advertising, it can increase customer satisfaction.

He concluded: “For the outlook on our plans for retail media in Germany - stay tuned.”

2024 RTIH INNOVATION AWARDS

Retail media is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.