L’Angleterre est une nation de boutiquiers

Adrian J Cotterill, Editor-in-Chief

ECE Shopping Mall


Monday, July 16, 2007 14:51

Much research suggests that Napoleon may never have uttered the words “nation of shopkeepers” – even if he did, they were definitely not his to utter – originally being quoted by Adam Smith in The Wealth of Nations (1776).

It always surprises me that retailers the world over continually claim to be poor – and if you have ever experienced the no-frills shopping of the Germans you won’t be surprised that when it comes to change, to ambience and to investment the Germans come at the bottom of that ‘shopkeeper’ pile.

Thus it should be with GREAT FANFARE that Neo Advertising have persuaded two of them to part with their cash…

…EDEKA, one of Germany’s largest retailers and ECE, one of Europe’s largest Shopping Mall Management groups!

May 1st 2007 saw the start of a 20 site EDEKA rollout – stores with a minimum of 1200 sq meters are being equipped with 10 to 20 screens each (one picture attached). All grocers should note that screens are sensibly placed in the Alleys AND at Tills / Checkout.

June 1st 2007 saw the start of a 3 site rollout with the malls owned by ECE. 2008 will see all 75 malls in the group digitally equipped (picture attached).

All screens were supplied by NEC, ranging in size from 20” – 46”

Similar to the way that Dunnhumby are now doing TescoTV, loop length is 5 minutes and contains brand and product positioning. The networks also take 3rd party ads.

Advertising is sold through Neo Advertising GmbH.

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