The Migros Aare Cooperative, one of Migros’ ten cooperatives, was formed in 1998 from a merger of the Bern and Aargau/Solothurn cooperatives. With two new digital projects, it is setting standards in customer communication and strengthening the dialog with its customers.
Digital screens at the fresh food counters
Screens were installed above the fresh meat, fish and cheese counters at two Migros Aare locations. The animated content presents appetizing images of prepared dishes, promotions and recommendations from the head butcher. Additional services such as individual preparations and special marinades complement the diverse content. This digital communication with a targeted approach is intended to increase customer frequency at the fresh food counters, boost sales of the products and improve orientation in the stores.
The digital wish tree - focusing on customer wishes
Migros Aare’s “Wish Tree”, an innovative project to involve customers directly in the design of the product range, allows them to submit their product wishes via a touchscreen terminal. This approach was honored with the “Digital Signage Best Practice Award 2012” and the “POPAI D-A-CH Digital Award 2013”. The most popular customer requests appear in a ranking list and help Migros to tailor its product range to the wishes of its visitors. The system has been successfully implemented in nine stores and many of the most popular products can now be found on the shelves. Registration with the personal customer card ensures that the results are reliable and representative.
Implementation
- Equipping the fresh food counters (cheese, fish, meat) with two screens each
- Content conception and creation of the entire content
- Integration of a local application for easy control and management of content
