Auchan France has begun its implementation of a new system of advertising both in-store and online, designed by its media subsidiary Imedia Center.
Imedia Center “is in charge of marketing communication tools offered by all Auchan Retail outlets (Auchan hypermarkets, Auchan Drive and web portals) and Immochan (shopping malls),” it said in a company press release.
“Benefiting from all the information throughout the customer journey, Imedia Center is the first and only media that offers retail environment that is both global (as it allows to reach shoppers all along their buying journey) and 100% integrated (sourcing / data, physical and virtual channels).”
Some 50 Auchan hypermarkets and 72 click-and-collect points will have been equipped with the technology by the end of 2016 “to reach the 1st April 2018 radiation of 121 hypermarkets, 67 galleries, 102 drives [click-and collect points] and three e-commerce portals.”
Sandrine Clion, the operations director of Imedia Center, said, “Our ambition with Imedia Center is to offer the most effective channel to brands, the most innovative and most consistent to enhance their relationship with consumers, in an ideal situation to buy or purchase preparation. We give them the ability to be strong and structuring elements of the consumer journey, but also levers that enable rapid sales and measured performance.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
