Vegalsa-Eroski has signed a collaboration agreement with in-Store Media to incorporate in the 100 most important supermarkets of the group different innovative communication supports that allow brands to interact with the consumer in a strategic way at the point of sale. With this agreement, they explain, in-Store Media intends to convert the Vegalsa supermarkets into “a communication channel to connect with the shopper and improve the shopping experience”. The innovative traditional supports of in-Store Media will be present in the 100 most important centers of the group, with coverage of practically 86% of the chain’s sales under the banner eroski in Galicia.
The various supports installed along the purchase journey enjoy a strong visual impact, providing awareness to the products and ensuring that brands can communicate with shoppers in strategic spaces and at key moments in the buying process.
So, Vegalsa will have six new supports (Alarm Media, Floor Media, Stopper Media, Category Window, Frame Media and Copete) that will allow continuous communication with the consumer, accompanying them through the sales room and generating advertising impact from the moment they enter the supermarket until that reaches the shelf, where the purchase action is carried out.
For Julian Hernandez, Vegalsa Marketing Manager, «our commitment to local producers is reinforced through the communication initiatives proposed by in-Store Media: we want to communicate with consumers and provide them with all possible information about the items they will find in Vegalsa-Eroski (or, in failing that, in Eroski supermarkets and hypermarkets in Galicia)«.
In the words of jordi cassany, Director of Marketing and Business Development of in-Store Media, «Our company has extensive experience in accompanying shoppers during the strategic moments of the purchase moment; We do it in the main supermarket chains in the country in an omnichannel way and we also want to be present in the regional leaders, reaching local consumers and providing them with a unique shopping experience through our innovative advertising media».
Vegalsa-Eroski account in Galicia, Asturias and Castilla y León with 281 establishments between own and franchisees under the trademarks Hypermarkets and Gasolineras Eroski, Eroski/Center, Autoservicios Familia, Cash Record, Eroski/City, Aliprox and Rapid. Its commercial structure in Galicia spans the 4 Galician provinces and has a modern general merchandise platform, located in Sigüeiro (A Coruña); in addition to the fresh produce platforms in A Coruña and redistribution centers in Vigo and Ourense. For its part, the Cash Record self-service division of Vegalsa-Eroski has a commercial map made up of 18 centers distributed evenly between Galicia and Asturias.
