Instore Audio Archive

REWE Instore Audio

The situation

Instore Radio is an inherent and strategic part of REWE Group’s brand communication in their own supermarkets and hardware stores. Music adapted to the target groups, in connection with service and sales contents, boost shopping experiences, the shopping atmosphere becomes more pleasant, the customer feels at ease while shopping and is provided with up-to-date information.

Project Description

In line with technological adjustment of Instore Radio, the intention is to significantly increase the broadcast quality of Instore Radio with regards to content as well as technically. All contents (music and spots) are transparent based on software. Additionally, auditive contents from advertising campaigns shall be easily added to the program of varying regions and groups.

Hardware

For technical broadcast of the radio program echion AG provides REWE with self-developed audio players of the latest generation. These players allow broadcast of up to 3 instore radio programs with individual broadcast structures for each location or region as well as the REWE own morning show for their employees.
In addition to provision of the audio player, echion AG delivers and installs the corresponding sound equipment such as amplifier, loudspeakers, and other accessories for REWE stores. echion AG’s experienced project managers are responsible for technical planning of the acoustic system and the broadly positioned installation team guarantees professional installation and maintenance of the components.

Contentmanagement

Our web-based booking platform („echion Manager“ & „echion Coordinator“), which enables flexible campaign planning of own and third-party advertising including upload of corresponding contents, comprises our portfolio of services. Moreover, the system offers the possibility to get an overview of all stores equipped with Instore Radio and generation of appropriate reporting with a customized dashboard for each customer. By using the CMS, it is also possible to view the player status, send tickets to echion AG’s help desk and report new store openings or closings. All this gives you the opportunity of flexible and independent control of your Instore Radio.

Marketing

Regarding marketing of advertising times, the REWE Sales Group also counts on echion AG’s knowledge in this field. Advertising times in the almost 4000 stores are sold to advertisers nationally, regionally, and locally for all articles not listed as REWE articles. With more than 20 years of experience in food trade marketing in combination with coherent campaign planning and direct marketing of the sales channel’s category management, both partners ensure a long-term efficient utilization of the advertising time slots.

Customer Feedback

“With our new Instore Radio concept, we are pleased to have found an equal partner in company echion AG, who works with us on a future-oriented and professional basis. The daily joint project work is always trustful and harmonic. echion AG does not only provide custom-fit technology at the appropriate price but gives us a wide and flexible insight into configuration of our Instore Radio program by providing the customized booking platform. We are looking forward to this cooperation and the mutual development of our Instore Radio in the years to come.”

Steffen Kujus, Head of Print and Asset Management REWE.

Digital signage solutions Donautherme Ingolstadt

„Turn each day into a new experience“ – this is the motto of the new Donautherme in Ingolstadt.

Since its opening in March 2023 several echion digital signage solutions are an integral part of the modern guest experience at Donautherme.

New Situation at Donautherme

After almost four years of construction inauguration of the new Donautherme in Ingolstadt was in March 2023. After taking over of the site Stadtwerke Ingolstadt Freizeitanlagen GmbH realized core renovation during running operation as well as a new building of the thermal spa.

The new annex is ready to welcome approximately 400.000 visitors per year, who will experience an attractive and versatile recreational offer: Besides peace and quiet in the thermal spa or one of the seven saunas, it provides fun and action in the recreational pool with two additional slides. A self-service restaurant in the pool area and a classic restaurant in the sauna area offer an extensive gastronomy. Company GMF GmbH & Co. KG (Company for development and management of recreational systems) will take over operations management.

Digital Signage as Part of the new Spa Concept

With extensive modifications and an innovative design, a new modern appearance was in the focus. In addition to optical factors, it is the goal to communicate information and offers to the visitors quickly and simply. The echion AG flexible digital signage solutions have therefore become part of the new Donautherme and optimally present each touchpoint.

Within one week we realized the complete digital signage installation at Donautherme with our installation team: eleven single screens and one projector optically support the single areas. Two digital signage walls, consisting of three video wall screens each, mounted next to each other, round off the concept.

The outdoor screen on the slide tower fulfills the special safety and weather-related requirements without an additional frame.

Digital Signage in all Areas

The new digital signage installations are not only an optical eye-catcher but flexibly transport information, offers and emotions to the visitors taking under consideration the new Donautherme CI:

Digital schedules for daily aromatic steam events in the saunas
Menu boards in the food court showing daily menus and culinary specials
Price overviews of the single areas in the entrance hall
Exercise and therapy offers are displayed at the wellness counter
Two screens in sauna lounge as well as a projector in the relaxation room display relaxing nature contents
Additionally, all digital signage installations show appealing contents of the different spa areas

Together with company Stadtwerke Ingolstadt Freizeitanlagen GmbH and company GMF GmbH & Co. KG we worked out a widespread concept for customer approach on all important touchpoints and adapted the solutions accordingly.

Digital Signage Content: Production and Administration

The echion AG motion graphics team designed and produced all contents for opening of the new spa together with the Donautherme marketing department. The digital content was completely adapted to the latest look & feel to guarantee the recognition factor in all areas. Even the mascot ”Otti“ was animated for digital signage and is an inspiration especially for the little guests.

No matter if price overviews, wellness or restaurant offers – the contents give you the relevant information at the right location and general, relaxing mood contents support the pleasant atmosphere in each area.

Important: The digital signage contents need to be flexible and adaption must be possible with minimum effort: all contents can be monitored, administered and new contents may be added at any time by means of the echion-own content management system, the echion Manager.

Hardware

Screens:

2 video walls consisting of 3 ea Samsung VH55B-E
1 Samsung SH37R-B in stretch format
1 Samsung QM75B
5 Samsung QM55B
1 Samsung QM43B
2 Samsung QM65B
1 outdoor screen Samsung OH55A

Beamer:

1 projector Panasonic PT EW 530

Player & Control-System:

11 echion video players
1 controls broadcast

Customer Opinions

“Alongside the team of echion AG, we have implemented an absolutely cohesive, modern, and flexible concept for our new DONAUTHERME. The collaboration has been and continues to be professional, creative, innovative, and uncomplicated. From the very first moment, we felt well taken care of and could rely on echion AG as a strong partner. Many thanks for the outstanding commitment from the entire team – it has become a magnificent thermal experience that brings joy to us, the TEAM DONAUTHERME, and above all, our guests every day.”

Simone Hofbauer, Site Manager Donautherme

“We are very thankful for the opportunity to cooperate with echion AG as a reliable partner in this extraordinarily complex large construction project. The designed instore solutions for the various touchpoints and the proposed ideas convinced and thrilled us from the beginning– especially through the beautiful and very emotional content. It becomes clear that quality and coherence of the entire concept is important to echion AG. We counsel and support various spas in Germany and would work together with echion AG again at any time.”

Sebastian Poppek, GMF

Corporate Identity Sound Design Globus

A uniform and distinctive brand sound is a very important element for an integral presentation of a company’s brand and acoustic business card. In line with the big brand relaunch GLOBUS trusted in echion Mediagroup and now also acoustically communicates the brand with an individual corporate identity sound design.

Acoustic Communication of the Brand

GLOBUS has undergone a complete relaunch of its branding since 2021. The active redirection of the appearance started in spring 2022 with a logo re-design. The new corporate identity is now step by step being implemented in all outlets and market halls. Starting with the small price tag on the shelf to the complete outside perception on parking lots and buildings – the new GLOBUS branding will soon integrally appear on all touchpoints. This redirection also had to be realized acoustically: with a new corporate identity sound design.

Flexible Application of the Sound Design

The goal was to develop a corporate identity sound design, which strategically implements the new brand equity on all relevant channels – from radio to social media to the GLOBUS-own instore radio program. For this program we not only developed background music tracks for spots, but also modified tracks for editorial use e.g., for weather and news.
The newly defined brand equities of GLOBUS were acoustically interpreted in several workshops with the marketing team, afterwards company DIE KLANGMACHER composed the new sound in their own studio.

Long-term and Convertible Application of the new Sound Concept

The entire design should not only be unique, but also sustainable. The new corporate sound was composed for flexibility: single audio tracks can be exchanged or added and, therefore, the compositions enable refreshing or seasoning.
Additionally, two new corporate voices were casted, who are now the brand ambassadors of GLOBUS. One male and one female voice are now representing the brand GLOBUS at the point of sale.

The new GLOBUS corporate identity sound is distinctive and unique and an important element of the new branding. The sound as well as the speakers’ voices transport the brand GLOBUS from the studio to the shoppers – on all audible channels and media, for a long-term recognition factor.

Augsburger Allgemeine Customer Center

Initial Situation

On the 1st of July 2022 Augsburger Allgemeine opened its new world of experience. Mediengruppe Pressedruck, as a modern and trendsetting organization, presents its new concept at a special location directly at the Augsburg Town Hall Square. The new store invites to experience media as well as service and trading offers in a new way and supports contact to regional people. It presents itself as a central meeting point for readers, listeners, viewers and business partners.

The first touchpoint to the core medium, the Augsburg daily newspaper, is directly in the entrance area. A double-sided stele was installed in the display window. The screen informs passersby about current activities. On the inside it offers an interactive touch screen. Here the visitor can read the current Augsburger Allgemeine newspaper edition, get information about offers and events as well as the single Media Group organizations. Among other things the local television program is broadcasted via an additional number of eight screens in different positions. The new premium sound equipment in the store with high-quality hardware ensures professional acoustics.

Tickets, special regional gift ideas as well as personal reader service is offered in the central sales area. Current events and product offers are digitally displayed on three screens in portrait format and invite to participate in upcoming events or to do some shopping.

The media lounge is a new area, which invites to dialogue: for interviews and discussions with the editorial departments, for lectures and seminars or even podcasts and live formats. According to the motto “From the region, for the region”, the new world of experience continues to offer the familiar personal customer service and will be supplemented with an optimal network to all media services of Augsburger Allgemeine.

Project Description

The multi-media store concept in Augsburg was installed within 5 days. Our experienced team of solution designers, technicians and installers mounted, implemented and tested a complete solution of technical equipment in the new world of experience.

Installation of a total of ten screens, one projector, eleven premium sound speakers with subwoofer and the corresponding central technology as well as media technology with microphones and mixing console was organized hand in hand.

The components were smoothly integrated into the framework of our partner Ladenbau Balzer from Gersthofen and result in an optically perfect concept. The customers are addressed by the screens at various touchpoints in the store. An individual concept with interactive touch screen was developed and programmed for the double-sided screen in the display window.

The Bose premium speakers were strategically planned and installed throughout the new store. The additional Subwoofer ensures an overall high-quality sound experience. Various devices, among others Apple TV, may be connected to the system and broadcasted via the regular sound system. Control is possible via flexible web surfaces (Audac Touch). The new location offers perfect surroundings for events, performances, moderations or TV shootings at any time.

Thanks to the cooperation with our partners, we were able to offer the new customer center of Augsburger Allgemeine an entire multi-media concept on 290 m²: from hardware, individual software solutions and media technology to the entire installation and implementation – all from one source.

Hardware

Screens

3 x Samsung QM65R
1 x Samsung OM55N
1 x Samsung QH55R
1 x Samsung QM55R-T
3 x Samsung QH43R
1 x Samsung QB24R

Premium Sound

11 x Bose ceiling installed speakers
1 x Bose Subwoofer
Amplifier: Audac

Projector

1 x Panasonic PT VMZ50

Media Technology

Microphone: Sennheiser
Mixing console: Yamaha

Programming / Processing

Interactive Touch Screen

Here a view on the interactive touchscreen in the display window:

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Customer Comments

„We are happy to have found a strong regional partner for our world of experience with echion AG. From the project start to the complete installation echion AG provided complete commitment and the highest level of motivation. We are entirely happy with the completed solutions and would work again with echion AG at any time.”

Holger Böhmeke, Management Marketing and Business Development, Augsburger Allgemeine

Partner Comments

„echion AG with its visual and auditive instore solutions perfectly completed our store concept and design. The joint communication during the project, analysis of the various touchpoints and the resulting ideas were creative, highly professional and the cooperation was a pleasure for us. The work quality and reliability during realization of the project is extremely important to us as well as to the echion AG team. For this reason, our cooperation was absolutely trustworthy from the beginning and resulted in an amazing symbiosis. We are looking forward to future joint ventures!”

Robert Schechinger, CEO, Ladenbau Balzer Gersthofen

Siemens “The Wings”

Initial Situation

The four sculptures ”The Wings“ were designed by the American architect and artist Daniel Libeskind. The sculptures with a matted aluminum finish measure 10 meters in height and weigh 15 tons. They symbolize an “Innovation Bridge“ between historically significant sites of company Siemens and the world. For the first time “The Wings” were displayed at Expo 2015 in Milan.

Integrated in the surface are thousands of LEDs, which allow graphic animation and refer to the topic of digitalization.

Today the sculptures are located at different significant Siemens sites to illustrate the enterprise’s interconnectivity: One sculpture is in front of the corporate headquarters in Munich, another at the largest site of the group in Erlangen, one in Berlin and the last one in front of the Siemens headquarters in Italy, in Milan.

Installation

echion AG accompanied the move of three sculptures to Germany and took over technical support for the wing LEDs in Munich and Berlin at this point. In addition to LED hardware, echion’s service includes the Wallwashers, which provide for a modern Wing light concept. It can be individually controlled and adapted.

Content

The Wing content is also created by company echion: By means of a pattern the desired contents are established to fit the LED matrix and then logged in. The impressive sculptures are perfectly complemented by the fitting content and serve as an ideal platform to optically take up also special events. Furthermore, the content concept can be advanced and perfected with interactive elements.

Hardware

Traxon LED-Strings
Pixel distance 5 cm – 1.50 m

Instore concept Wohn Schick

Initial Situation

The extensive conversion of the Wohn Schick headquarters in Haigerloch-Owingen, on more than 3.000 square meters, marks the beginning of an omnichannel shopping experience for customers of the future. echion AG was able to participate in the new concept of Wohn Schick, concentrating on the audio sound reinforcement – premium sound and digital signage with separate screens and video walls. In addition, in-store radio has been repositioned in stores to present customers with a coordinated mix of advertising, entertainment, and information.

Project description

Since December 2021, echion Corporate Communication AG has been equipping the furniture stores Wohn Schick and K-Markt with the entire range of in-store media. This includes the implementation of in-store radio with royalty-free music and editorial contributions such as spots and infotainment. Another profitable aspect involves digital signage touchpoints with high-quality video animations on various video walls. The solutions provided by echion perfectly supported and complemented the brands Wohn Schick, K-Markt and the new customer journey.

Music Formats

When designing the individual music format, the primary focus was the Wohn Schick brand and the new brand image during the relaunch. Among other things, suitable adjectives and emotions were determined for slogans such as “a piece of design” and then translated into music styles.

As part of the comprehensive target group analysis, the visitors of Wohn Schick could be divided into three main groups. Adapted to the target groups, three broadcast clocks were created, whose music styles are precisely adapted to the respective visitors during the day and their interests.

The target group which visits Wohn Schick mainly in the morning and attaches importance to sustainability, quality and craftmanship, is treated with a musical mix of lounge, jazz, and classics. In the further course of the day, the target group of families, who value comfort and a home feeling, are addressed by a mixture of RnB Soul, Singer-Songwriter, and classical sounds. The younger, working target group usually visits Wohn Schick in the evening and selects furnishings mainly according to their design and variety. This target group is musically addressed by the genres RnB Soul and Softhouse in combination with Lounge and classics.

The target group of K-Markt was also analyzed separately and translated into a musical direction with two broadcast clocks, tailored to the visitor groups in the morning and afternoon.

Hardware

Hardware Audio Wohn Schick Owingen:

1 Giada audio player
64 Bose speakers
4 Ecler amplifiers
1 Ecler audio matrix

Hardware Video Wohn Schick Owingen:

17 Giada video players
12 Philipps video wall monitors
21 Peerless PopUp mounts
10 Philipps LCD monitors
1 GSM Werbetechnik special mount
10 Apple TV boxes

Hardware Audio + Video M-Markt Owingen:

1 Giada audio player
1 Philipps LCD monitor
1 Peerless PopUp mount
1 Giada video player

Hardware Audio + Video Wohn Schick Rottweil

1 Giada audio player
1 Philipps LCD monitor
1 Peerless PopUp mount
1 Giada video player

Hardware Audio K-Markt Rottweil

1 Giada audio player

Customer Review

“The echion AG proves to be s competent full-service provider during both the planning and the implementation. Since the start, which was their competent advice on the professional implementation in our stores, we felt and still feel well guided and looked after. A big thank you for the good cooperation. We are very much looking forward to next exciting projects with the echion AG.”

Judith Schick Pieper, CEO Wohn Schick

Instore concept Zwilling

Initial Situation

As part of the redesign of the flagship store in Solingen, Germany, Zwilling has set itself the goal of increasing their customer experience in the shop. Shopping for exclusive houseware has become an exhilarating experience for all Zwilling customers through the integration of premium sound and digital signage. To do so, Zwilling relied on echion´s many years of experience and know-how.

Project description

To support the different brands of Zwilling, Staub, Demeyere, Ballarini and Miyabi, a total of seven 55” portrait format displays were integrated into the shopfitting.

A 98” display behind the cash register completes the setup.

echion relies on the extensive and high-quality audio technology from NewTec for premium sound. The Wi-Fi speakers for the light rail fit perfectly into the concept of the store and provide prime sound on the area.

Adapted formats give Zwilling a completely new flair through the introduction of individual digital signage solutions at different touchpoints.

The music program created especially for Zwilling ensures a noble atmosphere that meets both the high quality of Zwilling as well as the high demands of Zwilling customers.

The Sound of Zwilling

Shopping at Zwilling seems like a visit to a Michelin-starred restaurant – except that instead of lamb fillet and crème brulé, the high-quality products are in the focus and the quality is not only noticeable with the eyes, but also with the ears. Zwilling is a special and noble brand of a superior nature which is exactly how the brand should be presented musically. For this, we leave nothing to chance: a hand-picked menu of jazz and lounge, enriched with sophisticated pop and chilled beats reflect the taste of the customers and ensures an exclusive shopping experience.

Instore Solutions for Car Dealer Reisacher

initial situation

In 2020, the Reisacher Group opened its large BMW brand world dealership for BMW, BMW i, BMW M, MINI, ALPINA and BMW Motorcycles in Augsburg. Covering an area of 36,000 square meters, the dealership sets standards in the areas of customer orientation, digitalization and sustainability. As service provider, echion AG was responsible for the equipment set up with premium audio and LED.

the Projekt

The optical highlight of the digital signage installation is the 55 m² LED wall on the outer facade facing the main street. It was complemented by LED bands connected to a digital wayfinding system customized for Reisacher, which guides customers to the right place on the premises as soon as they enter the premises. Inside, an 18.1 m² L-shaped LED display and an 8 m² double-sided LED become an attention-grabbing eye-catcher.

Premium Sound for the show rooms

The echion music editorial team developed an exclusive in-store sound program for the BMW showroom as well as for the MINI and BMW Motorcycles areas. The special challenge for the hardware equipment was to separate the seamlessly merging sales areas acoustically and precisely from each other and also to be able to guarantee interference-free consultation from every point of the salesroom. In order not to compromise the modern, minimalist visual design of the car dealership with visible cable runs, wireless loudspeakers were selected that could be seamlessly integrated into the existing lighting concept.

Hardware LED

LED exterior façade – 55.9 sqm².
Brightness: 8.000 cd/qm² -Pixel distance 10 mm
LED wall – 7.4 sqm
brightness: 6.000 cd/sqm² -pixel distance 3,9 mm
LED Service Garage – 17.9 sqm²
LED vestibule – BMW 4.7 sqm²
LED wind trap – mini 4.7 sqm²
Brightness: 6,000 cd/sqm² – Pixel pitch 3.9 mm
LED display – mini L-shape 18.1 sqm²
Brightness: 1.000 cd/qm² – Pixel pitch 2,5 mm
LED display double-sided – motorcycle 8.2 sqm²
brightness: 1.000 cd/qm² – pixel pitch 2,0 mm

Hardware Audio

54 wireless speakers Audio Pro Business SP-1 & SP-3
7 wireless subwoofers SUB-1 & Sub-3
5 TX-1 wireless transmitters,
5 VOL-1 volume controls

This is what our customers think:

“Our projects with echion were supported with quick communication channels and competent handling. During our joint cooperation, we especially appreciated the very personal, yet professional support and the competent project management.”

Instore Radio Gerry Weber

Initial Situation

With its new orientation under the motto “I Am Gerry – We Are Gerry”, Gerry Weber is deliberately targeting the modern woman over 50. The aim is: to establish an even stronger relationship with female customers and to focus on the beautiful moments in life. Based on this, we developed two individual music formats that make brand values audible at the POS as well. One of the formats is tailored exclusively to the German-speaking market, while a second format was customized for use in its international stores.

Project description

The current Gerry Weber sound is familiar, high-quality and, above all, emotional. The motto: The music of my life. Every music track has an emotional connection to its customers and remind them of the special moments in their lives. Stylish classics from all decades mixed with current rhythmic pop create an atmosphere that invites you to reminisce in the here and now. And because every generation had “its” personal, very special hits, we make sure that every customer feels comfortable with the sound of “her” hits. For example: While in the morning the Beatles or Beach Boys exude a touch of 60s feeling, in the late afternoon the soulful songs of Adele and Ed Sheeran are more captivating. Selective highlights from the areas of jazz or chanson bring the whole thing into a high-quality framework. This creates an overall sound that female customers can trust and identify with.

Support from echion includes the following services:

Maintenance and updating of the music track pool
Store-specific booking of audio commercials in all locations with individual content planning
Monitoring and securing of system functionality
Monitoring and securing of system functionality
IP-based data transfer via DSL or existing network
Installation of software updates
Technical support / 24/7 telephone hotline

Instore Audio Program Takko Fashion

Initial Situation

The fashion retailer from Telgte operates in over 1,900 stores in 17 different countries. These require a music program in line with the target group. The goal: professionalization, standardization and optimization of the auditory customer approach at the POS. In addition, audio spots are provided on a regular basis for most of the country subsidiaries to advertise promotions and offers.

Project description

Based on Takko Fashion’s target group and brand profile, two individual music formats have been developed to support the textile discounter’s retail brand and to optimally its target groups. The first format is exclusively compiled for the German-speaking region, while the second format has been optimized the international stores. Popular titles from various pop genres form the foundation of the music programs, which are then supplemented by selected pieces of music from the dance and rock sectors.

Audio Content Production

Together with the echion subsidiary, DIE KLANGMACHER, native speakers from 13 different countries were brought together and a production process was developed from text creation to booking. The goal: perfectly optimized and seamless multi-channel communication, between the central Takko Fashion Marketing, the respective country subsidiaries and echion. Due to a good foundation of trust and collaboration minimal coordination is required.

“Working with echion is very easy and uncomplicated – they are always reliable and treat us in a friendly manner. Our partners at Echion are always proactive and the coordination processes run smoothly. We are very satisfied with our partnership with echion.” Takko Fashion

Content

Since the echion in-store audio program can be played without additional hardware, an individual software solution was developed in cooperation with the customer, which is installed on the customer’s cash register system.

Support from echion includes the following services:

Maintenance and updating of the music track pool
Store-specific booking of audio commercials in all locations with individual content planning
Monitoring and securing of system functionality
Central function monitoring and maintenance of the software
IP-based data transfer via DSL or existing network
Installation of software updates
Technical support / 24/7 telephone hotline

Customer Review

Working with echion is very easy and uncomplicated – they are always reliable and treat us in a friendly manner. Our partners at Echion are always proactive and the coordination processes run smoothly. We are very satisfied with our partnership with echion.