New Merkur Marketing Plan Focuses On Children
Supermarket chain Merkur is well on its way to become Austria's most child-friendly supermarket. Following a survey, carried out for the company by the Austrian Gallup Institute, it has designed a marketing programme to engage children in supermarket-shopping, in a fun way.
Kerstin Neumayer, Merkur Chairperson , explained: "We want families to feel as comfortable as possible, when shopping. That’s why we focus on involving children in the shopping experience. Our goal is to become Austria’s most child-friendly supermarket, by default."
Earlier this year the survey had asked 80 children, aged between eight and fourteen, what they liked to do and what they wished for.
A marked floor-area at the Merkur service-counters now invites children to swap standing in the queue for a game of hopscotch. Trained staff is at hand to offer samples, from the in-store bakery, delicatessen and juice-bar and help creating colourful signs for the displays. Booklets with fun facts, puzzles and games - and links to the new Markur Kinderwebsite - equally encourage creativity and curiosity, in-store and at home.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.