EDEKA Offers a Christmas Surprise at the Grocery Store Checkout
Laura McQuarrie — December 19, 2014 — Marketing
References: adweek & designtaxi
In order to deliver a festive Christmas surprise to unsuspecting shoppers, German supermarket EDEKA created the 'Kassensymphonie,' or the 'Checkout Symphony.'
Gift-giving is one of the best things about the season, but shopping can be an experience that is stressful, especially as it gets closer to December 25th. Reminiscent of Coca-Cola's Happy Beep, in order to lighten the mood of people at the checkout counter, the scanners were changed to beep to the tune of Jingle Bells. Beatboxing percussionists joined in, along with flashing red and green lights to complete the jolly Christmas experience at the grocery store. Since it was so unexpected, this brought a lot of smiles to the faces of people at the store—plus the YouTube video has made quite an impression online, with over 11 million views so far.
Gift-giving is one of the best things about the season, but shopping can be an experience that is stressful, especially as it gets closer to December 25th. Reminiscent of Coca-Cola's Happy Beep, in order to lighten the mood of people at the checkout counter, the scanners were changed to beep to the tune of Jingle Bells. Beatboxing percussionists joined in, along with flashing red and green lights to complete the jolly Christmas experience at the grocery store. Since it was so unexpected, this brought a lot of smiles to the faces of people at the store—plus the YouTube video has made quite an impression online, with over 11 million views so far.
Trend Themes
1. Festive Checkout Experiences - Creating memorable and joyful experiences at the checkout counter by incorporating festive elements and surprises.
2. Innovative Retail Marketing - Using creative marketing tactics, such as integrating music and lights, to engage customers and enhance their shopping experience.
3. Viral Social Media Campaigns - Harnessing the power of social media to showcase unique and entertaining moments in order to create widespread brand awareness.
Industry Implications
1. Supermarkets and Grocery Stores - Supermarkets can leverage festive surprises and unique experiences at the checkout counter to differentiate themselves from competitors and drive customer satisfaction and loyalty.
2. Retail Marketing and Advertising - Retail marketers and advertising agencies can explore innovative strategies that incorporate sensory elements, like music and lights, to captivate customers and increase brand visibility.
3. Digital Marketing and Social Media - Digital marketers and social media managers can learn from the success of EDEKA's viral video campaign and create engaging content that resonates with their target audience.
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