Case
SPAR Gourmet Vienna
Enhancing Premium Food Shopping with Digital Signage
SPAR Austria introduced SPAR Gourmet, a specialized format that focuses on high-quality food offerings. With approximately 50 stores primarily located in and around Vienna, SPAR Gourmet is designed for urban environments and caters to discerning customers who seek premium food products and gourmet experiences. The concept revolves around providing a unique selection of exclusive groceries, combining culinary excellence with convenience.
Challenges
As a retailer known for its premium offerings and high level of customer engagement, SPAR Austria faced several challenges in maintaining consistent communication across multiple store locations while also adapting to the specific needs of individual markets. The digital signage solution needed to seamlessly blend with the store’s refined aesthetic while enhancing the customer experience. In addition to being visually appealing, the solution had to be dynamic, ensuring that content could be updated instantly to maintain a competitive edge.
Delivering a best-in-class customer experience relied on the implementation of a central content management system that allowed for quick and efficient content updates. This system needed to ensure that brand messaging remained consistent across all SPAR Gourmet locations while allowing flexibility for tailored content in individual stores. Furthermore, the placement of digital screens had to be carefully considered, requiring site analysis to determine the best positioning and format for each screen within different store zones. Optimizing screen locations was essential for attracting attention, improving store navigation, and enhancing the overall shopping experience.
Solution
ZetaDisplay Austria has been a trusted partner of SPAR for over ten years, providing a full-service digital signage solution that includes concept development, content production, installation and roll-out management, content management software, monitoring and maintenance, as well as specialized software solutions and business analytics.
Each new SPAR store in Austria is now equipped with strategically placed digital screens designed to maximize customer engagement. In the deli section, screens display weekly promotions and high-quality food videos, offering an opportunity for cross-selling while customers wait for their meat to be prepared. At the store entrance, welcome screens provide dynamic digital content to entice and guide customers throughout their shopping experience while also adding a personal touch. Additionally, internal employee information systems installed in break rooms ensure that staff members are consistently informed about company updates and operational changes.
Four stores in Vienna have received special solutions in addition to the standard digital signage setup at SPAR Austria:
Specialized Digital Signage Solutions for Key Locations in Vienna
Gourmet heaven
At the historical Fleischmarkt (Meat Market), SPAR Gourmet features a carefully curated selection of gourmet foods, including locally sourced produce, high-quality tropical fruits, fine wines, and authentic Italian focaccia. Two mosaic display walls highlight SPAR’s partnerships with local suppliers, reinforcing the brand’s dedication to quality and sustainability. The menu boards display visually appealing videos that create an appetite for Vienna’s best focaccias, while the vinothek screen at the back of the store promotes upcoming in-store wine tastings and provides educational content on sommelier terminology.
Attention magnet in the city center
In the high-traffic location near the Vienna State Opera, attracting passersby was a priority. To achieve this, ZetaDisplay Austria installed two window screens that engage pedestrians with dynamic content, drawing them into the store. Inside, digital menu boards above the salad bar and focaccia counter provide clear and visually appealing product information. The wine section offers a stunning view of the opera across the street, further enhanced by a back-to-back window screen that showcases the wines available on the shelves next to the display.
Neighbourhood supplier
In the French-influenced Serviten district, also known as “Little Paris in Vienna,” SPAR Gourmet is situated among well-preserved historical buildings, picturesque alleyways, flower shops, and restaurants. This smaller branch benefits from a striking mosaic wall composed of four digital screens positioned at the store entrance. This installation creates an engaging and modern first impression for customers, reinforcing the premium nature of the store’s offerings.
High-frequency takeaway market
On Mariahilfer Straße, Vienna’s longest shopping street, SPAR Gourmet focuses on grab-and-go convenience. To cater to this unique shopping experience, ZetaDisplay installed digital menu board displays at the entrance to showcase the extensive takeaway selection. To improve wayfinding, a large mosaic wall made of digital displays was strategically placed to direct customers to the lower floor, where the main SPAR market is located.
Benefits
These four SPAR Gourmet locations in Vienna demonstrate the integral role that digital signage plays in modern grocery store layouts. Well-developed digital signage concepts enhance in-store wayfinding, provide valuable educational content that supports informed purchasing decisions, and create effective cross-selling opportunities that drive sales.
ZetaDisplay Austria has been a long-term partner of SPAR, supporting large-scale rollouts across multiple countries while also developing tailored solutions for unique store layouts. Over the past decade, ZetaDisplay Austria has gained extensive knowledge of the grocery retail industry and its diverse target audiences, ensuring that SPAR Gourmet remains at the forefront of innovation and customer engagement.
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