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Group Communications

The next generation of mobile shopping

25.01.2010

The next generation of mobile shopping

The hypermarket chain Real is striking a new path in addressing customers and extends its service offer in the field of Mobile Shopping. Effective immediately, iPhone users can download the "real,- App"* from the App Store and thus access the tried and tested online services offered by the retail company via their mobile phone. The "real,- App" shows customers the nearest Real hypermarket and a choice of weekly special offers. It also offers customers the opportunity to join the "real,- Cooking Show" where renowned chef Armin Auer presents menu suggestions on video together with the corresponding recipes. The ingredients can be directly entered into the "Mobile Shopping List".

"The number of visitors to our company website www.real.de via internet-capable mobile phones has risen strongly over the past few months. This is one of the reasons why we are now offering the most frequently used online-services to our customers in the form of an application for mobile use", said Manfred Mandel, Chief Marketing Officer Real International. In the App Store, the "real,- App" can be found under the category "Lifestyle and Productivity".

The application was developed in cooperation with the METRO Group Future Store Initiative. In their innovation workshop, the Real Future Store, further mobile phone applications and solutions for mobile dialogue marketing have been tested since early 2008. Examples include applications where customers can for example use their mobile phone to scan their purchases directly while shopping and thereby accelerate their own checkout process, request product information or Pay by Wireless at the end of their shopping. The Real Mobile Shopping List suited for some 650 different types of mobile phones has been online for several weeks already.

Real SB-Warenhaus GmbH is a METRO Group company. The Real brand is associated with a comprehensive assortment of brand-name products and strong expertise in offering fresh products that are good value for money. Under the umbrella of Real SB-Warenhaus GmbH, the company operates 340 hypermarkets in Germany and another 108 stores in Poland, Romania, Russia, the Ukraine and Turkey. In financial year 2008 the company generated net sales of € 11.6 billion. More information at www.real.de.

The METRO Group Future Store Initiative founded in 2002 aims to drive forward the modernisation process in the retail sector and develop practical concepts suited for use in the field for tomorrow’s retailing. More than 90 partners from the IT and consumer goods industries, the service sector as well as representatives from the world of science have regrouped under the initiative. Partners include companies such as SAP, Intel, IBM, T-Systems and Cisco as well as a consortium of Fujitsu and Siemens. More information at: www.future-store.org.

* The so-called apps are grouped into categories. This way, also mobile users can access the complete World Wide Web for applications ranging from recipes to news through to music and online games. Downloading the "real,- App" requires 0.8 MB memory space.

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