Marco Menage, marketing manager at Instore Kids Corners, agrees with the statement that supermarkets are at the forefront of fun. His company, which operates worldwide with children's corners in retail, supplies 80 to 85 percent of Dutch supermarkets. There is always room for improvement', Menage says, 'but I think that food retail, with all its pilot stores, is very busy with what the customer does in the store. On average, they also outperform restaurants. I think a lot of companies look at the supermarket when it comes to fun, just look at what Jumbo does with experience.
Menage sees that in retail there is a growing awareness that children need to be facilitated during the shopping trip of the parents. According to him, a children's corner ensures that customers bring a few extra messages (sales) with them. He does not have hard figures to support that. The supermarket world is quite closed, this kind of information is competitively sensitive. I would like to have that information, but unfortunately. A good children's corner should not only offer fun, but also be educational according to the philosophy of Instore Kids Corners. Children should use all their senses,' Menage says. That applies to the wooden game modules, but also to the interactive games we offer. It's not just watching film, we prefer children to be busy. Instore Kids Corners focuses mainly on children. In principle, the children's corners are suitable for both younger and older children. There are no applications for adults. Menage: 'We do think about things like that. Because, of course, the older you get, the more you become a child again. With our game modules, we want to put that into practice, but that's really something for the longer term.
Source Foodmagazine Augustus; (written in Dutch)