A journey into the future of retail - Future Store

Welcome to the real,- Future Store
A journey into the future of retail

To make sure that fish at the real,- Future Store is always fresh, it is
constantly kept at temperatures between zero and two degrees Celsius.
In the cult science fiction series ‘Star Trek’
Captain Kirk uses a wireless ‘communicator’,
a model for today’s mobile phones, e.g. the iPhone
from Apple. We’ve taken this technology a step
further: customers at the real,- Future Store
can use their mobile phones as Mobile Shopping
Assistants (MSA).
Customers can choose between as many as 80,000 different
products on the 8,600-square-metre selling space at the real,-
Future Store.
At a glance
The store ‘Super Magazin’ first opened its doors in 1962. Some
33 years later, real,- acquired the retail store in Tönisvorst,
Germany. It was extensively refurbished in 2005 and, three years
later, was converted into the real,- Future Store. This innovative
hypermarket offers customers a wide variety of food products on
4,400 square metres of selling space. Another 4,200 square
metres are dedicated to the store’s nonfood range, which includes
fitness equipment, clothing, health and beauty products, and
much more. 190 employees are committed to delivering flawless
service. And when the time comes to leave the store, customers
can choose between conventional checkouts, Self-Checkouts,
and Express Self-Checkouts.
real,- Future Store customers are served by 190 employees.
The real,- Future Store car park provides
space for 500 cars.
Contents
All the sights .................................................. Page 04
Travel routes .................................................. Page 34
Success story ................................................. Page 38
Useful information from A to Z ...................... Page 46
Ready for more? ............................................. Page 54

A journey into the future of retail
Welcome to the real,- Future Store
They’ve landed at last! It’s been a long trip for the Taylor family.
Father Paul, mother Catherine, daughter Mia, son Ben, grandpa
Walter, aunt Eva and her son Lucas have travelled more than
500,000 light years in their spacecraft. Destination: Earth. Or more
precisely: the real,- Future Store in Tönisvorst, North Rhine-
Westphalia, Germany.
All seven have been looking forward to this trip for a long time.
After all, they are in for a great experience at the real,- Future
Store: the future of retail. Their sightseeing programme features
a number of exciting and innovative technologies – like the Mobile
Shopping Assistant (MSA). Using her personal MSA, Mrs Taylor
will be able to scan the articles as she takes them from the shelf:
that really helps to shorten the wait at the checkout. What’s more,
there are whole new shopping worlds for everyone to discover.
The Fish Market, for instance. Surrounded by an ambience of
gentle ocean sounds and appetising Mediterranean scents, the
Taylors will have a rich selection of delicious foods to choose
from. And they’ve also heard that there are two robots travelling
the aisles of the real,- Future Store. Son Ben, in particular, is
really keen to find out more about these technological marvels.
Has the Taylors’ spirit of adventure aroused your curiosity, too?
Then why not join our cosmic voyagers as they visit the
hypermarket of the future! Let the Taylor family be your hosts on
the following pages and guide you to the technology solutions and
innovative sales concepts of the new real,- Future Store.
The METRO GROUP Future Store Initiative wishes you lots of fun
reading this brochure and hopes you have a pleasant trip!
03

From the Sports Department and The Master Butcher to the Checkout
Area: on the following pages, you’ll find a wealth of fascinating details
on the new technologies and concepts in Tönisvorst. Set off now – on a
trip through the real,- Future Store!
All the sights

Mobile Shopping
Location: on the store map at number
1
Partners: ETH Zürich, Pironet NDH, T-Systems
Writing shopping lists, finding products, and paying at the checkout:
the Mobile Shopping Assistant (MSA) is a true all-rounder. It’s the perfect
helper for every shopper – both in the real,- Future Store and at home.
Your pocket-sized helper
The Mobile Shopping Assistant (MSA) is a combination of mobile phone and
software that makes shopping a more convenient and rich experience. You
can scan the barcodes of your items; the MSA adds up the prices of the goods
and even lets you know about special offers. Select ‘End shopping’ and a
barcode appears on the display. Simply scan this at one of the paystations
and pay for your shopping using the payment method of your choice.
One device, many functions
The MSA also shows you where product groups can be found. You can use
the MSA to draw up a Mobile Shopping List by scanning product barcodes
or entering the product names manually via the keypad. By the way, you
can now also use your own mobile phone, as long as it has an autofocus
camera. All you need to do is create your list on the real,- website and then
call it up on your mobile.
Anyone who wishes to use the MSA can borrow one from the Telekom Shop
located in the entrance area of the real,- Future Store. Alternatively, you
can download the software onto your own mobile phone. You’ll find all the
information you need on our website: https://handy.future-store.org.
Pay by Wireless
In countries like Japan it is already common practice: to pay small sums of money
by mobile phone. To do this, the mobile is simply held close to a reader. Once you
have entered your PIN, payment is complete. So-called Near Field Communication
(NFC) makes this possible – a safe standard for data transfer over short distances.
The technology was successfully tested in the real,- Future Store from 2008 till
2010. Soon you will be able to use the convenient Pay by Wireless option there again.
06 07

Partners: T-Systems, WFP2
real,- App
The next generation of Mobile Shopping
Do you own a modern smartphone, such as the Apple iPhone? If
so, you should definitely pay a virtual visit to the German App
Store, where the real,- App is available as a free download. This
useful application will not only show you the way to the nearest
real,- hypermarket but also present the offers of the week to you.
In addition, as with the MEA, you can create a Mobile Shopping
List. The integrated cooking show, which presents meal
suggestions by video, will give you an appetite for your next
shopping trip. By the way: the real,- App is also available for the
Android operating system.
METRO GROUP Future Store Initiative App
Roger seeks Ally
The METRO GROUP Future Store Initiative App is ideal for a little
amusement to pass the time. With this application you can access
compact information on the real,- Future Store – and also help
the innovation guide Roger find his companion Ally. In a little
game, you steer the robot through the hypermarket of the future,
collecting useful items and red hearts to gain as many points as
possible within the fixed time limit. The program can be
downloaded for free from Apple’s German App Store.
Interactive Floor
Partner: Impressx
Score by moving
If you find yourself standing in front of the Telekom Shop, don’t
forget to look down! After all, the mobile phone shop’s showcases
are not the only place to see the latest high-tech solutions – the
real,- Future Store presents innovative technologies in front of
the shop too. An Interactive Floor challenges customers to a test
of skill and reflexes. It’s just like a computer game: try to catch
apples and bananas and other fruits with a virtual shopping
trolley. It’s lots of fun – and quite a workout! You’ll find another
Interactive Floor in front of the fish market, where colourful
swimming fish provide just the right atmosphere.
08 09

Partner: Kinoton
360° Display
The information all-rounder
Jostling to see the screen? Not here. The viewing area of the 360°
Display measures 98 inches diagonally, yet it requires very little
space and can be viewed by many customers at the same time.
The cylindrical digital signage system presents images as well
as multimedia content – an ideal platform for showing information
about the innovations and concepts in the real,- Future Store. A
digital version of the store map helps you find your way around.
In addition, the 360° Display shows current special offers.
Future Store Information
Staff members at the Future Store Information
counter (right next to the entrance) will be pleased
to give you extensive background literature on the
concepts and technologies at work in the
hypermarket of the future. Right next to the Future
Store Information, you will find the service centre,
where employees will supply you with tasting cards
that you can use at the Wine-Tasting Counter.
Reverse Vending Machines (RVM)
Partner: Tomra
Empties, please
One machine for everything: whether you wish to return cans,
beverage crates or bottles for deposit, you’ve come to the right
place – because the reverse vending machines in the real,-
Future Store accept various different recycling systems. An easily
readable price list lets you know the deposit amount on various
container types. If you’re returning crates, you can make use of
additional services. The machine will print out coupons, for
instance, that you can cash in at the checkout or use to pay for
purchases. There are even sinks next to the machines, so you can
wash your hands or pour out leftover liquids.
10 11

Innovation Guides
Partner: Metralabs
Knowledge on wheels
Charming, clever and fully automated: the Innovation Guides Ally
and Roger really know their way around the real,- Future Store.
From the Sports Department to The Master Butcher, the speaking
robots know the hypermarket like the backs of their touchscreens.
Ally and Roger are always out and about in the store, untiringly
explaining new technologies and concepts to interested
customers. Simply touch the interactive display on either robot’s
‘chest’ and it will begin speaking to you and offering written
information on its monitor.
Multimedia Terminals
Partners: Alpha Tonträger, Echion, Xplace
Listening pleasure and worlds of images
The Multimedia Terminals in the electrical appliances department
give you an overview of the CDs, DVDs, audio books and computer
games on offer. You can even watch film previews, listen to music,
or call up further information. And the department’s ambient
sound solution ensures an excellent listening experience without
wires or headphones. Simply stand under the ceiling-mounted
speaker system and select your programme. Whether you’re
looking to gain a first impression of a film or checking out your
favourite artist’s latest album, the speakers direct the sound to
you alone. Other customers are not disturbed.
12 13

Sports Department
Location: on the store map at number
Partners: Cisco Systems, Echion
Fitness that meets your needs
Treadmill, fitness station or cross-trainer: in the Sports
Department you can try out all the fitness equipment before
making a purchase.
Easy handling? Versatility? You usually don’t know for sure
whether a piece of sports or fitness equipment really meets your
individual needs until you actually use it for the first time. That’s
why real,- Future Store customers have the opportunity to test
the products on the spot. There is an area where they can pedal
power, lift weights, etc. And expert staff members are always on
hand to help customers select the right equipment.
2
Information Terminals
Partners: IBM, Pironet NDH
Knowledge at your fingertips
The Information Terminal, of which there are a total of 16 in the
real,- Future Store, rounds off the professional, all-round
customer care. Place a finger on the touchscreen and you can
access details on products of your choice, for example, which
running shoes are suitable for your feet and which bike is best
for your needs.
Another special feature of the Sports Department is ambient
sound: ceiling-mounted speakers deliver sound to clearly defined
sections, such as the area in front of the large flat-screen monitor
used for showing sports events. In the fitness area you can listen
to an in-house radio channel, while the bicycle section is filled
with birdsong.
14 15

Fresh Food & Convenience
Location: on the store map at number
3
No time to cook? Then the high-quality convenience foods in the
Fresh Food & Convenience department are just the right thing for you.
Preparation: in a jiffy. Flavour: just like homemade.
Welcome to the marketplace
If you’re looking to cook a great meal without much effort, you’ll
find exactly what you need in the Fresh Food & Convenience
department, which offers a wide range of delicious ready-made
meals from real,- QUALITY. In the cool cabinets you will also find
a selection of peeled and sliced fruit, antipasti and fresh juices.
Partner: Cisco Systems
Self-Service Coffee Bar
Time for a break? The Self-Service Coffee Bar next to the Fresh
Food & Convenience department perks up customers with coffee
specialities from cappuccino to latte macchiato. This rest area is
fully connected: you can go online via the Internet hotspot using
one of the store PCs or your own laptop. Younger customers
particularly love the Interactive Table. Thanks to its preinstalled
Living Surface software, kids can immerse themselves in
fascinating worlds of fun by simply touching the screen.
International Specialities
Next to the Self-Service Coffee Bar you will find the new area
‘International Specialities’. Enjoy the huge selection of culinary
delights from all corners of the globe. Discover the cuisine of exotic,
faraway lands: from curry paste from India to black lava salt from
Hawaii. Here you will find around 1,000 products from Australia,
China, France, Greece, India, Indonesia, Italy, Japan, Korea, Poland,
Russia, Spain, Thailand, Turkey, the USA and Vietnam.
16 17

Fruit & Vegetables
Location: on the store map at number
3
Red peppers, green leeks, purple aubergines and yellow bananas: the
seasonal marketplace in the Fruit & Vegetables department offers a
vibrantly colourful array of fresh and succulent produce.
A produce-lovers’ paradise
What do lychees taste like? Are the strawberries sweet at this time
of year? And what is the consistency of the Spanish tomatoes?
Employees in the Fruit & Vegetables department are glad to
answer your questions before you make your selection. You benefit
by getting a first-hand impression of the high quality, exceptional
freshness and wide variety of goods offered.
From A for apple to Z for zucchini
Right next to the service counter you’ll find an enticing display of
seasonal fruit and vegetables. From sweet and juicy fruits to
distinctively savoury vegetable varieties: if you love to cook, you’ll
love the selection in the marketplace. The range also includes
organic produce. If you are looking for something special or want
to find out more about particular types of exotic fruit or vegetables,
our expert staff members will be happy to help you.
By the way, the perishable products are kept fresh and crisp
in special energy-saving cooling cabinets.
Recipe Adviser
Feel like making some new culinary discoveries? If so, the digital Recipe Adviser
in the Fruit & Vegetables section is just the right thing for you. Simply choose
a recipe from the various categories. The Information Terminal will show you
the necessary ingredients and instructions for preparation. You can also search
directly for a dish or keyword. The recipe can be printed using the ‘Print’
function, which means that you have a useful shopping list to take away there
and then. A second Recipe Adviser can be found in front of the Fish Market.
18 19

Fish Market
Location: on the store map at number
Partners: Echion, Impressx, Sensarama
4
From tiny shrimps to mighty tuna – the real,- Fish Market offers you
an extensive selection of freshly caught fish and seafood. Innovative
technologies are used to complete the appetising presentation.
Shop to the sounds of the sea
The real,- Future Store Fish Market is an absolute must for
anyone who loves fish, seafood, deli salads and antipasti. The
wide range also includes smoked fish, shellfish, shrimp and
lobster. Bone-free fillets and fish from sustainable fisheries round
off the offering.
From catch to seafood counter, the products are always stored
and refrigerated according to professional standards. Your benefit:
freshness you can count on. The open displays show an appealing
array of selected specialities on ice, while other items are
available at the service counter. Trained staff members are there
to advise you on which fish to choose and how to prepare it. By
the way, the Fish Market in the real,- Future Store was selected
as ‘Fish Counter of the Year’ in October 2008 by the trade journal
‘Lebensmittel Praxis’. In addition, this is where you can find the
other Recipe Adviser.
Mediterranean flair
Even if you are not necessarily shopping for fish, the department
is well worth a visit. Thanks to modern technologies, its
atmosphere is truly unique. A speaker system termed ‘ambient
sound’ fills the area immediately surrounding the Fish Market
with gentle ocean noises. In addition, ambient scenting uses
essential oils and nature-identical ingredients to create a scent
of herbes de Provence with a hint of lemon. And the Interactive
Floor will really catch your eye: it’s a specially projected image
of bright blue water that reacts to your movements. Walk over it
and watch the surface ripple and the fish swim away.
20 21

The Master Butcher
Location: on the store map at number
5
Only the best is good enough. That is The Master Butcher’s quality promise.
Trained employees prepare fine cuts of meat, sausages and other specialities
right before your eyes.
Guaranteed fresh meat
If you want to see expert butchers at work, you should make sure
you visit The Master Butcher in the real,- Future Store. A large
window behind the service counter lets you watch as staff
members prepare in-house cuts of meat and sliced meats. As
with all fresh foods at real,- hypermarkets, the highest quality
standards apply.
Tasting is believing
While you are looking behind the scenes at The Master Butcher,
do not forget to check out the inviting range at the counter.
Regional products and specialities from all over the world are
presented alongside organic meat and lactose-free or gluten-free
products for customers with allergies. Around 20 different kinds
of sliced meat and sausage products are prepared in the store’s
own curing oven and then cooled gently to preserve their flavours.
Ask the expert employees if you need any help making your
choice. You can also find cold cuts in the coolers – a new system
is used to pack products in handy portions to keep them fresh
longer in your fridge.
Passed the test with flying colours! The Master Butcher has
proved such a hit with customers at the real,- Future Store
that the concept has now been introduced in a number of
variants in more than 90 further real,- hypermarkets,
depending on each store’s size.
22 23

Smart Quality Assurance
Location: on the store map at number
5
Partners: Avery Dennison, Bizerba, Checkpoint, Deister Electronic, Höft & Wessel, IBM,
Impinj, Intel, Microstrategy
The Master Butcher employees ensure that the fresh meat products they
prepare in-house are available at all times – with a little help from Radio
Frequency Identification.
The cooler that thinks of everything
You can always find a large selection of fresh meat products in
the Smart Cooler. But how do the Master Butcher specialists
know how many portions to prepare each day? And how do they
manage to remove precisely those items from sale whose ‘bestbefore
date’ is about to expire? The answer to both questions:
Radio Frequency Identification (RFID).
Production on demand
And this is how it works: each meat package in the Smart Cooler
is equipped with a tiny computer chip and antenna. This special
tag, known as an RFID transponder, stores an Electronic Product
Code (EPC). Like a barcode, it refers to information – producer,
country of origin, etc. – stored in a special database. In addition,
each EPC contains a unique serial number, which makes each
package unmistakable. An RFID reader in the Smart Cooler
registers every time an item is removed. The stock list in the
database is then automatically updated. When stocks of a given
product run low, Master Butcher employees are notified and
produce fresh goods. Should the ‘best-before date’ of a certain
product draw near, they remove the item in good time.
24 25

Partners: Avery Dennison, Checkpoint, IBM, Logopak Systeme,
Nofilis, Sirit, UPM Raflatac
RFID for incoming goods
Automatic monitoring of deliveries
At the real,- Future Store, METRO GROUP is also testing Radio
Frequency Identification on logistic units. Distribution centre
employees pick the goods and sales cartons that have been
ordered and equip them with RFID transponders before placing
them on pallets. As soon as the pallets pass through the outgoing
goods portal, their contents are checked against the order. The
IT system sends notification of the shipment. On arrival at the
real,- Future Store warehouse, the incoming pallets and cartons
are again registered by RFID readers. The products are booked
into the store’s electronic merchandise management system.
This enables the store manager to maintain a comprehensive
overview of current inventory levels at all times.
Partners: Checkpoint, IBM, Sirit
RFID at METRO GROUP
Technology for more efficient processes
METRO GROUP and its sales brands Metro Cash & Carry, real,-
and Galeria Kaufhof are already putting Radio Frequency
Identification to good use: at around 400 locations throughout
Europe, the technology is being employed to accelerate incoming
and outgoing goods processes. Around 3,000,000 RFID-tagged
pallets are processed and delivered every year. The deliveries are
now automatically registered by the IT system and compared with
the orders placed. By means of RFID, METRO GROUP can precisely
trace the path of products from manufacturer to store, and
thereby optimise warehouse management and logistics.
As a member of EPCglobal, a global standardisation organisation, METRO GROUP
has made a voluntary commitment to responsible use of RFID.
RFID and data protection
Notification
Comprehensive information on the deployment of RFID technology within METRO GROUP:
On the Internet at www.metrogroup.de and www.future-store.org
Direct queries by e-mail to rfid@metro.de or via the hotline: +49 (0) 211 6886-2004
In open dialogue with special interest groups and experts, e.g. membership in the
association ‘Informationsforum RFID e. V.’ (RFID Information Forum)
Information
Information for customers on where and how RFID is being used, including written
notices (e.g. posters on the sales floor)
Labelling of all logistic units, cartons and products equipped with RFID transponders
using the EPC logo and additional written information
Clear labelling of all RFID readers
Freedom of choice
After purchasing, customers can have the RFID transponder permanently disabled
and removed from their goods
METRO GROUP is involved in the development of new deactivation technologies (e.g.
the De-Activator)
Data protection
The German Federal Data Protection Act (BDSG) will be adhered to at all times in the
implementation of the EPC within METRO GROUP.
The EPC refers to product-related and process-related information only. No personal
data are stored.
METRO GROUP only uses RFID transponders that comply with EPC standards.
There is no connection between the EPC and personal data. As a rule, this would only
be possible with the customer’s permission. However, anonymity is always guaranteed
when paying by cash.
26 27

eauty & more
Location: on the store map at number
Partners: Procter & Gamble
6
The beauty & more department is the place to go for all your beauty, body
care and wellness needs. An array of Information Terminals helps you find
just the right products.
The right choice for everyone:
individualised advice
Even at first glance, beauty & more sets itself apart from other
departments of the real,- Future Store. In a unique atmosphere, it
pampers customers with an extensive range of body care items,
cosmetics, dental hygiene products and over-the-counter remedies.
Time for a change?
To help you find your way through this vast selection, the
beauty & more department is equipped with a very special
consulting service. If you are looking for the ideal skin care product
line, simply make your way to the Skin Care Information Terminal.
Once there, remove one of the special swabs, hold it against your
forehead for a moment, and then insert it into the machine. After
entering your age and sex via the touchscreen, you will receive
information on your skin type and the right care products for you.
If you like, you can print out a list and go straight to the aisle where
the items are located.
Beauty care for hypermarkets: real,- customers can now
enjoy the benefits of the beauty & more department at more
than 200 further locations.
28 29

Wines & Spirits World
Location: on the store map at number
7
Connoisseurs feel right at home in the Wines & Spirits World. Whether you
are looking for a fine Pinot Noir from Germany’s Rheingau region or a French
Beaujolais, the top priority here is always the same: catering to your taste.
Fine wines for every occasion
Wine, wine everywhere. You can find more than 650 different
vintages from regions all over the world right here in the real,-
Future Store. The range also includes a wide array of champagnes.
And of course it wouldn’t be complete without a selection of fine
spirits, including vintage single malt whiskies. The products in
the Wines & Spirits World are presented in a rustic atmosphere,
and each is stored in the appropriate fashion. In addition, the Wine-
Cooling Cabinet offers red and white wines as well as sparkling
wine and champagne kept at their correct drinking temperatures.
Wine tasting in the hypermarket
If you want to test the quality of a wine before buying it, you are
welcome to try 16 different varieties at the Wine-Tasting Counter.
At the press of a button, the system pours the vintage of your
choice into your tasting cup. All you need is a wine-tasting card,
which is available from the service centre at the entrance to the
hypermarket upon presentation of a valid ID card.
30 31

Checkout Area
Location: on the store map at number
Partners: Checkpoint, Deister Electronic, Easycash, IBM
8
The choice is yours at the real,- Future Store: you can scan your purchases
yourself or go to one of the friendly cashiers.
Choose where you want to pay
Did you have a pleasant shopping trip? Then it’s off to the
checkout. You’ve got the choice of three different types:
If you prefer to pay in the traditional manner, then make your way
to one of the service checkouts where an employee will scan your
purchases for you. When your shopping trolley is filled to
overflowing, this is just the right option.
The Self-Checkout is just the thing for small purchases: it’s simple
and quick. You can do the scanning yourself. Simply hold the
barcodes of the items up to the system’s integrated scanner and
then place your products in a shopping bag. When you’ve finished
scanning, you can pay for your purchases at the integrated
payment terminal – either in cash or with a debit or credit card.
Express Self-Checkout is even quicker! Here, too, you scan your
purchases on your own or with the help of a member of staff, and
afterwards the Express Self-Checkout prints out a receipt with a
barcode, which you take to a paystation. This has a major benefit:
there are more paystations than checkouts, so you won’t have to
wait. If you have already scanned your purchases while shopping
with the Mobile Shopping Assistant (MSA), you can simply head
directly to the paystation.
32 33

Ready to see something new? Two tours to selected points of
interest in the real,- Future Store.
Travel routes

The tour for gourmets
Following the flavour trail
Start and end: service centre
No. of innovations: 4
Duration: 30 minutes approx.
8
We start at the service centre, where you’ll receive a
wine-tasting card (after showing your ID). You’ll need
it when we get to the Wine-Tasting Counter!
The first stop is the Fruit & Vegetables section. Take
in the special atmosphere. Check out the quality, the
extraordinary freshness and the wide variety of fruits
and vegetables on offer.
Next door to Fruit & Vegetables is the Self-Service
Coffee Bar. Why not take the load off your feet for a
few minutes, and enjoy a coffee or a cappuccino? You
can even surf the Web while you’re there, or simply
watch as shoppers browse the seasonal produce.
Our third stop is The Master Butcher. You can see the
butchers at work, or enjoy one of the about 20 different
cold-cut varieties, fresh from the store’s own curing
oven. If you’re still hungry after the tour, you can
always pick up something from the hot food counter
on your way out.
Finally, we reach the Wines & Spirits World. Remember
your wine-tasting card? Insert it into the slot on the
Wine-Tasting Counter. Press a button to receive your
selection from the 16 delicious wines on offer.
But now the tour is at an end. Don’t forget to drop off
the wine-tasting card at the service centre as you leave!
The tour for technophiles
Technology highlights
Start and end: Future Store Information
No. of innovations: 5
Duration: 60 minutes approx.
Does your mobile phone have Bluetooth? If the answer
to that question is yes, you can download free software
from the City-Light-Poster right at the store entrance.
Our first stop is the Telekom Shop to pick up your
Mobile Shopping Assistant (MSA). Use it to scan in
your purchases as you select them.
When you enter the store area, sooner or later you’ll
run into one of our two innovation guides, Ally and
Roger. A light tap on the touch screen, and these talking
robots will guide you to selected highlights in the real,-
Future Store.
Now head on over to The Master Butcher. On your left
you can see the Smart Cooler. RFID transponders on
the meat packages ensure that your favourites are
always fresh and available.
After you’ve finished shopping, you’re ready for
checkout. If you have scanned your products with the
MSA, you can now choose a paystation and pay directly
for your purchases. Select ‘End shopping’ on your
MSA and scan the barcode on the mobile’s screen into
the paystation. Now you’re ready to pay.
36 37
8

Selected milestones of the METRO GROUP
Future Store Initiative
Success story
Selected milestones
of the METRO GROUP
Future Store Initiative

Once upon a time …
The history of the real,- Future Store goes back to 2002, the
year in which METRO GROUP and a panel of 20 partners from
the consumer goods, IT and service industries launched the
METRO GROUP Future Store Initiative. The initiative is committed
to promoting modernisation throughout the retail industry.
In pursuit of this goal, the partners are developing innovative
technologies and concepts to make shopping easier, faster and
more convenient.
Selected milestones of the
METRO GROUP
Future Store Initiative
The first workshop for the future in Rheinberg
On 28 April 2003, the initiative opened its first Future Store in
Rheinberg near Düsseldorf as a ‘workshop’ for field-testing retail
innovations. One of the first visitors: supermodel Claudia Schiffer.
On the grand opening day, the international star was very impressed
with this new shopping highlight. Just one year later, the Future
Store welcomed its 1,000th visitor group. The track record after
four years: 31,000 visitors from 63 countries.
Always worth a visit
In spring 2006, the nationwide ‘Germany – Land of Ideas’ initiative
recognised this all-out success by honouring the Future Store as
one of ‘365 Landmarks in the Land of Ideas.’ The award ceremony
was attended by an international audience composed of prominent
representatives from retail and industry, including the Chinese
Vice Minister of Commerce and a trade delegation from Australia.
40 41

Tönisvorst – the next chapter
For four years, the Future Store had its home base in Rheinberg.
Since then, many of the applications field-tested there have been
adopted by the METRO GROUP sales brands. Customers at real,-
hypermarkets, for instance, can use Self-Checkouts for fast and
convenient payment of their purchases, while Smart Scales
register instantly what variety of fruit or vegetable is being weighed
on them. Success stories like these led the METRO GROUP Future
Store Initiative to further enhance its real-life testing ground for
retail innovations. The preparations for the new Future Store took
about a year. Then the big day came: on 28 May 2008, the new
real,- Future Store opened its doors in Tönisvorst near Krefeld.
The special feature of this ‘hypermarket of the future’ is that it
combines cutting-edge technology, such as Radio Frequency
Identification, with innovative retail concepts – for instance a
state-of-the-art butcher’s, The Master Butcher. About 300 guests
attended the opening event, among them prominent business
people, politicians, celebrities and a large number of media
representatives. The highlight was a tour of the new store
conducted by Roger, a friendly innovation guide who showed
visitors the many attractions.
Future on the go
On the first anniversary of the opening in May 2009, the
METRO GROUP Future Store Initiative presented an additional
highlight: the Mobile Shopping List. With it, all real,- customers
in Germany get to enjoy the benefits of an innovation from the
real,- Future Store. The real,- App, which was released for Apple’s
successful iPhone at the beginning of 2010, is further proof that
the initiative is moving with the times. Since its launch, this free
application has been installed more than 120,000 times on
smartphones. With it, customers on the go can get informed,
among other things, about special offers from real,- and recipe
suggestions from the famous chef Armin Auer.
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A robot on tour
In mid-2009, innovation guide Roger set off on a big trip. The
occasion was the opening of the 13th real,- hypermarket in Turkey
in Istanbul. Roger welcomed the customers and presented the
most important services and special offers in the store to them –
just as he had learnt to do in the real,- Future Store. The innovation
guide even learnt Turkish for his trip abroad!
Going beyond Tönisvorst
The METRO GROUP Future Store Initiative has set itself the goal
of advancing the modernisation of trade and retail. The partners’
commitment is not limited to the real,- Future Store. Numerous
projects at METRO GROUP and its sales divisions Metro Cash & Carry,
real,-, Media Markt and Saturn, and Galeria Kaufhof demonstrate
how innovations can make shopping more comfortable and more of
an experience. An example of this is real,- Drive. In November 2010,
Germany’s first independent drive-in food store opened near Hanover.
Customers order their products online at www.real-drive.de, drive
up at the time they have chosen in advance and can pick up their
prepared purchases at the drive-in station. Including payment,
the entire process takes barely five minutes. A useful addition to
the traditional purchasing methods within the multichannel strategy
of real,-.
The success story continues …
Since it opened in 2008, the real,- Future Store in Tönisvorst has
attracted countless customers and more than 20,000 visitors from
45 countries worldwide. The hypermarket has impressed its
clientele in particular with the freshness and quality of its
products and also its value for money. And the story of the Future
Store certainly doesn’t end here. In the months and years to come,
more and more new technologies and concepts will emerge that
will enhance your shopping experience. The real,- Future Store
will always be worth a visit!
44 45

What does RFID stand for? What are the real,- Future Store opening
hours? How can I find out more about it? These questions and more are
answered on the following pages.
Useful information
from A to Z
S
T
O
R
E
F U T U R E
E A
L ,-
R
F
I
D
A

Useful information from A to Z
Accommodation
Data protection
Eating and
drinking
Getting there
Tönisvorst has several hotels, guest houses and bed & breakfast
rooms. For more than three-star accommodation, go to nearby
Mönchengladbach or Krefeld.
METRO GROUP handles personal data in accordance with European
data protection directives and the strict German Federal Data
Protection Act. The same applies to the real,- Future Store,
especially as regards the use of the Mobile Shopping Assistant
(MSA). RFID is not used to gather or process any personal data.
The real,- Future Store offers customers and visitors a wide
array of options for eating and drinking. You can drink coffee in the
Self-Service Coffee Bar or take away hot meals from the hot food
counter. And the town of Tönisvorst has restaurants offering
everything from traditional German to international cuisine.
The real,- Future Store is in the town of Tönisvorst, North Rhine-
Westphalia, about 30 kilometres from Düsseldorf. The best way to
get here is by car – there is ample parking in front of the store.
See map and directions at the end of this brochure.
Glossary
Useful information from A to Z
Electronic Product Code (EPC): Numerical code for identifying items
or logistic units in the supply chain. The code consists of an item
reference and a serial number. Each EPC is linked to a single entry
in a store’s merchandise management system. The data set contains
product and process information such as the brand name or
manufacturer name. The EPC is typically stored on an RFID
transponder.
EPCglobal: International organisation set up to create commercial
and technical standards for the use of RFID, with the objective of
further developing the Electronic Product Code (EPC) and
establishing it in the consumer goods industry. National organisations
such as GS1 Germany support EPCglobal.
Merchandise management system: Computer-based information
system that can identify and control the quantity, value and identity
of goods at each step of the retail process, from merchandise
planning, ordering, goods receipt, invoice checking and shipping to
checkout controlling and billing.
METRO GROUP: A leading international retail and wholesale
company. METRO GROUP operates around 2,100 stores and outlets
in 33 countries, and employs approximately 290,000 people. Its
performance is based on the strength of its sales brands Metro/
Makro Cash & Carry, real,-, Media Markt, Saturn and Galeria Kaufhof.
48 49

Useful information from A to Z
METRO GROUP Future Store Initiative: Joint project
founded in 2002. Comprising 90 partners in the retail,
IT, consumer goods and service industries as well as
academic partners, including IBM, Intel, SAP,
T-Systems, Cisco Systems and a consortium of Fujitsu
and Siemens. They have set themselves the common goal of
promoting modernisation throughout the retail industry. The real,-
Future Store in Tönisvorst serves the initiative as a ‘future lab’ for
developing new technologies.
Near Field Communication (NFC): NFC is a transmission standard
for wireless data transmission over short distances. The application
was jointly developed in 2002 by NXP Semiconductors (formerly a
division of Philips) and Sony.
Order picking: Seeking out and putting together products from
stock in a defined quantity and preparing them for shipment.
Picking is always done to fill an order, which specifies the amount
and designation of the product, along with its item number and
storage identification number.
real,-: A sales brand of METRO GROUP that operates around 430
large-scale hypermarket stores in Germany, Poland, Romania,
Turkey and Russia. real,- offers a wide variety of brand products,
exceptional freshness and good value for money.
Useful information from A to Z
RFID: Abbreviation of Radio Frequency Identification, an innovative
technology for automatic product identification based on alternating
electromagnetic fields. At the heart of RFID is the transponder on
which the Electronic Product Code (EPC) is stored. To read this code,
an RFID reader device must emit an alternating electromagnetic
field that is picked up by the transponder’s antenna. The data are
transmitted to the reader and passed on for further processing – for
example to a merchandise management system. RFID supports
retailers in optimising their logistics and warehousing processes,
and will one day help them manage the sales floor as well.
RFID transponder: A tiny computer chip with an antenna, normally
embedded in a very thin label. It can be affixed to pallets, cartons and
products, for instance on packaged meat. The transponder includes
the Electronic Product Code (EPC), which can be read via RFID,
enabling clear identification of logistic units and individual items.
Supply chain: The path taken by a product, from producer to
intermediaries or distribution centres to the final reseller. The
planning, executing and monitoring of supply chains (which are also
known as process chains) is called logistics. Retailers are always
looking for ways to make their supply chain more efficient, and make
deliveries ever more punctual and reliable.
50 51

Guided tours
Information
Languages
Literature
Payment
methods
Useful information from A to Z
Free guided tours are offered Monday to Thursday between 10 a.m.
and 6 p.m. The tours last around 90 minutes, and you can register
online at www.future-store.org.
More information on the real,- Future Store is available from the
METRO GROUP Future Store Initiative hotline +49 (0) 211 6886-2004
or by e-mail at info@future-store.org.
German is the official language at the real,- Future Store, but
English, French and Spanish are also widely spoken. The Self-
Checkouts and Express Self-Checkouts are ready to guide you
through the automated payment procedure in five languages –
German, English, French, Russian and Turkish.
If you’re interested in the innovations of METRO GROUP and its sales
brands, we recommend a visit to our website at www.future-store.org.
The official currency at the real,- Future Store is the euro. The store
accepts cash, debit cards, American Express, MasterCard and Visa.
Tönisvorst
Travel times
Visitor centre
Useful information from A to Z
Back in 1970, the small towns of St. Tönis and Vorst were merged
to create a larger community: Tönisvorst. Today, the town has some
30,000 residents. Tönisvorst prides itself on being the apple-growing
centre of the Lower Rhine region. One noteworthy sight is the Tower
Windmill, which dates back to 1770.
The real,- Future Store is open all year round, Monday through
Saturday, from 8 a.m. to 10 p.m. A visit is worthwhile any time
of year.
Right next to the real,- Future Store is a visitor centre, which is the
starting and ending point for guided tours. The centre also has
conference rooms and offices that are available for use by the
partners of the METRO GROUP Future Store Initiative.
52 53

For local residents and visitors alike a visit to the real,- Future Store is
always exciting. The surrounding Lower Rhine region and the North
Rhine-Westphalian capital of Düsseldorf also have a lot to
offer. See for yourself!
Ready for more?

Metro Cash & Carry Düsseldorf
18,000 square metres offering over 50,000 different items – the Metro Cash & Carry
wholesale store in the capital of North Rhine-Westphalia sets new standards in retailing.
Shop like the pros
The Düsseldorf Metro Cash & Carry store is about 30 kilometres away from
Tönisvorst. Its comprehensive selection of food, office supplies and kitchen
products, as well as many new service offerings, make it one of the most
modern wholesale stores in the world. It offers hoteliers, restaurateurs and
other business customers whole new levels of convenience and quality –
such as the ‘wine humidor’ that stores premium vintages at a controlled
temperature. Gourmets benefit from a wide range of rarities, from truffles
to buffalo meat.
Metro Cash & Carry also offers its own iPhone app: METROphone. It
is specially designed for business people who use the wholesaler’s
delivery service. They can put their order together directly on their
smartphone and then transfer it to the Metro Cash & Carry system.
METRO GROUP
RFID Innovation Centre Neuss
Unique in Europe – at the METRO GROUP RFID Innovation Centre in Neuss, companies,
suppliers and IT partners are pushing ahead the development of Radio Frequency
Identification (RFID).
A test lab for RFID
With more than 25 exhibits on over 2,000 square metres, the METRO GROUP
RFID Innovation Centre in Neuss serves as an information and training
platform for Radio Frequency Identification (RFID). Companies from the
consumer products, IT and service industries collaborate to further develop
this key technology for use in a number of fields: order picking, warehouse
management, department stores, innovative retail and households.
Since late 2005 the RFID Innovation Centre has also housed the European
EPC Competence Center (EECC), a testing ground for RFID transponder
technology. The facility is about 30 minutes from Tönisvorst by car. Call in
advance to register for a guided tour!
56 57

58
Platinum Partners:
SAP INTEL IBM T-SYSTEMS CISCO SYSTEMS FUJITSU SIEMENS
Gold Partners:
ACCENTURE CHECKPOINT COCA COLA DHL FEIG ELECTRONIC GALLUP
GERRY WEBER HENKEL HEWLETT PACKARD JOHNSON & JOHNSON
LOYALTY PARTNER MICROSOFT MOTOROLA NESTLÉ NXP ORACLE PIRONET NDH
PROCTER & GAMBLE SATO VISA EUROPE
Silver Partners:
ADT ALPHA TONTRÄGER AVERY DENNISON BITMEDIA BIZERBA CHEP
DEISTER ELECTRONIC EASYCASH ECHION HILCONA HÖFT & WESSEL IMPINJ
IMPRESSX INFOSYS KINOTON LOGOPAK METTLER TOLEDO MICROSTRATEGY
MUL SERVICES NCR PSYMA REVA SIRIT TOMRA UPM RAFLATAC WANZL
XPLACE ZEBRA
Other Partners:
CISC SEMICONDUCTORS CROSSCAN EXOZET GETIT IT-WERKE
MASSA-HAUS METRALABS M.I.K. IT NOFILIS ORGATECH POPAI
SENSARAMA THAX SOFTWARE WFP2
Academic Partners:
ETH ZÜRICH UNIVERSITÄT ST. GALLEN HPI UNTERNEHMERTUM

60
Your tour of the retail world of tomorrow begins and ends at the real,-
Future Store Visitor Centre. Please note that you need to register in
advance for guided tours.
Come and visit us!
Phone: +49 (0) 2151 6500-450
E-mail: besucherzentrum@future-store.org
Address: Höhenhöfe 21, 47918 Tönisvorst,
Germany
Internet: www.future-store.org

Looking for innovations? We have them. The fold-out store map
will help you find your way around the real,- Future Store.
Your store map
The applications in the real,- Future Store address three central
innovation areas:
Convenience
Experience
Information
The fold-out store map will tell you which technologies and ideas
are deployed at what points in the real,- Future Store, and
suggests a route through the store. A clearly marked colour code
system will help you get where you’re going quickly and easily.
Visitor Centre
Customer
toilets
Rest Area
Special
promotions
Coffee & Tea
Cereal Products
Entrance
Herbs &
Spices
7
Wines &
Spirits World
Eggs Hot Food Meat Sliced
Counter
Meats
Household Products/Gifts
Dairy
Products
Confectionery
Confectionery
The Master Butcher
Selfservice
Sliced
Meats
Lock & Key
Service
6
5
Smart
Cooler
Selfservice
Meat
Cheese
beauty & more Health &
Beauty
Department
Café
Pharmacy Hairdresser
Frozen Foods
Household Products
Jeweller
Dry
Cleaner
Travel Agency
Fish Market
4
In-house
Bakery
Baby World Toys
Lottery
Tickets
Fruit
&
Vegetables
Fine
Foods
8
3
Fresh
Food
&
Convenience
Self-service
Bread
Self-
Service
Coffee
Shop
International
Specialities
Shoes
Checkout Area
Fashion
Tchibo
Household Products Special
Promotions
Service
Centre
Bakery Snacks Flowers
Entrance
Entrance
2
Sports Department
Car Accessories & DIY
Electrical Appliances
Media World
Telekom
Shop
Future Store
Information
1
Pet World
Seasonal
Goods
Beverages
Reverse Vending Machines

Tackheide
Lenenweg
Tempelsweg
Kehner Weg
A 40
A 61
Vorster Straße
Südring
Höhenhöfe
Kehner Weg
P
Viersen
Verbindungsstraße
Höhenhöfe
real,- Future Store
Tönisvorst
A 52
junction
Neersen
Roßstraße
Düsseldorfer Straße
Am
Wasserturm
A 44
Südring
Westring
Corneliusstraße
real,- Future Store
Tönisvorst
Krefeld
A 52
Getting there
Take the A44 towards Aachen/Krefeld-Süd. At
the Münchheide exit (23), follow the signs
towards Münchheide/Anrath/Tönisvorst.
Continue in the same direction for about
6.2 kilometres. Take the second exit off the
roundabout. Take your second right, which will
lead you to the real,- car park. The Visitor
Centre is at the left real,- Future Store entrance.
If you’re using a navigation system, please
enter: Vorster Straße 224, 47918 Tönisvorst.
Visitor Centre, real,- Future Store
Höhenhöfe 21
47918 Tönisvorst
Germany
Phone: +49 (0) 2151 6500-450
Contact:
Visitor Centre
real,- Future Store
Höhenhöfe 21
47918 Tönisvorst
Germany
Phone: +49 (0) 2151 6500-450
E-mail: besucherzentrum@future-store.org
www.metrogroup.de
www.future-store.org
© METRO AG, December 2010