In recent years, autonomous self-service stores have become one of the fastest-growing trends in Czech retail. When Knowinstore was preparing to open a new Klikni & Vezmi 24/7 store in Brno’s Královo Pole district, it was clear to us that this was a project with strong media potential.

While store openings usually allow plenty of time for preparation, the Brno self-service store project was developed within a very tight timeframe. We had only a few days for media communication. Our task was to ensure the moment was communicated effectively, both to the media and the public.

The autonomous self-service store operates thanks to a technological solution that enables entry via a mobile app or bank identity, with the entire shopping process taking place without staff. The system is designed to be fast, intuitive, and secure. A unique feature of this particular store is its location near military barracks and university dormitories, as well as its accessibility to customers under 18. The checkout system automatically monitors the contents of each purchase and prevents minors from buying alcohol or tobacco products.

HOW WE COMMUNICATED THE PROJECT

We provided comprehensive media support for the project, covering everything from preparing media invitations and professionally crafted press materials to systematically reaching out to key journalists in both regional and national media. We also created a blog article to introduce the project to a wider audience.

When the store opening date changed, we ensured updated communication was promptly delivered to the media. Throughout the project, we actively engaged with journalists, responded to their inquiries, and provided full cooperation in preparing their outputs. This allowed us to maintain a consistent and effective presentation of the project to the public.

Customers can access the Klikni & Vezmi 24/7 store via a mobile app or bank identity, with the entire shopping experience fully automated and staff-free.

 MEDIA IMPACT OF OUR COMMUNICATION

We quickly brought news of the store opening into the media space. The story was picked up by a range of news outlets, both local and national. It also attracted attention from industry-specific media focused on retail and technology. The project was covered by outlets such as Brněnský deník, Brněnská Drbna, Centrumnews.cz, RetailNews.cz, and Zboží & Prodej. It also appeared on ČT24 (timestamp 19:21) and on the social media channels of local media.

A selection of media coverage reporting on the opening of the first Klikni & Vezmi 24/7 unmanned grocery store in Brno. The topic appeared in both regional and industry media, as well as on ČT24.

WHAT WE LEARNT

Projects like this remind us that modern retail technologies are not only about innovation, but also about making services more accessible to local communities. In areas with a high concentration of students or shift workers, 24/7 availability can significantly simplify everyday life. For us, this project was an opportunity to help communicate a concept that connects technological innovation with real, practical benefits for local residents.

THE FIRST KLIKNI & VEZMI 24/7 GROCERY STORE IN BRNO
The new store on Jana Babáka Street in Brno’s Královo Pole district offers residents, students, and workers the ability to purchase basic groceries at any time of day or night. It is also the first autonomos grocery store in Brno operating on the Storeup platform. The location near university dormitories and military barracks was chosen deliberately. These are areas where people value speed and flexibility, including the ability to shop outside standard opening hours. The project therefore responds not only to technological developments in retail, but also to the broader need for accessible services in urban environments. These were exactly the aspects we aimed to highlight in our communication towards both the media and the public.

Photo: KNOWINSTORE, KNOWCOMM, Shutterstock