Emerging German retailer Emmas Enkel has started running a digital corner store on the Düsseldorf campus of Metro Group.

Operating under the motto "Ganz einfach einkaufen", which roughly translates to "simple shopping", the grocery start-up runs a monitor wall designed like a market stall, allowing Metro staff to scan and order products via a smartphone app.

Emmas Enkel then delivers the orders within the campus or to the shopper's home, if they reside within the city limits of Düsseldorf.

A centrally located monitor wall on the Metro premises displays alternating seasonal specials of everyday consumer items, together with their price and QR code. Payment is made directly in Emmas Enkel's online shop by credit card, PayPal or immediate transfer.

Same-day delivery is also offered if the order is received by 11am, with customers able to select a time window for same-day home delivery. Alternatively, Emmas Enkel delivers shopping baskets after 3pm on the same day to a pick-up spot on the Metro campus.

The move comes after Metro took a 15% stake in Emmas Enkel in December last year. The emerging business is already operating neighbourhood centres and modern online trading sites in Düsseldorf, Essen and Berlin, but the plan is to expand the store and online concept into the central neighbourhoods of other German cities this year.

Gabriele Riedmann de Trinidad, group director of business innovation at Metro Group, commented: "We are proud to co-operate with a young innovative trading company and to be directly involved in this new concept.

"Emmas Enkel epitomises the fundamental changes our entire industry is undergoing right now, a process which we also successfully help shape."

The Metro campus corner store is run in conjunction with operative partner, Real, which supplies Emmas Enkel with food, regional fresh produce, household products and toiletries, as well as own-brand products.

Didier Fleury, CEO of Real, remarked: "For several years now, we have been successfully testing various distribution channels to complement our over-the-counter business.

"The next step is to offer more customers the best grocery shopping choice for their personal circumstances and lifestyle. In this way, we respond to the increasing desire of consumers to plan their shopping in line with their own needs and requirements, within the time they have available. Emmas Enkel is the perfect complement to our concept, as this enables us to reach new customers, particularly in the inner cities."