The positive effects of digital technologies in retail are beyond question. However, the benefits of displays, apps and digital shop window installations only really become tangible for customers and employees when they are used in specific situations.
The following case study, which we developed for one of our clients, shows how digital solutions can be successfully implemented in a bookstore in two phases.
STAGE 1: DIGITAL SIGNAGE OUT OF THE BOX
Sandra strolls through the heart of Berlin, passing by her favourite bookstore. She enjoys lingering here, immersing herself in the fascinating world of books and culture. The excellent selection and personalized advice are particularly appreciated by her. Today, she is on the hunt for a new book for her daughter and a vinyl record as a birthday gift for her father-in-law. Sandra knows where the children’s section is, but she doesn’t usually buy records. As she enters the multi-story bookstore, she heads purposefully toward the escalators. A digital display serves as a guide, showing the different floors and the departments housed within. Sandra immediately spots the floor where the vinyl records are located. An advertisement for an upcoming event catches Sandra’s attention. A creative workshop allows children to draw their superheroes—perfect for Sandra’s 10-year-old son. The event takes place right in the bookstore, where occasional readings are also offered. Excitedly, Sandra decides to register her son for the event. Thanks to clear signage, she quickly arrives at the vinyl section. There, a friendly staff member provides excellent guidance, and Sandra swiftly finds the perfect gift. On her way to the children’s section, she passes a table with a display showcasing the fiction bestsellers of 2023. Curious, Sandra approaches and examines the books. The screen displays the featured books along with employee reviews. Sandra greatly appreciates the personal recommendations from the staff, as they always lead her to discover new and interesting books. Naturally, she finds what she’s looking for this time as well and heads toward the checkout with her vinyl record and the chosen book for her daughter.
STAGE 2: CONNECTION TO SOVIARETAIL
VARIANT A
In the checkout area, Sandra discovers several self-checkout terminals next to the tills. She spontaneously uses the quick and easy payment option and pays for her items herself using her gift card and debit card. Sandra leaves the department store happy and satisfied.
VARIANT B
On her way to the children’s section, Sandra’s gaze falls upon a display featuring information about the KIra App. This app serves as a personal assistant and promises to simplify shopping. Sandra scans the QR code displayed on the screen and opens Kira on her smartphone. KIra greets Sandra and provides an overview of its features. What particularly fascinates Sandra is the ability to retrieve information about items using KIra and to prepare her shopping cart through queue busting. In the children’s section, Sandra browses the selection in search of a book for her 2-year-old daughter, who loves the book “The Gruffalo.” Using the KIra app, Sandra scans the book and immediately receives recommendations for similar titles. She finds a book she likes and adds it to her cart with a simple scan. As she continues toward the checkout, she scans the other items as well. At the cashier, she is greeted by a friendly staff member. The employee scans the QR code on Sandra’s phone, instantly transferring the entire cart to the checkout with just one scan. Sandra pays and leaves the store happily, enriched by the digital solutions that made her shopping experience easier.