Interview with Herrn Christian Stoll, Head os Sales BabyOne Waiblingen, Senden, Göppingen, Heilbronn, Stuttgart, Leinfelden, Leonberg
BabyOne is a baby and toddler specialty chain in the franchise system and the market leader in the DACH region. The owner-managed family company operates 43 of its own specialist stores, 61 locations are managed by a total of 26 franchisees. In 2009 the company started its own online shop, initially as a digital shop window for specialist stores. Since the end of 2019, all local retail partners have been connected to the BabyOne online shop with their range in the "ship-from-store model".
Bütema AG equips BabyOne branches with digital solutions. Digital admission controls, digital signage screens in various sizes and IoT buttons are currently in use.
Hello Mr. Stoll, thank you very much for taking the time for our short interview. You are responsible for sales for 7 BabyOne branches. These are currently being digitized together with Bütema. What made you decide to make BabyOne more digital?
C. Stoll: Our goal is a shopping experience that inspires. By making our markets more digital, we give our customers more orientation, make shopping easier and can provide a lot of information even before the sales pitch. But digitization also offers many advantages for our employees, as they can actively use the content from our shop for sales talks and quickly check availability.
How did you come across Bütema AG and what was the decisive factor in carrying out the implementation with us?
C. Stoll: We looked at different systems together with the head office. It was important for us that the CMS is based on a system that is easy to use. The content is developed in our headquarters and made available to all stores, and it is easy to manage in the specialist stores.
5 of your BabyOne branches are currently equipped with digital solutions. What are your plans for the future?
C. Stoll: In recent years we have developed from a classic specialist market system to an omnichannel retailer. Bütema's digital solutions offer customers many advantages, which is why we want to continue rolling out the system! We believe that this is the only way to combine the advantages of the two worlds - online and offline - in a customer-centric way.