Baby-Walz
BACKGROUND
As part of the closure and subsequent reopening of the new location in Schillerstraße in Frankfurt, baby-walz planned to improve the shopping experience for its customers through the targeted use of digital solutions. The location was to serve as a test run to develop baby-walz's digital strategy. The aim was not only to increase the provision of information, but also to further enhance the customer experience through a more emotional approach and the use of modern technology
OBJECTIVE
The main objective of baby-walz was to create an innovative solution using digital signage displays that would provide customers with targeted information and at the same time create an emotional connection. In addition, the shop windows were to be used flexibly for digital advertising measures to attract and inspire potential customers even before they enter the store. Bütema AG was chosen as the partner to implement the digital solutions in the store and further optimize the shopping experience thanks to its technical expertise.
SOLUTION & IMPLEMENTATION
Bütema installed a total of eight digital signage displays in the new store. Six of them on the sales floor. These display content to match the surrounding products. This enables customers not only to experience the products haptically, but also to obtain further relevant information and details on the product differences.
In addition, two 75-inch displays were placed in the shop window to draw the attention of passers-by to offers and highlights before they enter the store. Bütema's digital signage software ensures that the content can be adapted flexibly and in real time in order to respond to current developments as well as special promotions. In addition, baby-walz planned to rent out the shop window space to suppliers in order to tap into additional sources of income.
RESULT
The digital test run in the Frankfurt store was a great success. The use of the displays made in-store communication much more efficient, enabling customers to access relevant information more quickly. At the same time, the large-format displays in the shop window helped to intensify the emotional connection with customers even before they entered the store and enhance the overall shopping experience. In addition, the option of renting out the shop window space as advertising space offered a lucrative win-win situation for baby-walz and its suppliers. The partnership between Bütema and baby-walz marked an important step towards digital innovation in retail and holds great potential for future expansion to other locations.
CUSTOMER QUOTE
“By focusing on digital touchpoints, we are improving the customer experience and making it easier for our customers to access relevant information. This leads to a noticeable simplification of processes in the store and creates more time for our customers. In addition, we are increasing our flexibility in in-store communication and using the options to interact with our customers quickly and easily using moving images in real time and according to individual specifications.” - André Ellinghaus, Senior Retail Manager at baby-walz
