Karstadt—now GALERIA—offers its customers a wide range of products as a department store. The variety of items ranges from toys to household goods to fashion. This is often associated with frequently changing promotional campaigns. The goal of the digital signage project is to implement these campaigns as quickly as possible while conserving resources. At the same time, the stores are to be digitized in order to provide digital support to both employees and customers.
The Karstadt department store chain initially launched a basic version of the InStore Assistant app for its sales staff. The app provides information about item prices, availability, and other color options. It also offers the option to switch between different customer consultations and create customer cards.
Thanks to the continuous expansion of the InStore Assistant, all processes can also be mapped:
The sovia Backstore allows you to flexibly manage the framework conditions for the various processes, monitor operations, and finally complete them after review.
There are also some exciting developments in the area of digital signage: selected stores are being equipped with digital signage LED and LCD screens; in Berlin, a 4.5 x 2.5 m LED wall is being installed in the shop window. The newly furnished Experience Store area in Düsseldorf features an interactive fitting room (digital changing room). Several stores are being equipped with self-service terminals and digital counter cards.
Finally, Bütema AG is taking over all digital signage screens in all Galeria Karstadt Kaufhof stores.
In 2021, GALERIA decided to gradually expand and renovate its stores as part of its brand realignment. All locations will be divided into three categories ("cosmopolitan store," "regional magnet," "regional forum"). The stores in Frankfurt am Main (Hauptwache), Kassel, and Kleve will serve as pilot stores for the new concepts.
Bütema AG was responsible for developing and installing all new digital touchpoints in the three stores. These ranged from eye-catching large-format and special-format digital signage to digital signposts and the premiere of microapps.
In addition to their sheer number (almost 200 displays were installed within a few weeks), the highlights among the installations also include a number of new developments:
All cash registers at the three GALERIA stores will be equipped with Bluetooth buttons from flic Buttons. When a cashier presses the button at their cash register, they signal that the register is now free. A 22-inch display shows customers the number of the next available cash register.
This touch solution implements the 'MicroApp' feature, which we developed in-house in 2021, for the first time. In the backend of our digital signage software, this feature allows users to design interactive solutions themselves without the need for implementation by support/development. Buttons are defined that trigger an action when activated (e.g., by touch). GALERIA uses the software to present its regional partners in Kassel.
Also based on the features offered by MicroApps, smartwatches can be filtered and compared via touch display in Frankfurt am Main. The various features of the watches, which require explanation, are presented clearly and at a glance.
Double-sided displays suspended from the ceiling adorn the aisles of the newly designed stores. Moving images and changing information convey GALERIA's new, expanded range of services.
75 signposts were completely digitized in all three buildings. The biggest advantage of this is that the signposts can be switched to up to seven languages. There are touch and non-touch versions. With the latter, customers scan a QR code on the signpost and then receive a copy with language selection on their smartphone. This offers enormous added value, especially in the cosmopolitan city of Frankfurt/Main, which has a high density of foreign tourists. Changing offers from the buildings can be displayed in banners above and below the floor displays.
Digital signage screens ranging from counter cards to LED walls are being installed. These can be used to display advertising campaigns quickly, easily, flexibly, and centrally. Self-service terminals and interactive fitting rooms offer customers information points where they can browse the department store chain's wide range of products. In addition to simple price labeling, staff on the sales floor and behind the scenes can now use InStore Assistant to map the entire flow of goods, right up to large-scale annual inventories.
Galeria relies on the following services in Bütema AG's proof of concept:
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