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Flagship Store Nuremberg – creating a consistent shopping experience

E. Breuninger GmbH & Co.

Karolinenstraße 34, D-A-CH

Overview

Physical

Hardware

D-A-CH

Customers

03.09.2020

Award Sept. 2022

Description

WHAT WAS THE MAIN BUSINESS CHALLENGE NEEDING TO BE ADDRESSED?

How do you manage to guarantee a seamless connection between online and offline in retail spaces? For Breuninger, one of Europe’s leading multichannel department stores for fashion, and lifestyle, the challenge at the flagship store in Nuremberg was to create a maximum of service and customer orientation as well as a consistently high-quality brand experience – both online and offline.

The goal was to create the optimal mix of analog and digital concepts to create a consistent shopping experience. Customers should be met and helped at all levels, whether in the retail area or online. The goal was to create a true retail experience.

The concept of the Breuninger store is designed to give customers orientation, inspire them and enable them to experience the highest possible level of service. The modern look of the store design and digital screens should find a harmonious balance and thus make the offer, the presentation and the services an impressive experience for the customer.

HOW WAS THE PROBLEM SOLVED? WHICH SOLUTIONS WERE DEVELOPED AND / OR
IMPLEMENTED?

Our solution is an Omnichannel concept that takes the shopping experience to a new level. In addition to shop-in-shop worlds, the Breuninger store in Nuremberg offers digital touchpoints where customers can get information and advice.

Numerous smart stations answer customers’ questions about product availability. The system also finds sizes or product variations in other stores. Service staff can be called at the stations and waiting times are greatly reduced. Digitally networked changing rooms are a further feature of the Omnichannel concept, as are Wayfinding Steles, which allow customers to find their way around the store. The merge between on- and offline is also continued in the Click&collect service, online reservations for consultations, change tailoring or beauty rooms. Digital highlights such as curved LED walls and screens provide a high-quality presentation of the product worlds and create a seamless transition between online and offline shopping for Breuninger.

WHICH OPERATIONAL AND FINANCIAL RESULTS AND BENEFITS WERE REALISED BY USING
THIS SOLUTION?

The modern and personal shopping experience has been at the forefront since the opening in September 2020. The consistent Omnichannel concept optimizes quality, service and convenience when shopping in the store and reduces waiting times.

The Smart Stations support customers with various questions and raise the standard of advice with and without service staff to a new level. Customers plan their purchases online and order products in advance for fitting. Online and in the store, customers search for availability of size, variant or collection, also in other Breuninger stores.

Through the different product worlds, digital innovations and online services, as well as the numerous store services, Breuninger has created a truly omnichannel shopping experience. This covers every area of the flagship store and Breuninger sets new standards in this area in terms of customer communication, customer service and a modern retail brand experience.

Solution features

Marketing & Sales

POS Activation

Product & Brand Building

Solutions & Operations

Digital Signage

Product Information

About the solution

Name:	Flagship Store
Technology:	LED Walls, Touch Solutions, Wayfinding, Displays
Project goal	How do you manage to guarantee a seamless connection between online and offline in retail spaces? For Breuninger, one of Europe's leading multichannel department stores for fashion, and lifestyle, the challenge at the new flagship store in Nuremberg was to create a maximum service and customer orientation as well as a consistently high-quality brand experience - both online and offline. The goal was to create the optimal mix of analog and digital concepts to create a consistent shopping experience.
Project scope:	Customers should be met and helped at all levels, whether in the retail area or online. The goal was to create a true retail experience. The concept of the Breuninger store is designed to give customers orientation, inspire them and enable them to experience the highest possible level of service. The modern look of the store design and digital screens should find a harmonious balance and thus make the offer, the presentation and the services an impressive experience for the customer.
Innovation:	Smart stations at the shoe department answer customers' questions about product availability, sizes or product variations in other stores. Digitally networked changing rooms are a feature of the Omnichannel concept, as is Wayfinding Steles. The merge between on- and offline is shown in the Click&collect service, online reservations for consultations, change tailoring, or beauty rooms. Digital highlights are curved LED walls and screens provide a high-quality presentation of the product world.
Costs:	The consistent Omnichannel concept optimizes quality, service and convenience when shopping in the store and reduces waiting times. The Smart Stations support customers with various questions and raise the standard of advice with and without service staff to a new level. Customers plan their purchases online and order products in advance for fitting. Online and in the store, customers search for availability of size, variant or collection, also in other Breuninger stores.
Replication:	The solution is uniquely embedded in the store. Although the digitalization approach can be rolled out to other Breuninger Stores and can not be copied to a different brand. The implemented technology and solutions are customized and fitted to Breuninger and its customers.