The client
The leader of quality electronics retail in Italy, keen to form the retail landscape that is both complex and exciting. They are always with one foot in building the future to create solutions that truly help people when they need it. They believe in physical stores, in digital and in the powerful combination of the two.
- Established in 1967
- Located in over 22 countries
- Over 370 stores all over Italy
- Wide range of products from household appliances, computers, phones, photography, televisions, audio and Hi-Fi
The Goals
The client’s first objective was to include physical store experience into the customer experience journey. Secondly they were keen on helping consumers with effective advice and sales support on-the-spot. Most importantly they were focused on effectively building an omnichannel strategy to stay in touch with customers on all communication channels.
The Challenge
Solving their in-store digital experience challenges in the following 4 perspectives:
- Informing the consumers in-store about all the features of each television separately
- Assisting the customer in finding the right television with incomparable digital experience
- Edit the price changes and discounts centrally directly on the televisions
- Go paperless with the help of a digital savvy solution
The Solution – Digital assistance driving in-store customer experience
Concept
In-store assistance and customer experience was put in the heart of the concept. The main focus was on building omnichannel brand consistency throughout the customer journey.
- Inform customers about TV set features
- Assisting buyers to find the most fitted TV set in-store
- Ablility to customize the offers on-the-spot
- Go paperless for cost reduction and speed
Implementation
Implementation of SCREEENR Digital Interaction Platform as the core of the digital experience
Implementation of custom application content to show the selected TV sets
Integrating data of the TV sets (prices, names, features)
Optimization
Optimization and maintenance of the system based on sales data
Low maintenance costs ensured by direct data feed from the existing systems
Continuous elimination of in-store paper marketing materials
Digital assistance towards unique customer experience
1.
All TV set has its own product information and feature list directly on the screen and could be changed centrally real-time
2.
All TV information is visible without any paper stickers what makes it easy for the customers to learn and inform about them
3.
Buyers can even filter and select the most appropriate TV set on a digital screen with smart filtering
WOULD YOU LIKE TO POWER UP YOUR IN-STORE DIGITAL ASSISTANCE?
4.
The selected TV set’s screen is blinking and indicates the whereabout
WOULD YOU LIKE TO POWER UP YOUR IN-STORE DIGITAL ASSISTANCE?
The results
- 100% decrease in digital in-store campaign implementation time
- 98% increase in the effectiveness of combining omnichannel strategies
- 32% less time spent on searching for shop assistants to collect the needed information
- 25% less paper usage and printing costs
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