Online Software shows how retailers can optimise the use of all customer communication channels in store advertising with a comprehensive software platform and act independently of the hardware manufacturer.
Heidelberg, 25 February 2023 +++ Whether electronic shelf labels (ESL) or printed price tags, screens or posters, checkouts, scales or apps, content management is a challenge for the centralised marketing of large retail companies. Each display medium often comes with its own software as a stand-alone solution. The PRESTIGEenterprise software platform, on the other hand, can be used for planning and distributing digital advertising messages as well as for managing print media. This makes PRESTIGEenterprise the only digital signage software in the world that can also print.
PRESTIGEenterprise is more than just a content management system (CMS) for digital signage and print media. Retailers do not have to decide in favour of digital or printed media at the POS. Both media have their place in addressing customers. At the PRESTIGE Solution Campus, Online Software shows that it is not necessary to have separate software for each medium and how PRESTIGEenterprise can be used to automate many processes when creating advertising for screens and posters.
Our highlights
- Retail Media - Quality marketing via PRESTIGEenterprise
- Scan&Go - scan products yourself while shopping and pay via app at the self-checkout
- ESL - manufacturer-independent price communication at the shelf
- Apps - mobile solutions for events and internal corporate communications
- tierwohl.tv - Livestreaming from the stable to the supermarket
Retail Media - Quality marketing via PRESTIGEenterprise
Together with our marketing partner FRAMEN, a retail media start-up agency from Axel Springer, we are showing how screens can be used as digital touchpoints to generate marketing revenue via programmatic advertising.
The special thing about the marketing solution with PRESTIGEenterprise via the screens in the store: the retailer retains 100 per cent control over what is shown, on which screens it is shown and in what proportion to their own content. The possibility of quality control makes it possible to open up the "POS advertising inventory" for retail media marketing.
For example, entrance steles up to 75 %, screens in the garden department up to 50% and monitors in the checkout area up to 88% can be released for industrial advertising. The aim is to generate advertising revenue with relevant industrial advertising. Quality marketing means paid fertiliser advertising in the garden department but not in the building materials hall.
PRESTIGEenterprise Scan&Go - self-checkout via app
The topic of self-checkout has gained significant momentum. Online Software is presenting an app solution based on PRESTIGEenterprise at the PRESTIGE Solution Campus, enabling all PRESTIGE users to offer their customers a quick and easy self-checkout service using the existing software. Scan&Go is the answer to customers' desire for more self-responsibility and a first-class concept for implementing a self-checkout solution.
The principle is very simple: a Scan&Go module can be called up in the retailer's app. The customer scans the items before placing them in the shopping basket and then only has to scan a QR code generated by the app for everything at the checkout and pay. Many consumers find it easier to use their own mobile phone with a simple app than to use a device provided by the retailer. The usage hurdle is significantly lower here. In addition, customers can keep track of their costs while shopping. This can significantly reduce the workload on store staff and speed up the checkout process for customers.
ESL - manufacturer-independent electronic shelf labelling
At the PRESTIGE Solution Campus, Online Software will present its ESL technology partners Delfi, Hanshow, Rainus, SES imagotag and SoluM and show what vendor-independent ESL content management can look like. Together with solution partner Dekora Design, an ESL workstation for the back office of branches will also be presented.
The advantages of electronic shelf labels are obvious: centralised price control, excellent product and price up-to-dateness, fast updates, time savings through automation and reduced workload for employees. Ever since e-paper technology made it possible to display fonts, numbers and logos in an energy-saving way - and even highlight them in colour - ESL technology has been very much in vogue. However, the biggest challenge after investing in the hardware is managing the content and integrating it into the existing IT landscape. In most cases, users utilise an existing software system, such as PRESTIGEenterprise, to plan their store advertising. It is therefore helpful if there are interfaces to the ESL management system and electronic shelf labelling can also be planned and distributed using the existing software.
Apps - mobile solutions for events and internal corporate communications
The PRESTIGE AppBaukasten gives retail companies the opportunity to create a mobile communication portal. The customised use of the various modules gives them a Community app with which the company's employees are always kept up to date and can network easily - customised to the retailer's requirements and corporate design.
But an app is also an ideal way to reach the target group at events - both corporate events and specialist congresses. With the PRESTIGE event app become Events to the next level. This means that all information can be made available to participants in one app. From the agenda and directions to feedback options, the app offers all important content at a glance. A direct approach using push messages and targeted data collection via surveys increase the interaction rate and enable the well-founded planning of further marketing measures. The practical modular system makes it easy to compile all the required content and functions.
tierwohl.tv - Livestream on the scales
There are often waiting times in front of the service counter, the perfect place to inform customers and influence their purchasing decisions at short notice. With an tierwohl.tv livestream on the scales, retailers not only support the perception of their regional commitment, they also increase the willingness to buy higher-quality food.
By pressing the appropriate PLU button on the scale, additional information about the salami or steak selected by the customer can also be displayed on the scale.
tierwohl.tv supports retailers and farmers in communicating their commitment to greater animal welfare to consumers in a convincing and credible way. The aim is to use live TV to give consumers in the food market an unvarnished view of the husbandry conditions and living conditions of the animals whose meat they buy and whose eggs they want to eat. And for which they are prepared to spend more money than for the meat of an animal kept in anonymous factory farming.
tierwohl.tv is 100% Live and shows transparency and honesty that no other advertising medium produces so clearly. Consumers are attaching more and more importance to quality, animal welfare and regionality. Ulrich Budnik, the owner of the REWE store in Dortmund, shares this view. That's why he decided in favour of tierwohl.tv, a live stream that streams directly from the barn to the supermarket. Here, his customers can watch the chickens from Gut Nordhausen at the egg shelf and the pigs from Hof Gödde at the meat counter. REWE Stockhausen also has a livestream of a laying hen house, which is shown directly at the egg sales shelf. Store manager Norman Lingen explains: "The reactions from customers are very positive because you can see where the animals come from and the children think it's great." Edeka Stiegler and the dairy farmer Brassel have succeeded in showing "attitude", the motto of tierwohl.tv, in two ways. On the one hand, the store shows its commitment to regional products and the farmer provides an insight into life on the farm.
About Online Software AG
Development of solutions for international wholesale and retail. The medium-sized company based in Heidelberg has been supporting retailers with software solutions for professional store advertising for over 25 years and is the market leader in the field of cross-media in-store communication and sales promotion with more than 35,000 installations in 35 countries. With the software PRESTIGEenterprise the online software offers a communication platform for addressing customers at the POS, which includes classic media as well as digital output media.
Further information:
Online Software AG
Forum 7
69126 Heidelberg, Germany
info@online-software-ag.de
online-software-ag.com
Sandy Heinzmann
Manager Marketing & Communication
T. +49 6221 40508-682
F. +49 6221 40508-777
sandy.heinzmann@online-software-ag.de