Together with shopfitting specialist Wanzel and digital signage expert Online Software, Bosch has developed a new shop-in-shop concept that includes digital elements that invite interaction and provide customers with advice. For the world's leading manufacturer of DIY tools, the linking of digital and stationary shopping experiences was at the centre of the concept. The aim was to create a comprehensive DIY shopping experience that combines the advantages of online retail with the special features of bricks-and-mortar shopping.
The customer finds three areas under one symbolised roof: the world of inspiration, the project world and the product world. In the eye-catching display at the top of the gondola World of inspiration and ideas, the latest machines from Bosch are displayed under a video wall consisting of 3 adjacent screens. A buzzer is assigned to each machine. When this is pressed, the corresponding content for the appliance appears on the screen above. From creative application images and inspiring short videos to technical data, customers receive comprehensive input.
In addition to the world of inspiration, under the headline Project ideas Another large screen is mounted on the wall, which can be activated using two buzzers. Buzzer 1 leads to the Bosch online community page, where its members present their favourite projects, including the materials and machines they use. Buzzer 2 directs the customer to the online shop of the DIY store they are currently visiting. If they are missing products or materials in the store's stock, they can order them immediately with just a few clicks and then have them delivered. Of course, customers can also familiarise themselves with the world of Bosch products directly in the store.
On the other side of the Bosch "little house", customers in the Product worldThe advantages of these machines are communicated with digital image and product motifs on another large eye-catching screen
As a long-standing partner of Wanzl, Online Software AG supports the new shop-in-shop concept on the software side with the PRESTIGEenterprise communication platform. The system allows content to be planned for the long term, limited in time and updated at any time.
The concept is still in the test phase. The first shop in the shop was opened at the beginning of the year in Lohja, Finland, by Motonet Finland, a Bosch trading partner. More will follow.