New modern shop design concept with digital elements not only refreshes the sneaker store and young fashion, but also revitalises the checkout area.
Weinheim, 10 May 2017 +++ The Minden-based fashion store Hagemeyer decided to integrate digital elements into the new shop design during the recent renovation of its 3,000 square metre women's wear department. NEXGEN smart instore GmbH is responsible for the overall implementation of the digital media, while the PRESTIGEenterprise digital signage software is used for content management, maintenance, administration and distribution of the advertising messages.
For the staging of the completely redesigned and radically changed DOB worlds, both individual screens and a spectacular video wall with nine screens were installed, which are arranged like a cut-up picture in both portrait and landscape format. Each screen can be controlled individually. The 100 square metre sneaker store called "Yourwayz" and the trendy young department "Hinterhof79" in particular stand out with the "Shape Wall", and not just from a shopfitting point of view. In addition to promotional videos from the product manufacturers, Instagram posts are also shown on the screens and young shoppers have the opportunity to take a picture of themselves and an outfit in a photo box, which is then shown on the "Shape Wall".
The decision in favour of the screens went hand in hand with the intention of giving the shopping experience in the new, modern ambience an event character and thus achieving better identification and loyalty of the young target group to the Hagemeyer fashion store. Currently, captivating images and fashion videos provide digital emotionalisation. In future, however, the company's own themes and advertising messages will also play an increasing role in digital communication.
"We don't want to leave the content to the manufacturers alone, but want to set up a clean, appealing communication concept with recognition value based on the Hagemeyer brand," explains Martin Heinzmann, COO at Hagemeyer. "PRESTIGEenterprise's template concept is ideal for this, as it enables our central marketing department to use different templates in a standardised corporate design for a wide range of content. This means we don't have to call in an agency for every little piece of information and can act quickly and flexibly."
The remodelling measures also included the redesign of the service checkout, on the back wall of which three large-format screens entertain waiting customers and provide information on current topics, such as the customer card, gift vouchers and the new personal shopping service. Local news is also planned in cooperation with the local daily newspaper. NEXGEN smart instore advised Hagemeyer on the planning of the digital media and was responsible for the IT and structural realisation of the "Shape Wall" and other placements. In addition, the Karlsruhe-based system integrator developed the process design for day-to-day work with the interactive content campaigns.
These customised processes should make it as easy as possible for the customer to deal with PRESTIGEenterprise and have the technical administration and system maintenance of the hardware and network infrastructure efficiently carried out by NEXGEN smart instore. Together with NEXGEN, we were able to set up effective project management across all the people and departments involved. We had just 7 weeks from the first planning workshop to the opening. We only achieved our goal thanks to the professional and pragmatic work of everyone involved," says Martin Heinzmann.
Fourteen screens are currently controlled via the PRESTIGEenterprise software platform, but in the medium term the Hagemeyer team would like to centrally plan and control the campaigns for all digital systems installed in the store, including the LED outdoor video wall, which greets shoppers very prominently above the main entrance.
Modehaus Hagemeyer has stood out like a solitaire in the East Westphalia/Lippe region since 1879. At its three locations in Minden, Stadthagen and Bad Oeynhausen, the family business presents itself as an innovative, service- and experience-orientated premium fashion house. Hagemeyer sells much more than fashion. It appeals to all the senses. A mixture of fashion, lifestyle, zeitgeist and culinary delights are offered on the five floors of the 18,000 square metre flagship store in Minden. Constantly updated and contemporary product ranges as well as a large premium area for men and women invite you to linger in the fascinating style and brand worlds.
Picture credits: Hermann Hagemeyer GmbH & Co. KG / Jan Voth pictures
About Online Software AG
About NEXGEN smart instore
NEXGEN smart instore specialises in digital signage for the point of sale. The company develops solutions for all aspects of digital communication: from digital signage applications and shop TV to interactive advisory systems and connections to ERP, PIM databases, mobile marketing and online shops. NEXGEN smart instore has been successfully supporting leading retailers for many years with store technology for checkout systems, interfaces to ERP systems and all advertising-relevant media at the POS. Customised service and support round off the range of services. Customers who rely on NEXGEN smart instore include: DEPOT, four EDEKA regional companies, Gebr. Heinemann, tegut, REWE für SIE, Ahold and ATU.
Further information:
Online Software AG
Bergstrasse 31
69469 Weinheim, Germany
info@online-software-ag.de
www.online-software-ag.com
Sandy Heinzmann
Manager Marketing & Communication
T. +49 6201 9988-682
F. +49 6201 9988-77
sandy.heinzmann@online-software-ag.de