Pier14, the specialist for premium brands on the Baltic coast, is expanding its omnichannel strategy and continues to rely on the support of REMIRA. The new store on Usedom not only impresses with the fashion, lifestyle and indulgence concept typical of Pier14, but also with a special technological upgrade. This is because the REMIRA omnichannel tools are linked to digimago's digital signage solutions for the first time on site. As a result, customers now encounter interactive touchscreens on the sales floor, which significantly enhance the experience and add new possibilities to the consultation process.
The new Pier14 "Strandterrasse" store in Ahlbeck offers a high-quality range of products, from international designer collections, renowned brands and accessories to beauty and lifestyle products. The playful interior and highlights, such as a bar next to the checkout, create a special experience factor that is now further enhanced by the omnichannel digital signage solutions. For example, large touchscreens in the store display suitable atmospheric images and digital product messages that automatically adapt to various parameters such as the weather. In addition, the digimago system communicates with the REMIRA merchandise management system in order to have all the required article data, prices and store stock available in real time for the live rendering of the product display.
Optimized service on the sales floor
If customers like an item displayed, they can interact with the content on the display, "like" the products and select additional services. For example, they have the option of requesting advice from an employee. The employee then receives a notification via the REMIRA INSTORE app, sees the product in question directly on their smartphone or tablet and is therefore already informed about the customer's request when they are greeted. The result is not only an optimized service, but also eliminates the need to search for a free consultant on the floor.
On the other hand, there is the option of completing the purchase and having the goods delivered to their home from their vacation destination - without having to lug bags around and take up space in their suitcase. Customers can choose whether to pay at the checkout in the store or check out online. In the latter case, the products can simply be transferred to the shopping cart of the Pier14 webshop by scanning the QR code with a smartphone in order to make the payment using the desired method.
Further added value is created by RFID product recognition on the screens: This is because store visitors can place any items from the store on the sensor surface to display further information and images. The RFID labels are automatically recognized and the corresponding data is retrieved from the REMIRA WWS. Customers can then also choose whether they would like personal advice or to purchase the product directly via the aforementioned channels.Seamless customer journey and situational customer approach
The optimal interaction of the REMIRA merchandise management system and INSTORE app with digimago digital signage technology creates a fully networked customer journey at Pier14. All retail technologies interlock seamlessly and are linked to form a continuous process chain through real-time communication. This enables a new type of customer approach in the store: after all, the content displayed about the Baltic Sea region not only enhances the feel-good atmosphere and vacation mood. Pier14 also has the opportunity to advertise specific products in line with the store's inventory, e.g. to match the current weather: Once the desired parameters around the content to be displayed have been set, messages about T-shirts, dresses or sun hats can be displayed when the sun is shining. If it starts to rain, the content switches automatically and rubber boots or raincoats, for example, are advertised. This allows the situational needs of customers to be addressed in a targeted manner in order to encourage them to make impulse purchases if necessary.
"With the help of REMIRA and digimago, we have succeeded in increasing the feel-good and experience factor in our new Ahlbeck store without increasing the complexity for our team. This is because the solutions are all optimally interconnected and integrated into the existing system structure. This minimizes the maintenance effort for us",
says Stefan Richter, Managing Director of Pier14. As a next step, the fashion and lifestyle retailer is therefore planning to equip its other 15 stores with the omnichannel digital signage solution. To this end, the rollout has already been initiated and the go-live will now gradually follow.
Best retail cases
REMIRA is currently taking part in this year's Best Retail Cases Award with this project. Voting for the REMIRA use case with digimago and Pier14 is now open until September 11, 2024: https://bestretailcases.com/de/cases/omnichannel-digital-signage-schafft-neues-kundenerlebnis-auf-der-verkaufsflaeche/
Photos: ©Urte Kaunas
