Customer-centricity and digital transformation are the current buzzwords in the retail industry. To increase market share, retailers must constantly adapt their product offering to the needs of their customers – both online and offline. Thus, with the support of TAILORIT, the Karstadt Warenhaus GmbH has opened an “Experience Store” in its Dusseldorf location.

First, TAILORIT defined the customer journey for each Karstadt persona and, on this basis, selected the optimal digital touchpoints. The result was a selection of innovative solutions, which practically connect online and offline, such as an intelligent fitting room with integrated light management, a smart tray and a social mirror. The Karstadt customer can use these touchpoints to look up product information, call a sales assistant, get inspiration or make use of a number of further services. To enable the automatic identification of merchandise at the digital touchpoints, all products were fitted with RFID tags. In addition to selecting the right touchpoints, TAILORIT’s task was to define the technical, functional and procedural requirements as well as manage the solution partners and oversee the realization.

 “We see the ‘Experience Store’ as an opportunity to gain experience with the individual solutions and processes. We want to know what interests customers the most and how they interact with the touchpoints. Such a high concentration of solutions doesn’t exist yet anywhere else in German retail. We’ve already won a good deal of insights that will help us on the path to making Karstadt a connected market place,” states Karstadt Project Manager Carsten Maeskes.

TAILORIT will continuously analyze the user behavior at each touchpoint and conduct a survey to measure customer perceptions. Thus, the solutions can be adapted and further optimized.

Partners: Mavis, Ansorg, GIP, neueRäume, Display International, sys-pro, Phizzard, Raumakzente, Niggemeyer, Achte, Storck, visuarte, i42, General Logistics Systems Germany, Werner Kocher

Karstadt Intellgient Mirror

Karstadt Social Mirror

Karstadt Smart Tray

Photo Credit: Karstadt Warenhaus GmbH