Möbel Heinrich is addressing customers digitally with LN-Consult, VusionGroup and Online Software
Möbel Heinrich has the specialised assortment area of its furniture store in Steinheim, Westphalia, equipped with electronic price tags from VusionGroup. Integration partner for the project is professional services company LN-Consult from Graz, Austria. The electronic shelf labels are integrated with the retailer’s merchandise management system from SHD via the digital POS advertising platform Prestige from Online Software.
The specialised assortment area comprises accessories and decorative items offered in addition to furniture products. This product segment plays a key role in appealing to customers and serves as a door opener to attract customers to the furniture store. The family business based in Stadthagen, Lower Saxony, wanted to determine customer acceptance and user-friendliness of electronic shelf labels in a manageable, price-oriented segment.
Jan Hintze, responsible IT project manager at Möbel Heinrich, explains that further steps are planned based on the findings from the first ESL installation and explains: “We naturally see the possibilities of digital touchpoints across the entire area of our furniture stores. Large-scale installations of displays and digital signage solutions therefore also play a role in our considerations for the future design of our customer approach.”
Integration as a success factor
As an integration partner, LN-Consult is responsible for implementing the ESLs. The SESimagotag ESLs from VusionGroup in sizes from 1.6 inches to 12.2 inches and with black/white and red character display are currently being used. The app from LN-Consult obtains data, such as prices and product information, from Online Software’s Prestige platform. It then forwards this information to the VusionCloud ESL management software. Prestige, in turn, is integrated into the existing SHD Ecoro & MHS merchandise management system.
Addressing customers via digital media
The company already operates a comprehensive digital signage network with over 60 screens to address customers in the store. The Prestige software controls the system and supplies it with content and is also used to print price tags and other advertising media. With the integration of electronic shelf labels, Möbel Heinrich is supplementing its already existing communication platform.
Jan Hintze explained that the project had shown the potential of this technology, both for more efficient pricing and a modern customer approach. He sums up: “Knowledge gained from this project forms the basis for us to take further steps towards digitalisation, including further networking of our locations.”
