Henkel AG & Co. KGaA – Interactive Shelf Computer

"Interactive product advice: online, mobile and in retail space "

Content Management
Integrations
Multilingual
Europe
Industry
Manufacturer
Consultancy
Development
Technology
Henkel AG & Co. KGaA – Interactive Shelf Computer
Headquarter
Germany
Employees
50K(2016)
Turnover
18.7B(2016)

A POS-system with TYPO3

Henkel is one of the most internationally aligned German-based companies in the global marketplace and is headquartered in Duesseldorf, Germany.

Henkel operates worldwide with leading brands and technologies in three business areas: laundry & home care, cosmetics/toiletries and adhesive technologies and has been a client of Marketing Factory Consulting GmbH from 1999 to 2016.

Marketing Factory has been responsible for the web presence of many Henkel consumer adhesive brands for more than 10 years.

In 2010 Henkel introduced an Interactive Shelf Computer, a point-of-sale kiosk system, for its adhesive product line. From 2010 to 2016, Terminals were installed in around 1.000 do-it-yourself stores in Germany, Switzerland and the UK. Marketing Factory was contracted with the software and technical implementation of this project and the hardware was delivered by the IBM business partner gekartel. 

Having all relevant information already collected within the TYPO3 commerce extension, Marketing Factory was able to use the very same data to equip the interactive adhesives advisor. This made the 15“ touch screen a sales expert which not only knew around 2.000 possible adhesive combinations but also offered the customer up to three solutions and products for his or her individual DIY project.

The Interactive Shelf Computer itself was equipped with a TYPO3 installation and is connected to the internet via UMTS.

 

    Multi-Channel-Marketing based on a single application

    The adhesives advisor (or „Klebeberater“, as the terminal is known in Germany and Switzerland) was also implemented on the website.

    Based on one single source, the TYPO3 commerce extension, the adhesives advisor was accessible via its own website „klebeberater.de“, and was also integrated in the websites henkelhaus.de, pattex.de, ponal.de, etc.

    Additionally, Marketing Factory succesfully adapted the „Klebeberater“ for mobile web and the mobile app was available in Apple’s App Store.

    Integrating the extension TYPO3 commerce with the existing TYPO3 system of Henkel’s consumer adhesives line was the ultimate solution for combining its wide range of adhesive products with the wish to offer its customers detailed product information and qualified consultation at the same time. New products and information could be easily added via TYPO3 and, as one single platform was used for all different types of output formats, all changes were automatically distributed to all formats straightaway.

     

    Added benefits for manufacturers and retailers

    The main benefits of this point-of-sale kiosk system were:

     

    • Competent customer consultation
    • Sales promotion (towards the end customer and trading partner)
    • Confirmation of purchase by using the bar code scanner to check if the correct product was picked from the shelf
    • Drawing attention to the adhesive shelf thanks to the terminal’s eye-catching design
    • Differentiation from competitors and increasing market share due to the exclusion of third party products
    • Collection of market data and statistics (e.g. how many people used the point-of-sale kiosk system? Which product was scanned the most? Which product is the most recommended?)

     

    Another benefit: as TYPO3 commerce supports multilingualism, Marketing Factory used the same platform for Henkel in Germany, Switzerland, UK and other European countries.

     

    Implemented by TYPO3 Business Partner:

    Marketing Factory Consulting GmbH

    Your partner for sustainable digital solutions! Marketing Factory offers complete service from a single source: Our qualified team of technology, marketing, sales and development specializes in tailor-made solutions and services of the highest quality.

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