Company News • 29.11.2012

Innovative corner shop multi-channel retailing

Emmas Enkel is enjoying growth and success

Innovative corner shop multi-channel retailing
Source: Emmas Enkel

A German start-up retail convenience store is enjoying growth, success and recognition for its family-inspired values and modern approach to food retailing. Emma’s Enkel is trialling a polytouch all-in-one multi-touch system to close the gap between physical and virtual shopping, giving customers a fifth channel for purchasing fresh and non-perishable food, toiletries and household goods.

Mom and Pop Shop Revival

The Emma’s Enkel (Emma’s grandson) concept was conceived by young entrepreneurs Sebastian Diehl and Benjamin Brüser with the intention of reawakening the traditional corner shop experience with a contemporary twist. Their vision was a return to a more emotional and less anonymous form of shopping after the displacement of small grocery stores by large discount stores and major retail chains. This awardwinning formula combining the best from the good old corner shop with the benefits of modern technology and new media is taking Germany by storm and is a leading example of cross-channel shopping.

Ordering Methods

Located in Düsseldorf’s city centre, Emma’s Enkel offers over 2,000 products and is continuously increasing its range of stock, in-store and in the warehouse. Customers currently have four different ordering methods to choose from depending on their purchasing habits. They can hand a shopping list over the counter for an assistant to shop and pack for them while they relax in the coffee corner. They can purchase goods online, via iPad or by smartphone using the free in-store Wi-Fi service and wait for their goods to be prepared. They can place an order online from home or work and have the goods delivered for free in Düsseldorf within two hours. Finally, if customers are passing by outside of opening hours, they can shop via their smartphones using the QR-code wall in the store window. The wall acts as a virtual store shelf with over 400 products on display.

A new e-commerce era

As of June 2012, an innovative pilot project is underway at Emma’s Enkel to introduce a fifth distribution channel, which closes the gap between physical and virtual shopping. A point-of-sale optimised multi-touch platform, OXID POS, is currently being trialled that allows customers to browse, select and purchase products from the online shop whilst in-store. E-commerce vendor OXID eSales and digital brand communications agency People Interactive created and developed the multi-touch platform incorporating a 32-inch polytouch system from Pyramid Computer and OXID eShop software.

Multi-touch technology was chosen to offer the same level of engagement that customers get from their smartphones and tablets. The platform helps guide customers around the Emma’s Enkel online shop in an intuitive and exciting way. Users can flick through content, drag to zoom and pinch to minimise products on the screen.

The Polytouch Experience

The platform’s integrated polytouch 32 system features Projected Capacitive Touch technology and supports 10 simultaneous touches with a 10 millisecond response time. It also offers palm rejection, creating a natural and responsive user experience.

polytouch 32 is a compact, frameless plug and play device, making it flexible for standalone use or for integration into counters, desks, totems or kiosks in any professional environment. A range of additional hardware components can be added to the system via extension modules, depending on application requirements. These include barcode, RFID-readers, speakers, Bluetooth modules and cameras.

In the case of OXID POS, polytouch 32 was fitted with scanner, camera and printer extension modules. The e-commerce platform offers a world first by using the PayPal QR Shopping App, whereby customers can scan a product’s QR-code on the screen with their smartphone and the item appears on their display. They can then add the item to the app’s shopping cart and automatically link to their PayPal account to make the payment. The printer module produces a receipt, which the customer can then take to the counter and collect their goods.

Why Multi-Touch?

The interactivity of in-store e-commerce platforms deliver focused customer communications. Full HD content and appealing visualisation can activate emotions and bring retailers increased sales success. The versatility of large format multi-touch systems makes them especially suitable for the in-store environment. Devices like polytouch 32 offer stores an innovative kiosk solution that connects to the web to facilitate multichannel strategies such as cross-selling, product promotion applications and social network integration. As Emma’s Enkel and many other retailers are finding, today‘s big multi-touch screens open up a huge range of opportunities for e-commerce in-store.

This new level of multi-channel shopping means that customers have the flexibility to shop any way they like, 24 hours a day, seven days a week. Age and language barriers are broken down, no matter which ordering method is chosen. This compelling, customer-focused concept has set a benchmark for retailers in Germany and across Europe to measure their approaches to multi-channel retailing.

related articles:

popular articles:

Thumbnail-Photo: Choosing the right marketplace for your business: A profitable niche...
17.06.2019   #online trading #marketing research

Choosing the right marketplace for your business: A profitable niche product is key

"Platform strategies are critical for success," says Dr. Kai Hudetz of the IFH Cologne (Institute for Trade Research)

Ebay or Amazon, Zalando or Otto? Retailers have many options when it comes to an online marketplace where they can sell their merchandise. Success for retailers hinges on making good choices.Dr. Kai Hudetz, CEO of the IFH Cologne, gives tips on what ...

Thumbnail-Photo: The POS TUNING Pizza Presenter
24.07.2019   #product presentation #refrigerated shelves

The POS TUNING Pizza Presenter

The presentation solution for round pizzas in the chilling area

At the point of sale, customers can only buy what they see. This is the motto of POS TUNING from Bad Salzuflen, the solution provider for optimized product presentation at the point of sale for almost all product categories.The POS T Pizza Presenter ...

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: British consumer behavior: ethical and Instagrammable...
06.08.2019   #marketing research #customer analysis

British consumer behavior: ethical and Instagrammable

Report tracking spending across major consumer markets

As Brexit rumbles on, British consumers continue to spend on brands and businesses that successfully tap into the Holy Trinity of current consumer behavior: the ‘experience economy’, the booming health and wellness movement, and the ...

Thumbnail-Photo: 5 essentials for customer experience leaders...
18.07.2019   #customer satisfaction #customer relationship management

5 essentials for customer experience leaders

Gather customer feedback and analyze it

Customer experience is fundamental to your business and needs to be in your company’s strategy.However, CX leaders are challenged with what it means to spearhead these efforts. To improve their influence, and subsequent results, CX leaders can ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Thumbnail-Photo: Distract or divert!
10.09.2019   #customer satisfaction #customer relationship management

Distract or divert!

How to engage customers at the checkout

Retailers and retail designers spend a considerable amount of time discussing and juggling a crucial aspect of the customer experience at the point of purchase: the checkout.To be fair, it’s not easy to turn the moment when customers have to ...

Thumbnail-Photo: Return on experience: The new kind of customer loyalty...
12.08.2019   #customer satisfaction #customer retention

Return on experience: The new kind of customer loyalty

US retailers benefit if they keep pace with rapid rise in customer expectations

New research conducted by alternative payments provider Klarna across 2,000 US consumers and 250 retail decision makers, reveals that retailers are struggling to retain their customers as consumers today increasingly have zero tolerance for a poor ...

Thumbnail-Photo: Digital natives value brick and mortar stores …...
11.07.2019   #consulting #customer satisfaction

"Digital natives" value brick and mortar stores …

… more than their parents or grandparents

Despite clear differences in expectations among shoppers of different generations, almost half of retailers (44 percent) have made no progress in tailoring the in-store shopping experience according to a recent study conducted by Oracle NetSuite, ...

Thumbnail-Photo: SPAR continues European expansion with entry into Kosovo...
02.08.2019   #brick and mortar retail #business developement

SPAR continues European expansion with entry into Kosovo

6 store openings in 2019 and 7 more planned for 2020

The voluntary food retail organization SPAR International announces the brand’s entry into the Kosovan retail market, the 27th European market, in line with their expansion strategy.SPAR Kosovo is a new entity set up by a consortium of ...


loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
Innere Kanalstraße 15
50823 Köln
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen