Reta Award 2017: brickfox customer Euronics awarded for “Best Omnichannel Solution”
To keep pace with the times and remain competitive in the market, it is essential to have a presence across various sales channels – both online and offline. A sophisticated e-commerce multichannel strategy is indispensable for this. The EHI Retail Institute recognizes the successful implementation of such and other innovative retail solutions with the retail technology award – reta for short. This year marks the 10th time the retail technology award has been presented. The winner in the "Best Omnichannel Solution" category is the Ditzingen-based purchasing cooperative EURONICS and its outstanding marketplace solution.
EURONICS is the most widespread electronics retail chain in Germany, comprising more than 1.700 retailers. With 1.800 locations and approximately 12.000 employees, a high density and thus proximity to customers is guaranteed. The group aims to leverage this distribution online as well. To remain true to its goal of "best advice, best service, and best quality" as an online retailer, a sophisticated omnichannel strategy was developed and successfully implemented in collaboration with the agency NETFORMIC and brickfox Multichannel E-Commerce. Connecting the existing retail network with the online offering provides enormous added value not only for Euronics customers but also for the participating retailers. Retailers benefit from an appealing online presence and increased foot traffic online. Furthermore, customers are drawn to the physical stores, following the drive-to-retail principle.
Some of the complex technical processes in the background of the platform are controlled by the brickfox middleware. The software enables the coordination of all product and order data within the numerous merchandise management systems and online shops of the retailers as well as the joint platform of the group. With a focus on the marketplace logic, brickfox takes over the so-called order splitting: If a customer orders products from different retailers on the platform, brickfox splits the order and assigns each product to the appropriate retailer. A background logic that is particularly essential for the system of purchasing cooperatives.
EURONICS Deutschland eG is preparing itself for the growing competition with its Shopware online shop and the multi-channel e-commerce software for the brickfox group. By expanding sales to the Internet, Euronics is strengthening its local specialist retailers. The successful implementation of a complex omnichannel strategy makes EURONICS the winner of the retail technology award europe (reta).