Home / Knowledge / News / Information Technology / Retail chain REAL launches online coupons across Germany
Retail chain REAL launches online coupons across Germany
03
Aug '12
Major retail hypermarket chain REAL, part of Metro Group, worked with IBM to launch a new electronic coupon system throughout its 320 German stores.  This first-of-a-kind digital coupon system, developed with IBM Research scientists, enables consumers to use their mobile phones to find and redeem e-coupons as they shop in stores. This delivers a convenient and personalized service to shoppers, even if they left their paper coupons at home.

REAL hypermarkets, which sell about 80,000 items, from food to electrical appliances to clothing, already conducts the largest coupon program in Germany through the company's "Payback" program. REAL cites customer loyalty programs such as Payback as an important part of their business strategy in the highly competitive retail market.

REAL's coupon program enables in-store Payback members to use their mobile phones to browse online coupons as they walk through the aisles. Shoppers can choose their favorite coupons from the REAL homepage or a Payback app on their smartphones.  In a maximum of 500 milliseconds, the system confirms their choice and transfers an eCoupon to the store's "3V - Value Voucher Validation" coupon system in real time. To redeem the eCoupon, customers display their Payback membership card upon check-out and the transaction is processed automatically.

Flexible, personalized service for consumers

For REAL, the electronic system offers a more personalized view of customers and the option to change coupon distribution in real time.  Promotions can respond more flexibly to seasonal changes or fashion fads to appeal to ever-changing consumer tastes.

"In essence, we are simplifying and improving the coupon redemption process," explains Bernd Hasenbank, Head of Point of Sale Solutions at REAL.

"In the era of Big Data, consumers expect a superior retail experience – which puts pressure on retailers to deliver hyper-personalized services," says Falk Nieder, consultant at IBM Global Business Services. "REAL's e-couponing system demonstrates that retailers can deliver timely and customized coupons so that marketing feels more like a welcomed service."

REAL expects that it will be receiving several hundred thousand eCoupon queries and eCoupon redemptions per day at the cash registers of it 320 stores. That is not an easy task for the underlying information technology (IT) architecture with a central server.

The new 3V coupon system at REAL is based on existing IBM solutions at METRO Group, which are compliant with the EPC Information Services Standard (EPCIS) of EPCglobal. The system is based on IBM InfoSphere Traceability Server, a high-performance data storage device, that is able to manage and analyze large amounts of data, integrate master data systems and provide data in real-time for internal and external applications.

REAL - Germany is known for its comprehensive range of brand-name and private-label products that are always fresh and good value for money.

IBM

Must ReadView All

Apparel/Garments | On 24th Apr 2017

ColDesi launches latest direct to garment printer

ColDesi, a pioneer in the direct to garment printer business, has...

Textiles | On 24th Apr 2017

US’ textile manufacturers applaud Buy American order

US' National Council of Textile Organisations has favoured President...

Courtesy: NASA/JPL-Caltech

Textiles | On 24th Apr 2017

NASA designing advanced woven metal fabrics for space

Scientists at NASA are designing advanced woven metal fabrics for a...

Interviews View All

Amit Jain
Shingora Textiles Ltd

‘In terms of fabric, the fastest growing category for us is a blend of...

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search