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

Respresentatives of over 30 Chinese companies in a meeting with officials of Kazakh Invest National Company; Courtesy: primeminister.kz

Textiles | On 17th Aug 2018

Kazakh-China cooperation in textiles explored in Astana

China and Kazakhstan have immense potential to cooperate in textiles...

Courtesy: Pexels

Textiles | On 17th Aug 2018

AWEX EMI closes at highest ever level of 2116ac clean/kg

The Australian Wool Exchange (AWEX) Eastern Market Indicator (EMI)...

Courtesy: VF Corporation

Apparel/Garments | On 17th Aug 2018

VF Corporation shifting global headquarters to Denver

VF Corporation, one of the largest apparel, footwear and accessories...

Interviews View All

C Kamatchisundaram
Voltas

ITME is an occasion not only to receive new leads but also to work on...

Milind Khandwe
Hindoostan Innovation Centre

‘Modern technical textile is an indispensable tool for science and...

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Urmil Arya

Sushila International, a well established textile organisation established ...

Ravi Raj Desai

Himalaya Cotton Yarn Ltd manufactures high quality denier. The spinning...

Abhishek Dhanuka

Vyom International Pvt Ltd, established in 2002, is one of Surat's leading ...

Karl Zelik
Vanderbilt University

A team of engineers at the Vanderbilt University has designed a smart...

Pierre Wiertz
EDANA

Pierre Wiertz talks about the vast world of sustainable nonwovens and...

Matthew Kolmes
Supreme Corporation

Supreme Corporation manufactures innovative specialty yarns and safety...

Amiben Shroff
Shrujan

From its modest beginning in the late 1960s, Shrujan has grown into a...

Rupa Sood and Sharan Apparao
Nayaab

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

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

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

Leave your Comments


August 2018

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

news category


Related Categories:

Advanced Search