MediaMarkt customers will be able to navigate around a store to their desired product using their smartphones through a new app.
The pilot in Gründau-Lieblos allows customers to download the Store Guide app, search for the product they want and then navigate to it within the store.
Store Guide uses a technology from Signify which uses intelligent ceiling lights to transmit signals to the smartphone app, which MediaMarktSaturn developed in collaboration with commerce and customer service company Novomind.
This establishes the device’s location and then links this with the location of the product the customer is seeking. The app also includes detailed information about the products, special offers and the ability to use wish lists.
Store staff tag products with an electronic price tag which allows their location to be found. In the future, inventory robots will be able to do the same job.
The project is expected to last for several months, evaluating not only the technology itself but also providing additional insights from the data gained for use in category management and central planning of sales areas.
Sonja Moosburger, MD of MediaMarktSaturn’s innovation unit N3XT, said: "At MediaMarktSaturn, we are also pushing ahead with the expansion of digital solutions at the POS. In Gründau-Lieblos we show once again how they can change the shopping from scratch. Location-based services in particular offer our customers as well as us as dealers and thus also our employees completely new experiences and added value.
"In-store navigation is the basis for many other possible uses for us. At the same time, we are further expanding our multichannel strategy by combining the best of the digital and analogue worlds."
Kim-Van Blessin, end-user marketing manager Signify GmbH, said: "The possibilities of light in trade go far beyond pure lighting. In addition to a high-quality illumination of the shop, which offers customers an appealing shopping experience, intelligent lighting also allows them a personalised, comfortable shopping. At the same time, this relieves the workforce of the market, for example by helping them to create picking lists for online orders.
"We are very pleased to be able to realise this exciting project with MediaMarkt in Germany and to support the customers in their search for the right product."