Title	HANDSFREE SHOPPING
Brand	MAMMUT
Product/Service	MAMMUT STORE
Category	A03. USE OF MERCHANDISING/IN-STORE MARKETING
Entrant Company	McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency	McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency 2	MRM // McCANN WORLDWIDE Frankfurt, GERMANY

Name	Company	Position
Elke Klinkhammer	Mccann WORLDGROUP	Cco
Martin Biela	MRM/Mccann	Executive Creative Director
Dom Heinrich	MRM/Mccann	Creative Director Innovation Advertising
Mark Hollering	MRM/Mccann	Creative Technology Director
Normann Joseph	MRM/Mccann	Sen. Application Developer
Gift Amlumyong	MRM/Mccann	Visual Designer
Suzana Mitrasinovic	MRM/Mccann	Account Director
Maurice Racz	MRM/Mccann	Strategy Director
Christian Endecott	MRM/Mccann	Copywriter

The Brief

As a leading international, outdoor brand of Swiss origin Mammut is particularly drawn to mountains. The mountain separating the digital and physical world was no exception. We wanted a solution that would overcome this obstacle and provide customers and their digital communities with a clear route from the world of pinning and sharing Mammut equipment on social media directly into stores and, more particularly, to specific products within stores, without using their smartphone.

Describe how the promotion developed from concept to implementation

To scale these heights we developed a digital infrastructure that includes new beacon technology in a prototype store which seamlessly connects our retail area with a custom app promoted via newsletter, available via App Stores. Our customers pins and favourites of preferred Mammut equipment are saved in the app through Social Connect. Our in-store visual guidance system and smartphone app then enable them to head directly for preferred products, while digital displays show additional recommendations and products liked by friends. Additionally, employees can view customers’ shares and pins on tablets and offer extremely targeted support. There’s also a 10% discount for using the app and the Passbook voucher is automatically redeemed on checkout.

Describe the success of the promotion with both client and consumer including some quantifiable results

Thanks to the “beacon.store”, ecosystem Social Media is now seamlessly integrated into the real world, without annoying or distracting customers, leaving them free to focus on finding whatever they need to reach their own mountaintops. For us, that’s summit attained. And for our customers it’s a new feeling of freedom, almost like reaching the mountain top. 68% Used the App. as seamless navigation while shopping in the Mammut Store 52% Customers used the 10% Voucher

Explain why the method of promotion was most relevant to the product or service

Enabling outdoor enthusiasts to explore and discover lies at the heart of the Mammut brand. What could be more appropriate than providing customers with a solution that enables them to navigate their way from the digital realm directly to the real-world equipment they need to achieve their outdoor objectives?