Title	HUGENDUBEL SMARTBON
Brand	H. HUGENDUBEL GMBH & CO. KG
Product/Service	HUGENDUBEL SMARTBON
Category	B06. Use of Ambient Media: Small Scale
Entrant	INTERONE München, GERMANY
Idea Creation	INTERONE München, GERMANY
Production	INTERONE München, GERMANY

Name	Company	Position
Anna-Katharina Pelzel	Interone BBDO	Account Manager
Christina Rasp	Interone BBDO	Creative Director
Gregor Myszor	Interone BBDO	Creative Director
Dominik Schneck	Interone BBDO	Copywriter
Marco Schuster	Interone BBDO	Programmer
Matthias Ragossnig	Interone BBDO	Art Director
Shin Oh	Interone BBDO	General Creative Director

The Campaign

A common tool of online shops are recommendations based on your purchase. But how can this be used in traditional stores? No employee knows every book there is. Enter Hugendubel Smartbon. When purchasing a book, our software registers which titles is bought and uses its algorithm to scan the database of Hugendubels recommendation engine for linked an similar books. An extract of this recommendation, taken from the open database Google Books, is then printed on the sales receipt to give the reader an immediate first impression of the title. Additionally, a QR code leads directly to the item in the Hugendubel online shop. Making it very easy for customers to buy another purchase.

Creative Execution

The unique sales promotion Hugendubel Smartbon aims to boost online sales by customers of its brick and mortar stores. To achieve this the German book retailer activates its customers by printing book recommendations, generated with the help of a custom made software and Google Books, on a sales receipt.

Hugendubel Smartbon is not only a smart use of data it shaped how customers perceived Hugendubel and its online store. One way we achieved this is with the recommendations which, based on the Hugendubel engine, became even more tailored to the customers taste than they were used from brick and mortar stores. The combination of excerpt and QR Code also led to more awareness for and a direct connection to the Hugendubel online store – with a simple sales receipt. All in all Hugendubel Smartbon allowed us to generate up to 55.000 contacts per day for the online store.

In today’s disruptive world, companies need to think beyond the possibilities that traditional media provide. Using a customer centered approach, we therefore thought of a new way to combine on- and offline ideas, merging two mediums into a new product. And showing that even an established medium such as a sales receipt can be used to increase sales – it’s all thanks to data.

Insights, Strategy and the Idea

During payment, the ISBN code is transmitted to the API of the Hugendubel online shop’s recommendation engine. This identifies all similar books and selects the best matches based on popularity. A Google Books API is then triggered based on the title selected. Google Books contains extracts of most documented books in its database. This extract is put together, sent back to Hugendubel, and then portrayed on the sales receipt together with the book cover from the Hugendubel database.