Title	HUGENDUBEL SMARTBON
Brand	H. HUGENDUBEL GMBH & CO. KG
Product/Service	HUGENDUBEL SMARTBON
Category	B05. Use of Technology
Entrant	INTERONE Hamburg, GERMANY
Idea Creation	INTERONE München, GERMANY
Production	INTERONE München, GERMANY

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

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.

Campaign Success

With Hugendubel Smartbon we use the generated data to link the offline and online world of book enthusiasts using a simple piece of paper. In search for a perfect placement for our recommendation we decided to use the sales receipt and in doing so giving it a brand new benefit for customers. Additionally, the implementation of Google Books allowed us to go one step beyond simple recommendations by printing excerpts from the selected books directly on the receipt.This further activated customers to go for their next book in the Hugendubel online store.

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

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.

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

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.

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.