Title | HUGENDUBEL SMARTBON |
Brand | H. HUGENDUBEL GMBH & CO. KG |
Product/Service | HUGENDUBEL SMARTBON |
Category |
C05. Customer Retail / In-Store Experience |
Entrant
|
INTERONE Hamburg, GERMANY
|
Idea Creation
|
INTERONE München, GERMANY
|
Production
|
INTERONE München, GERMANY
|
Credits
Christina Rasp |
Interone BBDO |
Creative Director |
Shin Oh |
Interone BBDO |
General Creative Director |
Matthias Ragossnig |
Interone BBDO |
Art Director |
Gregor Myszor |
Interone BBDO |
Creative 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.