Digital Retail Award 2017: Here are the nominees

28 Sep 2017

Winners to be recognised during the Digital Retail Night on 18 October 2017 

The customer is king – in all channels. At the shop, online and on mobile. And she expects that all channels can be combined at will based on her preferences. The new magic phrase in retail is “seamless shopping”. How to do it right? For plenty of inspiration, look no further than viscom düsseldorf from 18 to 20 October 2017. Award-worthy solutions specifically for digital retail communication will be presented at the Digital Retail Space (Hall 14, Stand E35) featuring the submissions nominated for the Digital Retail Award.

14 nominees in three categories

Presented at viscom for the 11th time already, the international award comprises three categories: “Customer Journey” for digital projects that accompany the customer across channels all the way to the purchase decision, “Instore“” for digital projects and applications that advertise and sell at the shop, and “Startup Idea” for industry newcomers. Particularly innovative submissions from any category are eligible to win the Special Award . Fourteen innovative solutions have a chance of winning one of the 2017 awards, which will be presented during the Digital Retail Night at the Düsseldorf event location Ufer 8 on 18 October. Tickets for the evening event of the communication industry are available at

Here’s a detailed overview of the 2017 Digital Retail Award nominees:

Customer Journey category: Digital projects for cross-channel communication 

Project: Magyar Telekom, Stargate
Project title: „Stargate – Online Check-in to the Simplified Telekom Application

A solution to a widespread challenge: how do I provide a user-friendly and convenient online contact for my customers? Magyar Telekom and Stargate developed an app to enhance the check-in process for the shops of the Hungarian telecommunications company. Customers and customer service reps were included in the development from the start.

Project: Nolte & Lauth, Daimler – smart
Project title: smart HoloLens Experience

Customer experience in 3D: with an app for the HoloLens, Nolte & Lauth and Daimler further connect the customer experiences in the real and virtual worlds. Augmented reality technology enables smart customers using mixed reality glasses to experience the model’s features in 3D right at the car. The showroom is thus enhanced with context-sensitive information that would be difficult to display in the real world.

Instore category: Projects and applications at the shop

Project: Demodern, IKEA Deutschland
Project title: IKEA – Virtual Reality Showroom

Interactive inspiration in 3D: at select IKEA furniture stores, customers can use the Oculus Rift application developed by Demodern to bring rooms to life. The Virtual Reality Showroom makes it possible to combine and explore various pieces of furniture and materials. According to Demodern, this is the first product presentation worldwide that enables customers to interactively experience products in a 3D showroom with the help of virtual reality.    

Project: Do It!, Telekom Virtual Reality Fitness Bike
Project title: Virtual Reality Fitness Bike

Live testing for wearables: a virtual bicycle tour shows customers at Telekom shops the features of fitness trackers and smartwatches, combining information about accessories, devices and matching rate plans. Prominent placement near the shop window draws interested customers into the shop. It’s an appealing way for them to pass the time if there’s a wait. By offering a personal product experience, the concept by Do It! also creates clear differentiation from online retail.  .  

Project: eyefactive, Be:Two for Mars Petcare
Project title: Future Store – Pet Food Department of the Future for Mars Petcare in Berlin

Multitouch for animal lovers: what’s the future of brick-and-mortar retail going to look like? Developed for Mars Petcare, the solution by Eyefactive and Be:Two introduces an innovative concept for pet food departments in supermarkets. Using multitouch software, it enables the delivery of information for cat and dog owners as well as of purchasing incentives on multiple touchscreens. The concept has already been implemented for an Edeka market in Berlin.

Project: Havas beebop, Ecco Schuhe GmbH
Project title: Cool from every angle

A 360-degree virtual reality experience: Havas beebop developed an in-store promotion module for Ecco Schuhe, which lets customers virtually experience sneakers from every angle. Via four different video productions, they can explore various application areas of the shoe. The videos can be preselected using touchscreen controls.

Project: Lepel & Lepel Architecture, Interior Design, Telekom MagentaZuhause Lounge
Project title: MagentaZuhause Lounge

One-click consultations: Lepel & Lepel Architecture, Interior Design developed the “MagentaZuhause Lounge” (“Magenta At Home Lounge”) for Telekom. It provides an online way for private customers to learn about the entire landline-based portfolio of the German telecommunications provider, everything from telephone and high-speed internet connections to the EntertainTV television experience and innovative home connectivity via Magenta SmartHome. Perfect customer consultations with a single click.

Lepel & Lepel Architecture, Interior Design, Telekom Virtual Reality Lounge
Project title: Virtual Reality Lounge

360-degree videos at the shop: Telekom devised a Virtual Reality Lounge for the POS to help introduce the new streaming service MagentaMusik 360. 360-degree videos of famous landmarks were produced specifically for the flagship store in Munich. For example, customers can experience the Glockenspiel at Munich’s town hall from the perspective of a figure inside the bell tower or watch surfers up-close as they take on the famous wave on Munich’s Eisbach river. The cross-channel project was developed by Lepel & Lepel Architecture, Interior Design.

Project: MediaMarktSaturn Retail Group, HoloTour
Project title: HoloTour – the Future of Shopping: Augmented Reality
Shopping with an avatar: augmented reality can be used to make the customer shopping experience at the POS even more attractive and informative. The electronics retailer Saturn created an avatar for the HoloLens. With the aid of mixed reality glasses, customers are accompanied on their shopping trip by their virtual representative. Along the way, the avatar delivers helpful information about the product. Saturn lays claim to being the first retailer to offer this augmented reality experience. 

Project: MuSe Content, Störtebeker Braumanufaktur
Project title: Störtebeker Shop&Taste

Multiscreen signage for the POS: MuSe Content developed a digital signage solution for Störtebeker Braumanufaktur that fuses various locations, screen sizes and content elements into a meaningful shop experience. A digital display case at the entrance promotes events and culinary specials. A behind-the-counter display at the brand shop provides information about upcoming beer tastings and whether they have space available. In addition, interactive displays placed around the room present product details – for example about the 16 different varieties of craft beer. One core element is the Störtebeker Place & Learn solution – a digital beer sommelier. In addition, following beer tastings, customers can use touch terminals to order their favourites and have them delivered right to their home. 

Project: Nolte & Lauth, Daimler – smart
Project title: smart Digital Showroom Experience

Customer experience in the smallest of spaces: the smart Digital Showroom Experience lets users experience the smart car in all its facets at a space-saving touch table. An intuitive interface delivers high-resolution vehicle visualisations in flexible formats and quality levels. Furthermore, individually configurable NFC tags can be used to transfer physical properties such as paint colours to the virtual vehicle. Optionally, the touch table can also be connected to a power wall consisting of multiple screens. That way, vehicles can even be presented with images and videos in the original size. Plus, a tablet app enables mobile and flexible use anywhere in the store .

Project: Westiform, Valiant Bank
Project title: Banking 2.0: Virtual branch for Valiant Bank

Digital signage for bank branches: commissioned by Valiant Bank, Westiform developed a branch that offers digitally-based personal onsite consultations while providing customers access to the full array of services even outside of regular business hours. The concept seamlessly connects classic digital signage elements at the POS and in the shop window, interactive touch applications in consultation rooms, and camera-based applications. The holistically designed experience provides customers with a personal contact, which results in the branch not having to be permanently staffed, despite banking products requiring lots of consultation.

Startup-Idea: Digital projects by industry newcomers 

Project: App & Eat
Project title: App & Eat – Waiting is so Yesterday

Smart shopping for the bakers’ and butchers’: App & Eat lets customers use their smartphones to view the selections offered by nearby bakers and butchers, pre-order products and have them prepared based on personal preference. Additionally, they can retrieve information about ingredients and allergens. Payments are done via credit card or PayPal. Once customers have received their pickup number, they can pick up their order at the store at the desired time without having to wait.

Project: Fluur – Büro für interaktive Gestaltung, Yello Strom
Project title: NOWA – the Interactive Shop Window

Customers control the displays: NOWA makes digital displays interactive. Customers use a QR code or enter a web address in their smartphones to navigate to a mobile microsite. Once there, they can directly access the digital content of the shop window and, for example, browse a catalogue, see products in 360-degree view or personalise the colour and material selection. Since controls aren’t app-based but are handled directly from the browser, user control is easy and doesn’t require large data volumes. The app was developed by Fluur – The Office for Interactive Design for the energy company Yello Strom.

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