Henkel AG & Co. KGaA – Interactive Shelf Computer
When Henkel originated the „Henkelhaus.de“, a brand-spanning platform where all consumer adhesive brands are combined under one roof, Marketing Factory was hired with the conceptual, creative, and technical implementation of this online service. MFC integrated the extension TYPO3 Commerce with the existing backend system on the basis of TYPO3, so that all consumer adhesive products can now be maintained in one single backend.
One year later, in 2010, Henkel introduced an Interactive Shelf Computer, a point-of-sale kiosk system, for its adhesive product line. Terminals are currently installed in around 1000 do-it-yourself stores in Germany, Switzerland and the UK. Marketing Factory was contracted with the software and technical implementation of this project and the hardware was delivered by the IBM business partner gekartel.
Having all relevant information already collected within the TYPO3 commerce extension, Marketing Factory was able to use the very same data to equip the interactive adhesives advisor. This makes the 15“ touch screen a sales expert which not only knows around 2000 possible adhesive combinations but also offers the customer up to three solutions and products for his or her individual DIY project.
The Interactive Shelf Computer itself is equipped with a TYPO3 installation and is connected to the internet via UMTS.
The main benefits of this point-of-sale kiosk system are:
- Competent customer consultation
- Sales promotion (towards the end customer and trading partner)
- Confirmation of purchase by using the bar code scanner to check if the correct product was picked from the shelf
- Drawing attention to the adhesive shelf thanks to the terminal’s eye-catching design
- Differentiation from competitors and increasing market share due to the exclusion of third party products
- Collection of market data and statistics (e.g. how many people used the point-of-sale kiosk system? Which product was scanned the most? Which product is the most recommended?)
The adhesives advisor (or „Klebeberater“, as the terminal is known in Germany and Switzerland) was also implemented on the website.
Based on one single source, the TYPO3 Commerce extension, the adhesives advisor is accessible via its own website „klebeberater.de“, and is also integrated in the websites henkelhaus.de, pattex.de, ponal.de, etc.
Additionally, Marketing Factory succesfully adapted the „Klebeberater“ for mobile web and the mobile app is available in Apple’s App Store.
Integrating the extension TYPO3 Commerce with the existing TYPO3 system of Henkel’s consumer adhesives line is the ultimate solution for combining its wide range of adhesive products with the wish to offer its customers detailed product information and qualified consultation at the same time. New products and information can be easily added via TYPO3 and, as one single platform is used for all different types of output formats, all changes will be automatically distributed to all formats straightaway.
Another benefit: as TYPO3 Commerce supports multilingualism, Marketing Factory uses the same platform for Henkel in Germany, Switzerland, UK and other European countries.
In the future, the content of the Interactive Shelf Computer will be extended by the content of Henkelhaus.de. Customers will have instant access to the whole DIY world of Henkel and will be able to print out instructions and shopping lists directly at the terminal.
About the company
Henkel is one of the most internationally aligned German-based companies in the global marketplace and is headquartered in Duesseldorf, Germany.
Henkel operates worldwide with leading brands and technologies in three business areas: laundry & home care, cosmetics/toiletries and adhesive technologies and has been a client of Marketing Factory Consulting GmbH since the year 1999.
Marketing Factory has been responsible for the web presence of many Henkel consumer adhesive brands for more than 10 years.
Marketing Factory Consulting GmbH
Marketing Factory Consulting GmbH is a full-service internet agency located in Düsseldorf, Gemany.
Since 1996 Marketing Factory has been providing interactive applications and web services for customers such as Henkel, Ecolab, Hörmann, ista, Westfalia and many others, and has grown to over 30 employees.
Our portfolio of services ranges from strategy consulting and conceptions for the creation of internet / intranet presences, point of sale systems, mobile applications, content management, e-commerce, and online marketing to hosting solutions and ongoing technical and editorial maintenance. Our main focus is the realization of content management solutions based on the content management system TYPO3.