Instore concept Wohn Schick

Initial Situation

The extensive conversion of the Wohn Schick headquarters in Haigerloch-Owingen, on more than 3.000 square meters, marks the beginning of an omnichannel shopping experience for customers of the future. echion AG was able to participate in the new concept of Wohn Schick, concentrating on the audio sound reinforcement – premium sound and digital signage with separate screens and video walls. In addition, in-store radio has been repositioned in stores to present customers with a coordinated mix of advertising, entertainment, and information.

Project description

Since December 2021, echion Corporate Communication AG has been equipping the furniture stores Wohn Schick and K-Markt with the entire range of in-store media. This includes the implementation of in-store radio with royalty-free music and editorial contributions such as spots and infotainment. Another profitable aspect involves digital signage touchpoints with high-quality video animations on various video walls. The solutions provided by echion perfectly supported and complemented the brands Wohn Schick, K-Markt and the new customer journey.

Music Formats

When designing the individual music format, the primary focus was the Wohn Schick brand and the new brand image during the relaunch. Among other things, suitable adjectives and emotions were determined for slogans such as “a piece of design” and then translated into music styles.

As part of the comprehensive target group analysis, the visitors of Wohn Schick could be divided into three main groups. Adapted to the target groups, three broadcast clocks were created, whose music styles are precisely adapted to the respective visitors during the day and their interests.  

The target group which visits Wohn Schick mainly in the morning and attaches importance to sustainability, quality and craftmanship, is treated with a musical mix of lounge, jazz, and classics. In the further course of the day, the target group of families, who value comfort and a home feeling, are addressed by a mixture of RnB Soul, Singer-Songwriter, and classical sounds. The younger, working target group usually visits Wohn Schick in the evening and selects furnishings mainly according to their design and variety. This target group is musically addressed by the genres RnB Soul and Softhouse in combination with Lounge and classics.

The target group of K-Markt was also analyzed separately and translated into a musical direction with two broadcast clocks, tailored to the visitor groups in the morning and afternoon.

Hardware

 

Hardware Audio Wohn Schick Owingen:

  • 1 Giada audio player
  • 64 Bose speakers
  • 4 Ecler amplifiers
  • 1 Ecler audio matrix

  Hardware Video Wohn Schick Owingen:

  • 17 Giada video players
  • 12 Philipps video wall monitors
  • 21 Peerless PopUp mounts
  • 10 Philipps LCD monitors
  • 1 GSM Werbetechnik special mount
  • 10 Apple TV boxes

  Hardware Audio + Video M-Markt Owingen:

  • 1 Giada audio player
  • 1 Philipps LCD monitor
  • 1 Peerless PopUp mount
  • 1 Giada video player

  Hardware Audio + Video Wohn Schick Rottweil

  • 1 Giada audio player
  • 1 Philipps LCD monitor
  • 1 Peerless PopUp mount
  • 1 Giada video player

  Hardware Audio K-Markt Rottweil

  • 1 Giada audio player

Customer Review

“The echion AG proves to be s competent full-service provider during both the planning and the implementation. Since the start, which was their competent advice on the professional implementation in our stores, we felt and still feel well guided and looked after. A big thank you for the good cooperation. We are very much looking forward to next exciting projects with the echion AG.”

Judith Schick Pieper, CEO Wohn Schick

Instore concept Zwilling

Initial Situation

As part of the redesign of the flagship store in Solingen, Germany, Zwilling has set itself the goal of increasing their customer experience in the shop. Shopping for exclusive houseware has become an exhilarating experience for all Zwilling customers through the integration of premium sound and digital signage. To do so, Zwilling relied on echion´s many years of experience and know-how.

Project description

To support the different brands of Zwilling, Staub, Demeyere, Ballarini and Miyabi, a total of seven 55” portrait format displays were integrated into the shopfitting.

A 98” display behind the cash register completes the setup.

echion relies on the extensive and high-quality audio technology from NewTec for premium sound. The Wi-Fi speakers for the light rail fit perfectly into the concept of the store and provide prime sound on the area. 

Adapted formats give Zwilling a completely new flair through the introduction of individual digital signage solutions at different touchpoints.

The music program created especially for Zwilling ensures a noble atmosphere that meets both the high quality of Zwilling as well as the high demands of Zwilling customers.

The Sound of Zwilling

Shopping at Zwilling seems like a visit to a Michelin-starred restaurant – except that instead of lamb fillet and crème brulé, the high-quality products are in the focus and the quality is not only noticeable with the eyes, but also with the ears. Zwilling is a special and noble brand of a superior nature which is exactly how the brand should be presented musically. For this, we leave nothing to chance: a hand-picked menu of jazz and lounge, enriched with sophisticated pop and chilled beats reflect the taste of the customers and ensures an exclusive shopping experience.

Instore Solutions for Car Dealer Reisacher

initial situation

In 2020, the Reisacher Group opened its large BMW brand world dealership for BMW, BMW i, BMW M, MINI, ALPINA and BMW Motorcycles in Augsburg. Covering an area of 36,000 square meters, the dealership sets standards in the areas of customer orientation, digitalization and sustainability. As service provider, echion AG was responsible for the equipment set up with premium audio and LED.

the Projekt

The optical highlight of the digital signage installation is the 55 m² LED wall on the outer facade facing the main street. It was complemented by LED bands connected to a digital wayfinding system customized for Reisacher, which guides customers to the right place on the premises as soon as they enter the premises. Inside, an 18.1 m² L-shaped LED display and an 8 m² double-sided LED become an attention-grabbing eye-catcher.

Premium Sound for the show rooms

The echion music editorial team developed an exclusive in-store sound program for the BMW showroom as well as for the MINI and BMW Motorcycles areas. The special challenge for the hardware equipment was to separate the seamlessly merging sales areas acoustically and precisely from each other and also to be able to guarantee interference-free consultation from every point of the salesroom. In order not to compromise the modern, minimalist visual design of the car dealership with visible cable runs, wireless loudspeakers were selected that could be seamlessly integrated into the existing lighting concept.

Hardware LED

  • LED exterior façade – 55.9 sqm².
  • Brightness: 8.000 cd/qm² -Pixel distance 10 mm
  • LED wall – 7.4 sqm
  • brightness: 6.000 cd/sqm² -pixel distance 3,9 mm
  • LED Service Garage – 17.9 sqm²
  • LED vestibule – BMW 4.7 sqm²
  • LED wind trap – mini 4.7 sqm²
  • Brightness: 6,000 cd/sqm² – Pixel pitch 3.9 mm
  • LED display – mini L-shape 18.1 sqm²
  • Brightness: 1.000 cd/qm² – Pixel pitch 2,5 mm
  • LED display double-sided – motorcycle 8.2 sqm²
  • brightness: 1.000 cd/qm² – pixel pitch 2,0 mm

Hardware Audio

  • 54 wireless speakers Audio Pro Business SP-1 & SP-3
  • 7 wireless subwoofers SUB-1 & Sub-3
  • 5 TX-1 wireless transmitters,
  • 5 VOL-1 volume controls

This is what our customers think:

Our projects with echion were supported with quick communication channels and competent handling. During our joint cooperation, we especially appreciated the very personal, yet professional support and the competent project management.

Digitale Menu Boards IKEA

initial situation

IKEA’s wish was to fit out all their home furnishing stores in Germany with digital signage poster boards providing information on the subject of food/restaurant. By digitising the menu boards, the aim was to enable both the IKEA head office and the individual stores to quickly and flexibly create and exchange standardised, visually appealing offers. The idea was for customers to be able see up-to-the-minute offers at a glance and be made aware of mealtime-specific menus (breakfast, lunch, afternoon tea/coffee, dinner) by special highlights.

 

Projektbeschreibung

As a full-service provider, echion AG offers an overall concept consisting of hardware, software, content production and management, installation and support

Hardware

The hardware used comprises digital signage poster boards of various sizes in portrait or landscape orientation plus one or two digital signage screens. The placement points for the displays are the entrance foyer, the furniture showroom and the restaurant lobby area.

The video playback hardware is a deployment-optimised Windows-based system designed for professional digital signage applications. The software and client content allocation platform is produced by echion.

Contentproduktion und Contentmanagement

Based on IKEA’s requirements and specifications echion produces various templates for presenting both food and retail-related content. The templates use a visually uniform and contemporary design as expected by consumers in modern retail spaces.

For content control, an individual content allocation platform (content management system) was designed and developed specifically for IKEA. That gives the IKEA head office the ability to centrally control the content for the individual stores. It also gives the stores flexibility – by virtue of the option of removing or swapping offers and creating their own individual daily offers based on a template.

The support provided by echion comprises the following services:

  • Daily control and monitoring of the functional capacity of the system and the content allocation platform for the home furnishing stores
  • Central control and maintenance of hardware and software
  • Remote maintenance of the systems
  • IP-based data communication via DSL or existing network
  • Branch-specific content allocation for all sites, individual content planning
  • Installation of software updates
  • Technical support / 24/7 phone hotline

 

 

Resümee

echion AG has been working with IKEA in Germany in the area of digital in-store communication since 2009 and is familiar with all the necessary processes, the centralised structure and decentralised control by the individual home furnishing stores.

As part of the “Instore Audio” project, echion AG controls daily playlists for each individual store in Germany, designs and produces content (promotion spots) on request and in consultation with the head office in Hofheim, and enters them into the individual program nationwide.

In addition, echion AG is in constant communication with all home furnishing stores (LMS and building services) to co-ordinate local content and/or local requirements and adjustments.