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.

Instore Radio Gerry Weber

Initial Situation

With its new orientation under the motto “I Am Gerry – We Are Gerry”, Gerry Weber is deliberately targeting the modern woman over 50. The aim is: to establish an even stronger relationship with female customers and to focus on the beautiful moments in life. Based on this, we developed two individual music formats that make brand values audible at the POS as well. One of the formats is tailored exclusively to the German-speaking market, while a second format was customized for use in its international stores.

Project description

The current Gerry Weber sound is familiar, high-quality and, above all, emotional. The motto: The music of my life. Every music track has an emotional connection to its customers and remind them of the special moments in their lives. Stylish classics from all decades mixed with current rhythmic pop create an atmosphere that invites you to reminisce in the here and now. And because every generation had “its” personal, very special hits, we make sure that every customer feels comfortable with the sound of “her” hits. For example: While in the morning the Beatles or Beach Boys exude a touch of 60s feeling, in the late afternoon the soulful songs of Adele and Ed Sheeran are more captivating. Selective highlights from the areas of jazz or chanson bring the whole thing into a high-quality framework. This creates an overall sound that female customers can trust and identify with.

Support from echion includes the following services:

  • Maintenance and updating of the music track pool
  • Store-specific booking of audio commercials in all locations with individual content planning
  • Monitoring and securing of system functionality
  • Monitoring and securing of system functionality
  • IP-based data transfer via DSL or existing network
  • Installation of software updates
  • Technical support / 24/7 telephone hotline

Instore Audio Program Takko Fashion

Initial Situation

The fashion retailer from Telgte operates in over 1,900 stores in 17 different countries. These require a music program in line with the target group. The goal: professionalization, standardization and optimization of the auditory customer approach at the POS. In addition, audio spots are provided on a regular basis for most of the country subsidiaries to advertise promotions and offers.

Project description

Based on Takko Fashion’s target group and brand profile, two individual music formats have been developed to support the textile discounter’s retail brand and to optimally its target groups. The first format is exclusively compiled for the German-speaking region, while the second format has been optimized the international stores. Popular titles from various pop genres form the foundation of the music programs, which are then supplemented by selected pieces of music from the dance and rock sectors.

Audio Content Production

Together with the echion subsidiary, DIE KLANGMACHER, native speakers from 13 different countries were brought together and a production process was developed from text creation to booking. The goal: perfectly optimized and seamless multi-channel communication, between the central Takko Fashion Marketing, the respective country subsidiaries and echion. Due to a good foundation of trust and collaboration minimal coordination is required.

“Working with echion is very easy and uncomplicated – they are always reliable and treat us in a friendly manner. Our partners at Echion are always proactive and the coordination processes run smoothly. We are very satisfied with our partnership with echion.” Takko Fashion

Content

Since the echion in-store audio program can be played without additional hardware, an individual software solution was developed in cooperation with the customer, which is installed on the customer’s cash register system.

Support from echion includes the following services:

  • Maintenance and updating of the music track pool
  • Store-specific booking of audio commercials in all locations with individual content planning
  • Monitoring and securing of system functionality
  • Central function monitoring and maintenance of the software
  • IP-based data transfer via DSL or existing network
  • Installation of software updates
  • Technical support / 24/7 telephone hotline

Customer Review

Working with echion is very easy and uncomplicated – they are always reliable and treat us in a friendly manner. Our partners at Echion are always proactive and the coordination processes run smoothly. We are very satisfied with our partnership with echion.