Ulrich Spaan

Ulrich Spaan
T: +49 221 57993-23
E: spaan(at)

Cetin Acar

Cetin Acar
T: +49 221 57993-12
E: acar(at)

Facts & Figures
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plattform for the retail branch

At an evening gala as part of EuroShop, EHI distinguished the winners of the retail technology awards europe (reta) for the 7th time at the Capitol Theatre in Düsseldorf. Three equally-ranked award winners were chosen in the categories Best Customer Experience, Best In-Store Solution, and Best Enterprise Solution.


Winner in the Category Best Customer Experience

EDEKA & Netto Marken-Discount: Mobile-Pay-Service
Christoph Diekmeyer  (Lunar) ,Christina Stylianou (Netto Marken-Discount), Matthias Blodig (Lunar)

Edeka and Netto (project partners: Valuephone, Deutsche Post Zahlungsdienste) are providing their customers with a new mobile payment service. The app, which integrates mobile payment and mobile couponing, allows customers to pay conveniently with their smartphone.

A one-time registration process has the customer choose a 4-digit code. At the cash register, the customer punches in this numerical sequence, and for each purchase, he or she receives a new numerical code that is valid for five minutes. Depending on the checkout system, a barcode is generated which is then scanned at the register (in many Edeka stores) or a four-digit number is issued which is then entered into the register (some Edeka stores as well as Netto Marken-Discount). In both cases, the purchase is completed in a matter of seconds. In addition, all coupons and vouchers valid for the purchase are automatically deducted from the total due. The total due is then deducted from the customer’s registered account via the partner company DPZ, a subsidiary of Deutsche Post. No personal data are stored on the smartphone or at the cash register.

Edel-Optics: Virtual Article Display
Dennis Martens, ( Edel-Optics)

Edel Optics (project partners: Novel Media, evolvem medialab) combines the best of both retail worlds – fixed-location and online – in its bricks-and-mortar store. With the help of a search function, customers can choose their preferred glasses on iPads; warehouse staff are informed and present the customer with the selected models almost immediately. This enables the bricks-and-mortar store to have 10,000 glasses available for customers to try on.



Leder & Schuh: Humanic Avatar
Hubert Petz (Leder & Schuh)

Leder und Schuh’s (project partners: Wincor Nixdorf, Online Software AG) Humanic Avatar makes buying shoes easier. All shoe models are scanned in all sizes before they are delivered to stores, and the shoe’s actual size is determined based on the interior volume and toe area. The Humanic Avatar is created by a single in-store scan of the customer’s feet. Once the customer has chosen a shoe model, the 3-D image of the foot is compared with the 3-D image of the shoe’s interior. This minimises bad shoe-to-foot matches when placing orders online as well as time-consuming fittings in the store.




Winner in the Category Best In-Store Solution

Gebrüder Heinemann: QR-Code Shopping
Michael Meister & Markus Knauer (Gebrüder Heinemann)

An oversized billboard by Gebr. Heinemann (project partners: PORESY, hmmh, FRAPORT) positioned right at the departure gate in Frankfurt has about 60 different duty-free products on display for travellers. A QR code is displayed next to each product and can be scanned using the “Heinemann Express Shopping” app or any other standard QR code reader. Customers can learn about the products on offer and order them directly. Within 15 minutes, the article is delivered to the pick-up point right at the gate. The customer pays conveniently with a credit card. If the passenger boards his or her flight before the product is delivered, the order is cancelled automatically.



Media-Saturn: Electronic Shelf Labels
Gordon Scholz (Media Markt - Saturn Netherlands)

Media-Saturn (project partner: Pricer) equipped its Dutch stores with a digital price tagging system. This allows price changes to be made to any number of products via a central computer. Prices in the stores can be changed in response to competitors’ prices – in particular the prices offered by internet-based competitors – at the push of a button. In addition, the prices at the bricks-and-mortar store and those in the online shop are identical at any given time – a key prerequisite for price consistency across all sales channels.



Gucci: iPad application "BI in Store"
Marcello Vignocci (Gucci), Jörg Hölterhoff (Toshiba)

Gucci (project partner: MicroStrategy) was distinguished for its project, “BI in Store”, two apps for the iPad based on the same database but used for different purposes. One app provides store managers with data on products, customers, and employees, thus simplifying store management. The other app supports sales staff as they help customers, allowing staff to call up inventory, availability in other stores, product information, and customer information.




Winner in the Category Best Enterprise Solution

Adler: RFID project
Miya Knights (Laudatio / Retail Technology), Lothar Schäfer (Adler)

Adler (project partners: TAILORIT, Sys-Pro, nedap, Sato) continues to rely on the use of RFID in its fashion stores. Since all clothing articles are equipped with RFID transponders, this technology can also be used to monitor warehouse stocks and store inventory. To this end, RFID hardware for monitoring the movement of articles had to be installed in the area leading to and from the warehouse and sales floor. These measures are a success: accuracy of inventory has been increased; costs have been saved by managing and securing articles more efficiently; and in-store re-stocking is now more targeted, translating to improved product availability for the end consumer.

Kaufland: BBD Stock-Management
Miya Knights (Laudatio / Retail Technology), Tino Mehrlein (Kaufland)

Kaufland has implemented a system that takes products that have almost reached their best-before date and itemises them separately in the enterprise resource planning system (ERP). The inventory is automatically adjusted to reflect the inventory of these products. The automatic merchandise planning system can determine the necessary order amounts based on this information. A few days prior to the best-before date, an employee uses a mobile device to register the relevant products and reduces the price with a label. The registered products are communicated to the system. The scannable labels register at checkout and only the number of these select products is adjusted in the inventory – not that of the regular products.



Sagaflor: Resource planning system
Jörg Panthöfer (Sagaflor)

Sagaflor (project partner: ComSol) has succeeded in embedding its member companies in an innovative enterprise resource planning system. It enables access both to standard master data as well as local product ranges. In-store and integrated cash register systems ensure a smooth exchange of sales data and enable automatic merchandise restocking via mobile data capturing (MDC) devices. Both the MDC devices as well as the cash register systems can also be used offline.