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Keynote: Becoming a Local Hero with the Connected Store
Dominik Brokelmann, CEO
My keynote at the my-eXtra industry gathering focussed on our new “Local Hero” marketing concept . Whilst end customers can find a huge selection of products at a good price online, they still need help from an expert if any problems arise. With the Connected Store, all retailers are now able to position themselves as a “Local Hero” in their region. Using the Kiosk and the Online Kiosk, they can keep up to speed with online disciplines, whilst offering a personal service and local services over and above.
The 12 min abridged version of my keynote (in German):
The main points of my keynote:
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1. Huge product range and best price online. A huge selection is available for customers online, always at the best price. In store only a restricted stock is available, as the extensive longtail range is only available online. The possibility of placing an order online at any time solves the problem for the customer. Everything is available at the best price. The postman brings the goods and the customer is happy. |
 | 2. Problems with ordering online Once the postman has left, however, customers are left on their own with their problems. That’s the disadvantage of online trade: Who is to help the customer now, for example if his mobile is dropped and the display broken? |
 | 3. The customer wants help from an expert. The customer now needs help getting the device fixed. But finding someone who is prepared to repair the device for him is difficult if he purchased it online. He needs help from an expert in store. This is where brick and mortar retailers come into play, making the advantages they offer apparent. |
 | 4. The solution: The Connected Store The Connected Store is the ideal combination of online shop and local store. We certainly do want customers to order and shop online, but we also want to give customers the possibility of doing so in a store in their neighbourhood.
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5. The Connected Store is the best choice for customers. With the Connected Store, the customer has an online shop in his vicinity. The retailer with his staff and services is located nearby, and can help the customer with any problems which may arise.
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Conclusion: The customer needs a Local Hero. The Local Hero can offer all that online shops offer, whilst also being available in a store near the customer. The brodos.net Kiosk System offers the retailer a huge product portfolio like that found online and with the Online Kiosk (range of products available in the Kiosk identical to online shop) he is open around the clock. Not only that, however, by being located in the same region as the customer, he can create a more personal relationship with customers, offering additional services which can be booked locally. |
The 12 min abridged version of my keynote (in German):
Tuesday, 31. March 2015 -14:43 
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