E-Plus Gruppe merges digital and physical stores

Dusseldorf, Germany - E-Plus Gruppe, a German telecommunications provider with 400 corporate stores, is using OneView Commerce Store to become one of the first European retailers merging its digital and physical stores via OneView’s mobile commerce framework. The key drivers for E-Plus Gruppe’s cross-channel initiatives are increasing store traffic through buy online/ship to store; order at the POS; and return at the POS.



The customer’s cross-channel experience starts in the online store and then continues with OneView delivering all store-based cross-channel functionality to the tablet device. OneView provides store associates a historical view of the experience once the customer arrives in the store. OneView Commerce’s Alert Center provides associates with a dashboard of all current cross-channel activities, including online and in-store orders, and purchases as well as returns. The next phase will include mobile payments that enable customers to fully leverage the endless aisle by ordering from the full assortment via the web shop and paying for that order in store. In addition, E-Plus is focusing on appointment scheduling.



“Many large retailers with complex, heterogeneous IT infrastructures have failed at effectively deploying cross-channel retailing,” said Volker Glaeser, director of digital transformation for E-Plus Gruppe. “Our success at E-Plus is linked to OneView’s agile platform that lets us quickly adapt to constantly changing retail dynamics as well as immediately incorporate what we learn in each phase, from use case development to testing to pilot, into our deployed solution. As we take in the key business information and retail results, the OneView Commerce platform allows adaptation of the solution to meet these changing dynamics. For E-Plus, our goal is to leverage tools that align us with mobile, online and in-store customers, so that we are keeping pace with and proactively leading customers with solutions based on expected behaviors instead of having to catch up to customer demands.”