The scale as interactive sales instrument at the Bünting Group

An all-new buying experience at the service counter

Balingen, 5th July 2010 - A daring and very promising strategy for the future – this is the approach the north-west German Bünting Group has committed to. As a reflection of this, the mega-retailer has opted for state-of-the-art Bizerba retail solutions at its consumer outlets. No less than 26,000 general article data items and advertising content are ready and available for use at the service counter scales. The system not only offers extensive product information for service personnel, it also allows the company to capitalise on new and considerable advertising potential on the customer side.

Retail and the fine line between margins and customer loyalty

The retail environment is currently facing huge challenges. The selection is broader than ever and end-buyers are not only more discerning, they also insist on extensive information and knowledge. Especially at fresh food counters, service personnel are confronted with more and more consumer questions. With its new scale system, Bizerba has a solution to address these trends, whereby sales staff can provide consumers with tailor-made answers and advice. At the press of a button, you can source information on ingredients, nutritional values and allergens – always up to date and available for 87 branded articles. Current offers or specials can be presented with attractive images and ad copy, recipes can be printed just as easily as a price-off coupon in the case of a special promotion. The .RetailImpact software from Bizerba, with its well considered concept, is absolutely persuasive and always comes out the clear winner in extensive testing. The experience acquired during these tests, as well as from various pilot tests, flowed directly into the development and planning phases. The specialists at Bizerba held many discussions with decision-makers and on-site staff. Only then did the Bünting Group make its far-reaching, strategic decision for the future. The system was introduced step by step in all new Combi markets in Northern Germany.

With the system, completely new customer purchase behaviour can be initiated. Content is controlled centrally and administered by sales. Targeted to specific retail outlets, it can be synchronised with classical media and current advertising campaigns – so that â€Å“Think global – act localâ€Â takes on an all-new meaning. â€Å“When the sales person behind the counter weighs the beef filet, the customer takes a look at the scale display screen and, along with weight and price, sees a reference to a suitable wine or side dish – we call it contemporary cross-sellingâ€Â, explains Maike Kromminga, press speaker for the Bunting Group. Ultimately, cross-selling only works when the whole process is taken into consideration. When the wine highlighted on the display is available. When the service personnel explains to the customer, that the ham was air-dried under very special circumstances. And, when the ad copy in the weekly flyer concurs – then it all comes together.

You can never know too much

One of the first places where the system can be experienced in action is the new Combi store in Bunde. But what you cannot see is the comprehensive, new service and intelligent system networking in the background. The service personnel is especially enthusiastic about the new system, since they now have opportunities to find out so much more about the products they have been recommending and selling to their customers for years.

All information, images and campaigns are controlled centrally at the Bünting Group. These, as well as new listings and manufacturer changes are seen by buyers in real time at one of the many outlets Point of Information. At the same time, at the central office, you can quickly see which campaigns are successful in which markets. In other words, a real-time dialogue takes place, rather than simply one-way communication.

At the Bünting Group, the project was initiated with Combi. The famila and Markant stores will also be given the opportunity to benefit from the new system solution. Couponing, cross-selling, individualised training for part-time staff – step by step, the whole program will be introduced for use at every retail store.

Open to innovation

â€Å“The decision-making process for our solution at Bünting led to a very special point: we clearly separated hardware from softwareâ€Â, explains Mr Maase, customer service representative and key account manager at Bizerba. â€Å“This is a fundamental aspect here.â€Â The openness of the system is a powerful argument in favour of the solution. At any point in time, the current solution can be expanded through third-party offerings. Further processes can be optimised thanks to the new platform. These are all very obvious benefits that make it very clear why Bizerba achieves a considerable part of its turnover with software. The revolutionary decision in favour of open systems, as well as a continuous orientation to service and to real customer needs, offer Bizerba a solid platform for growth over years to come.

Brief Bizerba company profile

Bizerba is a worldwide-operating supplier of professional system solutions in scale, information and food service technologies. Thanks to state-of-the-art innovation and outstanding service, the company has developed into a market leader in key business areas.
Ongoing willingness to evolve has been a key success factor on the way towards becoming a global high-tech and software manufacturer.
With over 2,900 employees, major shareholdings in 34 companies in 22 countries, and 54 country distributors, Bizerba GmbH & Co. KG achieved turnover of 430 million EUR in 2007. Company headquarters are located in Balingen, Germany.

Brief Bünting Group profile

Since its foundation in 1806, the Bünting Group has developed into a modern and very successful retail concern. The distribution companies Combi, famila, Markant Nordwest and Telepoint Elektrofachhandel build a consolidated network of consumer and specialist retailers in north-west Germany. With over 9,000 employees, Bünting today is a significant economic player and one of the regionâ€â„¢s most important training companies.

About Bizerba

Bizerba is a leading, worldwide-operating technology company offering professional system solutions in scale, label, information and food service technologies, in the retail, food industry, producing and logistic segments. Sector-specific hardware and software, high-performance network-compatible management systems as well as a wide selection of labels, consumables and business services ensure transparent control of integrated business processes and high-level availability of Bizerba-specific performance features.

Worldwide, Bizerba is present in over 120 countries – with 41 shareholdings in 23 countries, as well as 54 country distributors. In 2009, company turnover decreased by approx. 9 % compared to previous year. The companyâ€â„¢s headquarters, with a staff of 3,000, is located in Balingen, Germany. Further manufacturing facilities are located in Meßkirch, Bochum, Vienna (Austria), Pfäffikon (Switzerland), Milan (Italy), Shanghai (China), Forest Hill (USA) and San Luis Potosi (Mexico).

For enquiries, please contact:

Bizerba GmbH & Co. KG
Claudia Gross
Director Global Marketing and Communication
Wilhelm-Kraut-Straße 65
D-72336 Balingen
Germany
Telephone +49 7433 12-33 00
Fax +49 7433 12-5 33 00
E-mail: [email protected]

nic.pr
network integrated communication
Patrick Schroeder
Coburger Straße 3
53113 Bonn
Telefon +49 228 620 43 84
Telefax +49 228 620 44 75
E-Mail: [email protected]

Visit the Author's website: http://www.bizerba.com