Breuninger, with twelve stores in Germany and another in Luxembourg, provides a traditional shopping experience in the premium segment. With a strong focus on personal consultation and featuring luxury brands in bricks-and-mortar retail, Breuniger is now facing the challenge of transferring these values to the digital era across all platforms. The company is increasingly focusing on an omnichannel strategy. The goal is to seamlessly combine its values and service quality between brick-and-mortar retail and online presence. You can find out exactly how the retailer is doing this in the 16th episode of the Retail o-Tones podcast. Julia ("Jules") Antkowiak, Product Owner Mobile at Breuninger, visited the podcast and spoke to presenter Alexandra ("Alexis") Tsingeni about the challenges and strategies of an omnichannel solution at Breuninger. Here are the quick wins.

Tradition meets digitalization: the challenge for Breuninger

The integration of a thriving online store with the traditional department store experience presents Breuninger with the challenge of not only maintaining but strengthening its high-quality customer experience. The focus is on ensuring that customers can enjoy a consistent, first-class shopping experience regardless of the channel. The unique shopping experience that customers enjoy on-site should also be available digitally.

Cross-platform networking for a seamless customer journey

A central component of this strategy is the comprehensive networking of customer data across different platforms. Through a loyalty program and a dedicated app, customers can receive personalized recommendations, book consultation appointments and prioritize their favorite brands. This enables Breuninger to offer its customers added value that goes beyond pure shopping and to support them across various touchpoints.