Electrolux Case Study
friendlyway Terminals in Action
Digital Point-of-Sales Product Consulting
Interactive friendlyway systems increase customer satisfaction through intelligent consulting
In today’s competitive business environment and complex
range of goods, product consulting increasingly is becoming
more important. The retail market faces a conflict of goals - it
must dedicate the appropriate resources to provide customer
consulting services to support its range of high-end products. In light of more expensive and scarce personnel
resources, and the sheer multitude of products, conventional methods cannot be relied upon. Digital media,
however, presents a solution – a virtual sales clerk. Electrolux, the global market leader in vacuum bags and
accessories for floor care, has chosen a remarkable method to market its brand Menalux by optimizing its pointof-sales consulting efforts for vacuum bags:
Vacuum bags are a staple in any household. When buying replacement vacuum bags, the consumer oftentimes
does not know which bag fits his vacuum, or perhaps he can’t make any sense of the point-of-sales display.
(purchasing printer ink cartridges, cables, wiper blades, light bulbs, etc. presents similar problems.)
The lack of manufacturer standards in relation to consumables causes such problems. Menalux, an Electrolux
brand, sells vacuum bags for every current vacuum, ranging up to 200 different variations. With such a vast
product range on the shelves to choose from, the customer is faced with a shortfall of information.
Until now, the customer had to use multi-page compatibility tables in books located on the shelf to find out which
vacuum bag he should buy. The obvious disadvantages to this approach are: the book is rarely current, not
handy, and more often than not in poor condition. If the customer cannot find the product he needs, he becomes
frustrated, and typically, walks out without making a purchase. Searching for a sales clerk, who actually knows
the store’s products and could inform the customer, only serves to increase the customer’s level of frustration.
friendlyway’s concept remedies these disadvantages, and together with Electrolux, has been in use in all
German Metro Cash & Carry markets across the country since April 2009.
With the help of 12-inch touch screen displays, the customer can navigate through an easy-to-read menu and
find the product that fits his own personal vacuum. friendlyway’s a-sign 12 leads the customer to find the right
product with just a few clicks, and features the option to search by vacuum brand or bag type. A color-coded
system allows the customer to then quickly locate the product on the shelf. Additionally, the customer can find
out more information about Menalux’s other accessories in floor care. The data is constantly up-to-date and
formatted in a design pleasing to the eye.
The modern display is only secondary to ease of customer use: the data is always current, and can be updated
via netwok connection or a memory stick.Mr. Grafober, Electrolux’ s Director of Sales, sums it up best, „with the
assistance of friendlyway’s solution, we provide the customer with a modern and very convenient alternative
to search for his desired product. This ability gives us a market advantage in the customers’ eyes and over the
competition right where we need it: directly on the shelf right at the purchase decision.“
Menalux has added friendlyway’s solution to its „Digital Communication as a Service“ approach. An expert team of globally
experienced supplier self-service systems and digital signage
solutions developed an all-round worry-free package according to client specification. This includes the manufacture
of the hardware, as well as the programming of the search
function and various other services. The other services offered in this specific project example was the system roll-out in
numerous Metro Cash & Carry stores, the project management, the content updating and the essential after-sales
Electrolux was gradually charged for the complete package through a monthly leasing rate. A large, initial startup investment was avoided through the monthly leasing rate.
The friendlyway a-sign 12, specially designed for shelf applications, was used for the point-of-sales display.
The terminal boasts a 12-inch LCD display with touch screen. The PC controlling the display operation is
directly integrated into the housing. The entire system makes a visual impact through its elegant appearance
and vandal-proof housing. Updating different kinds of vacuum bag data, for example product line expansion,
and the action or expansion of search functions, can be implemented either per LAN connection or offline via a
memory stick. The appropriate ports were directly incorporated into the system.
A digital display or a selection system is only as worthwhile as the information it transmits. Adhering to this rule
of thumb, it becomes a necessity to react quickly in the case that the terminal signals „Not Applicable.“ friendlyway offers the proper field support for hard- and software in accordance with variable service level agreements.
If the problem cannot be dealt with remotely by way of the friendlyway hotline support, a replacement will be
promptly provided. A friendlyway technician will quickly exchange the system without completing obtrusive, onsite repairs. The repairs can take place offsite at a friendlyway location. Electrolux as a client is not in any way
inconvenienced by the service process other than providing the necessary documentation.
The described application of Menalux vacuum bags is also suited for many other situations and business
environments at the point-of-sale. friendlyway’s interactive digital system can facilitate information transfer in
various ways, and consequently influence the purchase decision directly at the product level. The a-sign 12
optimally fits into any shelving system.
The „Digital Communications as a Service“ concept ensures a sustainable, successful project in the framework
of a complete service package. The individual system components are fulfilled through one source and properly
coordinated. The entire concept is carried out according to customer demand without a permanent outlay of
client resources and with a forgiving financing structure.
122
320
12“
240
Technical specifications
friendlyway a-sign 12
Dimensions
12“ (resolution: 800 x 600 dpi)
• 320 * 240 * 122 mm (width * height * depth), 8 kg
System configuration
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Software concept
• Programming concept, programming and navigation logic further developed from
Menalux’s existing Internet digital media
• Layout and configuration strictly according to the CD included in the touch screen formatting
• User-friendly format, tailored to the clientele and point-of-sale display
• Use of the latest Flash technnology provides a high-performance and stable software environment
• Local database for a multitude of products
• Automated display of a color-coded system for each product (vacuum bag)
• Simple search function according to vacuum brand or vacuum bag delivers a multitude
of hits even with an incomplete or erroneous entry
• Development of a Plug&Play method to automatically update via USB memory stick
without additional effort or program knowledge
System illustration
Media database
Powder-coated, metal housing for integration into point-of-sale shelf
12“ LCD Display
12“ Touch screen
Integrated PC System, Windows XP installed
(1,0 Ghz via Eden® processor, 512 MB RAM, 40 GB)
• External, easily accessible USB port
• Screw-mount and Velcro® mounting options
• friendlyway label with hotline number on back of housing
Info database
...
Online request / monitoring
Application services
Internet
Michael Grafoner, Electrolux’ s Director of Sales
„With the assistance of friendlyway’s solution, we provide the
customer with a modern and very convenient alternative to
search for his desired product. This ability gives us a market
advantage in the customers’ eyes and over the competition
right where we need it: directly on the shelf right at the
purchase decision.“
Americas
friendlyway USA
Seattle, WA 98110
USA
Tel: +1 415 640 2023
Fax: +1 206 238 9966
E-Mail: michael.mccloud@friendlyway.com
Internet: www.friendlyway.com
EMEA
friendlyway AG
Feringastr. 9
85774 Unterföhring, Germany
Tel: +49 (0) 89 95 97 91 340
Fax: +49 (0) 89 95 97 91 40
E-Mail: info@friendlyway.com
Internet: www.friendlyway.com