Beacons for bricks-and-mortar retailers

EINSTONE Smart Retail

Comprehensive customer understanding for an exceptional customer experience

The end-to-end solution EINSTONE Smart Retail from OSRAM enables in-store retailers to integrate location-based marketing activities across all sales channels. The solution addresses retailers wanting to digitize their business and improving the customer experience with beacon technology. The intelligent combination of digital customer loyalty program, location-based marketing and the connection to CRM and POS systems will allow them to increase its revenue and the brand loyalty of its customers. Furthermore, our offering will create the ideal circumstances for custom omnichannel marketing. The basis is our OSRAM EINSTONE beacon technology, integrated into the existing lighting technology.

Digital customer card – The key to success

A digital customer card app is the customer loyalty tool of the future. In the age of digitalization, mobile end devices have fundamentally changed the consumers' purchasing behavior. This also applies to the use of the classic customer cards, which are increasingly being offered as a mobile app. In conjunction with beacon technology and retail analytics, brick-and-mortar retailers can engage consumers in real time at the point of sale with welcome messages, discount offers, bonus points or specific product information.

They can leverage a personal user profile in the app and the link with other sales channels to gain a better understanding of their customers and activate personalized marketing offers via the mobile customer card. The success of the campaigns can be measured directly. And the end customers also benefit from personalized and individual offers along the entire customer journey – tailored exactly to their needs.

Increase in turnover thanks to intelligent customer analyses

Intelligent customer analyses are at the heart of the EINSTONE Smart Retail Solution, allowing a holistic view of the customer. The solution offers an unique combination of digital customer loyalty program, location-based marketing, CRM/POS data and maintenance-free beacon infrastructure. Our range of solution services covers requirements analysis, consulting, solution implementation (including connection to existing CRM/POS systems), planning and installation of a maintenance-free beacon infrastructure, and data and campaign management for subsequent operations. The end-to-end solution from a single source.


Increased sales

Specific purchase recommendations and location-based marketing campaigns increase sales and the average shopping cart as well as return visit rates.

Omnichannel marketing

You can use the merged offline, online and mobile data for integrated marketing measures. The digital customer loyalty program creates an additional marketing channel to the customer.

Comprehensive customer understanding

The EINSTONE Smart Retail Solution will help you to understand your customers better – thanks to the intelligent combination of offline, online and mobile data, such as visit rate, favourite products and buying history.

End-to-end solution from a single source

The EINSTONE Smart Retail Solution offers you a unique combination of digital customer loyalty program, location-based marketing, CRM/POS data and maintenance-free beacon infrastructure.

Digitalization along the Customer Journey

1. The EINSTONE Beacon sends a signal to a customer's Bluetooth enabled smartphone app.

2. The customer receives a push message on the smartphone.

3. Personalized vouchers based on the customer's purchase history boost sales.

4. An app-based customer loyalty card connects offline purchases with digital customer account.

5. Retailers benefit from a 360° view and deep customer understanding.


EINSTONE solution


System Architecture

EINSTONE Smart Retail is a modular system that is able to bring together all relevant customer data – whether offline, online or mobile. The system is made up of elements for location-based marketing, analytics (including a dashboard), and beacon management. Existing CRM/POS systems and location-based apps can also be connected up:

  • Beacon hardware management: Provision of the EINSTONE beacon modules
  • EINSTONE suite (dashboard) with customer-specific reports: Display of redeemed coupons, completed campaigns, etc.
  • Campaign management: Development of personalized offers, invitations, etc.
  • Push notification generator: Activation of the campaign as a push notification directly to the customer’s smartphone
  • Analysis of CRM, POS and sales data: Display of sales data like amount, number, etc.
  • Analysis of customer insights: Collection of customer-specific data like name, customer number, etc.

You want to increase your customer loyalty?

In our free Whitepaper you will learn

  • which kind of technologies customers expect at the POS
  • how retailers can better understand the behavior of their customers
  • how customer needs can be identifed
Request now!

Case Study: Bollag-Guggenheim Fashion Group

Personalized shopping experiences and higher sales

As part of its digitalization strategy Bollag-Guggenheim Fashion Group needed a mobile app that would serve as a digital client card for customers of its 23 fashion retail stores throughout Switzerland. The goal was to reach customers locally at the point of sale with special offers, discounts, or invitations using Beacon technology. The client also needed a way to capture information about customer purchase behavior to offer a personalized shopping experience and thereby increase customer loyalty.

Digital customer card: The key to success

Using OSRAM EINSTONE technology with Beacon functionality, beaconsmind implemented a location-based service which connects “the Gallery” mobile app to the beaconsmind Suite and the client’s POS/CRM system. OSRAM EINSTONE was installed in the existing lighting system of Bollag-Guggenheim’s retail stores to allow a highly homogeneous signal coverage. Customers entering the store now benefit from personalized welcome messages and offers. Instore purchase behavior is captured at the point of sale and made accessible to Bollag-Guggenheim via the beaconsmind Suite dashboard.

Higher revenues, lower costs and better success using beaconsmind technology and OSRAM EINSTONE

With OSRAM EINSTONE, beaconsmind is able to transform online and offline data employing location-based services. Furthermore, Bollag-Guggenheim Fashion Group will not only benefit from a stable, secure Beacon infrastructure, but also from lower maintenance costs.

OSRAM EINSTONE and beaconsmind Suite technology enables Bollag-Guggenheim to engage with its customers via the Gallery mobile app to capture valuable data about purchase behavior.

Convincing results

As a result, the project generated a lift in average basket value of more than 10% coupled with a high double-digit offer redemption rate.

EINSTONE The Gallery Mobile App


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Technical support

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