Service • 27.04.2017

EuroShop interactive: Successful use of GPS and beacons

The retail industry is more mobile than ever before. That was also evident during this year’s EuroShop: 12,000 visitors took advantage of the current EuroShop app

It allowed them to use location-based services, which not only genuinely benefitted them but also the exhibitors.

Together with the two companies bitplaces and Osram, Messe (Trade Fair) Düsseldorf provided a broad spectrum of information with the help of location-based services at EuroShop 2017. App users received notifications via geofencing using GPS coordinates. It simplified the trip to the exhibition center from the airport or train station by providing information on shuttle bus services and trains. Parking structures like the nearby Stockumer Kirchstraße and the outer exhibition grounds were also equipped with these capabilities.

Bluetooth-based beacons were used within the exhibition halls. This included 80 battery-operated beacons as well as the first-time use of the new Osram EINSTONE technology. The beacons are directly integrated into the light sources in this case. Forty of these installations were embedded in the entrances, in Halls 9 and 10 (Dimension Lighting) and at the booths of those exhibitors who had booked this service through various extensive packages with Messe Düsseldorf prior to the event.

“The participating exhibitors were given instructions on how many messages they were allowed to play. They were able to prepare texts, videos, images and web links, which we subsequently set up in our system and scheduled to send“, explains Dr. Behrend Freese, Managing Director of bitplaces, who was in charge of dispatching and assessing the messages.

What makes the beacons so appealing is not only the real-time communication factor but also the chance to evaluate the collected data after the trade fair is over. This was an included feature in the three different beacon packages for exhibiting companies. The Premium Package also included the option of sending a broadcast, that being a message to all app users.

Freese explains, “The use of beacons at a major trade fair like the EuroShop requires great coordination to ensure that the signals don’t overlap. Together with Osram, we strategically planned this based on the floor plan. We needed four weeks to prepare the installations“.

The D:vis information points of Messe Düsseldorf have been equipped with...
The D:vis information points of Messe Düsseldorf have been equipped with beacons during EuroShop
Source: Messe Düsseldorf

Amazed exhibitors

The persons in charge are very pleased with the success of the project. “We received very positive feedback from participating exhibitors“, says Dr. Christoph Peitz, Director Smart Positioning Solutions at Osram. He explains, “The fact that visitors were attracted by a beacon message and actually came to the booths using their smartphones and even smartwatches made exhibitors confident about the benefits of this campaign. Twenty companies utilized the service. That is a big number for a pilot project“, he adds. 

Oliver Leheis, Senior Marketing Manager of Messe Düsseldorf and primarily responsible for the LBS installations agrees and adds, “The exhibitors have recognized the possibilities of this service and used it to benefit their booth performance. EuroShop provided the perfect platform for this. We sent out 170,000 messages, of which 66 percent were received by app users. That is a great result! During a major event like the EuroShop, there is always the chance of a network bottleneck in areas where a large number of people come together. But that’s a normal occurrence in a real-time system“. To further optimize the service in the future, Leheis wants to make the messages of LBS even more offline compatible.

Dr. Freese adds, “I believe Messe Düsseldorf is on the right track. After all, trade fairs are becoming increasingly digitized and the mobile share is gaining significance. So far, LBS services were simply used for communication and marketing purposes to draw visitors to a booth. However, they can also be utilized to accomplish so much more in the future – to automatically scan visitor contacts, for example. After all, a significant amount of time and effort is spent on capturing leads, which was previously done using business cards. This provides huge potential. The more modern mobile devices become, the more reliable beacon services will be in the future“. 

There were also visitors who were using smart watches during the fair and got...
There were also visitors who were using smart watches during the fair and got attracted to the exhibitors stands by beacon messages
Source: Cho Pan

Einstone: Proven benefits for brick-and-mortar retailers

Oliver Leheis describes the objective of location-based services. “We want to interactively deliver relevant information to visitors. For the first time ever, this year users were able to use the app to manage the topics by selecting interesting areas from Seven Dimensions. Visitors subsequently received relevant messages near exhibitors who covered this Dimension“. The use of beacon technologies and the Einstone technology, in particular, was intended to fulfill another very practical aspect that goes beyond the benefit of communication during the EuroShop trade fair: it was meant to show how location-based services can be utilized in the brick-and-mortar retail sector.

In retail industry beacon solutions can bring additional services for customers...
In retail industry beacon solutions can bring additional services for customers and retailers
Source: Osram

During the EuroShop, Osram and the Bollag-Guggenheim AG were joint winners of the retail technology awards europe (reta) by the EHI Retail Institute and were distinguished for the “Best In-Store Solution“. The Swiss retailer was able to achieve higher revenues on its sales floors thanks to the use of retail analytics and Einstone.

Dr. Peitz describes how Einstone works. “When customers enter the brick-and-mortar stores, they are rewarded with customized welcome messages and sales offers via a digital loyalty card, the smartphone app. This process is supported by Einstone. Bollag-Guggenheim benefits from the low-maintenance beacon infrastructure and comprehensive information on the buying patterns of its customers“.

In addition to the mobile application, Osram’s software partner beaconsmind also supplied web-based data management and a marketing suite solution. By linking the existing POS/CRM systems, Bollag-Guggenheim is able to clearly and transparently manage the data from all sales channels.

The bridge has been built

Using the EuroShop trade fair to utilize the latest technologies not just for trade fair events but to also include the world of retailing seems to be a great step towards the future. After all, trade fair participants, retailers, and customers obviously really like the new services.

Author: Natascha Mörs; First published at

related articles:

popular articles:

Thumbnail-Photo: RetailTech Lab opened a national test center in Denmark...
23.06.2020   #payment systems #marketing research

RetailTech Lab opened a national test center in Denmark

The store of the future has opened in Lyngby. One of the partners is the IT company Delfi Technologies.

On June 16, 2020, RetailTech Lab opened its doors to a national test center in the Danish mall “Lyngby Storcenter”. New technology for the retail industry will be tested in close interaction between entrepreneurs, retailers and ...

Thumbnail-Photo: Digital access controls support distancing requirements in the era of...
06.07.2020   #brick and mortar retail #retail

Digital access controls support distancing requirements in the era of Corona

Essential staff are relieved and the risk of infection is reduced

Since the beginning of the pandemic, larger supermarkets and discounters have been imposing entrance restrictions to ensure that only a certain number of people are allowed within their Stores. Usually the access management is carried out by ...

Thumbnail-Photo: Electronic shelf labels: photo store introduces new technology...
09.05.2020   #electronic shelf labels (ESL) #electric displays

Electronic shelf labels: photo store introduces new technology

Cooperation between Photografica and Delfi Technologies

Photografica is a professional photography store in the heart of Copenhagen. Here, personal counseling and service play a crucial role. To the benefit of both employees and customers, the store has installed electronic price tags.With a central ...

Thumbnail-Photo: Creative criminal meets intelligent security system...
28.05.2020   #security #brick and mortar retail

Creative criminal meets intelligent security system

Interview with Ralph Siegfried, Business Development Manager at Axis Communications GmbH

Stores come in different sizes, have different settings and vary in product selection. That’s also why they need a customized loss prevention and security solution. What are some options for retailers and what key elements do they need to ...

Thumbnail-Photo: Disposition and shelf maintenance in times of Corona...
19.08.2020   #POS marketing #shop equipment

Disposition and shelf maintenance in times of Corona

Tools for shelf management

The CPG industry is currently experiencing turbulent times just as much as retail. Challenges such as the ban on field sales force visits or the sudden increase in demand for some articles, which leads to gaps in the shelf and loss of sales, are ...

Thumbnail-Photo: Zebra Technologies to acquire Reflexis Systems, Inc....
10.08.2020   #POS communications #workforce deployment

Zebra Technologies to acquire Reflexis Systems, Inc.

Acquisition helps Zebra empower every worker at the edge to execute the best next action

Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator at the front line of business with solutions and partners that deliver a performance edge, today announced it intends to acquire Reflexis Systems, Inc., a ...

Thumbnail-Photo: World’s first convenience store retrofitted with AI technology...
14.08.2020   #video surveillance #video cameras

World’s first convenience store retrofitted with AI technology

Standard Cognition to provide Circle K with autonomous checkout

Standard (“Standard Cognition”) announced that Alimentation Couche-Tard, a company that operates close to 14,500 convenience stores worldwide, including under the global brand Circle K, has selected Standard to pilot touchless, ...

Thumbnail-Photo: Hobbii continues the growth adventure …
23.06.2020   #POS systems #brick and mortar retail

Hobbii continues the growth adventure …

… with new stores and several digital initiatives

The online store continues the opening of physical stores with the launch the third store in Tarup shopping center in Odense, Denmark. The close collaboration with Delfi Technologies, which is based on several digital initiatives, will ...

Thumbnail-Photo: Automated delivery services sprang up during China’s Covid-19 lockdown...
03.06.2020   #coronavirus #delivery

Automated delivery services sprang up during China’s Covid-19 lockdown

Retail technologies at Smart Retail Expo (SRE 2020)

In response to the Covid-19 outbreak, China’s retail giants and Meituan both deployed their smart deliver robots/vehicles in heavily locked down cities, such as Wuhan and Beijing. Insiders believe automated delivery technology will be ...

Thumbnail-Photo: Behind the curtain: Inside Amazon
18.05.2020   #online trading #marketing

Behind the curtain: Inside Amazon

A Frankfurt startup helps sellers to improve their ranking on the platform

"I want to successfully promote and sell my products on Amazon" - that's the goal of many sellers. It comes as no surprise as the Seattle-based online store has evolved to become the largest e-commerce marketplace in Europe since its ...


Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
Apostore GmbH
Apostore GmbH
Uferstraße 10
45881 Gelsenkirchen
Gewerbering 1
84072 Au i.d.Hallertau
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven