Customer Experience

No-Line-Commerce Concept

Customer-centricity and digital transformation are the current buzzwords in the retail industry. To increase market share, retailers must constantly adapt their product offering to the needs of their customers – both online and offline. Thus, with the support of TAILORIT, the Karstadt Warenhaus GmbH has opened an “Experience Store” in its Dusseldorf location.

The Challenge

  • Development of a holistic no-line commerce concept
  • Development of a unique shopping experience at the POS, oriented towards the needs of the personas
  • Realization of an approx. 200 sq. m. experience store with digital touchpoints and services as well as specially curated assortments
  • Development of an own brand concept and retail concept

Our Tasks

  • Customer Journey Design for target personas
  • Functional, technical and procedural touchpoint conception
  • Definition of the content requirements
  • Vendor evaluation and management
  • Support of the RFID implementation for the store
  • Support of the realization
  • Employee communication and training
  • Development of a monitoring concept for continuous performance measurement
Karstadt Experience Store
Karstadt Experience Store


The Impact

  • Creation of a lighthouse project
  • Use of the salesfloor area as a “lab” to evaluate the performance and customer perception of the implemented services and technologies
  • Optimization and expansion of existing solutions and continuous evaluation of new / alternative touchpoints and services
  • Identification of viable solutions for the roll-out of the concept for all stores

“We see the ‘Experience Store’ as an opportunity to gain experience with the individual solutions and processes. We want to know what interests customers the most and how they interact with the touchpoints. Such a high concentration of solutions doesn’t exist yet anywhere else in German retail. We’ve already won a good deal of insights that will help us on the path to making Karstadt a connected market place.” - Karstadt Project Manager Carsten Maeskes.