real,- Receives Retail Technology Award Europe (reta) for the Second Time in a Row

Providing all services under one roof: EHI Retail Institute has presented real,- with the ‘Best In-store Solution’ for its innovative cross-channel solution based on ‘aroma,’ the order management system by arvato Systems.

arvato Systems real
(PresseBox) ( Gütersloh, )
Mönchengladbach/Gütersloh, Germany – real,- has streamlined customer access to the company’s entire range of products as part of its multichannel strategy. ‘aroma’ was developed by arvato Systems, the IT systems integrator, and customized to fulfill the requirements of real,-. This award-winning cross-channel management solution provides an innovative technology capable of linking, synchronizing, and subsequently processing both online and offline activities more quickly.

real,- SB-Warenhaus GmbH launched its new website in August 2012 true to the motto ‘Everything under one roof.’ The company was guided by the principle of full service: ensure online availability of all products, 24/7 availability, and shop-at-home convenience. Online shoppers need to be able to make their purchases with just a few clicks; at the same time, handling the logistics smoothly and quickly in the background requires a mature, intelligent IT solution to offer the best possible customer service.

Expanding the real,- Multichannel Initiative
At the core of the award-winning solution ‘aroma,’ are the ‘touchpoints,’ which link the online and offline platforms. All information converges at the Single Point, a central station for the call center activities, online shop, mobile apps, social media applications, and the brick-and-mortar real,- stores, as well as the interactive confluence of the website and retail store network in Germany. Delivery and returns processes for products purchased online can be conveniently handled by customer care staff on-site at the actual retail store thanks to the order management system. It enables customers to order products and pay for them online, offering them a selection of standard shipping options. In addition, customers can choose to pick up the items at the nearest real,- store, free of charge. Customers simply receive an e-mail to notify them that their order has arrived. real,- received the reta award for this multichannel service, which was made possible by implementing the ‘aroma’ order management system. real,- SB-Warenhaus GmbH already received one the previous year. The company’s IT solution for meat information management received the 2012 award. This system is a tool for master butchers, guaranteeing products with excellent freshness and optimal availability.

Impressing an International Jury
For the last six years, EHI Retail Institute has awarded its reta award for excellence in innovative solutions by retail business. Awards can be won in the categories of Best Customer Experience, Best In-store Solution, and Best Enterprise Solution. real,- beat several competitors in the running and, together with two other companies, was awarded top prize by an international jury in the Best In-store Solution category. “This award only underlines the unconditional focus that our company places on excellent customer care,” says a smiling Marcel Uphues, Head of Customer Information Management at real,-. He attended the awards ceremony to receive the prize. ‘aroma’ is an excellent example of how multichannel retailers can support customers efficiently with technology and not lose focus of the customer.

About real,- SB-Warenhaus GmbH
real,- SB-Warenhaus GmbH is a member of the METRO GROUP. The company has more than 300 retail stores in Germany and a workforce of nearly 40,000 employees. real,- believes in offering a wide variety of brand-name products, excellent freshness, and an attractive price/performance ratio. The real,- Group operates stores in five other countries and achieved sales revenues of €11.2 billion in the 2011 fiscal year. For more information, visit us at: and

arvato Systems
Marcus Metzner

Markus Jablonski
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