Good Prospects for Multi-Channel Sellers

  • Multi-channel strategies reach shoppers via their preferred channel
  • Electronics retailer ProMarkt integrates online and brick-and-mortar operations
  • Mobile sales channel also available thanks to Enfinity Suite

Jena, Germany, February 10, 2011 – The bad weather during the pre-holiday season demonstrated that many shoppers would rather order gifts online from the comfort of their home than trudge through slush-covered streets. Sellers who combine brick-and-mortar stores with an online presence get the best of both worlds. The first major electronics retailer in Germany to adopt this strategy, ProMarkt, offers a full range of products on the Web as well as in stores. With its tightly integrated multi-channel strategy, the company has established a clear point of difference over the competition. Customers can order a product online and pick it up from a store, or use the Internet to check availability of an item in one of the 70 outlets across Germany. They can also arrange an in-store appointment with a sales assistant to obtain personal advice. Similarly, shoppers can order products from the Web store that are out of stock in their local brick-and-mortar outlet.

Other multi-channel business models feature different combinations, such as the classic mail order catalog, TV shopping, Internet shops, and the ability to use smart phones as a “store in your pocket.” However, increased sales opportunities also place extra demands on IT infrastructure, with the need to consistently display the same up-to-date product information and prices everywhere. Seamless order processing is also essential. Aware of these issues, ProMarkt opted for Intershop’s Enfinity Suite multi-channel solution, which enables store managers to centrally manage their product range, marketing campaigns, price changes, and service offerings for all communication channels. Customers also benefit from after-sales service, with the ability to return products bought online or over the phone to their local store if the product is faulty or they simply don’t like it. More information on how ProMarkt has implemented its multi-channel-approach can be found at

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISHA) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions. Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication