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Ernsting’s family Wins EHI Retail Award for Omnichannel Pricing Solution
- German fashion chain Ernsting’s family won the EHI Retail Award for its omnichannel pricing solution at the 18th Retail Technology Awards.
- Their pricing concept, developed by SAP, CAS, and consenso, allows for consistent pricing and real-time promotion management across all touchpoints.
- Ernsting’s family, once started by Kurt Ernsting in a laundry room, is now a major omnichannel retailer with 1,925 stores in Germany, Austria, and the Netherlands.
- The company's cloud-based omnichannel pricing solution ensures uniform pricing and seamless integration across all sales channels.
- The solution comprises two main components: SAP Omnichannel Promotion Pricing for consistent pricing and a reduction tool from consenso for managing price reductions dynamically.
- The reduction tool calculates price reductions based on local conditions, sales figures, and inventories, down to individual store levels.
- The seamless integration of the reduction tool, SAP Omnichannel Promotion Pricing, and SAP ERP enables real-time distribution of price changes to all stores and the online shop.
- The project's success was attributed to effective change management, early stakeholder involvement, and transparent collaboration with implementation partners.
- The solution has been implemented smoothly in the online shop and over 1,900 stores in Germany and Austria, demonstrating its technical robustness and scalability for international markets.
- Ernsting’s family's expansion into the Netherlands further confirmed the efficacy of their omnichannel pricing solution, encouraging continued global expansion efforts.
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