Case Studies – STIHL
STIHL Vertriebszentrale AG & Co. KG sets the pace for one of the strongest brands in the specialty retail sector. But in a world where customers walk into a store armed with extensive online knowledge, a strong brand name alone is no longer enough. Together with vir2store, STIHL has developed the answer to the critical questions facing modern retail. The “Profi-Point-of-Info” is not merely a display system—it is the digital backbone of a new era in sales support.
As the market leader, STIHL is already setting the standard in retail—but market success demands consistent digital innovation. The challenge was clear: The products’ immense technological depth had to be brought directly to the sales floor in real time and in an interactive manner. The goal was to digitally enhance the proven premium experience in such a way that not only would consulting become more efficient, but upselling opportunities would also be systematically leveraged through automated information.
The goal was a digital knowledge backbone: a centrally managed tool that makes the product line’s ever-growing innovative power immediately accessible to every retailer and supports sales consultants precisely where success is decided—right in the middle of a customer conversation.
- The Digital Bridge at the POS: Today, customers arrive at the POS already informed by digital sources, seeking to confirm their expectations in person. Our digital solutions bridge the gap: They bring invisible product benefits and services to life right at the shelf. It is not the technology itself, but the relevant content that guides customers from their digital research to the point of purchase with precision.
- Building Scalable Advisory Expertise: With an ever-increasing variety of high-tech products, sales staff need smart support. The goal was to create a system that makes expert knowledge available at the touch of a button, thereby ensuring a consistently high quality of advice—regardless of the complexity of the product lineup.
- Aligning product and brand excellence: Premium products deserve premium presentation. The challenge was to make the technological superiority of STIHL equipment tangible—both visually and through touch—at the point of sale, in order to consistently convey the brand’s strength right up to the moment of purchase.
Smart Interaction Through RFID Sensors
We’ve made “silent” products speak. As soon as a customer or consultant picks up a professional-grade device from the shelf, the system recognizes the context via RFID integration. In real time, PiP delivers the appropriate digital story, technical highlights, and application videos—intuitive, in-depth, and sales-promoting. This isn’t just a gimmick; it’s guided customer engagement.
Centralized Real-Time Content Governance
A system is only as good as the message it conveys. Through our vir2studio, we centrally manage high-resolution assets and web-based content. This guarantees consistent brand messaging and takes the pressure off specialty retailers: The latest campaigns and product data are always up-to-date and immediately available on-site without any manual effort.
Physical Aesthetics Meet Digital Dynamics
A modular architecture was developed through interdisciplinary collaboration with Bohnacker Ladeneinrichtungen GmbH and FULLHAUS GmbH. This high-quality furniture concept isn’t an out-of-place element but blends seamlessly into the premium ambiance of STIHL’s retail spaces—a physical anchor point for digital transformation.
Peter Demmler
Head of Retail Marketing, STIHL
With the Profi-Point-of-Info, we have created a solution that reduces the technological burden on specialty retailers and brings the STIHL brand to life at the point of sale. vir2store has demonstrated how to translate complex requirements into an intuitive, scalable system that offers real added value for sales consultants and customers.
The solution takes the point of sale to a new level of efficiency and offers much more than just a visual upgrade.
- Ensuring Brand Quality: The widespread implementation proves that the system is optimized for broad use in retail and delivers measurable results. It ensures a consistent, high level of customer service and a consistent customer experience, one that is far less dependent on the expertise of the individual sales associate on the floor.
- From a “Black Box” POS to a Data Channel: For the first time, customer behavior at the shelf is measurable. Through digital interaction, STIHL generates valuable insights: Which products are picked up, and how often? Which digital content leads to the longest dwell time? This data is gold for future product assortment and marketing planning.
- Maximum impact, minimal friction: The project proves that digital signage reduces complexity rather than increasing it. Sales associates are supported by technology, which lightens their workload and frees up time for what matters most: the customers.
STIHL didn’t just buy screens. The company invested in a platform that grows with the demands of the future. Thanks to its integration with existing ecosystems and its scalability to other countries, the system is a learning network. The POS becomes a dynamic experience and sales channel. For STIHL, this means: greater expertise in advising customers, measurable sales excellence, and the perfection of the customer journey.
