Online-Power for the POS

 happybaby is EK Retail's successful brand store concept for owner-managed specialist baby retailers. A sophisticated 360-degree marketing concept supports the retailers on all channels in order to direct end customers to the brick-and-mortar store, but of course also offers them the opportunity to store online. The marketing activities focus on extensive social media measures that are played out on the retailers' individual channels throughout the year. This year happybaby is celebrating its 25th anniversary. In addition to a brand relaunch with a new corporate design and brand claim ("The MORE for families"), an anniversary campaign was launched in July. The central component is a POS competition, which is also advertised via social media. Customers have to find and scan a sticker with a QR code hidden in the store. Every month, several winners are drawn to collect their prize in store. The prizes are provided by well-known manufacturers from the various relevant areas of family life. A test campaign with a gamification approach will take place from mid to late August to increase POS frequency and support sales. In order not to cannibalize the anniversary campaign, marketing will take place exclusively via social media. After clicking on the ad, users can take part in an online game and win one of five €50 vouchers for Britax Römer products if they achieve the minimum number of points The 360-degree marketing concept was expanded in summer 2024 to include performance marketing in order to increase frequency and sales in brick-and-mortar stores and online stores. In addition to campaign types such as Search Ads, Display Ads, Shopping Ads and Performance Max, retailers can access various combination packages.