Digital sales literature for O2 shops in Germany

Digital flyers instead of tons of paper at the point of sale

Three million flyers and 75 tons of paper — this amount of sales literature, i.e. flyers, brochures and other information material, has so far been produced and sent annually for Telefónica's approximately 2,000 sales locations. This is now changing thanks to the collaboration with Webmag. From now on, customers in shops and partner shops and also from all indirect distribution partners will receive the O brand₂ digital offers, product information and promotions using a QR code at the respective product area. The telecommunications group is thus taking the next consistent step towards sustainability and digitization.

Digital flyer design

Digital flyers for a seamless customer journey

In order to prepare the many different paper flyers for a mobile world, a concept was developed together with Telefónica that combines all flyers in a single digital publication on the Webmag platform. In this way, there are no different instances, but the information is bundled in one place.

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Using specially developed special features, such as a special filter function, customers can select which content they are interested in in in the flyer. As a result, they are only shown the information that is relevant to them. This creates an interactive tool that promotes regular customer contact and focuses on the needs of users.

The entire flyer was created entirely using the webmag editor. All future content can now be edited and further developed either by Telefónica employees or by partners.

Flyer interface

Integration of online and offline worlds

The digital flyer is optimized for display on smartphones, so that visitors to the shops can easily open, take away and share the flyer using a QR code. This is in line with people's usage habits, because the popularity of QR codes in retail and catering has increased since the pandemic. As a result, the demand for combining stationary retail and digital technologies has also continued to grow. According to Telefónica, more and more consumers are using smartphones as a shopping companion and appreciate options such as self-scanning or obtaining additional product information.

Thanks to call-to-action buttons, selected products on o2online.de are directly accessible via the flyer. With this integration of online and offline worlds, the customer journey also remains seamless between physical shops at the point of sale and central online offerings. The integrated analytics ensure that it is possible to evaluate exactly which content of the flyer is being perceived and what benefits it has — with the aim of constantly improving the customer experience.

Integration into O displays₂ stores

Digital flyer — for the good of the environment

Paper production and printing are particularly energy-intensive and are responsible for a large part of the CO2 footprint of flyers. O2 Telefónica has been consistently committed to sustainability for years and is transforming the company's processes and offerings. Digitalization plays a major role in this — as with the new digital flyer, thanks to which 87 tons of CO2 can be saved (spring). For now, it is still available in hybrid form: both as a paper brochure and in a digital version. This transition phase should give customers more time to get used to the digital flyer. The circulation of paper brochures is gradually reduced and finally discontinued altogether.

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