Online City Wuppertal

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The Online City Wuppertal (OCW) is a nationwide pilot project to link brick-and-mortar retail with online retail. The project started in 2014 with the aim of making local retailers fit for the future in the age of digitization.

definition

The Online City Wuppertal started in 2014 as a nationwide pilot project. The background is the changed consumer behavior and the competition from large online shops. Digitization should not be seen as a threat to retail, but as an opportunity. The idea: a local online marketplace where the city's retailers and service providers jointly offer their goods and services. This gives retailers the opportunity to offer their products not only in their own stores, but also on the Internet. This creates an additional distribution channel, because many, especially small and owner-managed shops, were barely active in online shops until then.

history

First promotion

After the start in 2014, which was accompanied by a lot of media coverage, the development work followed in the next few years. More and more retailers and service providers were acquired in order to expand the offer on the Internet platform. The technical infrastructure is provided by Atalanda GmbH , which was won as a project partner.

The Online City Wuppertal was funded in the initial phase by the research program "ExWoSt" (Experimental Housing and Urban Development) of the Federal Ministry of the Interior, Building and Home Affairs (BMI).

In September 2015 the “talKONTOR” opened in the Wuppertal City Hall Gallery . This stationary shop served on the one hand as an exhibition area for online retailers and as a pick-up station for goods ordered online. The first drive-in counter in Germany was created at a shopping center for this purpose. This shop, also known as the “Retail Lab”, was also used as a “test laboratory”: Here, digital technologies such as beacons or iPad POS systems could be tried out to give retailers the opportunity to get to know these technical systems.

This phase was closely accompanied by Andreas Haderlein, one of the masterminds in multi-channel retail. The results of the project can be read in Haderlein's study "LOCAL COMMERCE: How cities and inner-city retailers master the digital transformation".

Second promotion

In 2017 the Online City Wuppertal was continued under the project name FORUM (promotion of organizational structures for the revitalization of urban living spaces through multi-channel retail) by dealers, service providers and a project team from the Wuppertal Economic Development Corporation. The project received a second funding as part of the call for a project called "Thinking together digital and stationary retail" by the state of North Rhine-Westphalia. 350,000 euros were available for two years. Half of this sum came from the country. Dealers and project partners provided 175,000 euros as their own funds. With the help of these funds, marketing measures were developed to increase the awareness of the OCW. Dealers and service providers also attended joint training courses on the subject of eCommerce.

In July 2019, the business development agency handed over the project to the association talMARKT - Online City Wuppertal eV, which was founded in 2016 to represent the interests of Online City participants in the long term. The talMARKT consists of retailers, retailers and service providers who will take over the work from summer 2019. In cooperation with Atalanda GmbH, which looks after the online platform, talMARKT will be responsible for the marketing of the OCW.

Numerous cities followed the Wuppertal example and also developed local online marketplaces in cooperation with atalanda. For example Bochum, Göppingen, Heilbronn and Hamburg. Atalanda now also operates online marketplaces based on this model in Austria, Switzerland and Luxembourg.

offer

In mid-2019, over 60 retailers, service providers and restaurateurs are active in Online City Wuppertal. The online shop is managed by the external service provider, Atalanda GmbH. Retailers can present themselves, their shops and their goods on the Internet platform. The range includes groceries, books, pet supplies, fashion, jewelry, gifts and much more. Over a million products are listed on the online platform. Service providers also offer their services, for example in the area of ​​car sharing or key services.

Customers have the option of using targeted search information to find the products they want. Tickets can also be ordered via the portal. There are also often discount campaigns and online vouchers. The products can be ordered around the clock. If customers order online by 4:30 p.m., the goods are usually delivered on the same day. Alternatively, ordered products can be picked up in the store.

Online promotions

There are always action days in the online shop, for example on Easter or Valentine's Day. Then more and more topic-specific products will be offered. Discount codes and online vouchers are also provided.

advantages

A special feature of Online City is that the dealers and service providers do not present themselves individually on the Internet, but appear on a common platform with their own profile. In this way, joint advertising measures can be switched. Targeted search engine optimization (SEO) makes it easier to find individual dealers when searching the Internet because they are higher up in the hit list. The social media channels Facebook and Instagram as well as the video platform YouTube are also used.

ROPO effects

In addition to online sales, there are so-called ROPO effects ( Research Online Purchase Offline ). Customers find out about the product and availability online in advance and then go to the store to shop on site.

Offline actions

In addition to the joint appearance on the Internet, joint events are also held by the Online City members. For example, joint courses on online trading and digitization are attended. In addition, there is a monthly dealer get-together where the members of the Online City Wuppertal and potentially interested dealers and service providers can exchange ideas.

The dealers and service providers are also represented jointly at city festivals, for example at the Spring Festival on Laurentiusplatz or the “ Long Table ”.

membership

The basic fee to sell goods via Online City is 50 euros per month. If only the dealer profile or the range of services is to be presented on the internet and the general range of services of the association is used, the association fee is 25 euros per month.

Web links

  • To the online shop: https://atalanda.com/wuppertal
  • Online City Wuppertal on Instagram: https://www.instagram.com/onlinecitywuppertal/
  • Online City Wuppertal on Facebook: https://de-de.facebook.com/onlinecity.wuppertal
  • Online City Wuppertal on YouTube: https://www.youtube.com/channel/UCtVCTXdrYUeUMGfi1atWFSA
  • talMARKT: https://www.wuppertaler-talmarkt.de/home/

Article about Online City Wuppertal

· Daniela Zimmer: Dealers praise Online City Wuppertal . In: Internet World Business, January 28, 2015, accessed July 18, 2019

https://www.internetworld.de/e-commerce/cross-channel-ecommerce/haendler-loben-online-city-wuppertal-885322.html

· Handelsjournal.de: A city goes online . July 4, 2015, accessed on July 18, 2019 https://handelsjournal.de/handel/e-commerce/eine-stadt- geht-online.html

· Georg Sander: Start free for the "Online City Wuppertal" . In: njuuz.de, September 19, 2014, accessed on July 18, 2019

https://www.njuuz.de/beitrag28142.html

· Viktor Gojdka: Retailers want to revolutionize purchasing . In: Welt.de, May 23, 2015, accessed on July 18, 2019

https://www.welt.de/regionales/nrw/article141347178/Einzelhaendler-wollen-den-Einkauf-revolutionieren.html

· Wuppertal Economic Development: Online City Wuppertal starts again with FORUM. In: wf-wuppertal.de, December 6, 2017, accessed on July 18, 2019

https://www.wf-wuppertal.de/aktuelles/article/online-city-wuppertal-startet-mit-forum-neu-durch/399/

· Wuppertal Economic Development Agency : "Online City Wuppertal": Dealers and service providers take over the helm . In: wf-wuppertal.de, June 7, 2019, accessed on July 18, 2019 https://www.wf-wuppertal.de/aktuelles/browse/1/article/online-city-wuppertal-haendler-und-dienstleister -take-the-rudder / 399 /

· Wuppertal Economic Development: Online City Wuppertal: Departure to new shores . In: wf-wuppertal.de, June 19, 2019, accessed on July 18, 2019

https://www.wf-wuppertal.de/aktuelles/article/online-city-wuppertal-aufbruch-zu-neuen-ufern/399/

· ARD Mittagsmagazin: Online City: Wuppertal retailers on the Internet . In: YouTube, July 19, 2019, accessed on July 18, 2019 https://www.youtube.com/watch?v=QTRfTV4z6Uw

Individual evidence

  1. ^ City of Wuppertal: Online City Wuppertal. Retrieved August 7, 2019 .
  2. ↑ Local Commerce Alliance: Online City Wuppertal / FORUM In: LocalCommerce.info. Retrieved on August 7, 2019 (German).
  3. ↑ Andreas Haderlein: LOCAL COMMERCE - the book. How cities and inner-city retailers are mastering the digital transformation. Local Commerce Alliance, Frankfurt am Main 2018.
  4. ↑ Wirtschaftsförderung Wuppertal AöR: Online City Wuppertal starts again with FORUM. December 6, 2017, accessed August 7, 2019 .
  5. ↑ a b Wirtschaftsförderung Wuppertal AöR: Online City Wuppertal: Dealers and service providers take the helm. June 7, 2019, accessed August 7, 2019 .
  6. ^ Thomas Höhn: Online City Wuppertal. E-commerce meets stationary retail. October 11, 2018, accessed August 7, 2019 .
  7. ^ Online City Wuppertal: Online City Wuppertal. Retrieved August 7, 2019 .