Omnichannel Readiness at Ernsting’s Family – A Journey into the Future of Retail
In an era where customers expect seamless transitions between online and offline worlds, omnichannel readiness is no longer optional for retailers—it’s essential. Hans-Jörg Bläser, a seasoned expert from the management team at Ernsting’s Family, delivered a compelling presentation titled “Omnichannelreadiness@EF – A Journey with Examples and Experiences”, demonstrating how a company can successfully navigate this transformation.
Starting Point: Why Omnichannel Matters Today
Ernsting’s Family, a well-established name in the textile retail sector, recognized early on that today’s customers want to move effortlessly between channels—whether it’s the online shop, the physical store, or mobile platforms. According to Bläser, the key driver behind their omnichannel approach was the realization that customer expectations have shifted toward greater convenience, availability, and flexibility.
The company’s omnichannel strategy focuses not only on technology, but also on cultural change and close collaboration across IT, logistics, and sales.
Ernsting’s Family’s Journey: Challenges and Success Factors
Bläser provided detailed insights into the steps taken on the “journey to omnichannel readiness”, supported by practical examples and experiences.
Technological Infrastructure: “The Digital Backbone”
A modern ERP system that integrates all sales channels was described as the foundation. Bläser emphasized that real-time data—from inventory levels to customer profiles—is crucial for delivering a seamless customer experience.
An especially compelling story: Ernsting’s Family was an early adopter of a Click & Collect strategy. This required major adaptations to IT systems and logistics to ensure that online orders could be fulfilled in stores in the shortest possible time.
The Human Factor: Employees as the Key to Success
Technology is important, but people make the difference. Bläser stressed the importance of training in-store employees for the new processes. It was crucial that staff understood omnichannel not as a threat to physical stores, but as an enhancement to the customer experience.
Through targeted training sessions and interactive formats, the company ensured that employees felt confident using the new tools.
Customer-Centricity: “Listen to Your Customers”
Bläser emphasized the ongoing importance of customer feedback in developing their omnichannel strategy. Ernsting’s Family gathers input through both traditional surveys and social media channels to identify expectations and pain points early on.
One example: Customers expressed a desire for more flexible delivery options. In response, the company launched same-day delivery in select regions, which significantly increased customer satisfaction.
Results and Outlook: Omnichannel as a Growth Strategy
The investments in omnichannel readiness are paying off:
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Customer Satisfaction: Higher Net Promoter Scores (NPS) and positive community feedback
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Sales Growth: Stores actively supporting Click & Collect show above-average growth
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Efficiency Gains: Improved inventory management and fewer returns due to better process control
Looking ahead, Bläser sees potential in even greater personalization, made possible through AI-powered analytics. He also mentioned that augmented reality and virtual fitting rooms may soon become part of the company’s omnichannel strategy.
Conclusion: A Blueprint for the Future of Retail
In his talk, Hans-Jörg Bläser clearly demonstrated that omnichannel readiness is not just a technical challenge—it requires a fundamental reorientation, encompassing processes, people, and company culture.
Ernsting’s Family has successfully embarked on this journey, keeping the customer at the center of every step. For other retailers looking to embrace omnichannel, this example offers not only inspiration but also practical insights into overcoming real-world challenges.
Omnichannel isn’t the future—it’s the present. And Ernsting’s Family shows how to make it work successfully.
