Lucerne pilot project shows potential of digital direct sales
One year after its launch, the «Direct.» innovation project at Pilatusplatz in Lucerne was successfully completed. It tested cashless shopping technologies for regional products and demonstrated their acceptance among consumers. The insights gained will be incorporated into future business models.
After fourteen months, the "Direct." pilot project in Lucerne, which tested digital direct sales of regional products, came to an end. Consumers were able to access the store via smartphone, scan products and pay - without a till or staff on site. Food waste was also avoided in cooperation with the "Too Good To Go" initiative.
Positive feedback
The response was consistently positive. The availability of local products, the proximity to the neighborhood and the ease of use of the technology were particularly appreciated. Younger customers in particular described the system as "contemporary" and "simple". There was criticism of the legal restrictions on opening hours, which were seen as unnecessary and unfair.
The project also provided insights for retailers. "New technologies do not necessarily replace existing structures, but open up new areas of business," say those responsible. In addition, a discussion about adjustments to the cantonal law on store closing times was initiated.
Echion Communication provided an overall solution for in-store communication for the project, a software for cashless access. External communication was supported with traditional advertising and the project's own Instagram account.
Further developments planned
Kevin Klak from Digitalrat emphasizes the importance of such tests: "Innovation is not a one-off project, but an ongoing journey." Based on the findings, further developments and adjustments will now follow.
