Deutsche Telekom is one of the leading integrated telecommunications companies worldwide. Among other things, it operates a landline and mobile network and also offers numerous products such as broadband Internet and services. All retail interfaces are bundled in Deutsche Telekom Privatkunden-Vertrieb GmbH, a wholly-owned subsidiary of Deutsche Telekom AG. This includes the roughly 700 stationary Telekom Shops, where customers can find the entire portfolio and expert advice.
However, the way in which consumers collect information before making a purchase decision has changed in recent years. Before visiting a shop, customers search online to find out which products and services are offered on site and at what opening times. As the platforms on which these customers search for information — such as map services, voice assistants and social networks — have increased, the company faced a challenge in delivering information to its immense volume of customers about its hundreds of stores.