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How STIHL scales local marketing at the POS with Relatial
Local offers. Centralized product data. Digital visibility at the POS.
With the Relatial Portal, retailers can create custom offers via self-service and publish them to their digital kiosk in just a few minutes. Current product data, images, and manufacturer’s suggested retail prices (MSRP) are automatically pulled from the central PIM system, ensuring brand-compliant local marketing communication without any manual maintenance.
"It was clear to us that local promotional communication had to integrate seamlessly into our marketing and product data processes. We were looking for a scalable solution that would offer our dealers maximum flexibility while maintaining centralized brand control."
Marketing, STIHL
As part of a digitalization initiative at the point of sale, STIHL aims to give its specialist dealers more freedom for local marketing without compromising central brand management.
challenge
- No option for merchants to display their own offers on the point of sale
- Failure to account for local pricing and promotions
- Manual preparation of content provided by the headquarters
- High effort required to provide individual merchant information
- Looking for a scalable solution for the planned rollout in the DACH region.
Based on Relatial, the self-service solution was chosen to allow dealers to independently create local offers for their digital kiosk.
The foundation is a direct connection to the STIHL PIM system. This ensures that up-to-date product information, images, and MSRP data are always available, completely eliminating the need for manual product data maintenance. Dealers simply add their own individual prices and promotions.
Relatial acts as a portal between the PIM, the dealers, and the digital kiosk at the POS. The solution combines centralized content management with decentralized marketing, enabling consistent brand communication with maximum local flexibility.
"With Relatial, we empower our retailers to independently create local content for their digital kiosks in a matter of minutes via self-service. At the same time, we ensure that product data, images, and MSRP information are always up-to-date and brand-compliant, pulled directly from our PIM system."
Marketing, STIHL
New merchant skills:
- Create campaigns and promotions
- Import products directly from the PIM
- Set up custom prices and offers
- Integrate retailer logos
- Calculate discounts automatically
- Preview content in a POS view
- Prepare content for immediate deployment to the digital signage system at the POS
This is how you create an efficient self-service process for local branding and local marketing communications – without the need for additional coordination with headquarters.
Result
- Provision of local content for the digital kiosk in just a few minutes
- Full self-service for retailers
- Automatic integration of product data, images, and MSRP information from the PIM
- Brand-compliant local promotional communication
- Significantly reduced manual processes
- Scalable solution for the entire DACH region
- Greater relevance at the point of sale through local offers and individual pricing
STIHL
- Employees: > 20,000 worldwide
- Industry: Forestry, garden, and landscaping technology
- Revenue: €5 billion (2025)
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Digital Kiosk, Front (POS)
Digital Kiosk, back (POS)