The history of the Bergmann Family Bakery began back in 1908. Following event-filled decades, a new beginning after the war, and the legendary days of selling bread from the boot of a Trabant, the company grew into one of Thuringia’s best-known bakeries. Today, the family bakery operates around 50 locations across Thuringia and Saxony-Anhalt, employing numerous staff in production, sales, and administration.

Throughout this growth, one thing has always remained the same: a deep connection to the local region

The Challenge: Modern Communication Without Added Complexity

As the number of branches grew, so did the effort required to communicate with customers. Offers, promotions, events, or regional collaborations were traditionally communicated using posters and printed materials. This meant not only printing and distribution costs, but also a high administrative burden.

Furthermore, for many years, the bakery had been looking for a digital signage solution that was easy to operate and did not require complicated software structures or cause high ongoing licensing costs.

The Solution: Clevertouch Digital Signage Across 41 Locations

Through a regional business network, Matthias Bergmann met Clevertouch partner Karl Riethmüller. Together with his company B&DT from Erfurt, Karl guided the project from planning right through to implementation. Following initial discussions and a successful trial phase, the decision was made quickly, and the first displays were installed.

In addition to consultancy, B&DT handled the installation of the Clevertouch digital signage solution in the branches and supported the Bergmann Family Bakery throughout the launch of the new communication platform.

Today, 41 Clevertouch displays and digital signage totems are already in operation. Further locations and additional application areas are currently in the planning stages.

The displays are used for:

• Current offers and promotions
• Regional events
• Product information
• Social media content
• Sponsorship and club communications
• Advertising space for local partners

Simple operation was particularly important to Bergmann.

"You scan the QR code, upload your content, and it’s on the screen immediately. It couldn’t be easier."

The content is created centrally by the marketing department and an agency. At the same time, changes can be made at short notice whenever needed.

Making Regional Connections Visible

The displays are intentionally not used as standard advertising boards. Instead of nationwide ads, local content takes centre stage: city festivals, community club events, anniversaries, regional producers, and social projects.

For example, local town events are promoted, regional partners are introduced, or initiatives for local clubs are supported. The displays help make the bakery's regional ties visible while simultaneously achieving a high reach.

"We want to connect and highlight companies in Thuringia. The displays support us in doing that perfectly."

New Opportunities for Marketing and Reach

A particular success was seen with the launch of the family bakery's WhatsApp channel. The channel was promoted directly in the branches via the Clevertouch displays, allowing customers to scan the QR code and follow the channel.

The result

• Started with around 200 subscribers
• Increased to around 800 subscribers within a short time
• Now stands at approximately 1,500 channel subscribers

By combining digital signage, social media, and local campaigns, an additional communication channel with direct access to customers was created.

Additional Revenue Through Local Advertising Partners

Beyond customer communication, the solution delivered another unexpected benefit. Shortly after the rollout, the bakery received numerous inquiries from local municipalities, clubs, and regional businesses wanting to showcase their own events or offers on the displays.

Rather than relying on generic advertising networks, Bergmann made a conscious choice to favour local collaborations. This opened up new sponsorship and marketing opportunities that not only strengthen the local economy but also generate financial value for the bakery itself.
"The displays create possibilities that we simply didn't have before.

Looking to the Future

The Bergmann Family Bakery is already planning its next steps. In addition to equipping further digital signage locations, digital price boards and additional display concepts are set to be introduced in the stores in the future. Furthermore, new ways to directly target customers before they even enter the store are being explored.

For Matthias Bergmann, one aspect stands above all else:
"The simplicity. Anyone can create content themselves, upload it, and use it right away. That's exactly what makes the solution so valuable to us."

At a Glance
Customer: Bergmann Family Bakery
Industry: Bakery & Food Retail
Locations: Approx. 50 branches across Thuringia and Saxony-Anhalt
Solution: Clevertouch Digital Signage
Installations: 41 displays and totems in use
Application Areas: Offers, promotions, social media, regional communication, sponsorships, and advertising

Results
✅ 41 locations digitised
✅ Centralised and easy content management
✅ WhatsApp channel growth from 200 to 1,500 subscribers
✅ New advertising and sponsorship opportunities
✅ Greater visibility for regional partners and projects
✅ Further rollouts already planned