Tradition Meets Digitisation: How the Bergmann Family Bakery Uses Clevertouch to Rethink its Regional Communication

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.

"Posters have to be printed, distributed, and swapped out. And at some point, they simply don't look good anymore. A screen, on the other hand, is always up to date and always visible," explains Matthias Bergmann.

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.
   

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.