en.Wedoany.com Reported - Telefónica Germany is deploying a standardized SD-WAN infrastructure for shoe retailer Deichmann, covering approximately 4,700 stores across Europe. Upon completion, Deichmann will be able to centrally manage store connectivity, digital applications, and in-store service rollout processes on a unified network architecture.

Deichmann is a major European shoe retailer with a wide store distribution, multiple national markets, and frequent online-offline business integration. For such retail enterprises, the store network is no longer just a connection channel for cash registers and backend systems; it must also support inventory inquiries, membership services, buy-online-pick-up-in-store, digital signage, mobile terminals, staff applications, and customer experience systems. If the network connection methods used by different stores in different countries over the long term are not standardized, the testing, upgrading, and troubleshooting of new applications will slow down. SD-WAN uses a software-based approach to centrally schedule multiple connection types, such as fixed networks, the internet, and mobile networks, allowing headquarters to manage traffic based on business priorities and run critical applications on more stable links.

After the project is implemented, Deichmann will be able to test and launch new in-store digital services more quickly. Stores do not need to undergo complex individual modifications; relevant applications can be deployed uniformly via a centralized platform by region, batch, or business type.

This upgrade also reflects the direction of infrastructure transformation in the European retail industry. In the past, retail digitalization was more focused on e-commerce platforms, mobile apps, and membership systems; now, physical stores themselves must become digital service nodes. After seeing products online, consumers want to try them on, pick them up, or return them in-store, while store staff need real-time access to inventory, orders, and customer information. If the underlying network is unstable, the online-offline integration will break at the store level. By establishing a unified SD-WAN for Deichmann, Telefónica Germany enables it to run digital services under the same network standards across multiple European markets and reduces the maintenance pressure of decentralized store networks.

For the ICT industry chain, the network transformation of large retail stores will continue to drive demand for SD-WAN, SASE security, enterprise routers, cloud management platforms, 5G backup links, store Wi-Fi, terminal management, and network monitoring systems. The more chain enterprises value omnichannel experiences, the higher their requirements for network availability, remote operations, data security, and application response speed. Subsequent focus will be on the deployment progress across approximately 4,700 stores, the adaptation of network access conditions in various countries, and whether Deichmann can accelerate the launch of more in-store digital applications based on the new infrastructure. If the project proceeds smoothly, SD-WAN will become an important foundation for the digital upgrade of European retail stores.

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