Innovative concept Focus on service

von Lena Bökamp
Freitag, 09. August 2019
Der Baumarktbetreiber testet eine digitale Instore-Navigation in Stade. An einem großen Touchscreen geben die Kunden das gesuchte Produkt ein und erhalten den Weg zum entsprechenden Gang digital angezeigt.
Toom Baumarkt
Der Baumarktbetreiber testet eine digitale Instore-Navigation in Stade. An einem großen Touchscreen geben die Kunden das gesuchte Produkt ein und erhalten den Weg zum entsprechenden Gang digital angezeigt.
To improve its competitive edge, German DIY chain Toom Baumarkt is testing a new concept for its customers: The recently opened location in Stade-Schölisch offers a lot of advice, services and regionally significant product ranges.



"Too little advice is one of the biggest weaknesses of DIY stores according to customers," says Hans-Joachim Kleinwächter, Managing Director Marketing and Category Management at Toom Baumarkt. Hence, all the information and advice stations are grouped together centrally.
Regularly frequented services such as woodcutting or colour mixing station are located in the centre of the market and clearly visible from the main aisle.
In addition, there are consulting buttons in some departments that customers can use to request an employee at the touch of a button. Staff uses headsets to coordinate providing advice. If a customer already knows in advance that he wants a detailed consultation, he can reserve an appointment online.
"We want to differentiate ourselves from the competition by offering a comprehensive range of Omnichannel consulting services. That's why we are trialling new approaches in Stade," he says. A total of 75 employees work on the site. 

Fully automatic rental of tools and gas cylinders

In front of the store is an unmanned and fully automatic rental of tools and returnable gas bottles, which can be used around the clock seven days a week. In addition, articles can be reserved online and picked up and paid for at the market entrance within an hour. A delivery service for products purchased on the market within one day is also on offer.

Toom wants to improve customer orientation on the site. For example, the DIY store operator is testing a digital in-store navigation system in the entrance area. Customers enter the product they are looking for on a large touchscreen and are shown the route to the corresponding aisle digitally. A new customer guidance system based on symbolic images will help them along the way.

With a total of 50,000 articles, Stade has around 20 per cent more articles than comparable large markets. "We want to strengthen our assortment competence and also have the opportunity to add regionally important assortments," says Kleinwächter. In order to accommodate the additional products on the area, the aisles at the location are narrower than usual and the goods are placed more strongly in the height. The DIY store operator sharpens its profile with articles from areas such as riding and fishing, which are of great importance in the region.

The customer feedback in the first week has been extremely positive. 

This text was originally published in German and machine-translated into English.

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