Tuesday 16 December 2014
A DIY store that no longer places the emphasis on “pile ‘em high and sell ‘em cheap”, but on the customer experience and service. That’s the new bauMax in Klosterneuburg near Vienna, developed by JosDeVries The Retail Company.
In Germany and Austria, most DIY stores are still huge. Ten thousand, twenty thousand, even thirty thousand square metres is nothing out of the ordinary. With all the inevitable consequences for investment costs and for stocks. Because of course these DIY giants also need to be filled up.
bauMax approached JosDeVries The Retail Company to help them form a closer fit with customers’ changing demands and new purchasing behaviour. Our agency leads the way in solutions for both multi-format and multi-channel, in food and non-food.
bauMax’s new positioning is targeted at the new customer, with experience and service more important than towering shelves with enormous stocks. This was made possible thanks to their new distribution system, which means that big stocks are no longer necessary. The accent on emotion and inspiration means a totally different experience. There’s now a big ‘inspiration plaza’, for example, that is adapted to the seasons. Departments have also been placed close together, creating a logical route through the store that more closely matches the customer’s decision process.
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JosDeVries The Retail Company BV
3605 MA Maarssen, P.O. Box 1194
NL-3600 BD Maarssen
tel. : +31(0)346 - 563764
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