"I would highlight MultiQ’s broad expertise. MultiQ supplies everything we need and I really appreciate this holistic concept. Our order involves so much more than just software and hardware. We get advice, installation, storage solutions, a publishing tool, service and support. It gives us great peace of mind to have a partner that takes full responsibility for the supply."
– Robert Jonsson
Project Manager, Digital Store Concept, BAUHAUS
BAUHAUS INVESTS IN A DIGITAL STORE CONCEPT
Interview with Robert Jonsson
The DIY chain BAUHAUS has introduced a concept called ‘everything under one roof’. Their aim is to offer the biggest range of products in the sector and provide customers with a high standard of professional service. BAUHAUS in Sweden launched a digital store concept at all its DIY stores in 2016.
What were the primary reasons for your investment in a digital store concept?
We wanted to improve the customer experience. Digitalisation is a growing trend in the retail sector and want to be in at an early stage of its development. We can offer our customers better service by increasing the information flow in our stores. We reach more people, and we improve the service level, the atmosphere and our availability.
What does the store concept look like?
We decided to locate a self-service terminal, In-Store Web, in our HVAC, Paint, Garden and Building departments. This gives customers and staff a clear presentation of our range of products. We also have a number of digital screens in the store. Inspirational films of beautiful bathrooms are shown in the bathrooms department. We offer renovation for a fixed price and we use the screens to provide information about this as well. At the checkouts, we present our suppliers, campaigns, local offers and information about special customer events.
The store concept was launched in 2016. Have the results been as expected?
From the start, we were aware that the touch screens would be a challenge, so we expected a learning period for both staff and customers. The important thing is to arouse customers’ curiosity so that they want to use them. We have skilled staff who use the touch screens as sales support when they talk to customers. The customers are then aware of their existence and are happy to use them themselves. The screens have been in operation for a while now and they are being used more and more. So the results have fully met our expectations.
You have several different information channels in yur stores. What is your strategy for the flow of news?
Customer behaviour has become relatively unpredictable as demand can now be met online. This means that retailers have to be able to meet sudden demand and communicate that they are able to do so. We have to be highly flexible. Based on this, my advice is to find a supplier of digital solutions for the retail channel that shares these qualities and understands that consumers must always be the focus, with the services provided supporting this.
MultiQ and Bauhaus have been business partners for many years. This project is a further development of our partnership.What are MultiQ's strengths as a partner?I would highlight MultiQ’s broad expertise. MultiQ supplies everything we need and I really appreciate this holistic concept. Our order involves so much more than just software and hardware. We get advice, installation, storage solutions, a publishing tool, service and support. It gives us great peace of mind to have a partner that takes full responsibility for the supply.
What advice would you give a colleague in the sector who wants to make a similar investment?
The decision to create a digital store concept needs to be well accepted internally in all departments involved. Once this is the case, the project will be smooth and without delays.
We decided to focus on the customer experience at all times and adapt our solutions accordingly. Our website displays our wide range of products and is best suited for PCs. We decided to adapt the content for display on the touch screens. This meant that the material needed to be scaled down to give customers a clear impression of the range. It is worth taking the time to create the best possible customer experience. The message is clearer and you create a better user experience.
And finally, choose a partner that takes responsibility for the entire process. This gives you peace of mind.