Ubicación del proyecto:
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Non-food / Do-it-yourself
Most DIY stores in Germany and Austria are still huge, what has consequences for investment and inventories. BauMax wanted to respond to the needs and wishes of the new consumer.
Most important in store is emotion and inspiration, what makes the in-store experience real different. For example there is a big square for inspiration that changes during the seasons. And some sections put together for logical paths that better fit to the costumer decision process.
To respond at the changing wishes and purchasing habits of customers the positioning has changed. The new positioning is focused on clients, experience and service is more important than huge stocks and high store racks. Large stocks are no longer needed with the new distribution process.
JosDeVries The Retail Company BV
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