Digital transformation at BAUHAUS

In this Kassenzone episode, Karo talks to Johannes Wechsler, Chief Digital Officer at Bauhaus, about the digital challenges in the hardware store industry. Around 25 billion euros are converted annually in German hardware stores, with an online share of just 10%. Bauhaus, one of the leading construction stores in Europe, is increasingly focusing on e-commerce and digital customer acquisition through content marketing.

A central topic of the discussion is the still low online share in the home improvement market and Bauhaus's efforts to change this. Johannes explains why DIY products are difficult to sell online and how Bauhaus is meeting these challenges with digital tools and optimised logistics.

In addition to digitizing the sales process, Johannes also talks about Bauhaus's marketing strategies, such as the use of live commerce and video content on social media. With 250,000 active users, the Bauhaus app also plays an important role in customer loyalty by combining online orders with stationary purchases.

Finally, Karo and Johannes address the current market changes and the need to expand retail media and marketplaces in order to further drive growth. You can hear more about Bauhaus strategies, the future of the hardware store and everything that moves Bauhaus in the new podcast episode!

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Key insights (AI-generated)

Digital transformation in the home improvement sector

🏗️ The German construction market has an annual volume of 25 billion euros, where only 10% of sales are made online, which represents a huge opportunity for digital growth in an industry dominated by traditional retail stores.

🛠️Bauhaus invests heavily in digital content and produces 25,000 pieces of content per year, to guide customers through the entire buying process, targeting the core target group of men aged 40-60who live in houses with gardens.

🎥Live Commerce and video content are important marketing strategies for Bauhaus. Eine weekly broadcast on Thursdays at 19:00 focuses on current customer topics to promote engagement and sales.

📱 The Bauhaus app with 250,000 monthly active users combines online and offline shopping experiences by allowing customers to transfer in-store purchases to their online account.

📦The ship-from-store logistics For bulky goods, Bauhaus has made it possible logistics costs to reduce, improve product availability and pass on savings to customers.

🤖 Bauhaus developed Chatbots alongside human advisorsto improve product advice and improve service quality through customer interactions and feedback.

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