1 DIY & Household Retail „Digest of store concepts “ Knauber – How to become a shopping experience Dr. Nektarios Bakakis Knauber Freizeit GmbH & Co. KG, Bonn, Germany Moscow - Russia

2 C. Knauber Holding GmbH & Co. KG Retail Knauber Freizeit estellaEnergyMineral OilGasContracting

3 Facts and Figures Founded:1880 in D-Bonn Headquarter:D-Bonn Employees:1.000 (FT, PT and temporary staff) Turnover 2009:500 Mio. Euro Shareholder:100% family owned by Knauber

4 Estella KochLust GmbH Ehrenstraße · Köln

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7 130years Knauber Bonn – over 40 years Knauber Freizeit 1880Opening of a grocery shop 1923Opening of the first fuel station in the area 1951 Entry in the LPG business 1954 Entry in the oil business 1968 First DIY-store in Germany years Knauber Freizeit –7 stores – sqm gross sales area –750 employees From

8 - Philosophy STORE/ SHOPFITTING CUSTOMER PRODUCT RANGEEMPLOYEE

9 The customer is always at the centre 1.The customer has to be in your store 2.The customer has to be your fan 3.The customer has to be in your community

10 Customer needs change so that the opportunities for new concepts grow Traditional success factors Price Range Location Quality Service Uniqueness (Differentiation) Speed Openness Emotions Made to measure New success factors Services and a customized product range are central elements of experience and self-realization

11 Product range is self-developed and not bought Product range-policy and -strategy

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15 Product range is self-developed and not bought Product range-policy und -strategy active articles and available articles 11 product range manager 1 purchasing Manager Theme and trend areas Season area (garden, Christmas, Carnival,...) Knauber „world concept“ for living and garden

16 Theme oriented product range provides variety and interest to the customer  Lighthouse-areas and -assortments are eye-catching presentations and draw customers more often into the store  Image and attention is the target of these areas and not turn over and/or profit maximization  Early planning and communication with our trend scouts is required to find always new themes  Parallel a qualification of the involved employees, concerning stylish selection and combination of the product range, takes place

17 Theme example „Christmas time“

18 Theme example „Red“

19 Theme example „Metropolitan “

20 Theme example „Dots “

21 Theme example „Summer Party“

22 Integrated Knauber „Living-World-Concept“  Product range:Combination of home textiles, wallpaper, lighting and home accessories  Price:Middle range  Presentation:Development of an independent visual merchandising, together with interior designers  Consulting:Qualification of the involved employees concerning stylish selection  Service:Supplement it with appropriate services

23 Product range is structured by styles DesignNature TraditionalTrend

24 Living-World „Design“ Uncoloured Black- white Simple clear form Glass Porcelain Metal, leather Fine wood Timeless Exclusive Functional High aesthetics

25 Living-World „Nature“ Natural colours Beige-brown Green Natural, organic shapes Natural materials Rattan, bamboo Wood, cork Authentic Manual Sensual Bionic

26 Living-World „Traditional“ Brown tones Baroque colours Antique, baroque shapes Gorgeous material Mirror, wood Ancient porcelain Decorated Rustic Representative Nostalgic

27 Living-World „Trend“ Coloured Colourful Contrast Synthetic shapes Synthetic and natural materials Spacy Imaginative Not committed to any stile

28 Integrated Knauber „Garden-World-Concept“  Product range:Combination of barbecue, garden furniture, fire/lighting and garden accessories  Price:Middle to high range  Presentation:Development of an independent visual merchandising, together with interior designers  Consulting:Qualification of the involved employees concerning stylish selection  Service:Supplement it with appropriate services of garden design

29 Garden World „Design“

30 Garden World „Traditional“

31 Garden World „Trend“

32 Garden World „Autumn and Winter “

33 Communication reflects style and emotion  Targets:Profile of the brand in existing and new target customers increase customer frequency  Strategy:Communication about ideas and stories, about emotion and communication value instead of price; balance between product and image advertising  Implementation:Development of new communication styles realization of a concept that combines aggressive pricing and differentiated approaches Development of new sales promotion pulses

34 Example Catalogue: Living-World Design

35 Example catalogue: Articles

36 Example Catalogue: Living-World Nature

37 Example Catalogue: Living-World Traditional

38 Style and emotion as an essential cornerstone of the differentiation strategy  Differentiation strategy is for Knauber essential  Long-standing expertise in the 'soft‘-DIY product range as the basis  Increased addressing of atypical DIY-target groups  Addressing women and family as key decision makers  Major positioning measures  Emotional visual merchandising  Alternating theme areas  Style oriented Living- and Garden-Worlds  Emotional marketing performance  Helpdesk- and service competence

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