Brand Ambassador

This article is available for reading in Trade magazin 2025/8-9.

The DIY category is incredibly volatile – when things are going well they are going very well, with everyone investing and renovating, but when there is no consumption on the market you can quickly see the opposite happening. The large product selection, the infinite range of solutions and constant development in the construction sector give consumers almost unlimited possibilities. Consequently, one thing remains unchanged on the DIY market: classic, traditional retail trade is still present here.

László Flórián, managing director of Praktiker Magyarország

Customers need advice, personal contact and reassurance, mainly because they may only encounter certain products once or twice in their lives. Brand Ambassador is intended to replace the often belittled term “salesperson” and has two basic missions: to create the highest level of personal selling and to establish a position that is attractive to today’s young people and job seekers. We haven’t really invented anything new, we just wish to lay the groundwork at a very high level, combining quality, expertise and top-level customer service with a flexible, innovative and technologically advanced workplace – tailored to the modern age.