Back to the future – Future store solutions at Praktiker

The masters course of POPAI Magyarország Association involved learning about the future store solutions at the Praktiker store in Vecsés, last autumn. Marketing director Péter Dömötör analyses the elements of success in the strategy used at the time of crisis. Store director Tamás János Ali welcomed the group and in his introduction told that the Vecsés store was where Praktiker tested state of the art solutions; based on the results the company would decide whether to introduce the solutions in other Hungarian or foreign Praktiker stores. Since opening in September 2007, they gathered numerous experiences that they could use in Békéscsaba and Székesfehérvár. Electronic shelf label is one of these, but large size LCD panels (there are about 1,000) can also be found in the shop – these can display an abundance of information. A remote control-like device can be used to download information to the shelf labels about producers or the stock. Our host told that most of the shop assistants are specialists who work at the departments of their expertise. Right next to the entrance there is a futuristic console called Praktinfo, a hand-held shopping aid. The Vecsés Praktiker was the first DIY store in the world where a self-scanning system was established: using the shop’s loyalty card shoppers receive special offers and product information. 30 plasma monitors help orientation and above the cash desks advertisements and the programmes of a sports TV channel are screened. The director hopes that soon the first completely self-service cash desk will be operational. Upstairs, in the middle of the store there is a café, a children’s playing area and a room where trainings and courses are held. Six information terminals are available to customers: on these products and services are presented from the web shop. New generation terminals even have a web camera and a telephone through which the call centre can be contacted. A wide range of services is available in-store. According to Péter Dömötör, the customers of DIY stores reacted to the economic recession the same way as FMCG buyers: shrinking basket value, an increased importance of the price/value ratio and buying during promotions are the characteristic features. 45,000 items are available in Praktiker’s web shop (launched in March 2009) – already more than 1 million people decided to use this service. Shelf designs are created using the Spaceman programme and sales are also analysed this way. 40,000-50,000 products, a 9,600-m² floor space, promotions and displays all create the feeling of shopping in a hypermarket. Praktiker tries to add something extra to promotion campaigns: ‘Tip products’ are also placed in impulse places and with more information than usual; ‘Green tip’ focuses on environmentally conscious buyers.