Having said that, the integration of product information into the inventory management system is still somewhat difficult in this segment. “Many manufacturers still don’t make their data available in digital form. This presented us with one of the biggest challenges when we considered using digital signage and tablets. Initially, we still had to manually enter item information into the inventory management system. What’s more, many vendors and manufacturers don’t supply videos or operating manuals. The cosmetic or food industries are much further ahead in this area. That’s why I hired a dedicated employee, who is solely in charge of obtaining information.“ He adds that it is crucial to not only set yourself apart from manufacturers but also from your competition. After all, duplicate content is still a major problem. You can only improve your ranking in search engines with unique contents.
“We want to link online and offline services”
Knauber wants to offer integrated services to its customers, whether that’s online or offline. Services and consulting are the greatest strengths of the home improvement stores. That’s why digital signage solutions are the best way to combine a wide range of information with consulting services. “It will definitely get harder and harder for us to survive in this shark tank. Unlike Bauhaus, we are unable to offer twenty or thirty different types of cutting tools. However, we can obtain the desired product online if there is a customer needs for it. We don’t want self-service but strive to anticipate and address customer needs on an individual basis and offer the information customers need to make their projects a success.“