Streamlining of Baumax store concept

The entrance to the new Baumax store in Tulln.
The management team at Baumax was convinced that something had to be done if they wanted to maintain or develop the group’s market share in future. Taking as their motto “Baumax best in class” they set in motion a process optimisation project that is essentially based on market studies and customer interviews. Ideas from members of staff also contributed to the input, since the group’s mission statement emphasises that the project can only be carried out collectively.
The ultimate goal is to optimise customer service. This takes place on two levels: through a service offensive and through a store makeover.
Process optimisation was necessary as the first step in the service offensive, since the staff were to concentrate more on customers instead of other tasks. The scope of this process covered the optimisation of inventory management by means of new software, for instance, which resulted in employees spending less time on this aspect of their work.
Service and price both have a major role to play.
Customer service
The service offensive is designed to raise customers’ satisfaction level. The concept covers nine points:
Friendliness: Customers are to be approached directly and welcomed to the store.
Competent advice: Staff are given training in accordance with the requirements of the individual store manager.
Availability of goods: If an item is not in stock, the customer is offered an equivalent product in a higher price range.
Price guarantee: If a customer finds the product he has bought at a cheaper price somewhere else, he can claim back the difference up to 14 days after the purchase.
Money-back guarantee: Cash refunds are made on products that have been bought and returned.
Rapid checkout service: A further checkout is opened as soon as there are five customers in the queue.
Pleasant atmosphere: The stores must be clearly laid out and clean, with no empty hooks in the racking.
Prompt handling of complaints: Customers have a clearly defined contact person, who immediately attends to all aspects of the problem.
Special services: These include installation, truck hire, delivery by an outside carrier for products including building materials, as well as plant hire.
Four colours were allocated to the four product worlds to facilitate orientation.
New store layout
One further outcome of the customer survey was the need to design a new image for the stores. Here Baumax worked in collaboration with the London design consultants…