First Platform store in Germany

Since early May, Germany has become the seventh country where Saint Gobain is represented by its “cash and carry” concept for trade customers. So far, 61 outlets in the Platform format are in operation in France, Spain, Britain, Poland, Hungary and Brazil. A concept that had its beginnings in a first store at Nanterre, near Paris, in 1998 is to be further developed until it  numbers more than 140 branches in twelve countries by the year 2009. Preparations are under way for Italy – this year still – with two openings in Milan, and for the Czech Republic, where the first outlet is to open next year in Prague.
A sum of € 1 mio was invested in the inaugural store that was launched in Berlin at the beginning of May. This store boasts an indoor area of 3 500 m² and an outdoor yard of approx. 3 000 m², where around 15 000 products are stocked in seven categories: building materials, structural components, paint, tiling, sanitary & heating, electrical, and hardware & tools. A list that reveals the difference between this store and traditional builders’ merchants or DIY stores: concentration is on the so-called basics, with decorative ranges and products almost completely excluded. Exhaustive market research efforts have reached the conclusion that these products cover 80 per cent of the daily requirements of the typical Platform customer.
The target group consists of professional craftsmen with responsibility for relatively small building projects or renovation jobs and a maximum workforce of ten. They have no workshop of their own and their requirements in respect of tools and materials tend to be of a short-term and diverse nature. This means that Platform is positioned as a specialist trade-only store exactly between the traditional builders’ merchant outlet (e.g. Raab Karcher, Kluwe or Kapella in Berlin) and the DIY superstores and similar distribution channels with a strong leaning towards the professional customer (Hornbach, Bauhaus, Holz Possling, etc).
When they visit the store for the first time, customers have to produce certain documents in order to register, but only need their customer card after that. All listed products are available for purchase. Prices are guaranteed for a minimum of six months, but are not negotiable. They are displayed, and are the same for all customers (though volume discounts are of course available). This reveals the great significance of retail elements within the concept.
The intention is to build up an individual…