OBI discovers the small format

Hitherto a trend towards ever larger retail areas has been discernible; the expansion of floorspace has been regarded as a suitable means of growing product ranges. OBI has now taken the opposite direction and is going for a small-format concept that was put into practice for the first time at Ratingen in early March. OBI is testing its new small-format OBI Fix store in RatingenThe core points underlying the concept include a short drive to reach the clearly laid out retail area, where customers can buy easily transportable articles. “It is the reincarnation in a somewhat different form of the traditional hardware shop with strong merchandising and advisory competence,” is how Harald Lux, chief executive of OBI, describes this new neighbourhood store. He goes on to state that the American DIY giants Home Depot and Sears Hardware have already proved that smaller stores can also demonstrate competence and, what is more, can operate cost-effectively as well. The new small-format store is supposed to offer the possibility to shop quickly and easily in your own neighbourhood without driving any great distance. The OBI Fix range offers a wide assortment of soft DIY products for relatively small repair jobs, renovations and hobby projects. The main emphasis is on the categories of hardware, machines, tools, paint, home textiles, interior design, wallpaper, electrical, lighting, plumbing, garden tools and garden care. This offering is supplemented by laminate, shelving, housewares, pictures and frames. No attempt is made to stock bulky or heavy ranges such as building materials, ceramics and sanitary fittings. Samples for the information of customers on both sliding panels and rackingTried and trusted services such as “Mietprofi” for the hire of small and special-purpose machinery are available. The offer also includes a paint mixing facility, a spare parts service, a key service, cutting timber or foam to size and a special chain sharpening service. Customer advice also plays a vital role in the small-format store: the advisory centre situated in the heart of the store is the starting place for customers looking for advice. The high proportion of “master sales staff”, i.e. advisors with comprehensive knowledge of the entire product range, is characteristic of the new concept. Ranges such as tiles that require more space are integrated as "order shops"In order to intensify communication with the customer all the racking is provided with a wealth of signs giving…