Case Study: Kitchen Retailer Accelerates Franchise Business with Pimcore Platform
Belonging to the Otto Group, Küche&Co is the largest franchise system for fitted kitchen retailers in Austria and Germany. The multi-channel strategy integrates highly qualified personal advice in the studios with the eCommerce platform.
On the new platform, customers can optimally prepare their stationary kitchen purchase by putting together their personal dream kitchen. With this e-business platform, Küche&Co offers the perfect addition to personal advice and rounds off the multi-channel customer journey.
Earlier, the Küche&Co website was being operated on the basis of individual software (CMS). But now, Küche & Co wanted to realign its business towards a multi-channel strategy. The objective was to make their website, not just a corporate website but also a crucial part of the sales process.
The strategic decision demanded extensive capabilities such as target group-optimized personalization of contents, presentation of the extensive product catalog, presentation of the more than 80 kitchen studios, an innovative kitchen configuration, lead generation via catalog orders, and consultations. All of this was to be translated into a platform that would provide customers with the best possible support when purchasing the high-interest product "Kitchen".
The requirements with which Küche&Co approached the Pimcore Gold partner elbkapitäne were manifold. A comprehensive system evaluation was carried out at the start of the project. 5 systems with a CMS / DXP / PIM background were evaluated based on the project requirements. Pimcore was convincing in all areas. Adopting the Pimcore Platform, the clients’ all requirements could be fulfilled by one system, and thus, a complex system architecture with several systems could be avoided.
The new Kitchen&Co platform was built with an improved experience. It now offers users a variety of entry options for finding the right kitchen based on their needs. On the basis of the comprehensively digitized product and image catalog, users can determine their personalized configuration in real-time. In addition, a more inspiration-based introduction is also possible, where users can add styles, components, appliances, or editorial contributions to an idea book and send it to their kitchen consultant.
A clear studio finder quickly guides users to a nearby studio where the configured kitchen can be viewed and purchased.
In line with the multichannel strategy, users who register on the website can view more information about their kitchen purchases (including processing status) at any time.
Pimcore PIM is also integrated with the clients’ ERP data. This data is enriched in the PIM system for 30+ device manufacturers (e.g., AEG, Bosch, Miele, and more). The manufacturers provide data on approximately 25 types of appliances (ovens, hobs, refrigerators, and more). Combined with the configuration options of the Küche&Co models, approximately 500,000 kitchen variations are made available. Pimcore PIM delivers product information to other systems, too (e.g., kitchen configurator).
Pimcore Platform is centrally embedded in the Küche&Co system landscape. In addition to data from the ERP, the Pimcore Platform obtains all store and partner data from the internal Küche&Co partner management system. On the other hand, sales inquiries lead back to the CRM System.
On the newly created platform, customers can optimally prepare and accompany the stationary kitchen purchase by configuring and planning their personal dream kitchen in a Kitchen&Co-Studio. With this e-business platform, Küche&Co offers the perfect complement to the personal consultation and real added value for customers.
The solution was awarded the "Pimcore case study of the year 2019" at the Pimcore Inspire Global Partner Conference.