"Praktiker bringt’s” starting from 17 February 2011

Praktiker Online Shop meets highest demands

SAARBRUCKEN – 16 February 2011. On 17 February 2011, Praktiker is launching its online shop at www.praktiker.de as a new, independent sales channel. Under the slogan “Praktiker bringt’s” [Praktiker cuts it], the shop meets state-of-the-art criteria for e-commerce in terms of handling, convenience and service. The initial assortment comprises around 7,500 articles from a total of nine product categories and will be continually extended. A harmonised price corridor is used for both, the online channel and the brick-and-mortar business. ”With our online shop, we are setting new standards in some areas of the DIY sector,” stresses Andreas Mauz, spokesman of the managing board of Praktiker Deutschland. “For us, it was important to offer our customers a technically sophisticated, operationally robust and content-wise attractive virtual shopping experience right from the first day”.

The online shop is operated by Praktiker Online GmbH, which was founded in mid-2010. The managing director in charge is Rebekka M. Kröger, former Head of Marketing at Praktiker. Further members of the management board are Andreas Mauz and Dietmar Richter, both Managing Directors of Praktiker Germany. The goal of Praktiker Online GmbH is to establish itself as a future-oriented shopping alternative and thus as a profitable distribution channel and integral part of Praktiker’s business model within a comparably short period of time. The new Praktiker Online Shop thus constitutes a strategic element of the company-wide value enhancement programme “Praktiker 2013“.

Internet shops are well-established and recognised as a convenient, fast and secure way of shopping among all social strata and age groups. For these customers, Praktiker offers a particularly customer-friendly quality solution based on a certified platform.

“Our goal is to offer an optimal price-performance ratio in the DIY online sector – with attractive prices, a comprehensive product selection and best services. To this effect we will continually extend the assortments, functionalities and value added offers and further optimise the shop features we have developed to the benefit of our customers”, says Rebekka M. Kröger.

In the interest of the credibility of Praktiker’s pricing policy there will be a harmonised price corridor between the online shop and the brick-and-mortar stores. With regard to their advertising campaigns, however, they will each act independently.

Certified shop concept

Taking into account the latest trends, Praktiker is consistently focusing on user friendliness and convenience with regard to its new online shop. In line with this catalogue of requirements the company entrusted hmmh Multimediahaus AG, a high-profile specialist for e-commerce solutions, with the graphic development, programming and shop management. Also the technical inspection authority TÜV with its requirements and specifications was involved in the project right from the start. As a consequence, the Praktiker Online Shop has not only been certified by Trusted Shops, but is presently also the only online shop in the DIY sector to be awarded the TÜV Süd seal of approval – for recognised, state-of-the-art shopping quality per mouse click.

Simplicity as a key principle: easy searching, finding, deciding and ordering

In line with the newly defined brand core of Praktiker Germany (“simply more practical”), simplicity – besides technical perfection – is also a key principle for the company’s e-business. With the harmonic combination of intuitive use, comprehensive functionality, complete and attractive product presentation as well as an efficient and purposeful product selection, the Praktiker Online Shop is absolutely up to standards and in some fields even playing a pioneering role.

The navigation is consistently organised via text fields with mouse-over functionality and also via icon-based toolbars. To ensure a fast orientation, the main menu and all relevant service and dialogue buttons have been integrated into all pages. Users can navigate between the different main and sub-pages by direct access. From there, they can just as conveniently return via the breadcrumb navigation.

An innovative search function that has equally been integrated at prominent places on all pages, will safely take users to their destination thanks to maximum flexion and error tolerance. Typing errors, singular/plural input as well as upper case/lower case characters are automatically identified and corrected.

The initial online assortment was almost completely taken from the assortment offered at the brick-and-mortar stores. The roughly 7,500 articles originate from the nine merchandise categories baths/sanitary, paints/wallpapers, garden and leisure time, heating and air conditioning, lumber and construction, lamps and electrical, workshop and technology, cars and bikes, living and decoration. Excluded from the offer are plants, large-volume items, hazardous substances and particularly heavy items that cannot be directly delivered by the third-party order supplier. In other merchandise categories like furniture, for example, the online choice will be larger than at the stores.

Each product is presented with its complete technical specification, an availability “traffic light” and high-resolution photographs. Thanks to the enlargement and zoom function all details can be examined. Moreover, practically oriented product and application videos are available for various products by clicking on the link to the Praktiker YouTube Brand Channel. As further practical support, expert tips and advice relating to all home improvement and gardening tasks are offered for download.

A flexible pre-sorting by means of a filter function allows for a customised pre-selection according to manufacturer, price, performance and top-sellers. The product comparison based on the criteria price, performance or brand stands out with its exceptionally clear structure allowing for a fast and at the same time also qualified support of the customer’s purchase decision – in the same way as the option to create bookmarks. With the corresponding filters and configurators, the matching articles for specific product categories such as window scrapers or staircase railings can be found and ordered at lightning speed.

Cutting edge thanks to exclusive services, offers and campaigns

With the “MyHammer Service”, the Praktiker Online Shop offers customers the unique option to also order the corresponding professional home improvement and installation services. The customer will pay a total price for the overall package and the work will be performed by a specialized partner company of MyHammer operating in the respective region. This professional support is offered for the installation of certain garden sheds and carports as well as for paintwork and the laying of laminate floors, for example. The corresponding articles are marked with the “MyHammer Service” logo. The delivery and craftsman appointments will be synchronised upon coordination with the buyer.

Every Sunday, the shop is inviting to a live shopping event, the “Praktiker Deal”. An attractive product is offered at the best price of the day on the internet – for a maximum duration of 24 hours or for as long as stocks last. The respective “Praktiker Deal” article is surely on stock and will be delivered within two to three working days. In addition, Praktiker plans attractive price promotions for all customers as well as an additional promotion for holders of the Praktiker loyalty card on a weekly basis. “Our aim was to develop a clear and simple shop presentation that meets the specific expectations of Internet customers. This is also the reason why the shop was not integrated into the existing homepage. Every customer who wishes to purchase a DIY article fast, conveniently and safely on the Internet should feel truly comfortable in our online shop. This is why we attached greatest importance to a particularly customer-friendly and attractive overall structure”, says the Praktiker Online managing director Kröger.

Manifold payment options, inexpensive shipping including 24-hour express delivery

With Arvato Services GmbH, Praktiker won a leading and experienced partner for the fulfilment of the new online shop concept. The Gütersloh-based company will take over the complete logistics services from goods receipt to picking through to shipping. Also the call centre will be handled by Arvato.

Praktiker offers its customers all standard payment options: Giropay, credit card, invoice, cash on delivery, cash in advance, PayPal - everything is possible. The products will be delivered to the doorstep or to any other address different from the invoice address. Praktiker grants a 14-day right of return on all products and – just like in its brick-and-mortar business – a five-year warranty on all devices “with a plug”.

The shipping costs are easy and transparent: the standard shipment per mail/DHL costs 4.95 euros. For orders placed until 2:00 p.m., a 24-hour express delivery per DHL is offered for an additional price of 9.95 euros. The eligible products are marked with an express note. 27.95 euros are charged for the delivery of large and heavy items through a forwarding agent. As a special service, Praktiker has agreed customer-friendly delivery conditions with Hermes for all items with a weight of up to 31 kilograms and dimensions exceeding the maximum size of 120 centimetres defined by the German post for a standard shipping price of 4.95 euros.

Customer service, information, interaction and dialogue

The registered users as well as the holders of Praktiker loyalty cards will be timely informed about any promotions via Internet, Newsletter and regular mail – a knowledge lead that represents a clear advantage for the customers. An indispensable feature of every online shop: in addition to the obligatory commentary, the assessment tool allows users to rank the shop according to the two criteria quality and price-performance. Consistently integrated links to Praktiker Facebook and Twitter portals offer the opportunity to exchange with others at any time and quickly inform friends about special prices and promotions.


Press release as pdf