Bauwerk Parquet: E-Commerce & Customer Lifecycle Management


Bauwerk Parquet AG, based in St. Margrethen, is an international manufacturer of parquet flooring. The company employs around 600 people and is active in Switzerland, Germany, Austria, Italy, France, the Netherlands, Asia and Eastern Europe. Bauwerk is part of the Bauwerk Boen Group with production sites in Switzerland and Lithuania. With around CHF 270 million in sales and around 1,900 employees, the group is one of the leading companies in the European parquet sector. Bauwerk is proud of its heritage but at the same time focuses on innovation. In recent years, the company has changed significantly and is today breaking new ground. Bauwerk has set itself the goal of increasingly placing the end customer at the center of its sales and communication activities. In order to strengthen the connection to the end customer, an end user database is to be developed, so that the customer can be accompanied seamlessly and stimulatingly via all touchpoints.

Bauwerk is nominated for the Master of Best of Swiss Web 2019.

Advertising movie from Jung von Matt/Limmat


We got awarded four times at Best of Swiss Web 2019. In cooperation with Jung von Matt/Limmat we created Responsive Website, Parquet Finder, Price Calculator, Appointment Scheduler, Intelligent Lead Management System, Login Area for Carpenters and Architects, 2500 Carpenters Microsites all based on a sustainable Microservices Architecture and Middleware which integrates the surrounding systems.

  • Customer needs The customer gets a price feeling for his project.
  • My building project (notepad) with guide price calculator. The individual target price of a finished parquet floor, which consists of consultation, location, material and laying and transport costs, is displayed.
  • Bauwerk's needs as a manufacturer accompany visitors until the purchase and beyond.
  • If showrooms are available, Bauwerk can make the customer data available to suitable carpenters.

The aim of the customer database is to strengthen customer loyalty across the entire customer journey. By centralizing the personal data stored at the Touchpoint, the customer database enables Bauwerk Parquet AG to analyze the customer and use this knowledge to improve customer contact; whereas before, the data generated via the different touchpoints had often remained unused or was not linked to the objects from the ERP and the information about the architects / investors from the CRM.The existing touchpoints from the webpage were expanded with new touchpoints in the showrooms, which have been integrated into the customer journeys. The customer data is, for example, recorded when making an appointment, during the consultation in the showroom or in the trade fair, and later when a product order is placed in the online shop or at the product registration. The interfaces to the peripheral systems guarantee the highest possible data quality in a consolidated customer database.


Bauwerk now has a complete overview of what happens at which touchpoint. The company dashboard allows strategic decisions to be made based on facts.