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Bauwerk Parquet: E-Commerce & Customer Lifecycle Management

Challenge

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.

Solution

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.

Result 

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