2012 saw the start of the brand launch, in 2014 came the arrival of the brand ambassador Jens Lehmann which was followed, in 2016, by the recognition for this marketing strategy: on 24. June, i&M Bauzentrum, the EUROBAUSTOFF specialist retailer brand, was presented the Plus X Award as Germany’s Best Retailer 2016 in the category “Specialist Building Centre” in the building of the First German Bundestag.
Only the retail companies which have a high degree of general customer satisfaction and which did well in the categories
had a chance of becoming “Germany’s Best Retailer 2016”. With its 200 branches, “i&M Bauzentrum” achieved this in the “Specialist Building Centre” category. The guidelines given by the brand advisory committee which was initiated in 2012, the consistent realisation of this by the EUROBAUSTOFF marketing department and popular figure Jens Lehmann as brand ambassador ensured a continuous improvement of brand evaluations and image ratings.
“This is underlined by the most important neutral study in our industry,” said Dr. Wolfgang Kömpf, Chairman of the i&M brand advisory committee at the prize presentation. “In 2012 we weren’t represented in the relevant ranking of the Dähne study “Building and DIY Stores”. In 2014 we were already in 12. place and, this year, in 10.” The brand value alone increased by more than 30% during the past two years.
“This is largely due to our brand ambassador Jens Lehmann who promotes our brand in print advertising,” says Dr. Kömpf. “Here the study shows us that, alongside Hornbach and Toom, we achieved the greatest improvement thanks to our advertising measures.”
The “Germany’s Best Retailer” award was presented for the first time this summer. Alongside i&M Bauzentrum, the award was also presented to Thalia, EP Electronic Partner, Telekom and Media@home.
What winners look like (l.-r.): i&M Bauzentrum brand ambassador Jens Lehmann, i&M brand advisory committee chairman Dr. Wolfgang Kömpf, Ulrich Wolf, Chairman EUROBAUSTOFF Management Board, Dieter Jäger, Head of Retail, Andreas Friederichs, Head of Marketing and Claudia Vietze, responsible for the classic marketing project.
