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Three years ago Bona developed a programme for the hire and sale of parquet sanding machines for the DIY market. Great importance is attached to providing support for the company’s customers
Bona had already made a name for itself in the professional field before the company, which is headquartered at Limburg (D), entered the DIY sector. Klaus-Peter Ahorner, sales and marketing manager, sees a marked increase here in the demand for professional-quality branded products. According to his creed, “The hire of modern, user-friendly sanding machines is vital today for a successful business involving the renovation of parquet and wood flooring.”
The company’s Parkett & Co offers a hire and sales concept for specialist dealers and DIY stores: sanding machines to rent, and accessories, sealants, cleaning and care products for sale. The programme is designed to be presented as an integrated whole, with comprehensive information for customers. Parkett & Co has been put together as a hire station in a merchandiser unit, which can be installed at the head end of a rack or in normal heavy-duty shelving. This hire station contains everything required by the DIYer, all from the one source and technically compatible.
The hire station can be installed at the end of a merchandiser or in heavy-duty racking.
Providing support for his customers is very important to Klaus-Peter Ahorner. An essential role is played here by a product display that is both comprehensive and clearly and logically constructed. “Our coating products, primer coats, joint cement and parquet care products are water-based, environmentally compatible and easy to work with. Special products for cleaning and caring for parquet flooring open up the possibility for retailers to appeal to the interesting target group of women.”
Bona offers short delivery times and, as the manufacturer of the sanding machines, a central repair service as well. It also promises a good return, since the sanders are in many cases amortised within 12 to 18 months of purchase.
Further components of the marketing concept for retail customers include practical hints for the renovation and care of parquet, colour-coded holders for flyers, film for the racking display, hanger tags with practical hints for the machines, and two matching A 1-sized posters, in addition to leaflets for consumers.
Two training courses for sales staff are carried out after a merchandiser team has done the initial stock installation. The sales aids also cover material consumption tables for calculating the quantities required.
The company’s Parkett & Co offers a hire and sales concept for specialist dealers and DIY stores: sanding machines to rent, and accessories, sealants, cleaning and care products for sale. The programme is designed to be presented as an integrated whole, with comprehensive information for customers. Parkett & Co has been put together as a hire station in a merchandiser unit, which can be installed at the head end of a rack or in normal heavy-duty shelving. This hire station contains everything required by the DIYer, all from the one source and technically compatible.
The hire station can be installed at the end of a merchandiser or in heavy-duty racking.
Providing support for his customers is very important to Klaus-Peter Ahorner. An essential role is played here by a product display that is both comprehensive and clearly and logically constructed. “Our coating products, primer coats, joint cement and parquet care products are water-based, environmentally compatible and easy to work with. Special products for cleaning and caring for parquet flooring open up the possibility for retailers to appeal to the interesting target group of women.”
Bona offers short delivery times and, as the manufacturer of the sanding machines, a central repair service as well. It also promises a good return, since the sanders are in many cases amortised within 12 to 18 months of purchase.
Further components of the marketing concept for retail customers include practical hints for the renovation and care of parquet, colour-coded holders for flyers, film for the racking display, hanger tags with practical hints for the machines, and two matching A 1-sized posters, in addition to leaflets for consumers.
Two training courses for sales staff are carried out after a merchandiser team has done the initial stock installation. The sales aids also cover material consumption tables for calculating the quantities required.
