The Volkswagen amongst the DIY stores

The Dutch franchise chain has developed a new, so-called, focus concept and is thus pursuing a new direction. In contrast to Karwei, the subsidiary sales channel under the same Intergamma umbrella organisation, it's focusing more on building and DIY and less on decorations.
The first three pilot stores were launched in the summer, two more followed and a further two are planned for 2018. The concept is a mix of some new elements but "we're also going back to our roots", explains Ron Kloos, director Gamma Netherlands.
Intergamma's strategy, says Kloos, is geared in such a way that both sales channels, Gamma and Karwei, can develop in different directions in order to cover a large part of the changing market situation. As Karwei is particularly strong in the decorations sector, for example, floor coverings, lighting, window decorations and even paints and wall coverings, it's "only logical that Gamma has to develop in the opposite direction", says Kloos.
Gamma has taken this step backed up by market and customer surveys. "Up until now we have organised our stores around product categories and in some cases even around suppliers. However, the customer nowadays prefers to have all the products needed for a particular task in one place", according to Kloos.
One example: fixtures and fittings or hardware are available almost everywhere in the new Gamma store: curtain rods with curtains, fence fittings with garden timber, and knobs and handles with cloakrooms and cupboards. All price categories and professional quality items are on hand in various package sizes.
The store is designed with the customer in mind and subdivided into various world elements, for example, building, decoration, garden life or smart living. In general, the building, DIY and technology sectors play a more important role.
Nevertheless, Kloos points out: "Also in the future, we'll be the biggest paint specialist store in the Netherlands. As the first ever DIY store in the Netherlands, we have a professional Sigma paint concept available on the shelves."
The paints department has a smaller range on offer to minimise customer stress when trying to make a choice. The areas for indoor and outdoor paints are clearly divided and of course, there's a colour mixer.
The most striking new sector is the World of Smart Living with products all to do with lighting, security, heating, sun protection, electrical and connected gardens. "Also here less choice means more", says Kloos, "We have trained our staff to…