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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
24 Deutsche EuroShop ANNUAL REPORT 2014 CENTER Kabel Deutschland – more than out-of-the-box television T his listed company regularly has one of the highest rates of growth among telecommuni- cations providers. A success sto- ry not only for the company but also for bricks-and-mortar retail. You would think that customers looking for Internet connections would simply order what they want online. After all, you only have to select the required speed of the data connection. However, it is clear that customers require consider- ably more. Some eight years ago, Kabel Deutschland decided to set up its own chain of shops. Up to this point, the company had had a pres- ence at specialist retailers and at MediaMarkt and Saturn. But the company believed in the appeal of the brand and a completely unique sales concept. Since it sells no phys- ical products – the necessary hard- ware is delivered to the customer’s home – Kabel Deutschland doesn’t need a lot of room. The focus was to be on the customer: an exact analysis of customer needs, sound advisory services and the ability to demonstrate products and ser- vices. The latter, of course, applies primarily to TV products. Even though the vast majority of house- holds today have HD-capable flat- screen TVs, not nearly everyone has seen true HD programming. As is the case for almost all re- tailers, the location of the shops is particularly important for the Mu- nich-based telecommunications provider. The technical availabil- ity of the products in the shops’ catchment areas plays a role – and, of course, a highly frequented location. The sales concept also includes directly targeting spe- cific customers, both inside and outside of the shops. As a result, the key factor is not always the surroundings but the number of passers-by. Kabel Deutschland goes to places where there’s a lot happening, regardless of whether the neighbour is a supermarket, a textile giant or a competitor from the telecommunications industry. The goal is a sensible mix of local retail areas and premium sites. As a result, those responsible turned to ECE and Deutsche EuroShop last year and opened a shop in the Bill- stedt-Center in Hamburg. Kabel Deutschland has an outside spot at the entrance and, for the very first time, is offering product-related accessories in addition to the orig- inal services. This has further en- hanced the appeal of the products and services and increased sales. There are currently 135 Kabel Deutschland shops. Bricks-and- mortar retail has since become the most successful sales channel for the provider’s modern prod- uct range. However, the yellow brand will disappear by the end of the year and be replaced by the parent company Vodafone. With the stronger brand name and a consolidated retail landscape, the Munich company is convinced that it will be able to continue its success of the last few years, in- cluding that achieved in the cent- ers of Deutsche EuroShop. C For twelve years now, Kabel Deutschland has stood for “out of the box” television and fast Internet and telephony via the cable network. Link www.kabeldeutschland.de Kabel Deutschland is a ten- ant in our Billstedt-Center, Hamburg.