Tchibo
| Description: | Every week Tchibo offers its Customers consumer goods - so-called non-food items - under the company's own brand, TCM. Whether the current theme is the kitchen, garden, sport and leisure, clothing or jewellery, the diversity of thematic worlds and the number of articles means that in the course of a year there is bound to be something for every Customer.
The composition of weekly thematic worlds is based on ideas which are developed to suit current trends, long before sales get under way. To do this, the product managers concerned monitor developments in the most varied markets from many different perspectives. Important information is supplied on a regular basis through co-operation with trend spotters and market research companies which analyse long-term developments in society and their influence on shopping habits. This means that Tchibo can adapt to the current desires and needs of its Customers, cater for changes in their lifestyle and fulfil their expectations of modern technology.
Products under consideration which match certain criteria in a first stage are then tested in the market in a second stage. Only if this test runs positively - i.e. is well-received by Customers - are carefully-specified orders sent out. This means production is exclusively for Tchibo. The quality that Customers expect is guaranteed by detailed briefings to manufacturers, as well as tough in-house quality control at Tchibo.
In each case, only one version of each product is offered. Thus, for example, there is only one iron, not 20 from which the Customer has to choose. Presented in this way, each item becomes an unchallenged 'star' in the selection. It is important that the various articles in a single phase harmonise and relate to each other. This allows 'A new experience every week' to come into being at Tchibo, mirrored by the window dressing and shop decor, the TCM magazine - detailing the current range, with editorial coverage about the respective phase's theme - a TV schedule and TV commercials. Tchibo is transformed into a specialist shop, if only briefly. Customers have to act fast, because the offer is purposely limited. This stimulates a 'need', a phenomenon proven by the fact that most purchases are in fact spontaneous. |
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| URL: Tchibo Homepage |
| Type: | Other |
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See also: Tschibo chibo
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