Hornbach-Baumarkt-AG Group

GROUP MANAGEMENT REPORT Outlook 79
Strategic opportunities
Our aim is to continually expand HORNBACH’s position in the
European DIY market by means of organic growth. Our sales
and profitability are to be sustainably increased by expanding
our internationally successful retail format. This involves
focusing on the strategic enhancement of our concept and the
expansion of our store network at locations offering aboveaverage
growth potential in Germany and abroad.
• The company’s strategy focuses on the concept of projects.
HORNBACH is increasingly able to differentiate itself from
its competitors with this approach, which is reflected in its
product range, service and pricing policies. Our solid financial
resources, public corporate rating and the flexibility
available to us in refinancing the business on the capital
market will enable us to invest considerable sums in
differentiating HORNBACH’s format in future as well.
• One unshakable component of our uniform strategy across
the Group is our reliable permanent low price policy. We
believe that we are better able to retain customers at
HORNBACH in the long term by offering and guaranteeing
the best market price on a permanent basis. In particular,
our main target group of project customers, who often undertake
large-scale renovation work, needs to be able to
budget in the long term. This is not possible with temporary
discount campaigns.
• DIY customers are increasingly according priority not only
to competitive prices, but also to the quality and sustainability
of the products and advisory services on offer. Above
all the lifestyle-driven customer target group, who base their
lifestyles on health and sustainability factors, is playing an
increasingly important role in this respect. These so-called
“LOHAS” (lifestyle of health and sustainability) mostly have
above-average incomes, and are conscious, critical consumers.
They accord great value to quality, brand and design.
With our focus on the quality and sustainability of our product
ranges, accompanied by professional advice, we are particularly
well-placed to meet the high standards of these target
groups. We are the DIY sector leaders, for example, in our
procurement of FSC-certified timber products.
• We believe that we are excellently positioned in the sector
with regard to the ever more important market for modernization
and, within this market, especially with regard to the
increasingly strict legal requirements governing building
energy efficiency. We will in future continue to present
complex projects, such as the insulation of facades or the
replacement of windows and doors, as “Project Shows” at
the stores. The “Project Show” is an innovative marketing
instrument aimed at intensifying the project concept. Presentations
held in special event sections at the stores provide
customers with specialist advice, information and
suggestions as to how they can undertake renovation projects
or realize their dream living space either under their
own steam or with specialist support. These activities are
accompanied by service packages from our tradesman service.
Moreover, further sales momentum may also be provided
by public sector programs subsidizing the renovation
of old properties in terms of energy efficiency or to make
them senior-friendly. Here, we offer an extensive database
of subsidy opportunities on our homepage.
• Furthermore, we are expanding our range of services,
information and advice in order to attract new customer
groups to HORNBACH. These include home improvement
demonstrations at the stores intended to motivate customers
to do it themselves, and special workshops for women.
These measures are backed up by the promotion of specialist
skills on the part of the store personnel with the aim
of achieving a further increase in product expertise and
advisory competence, and thus in customer satisfaction.
Our DIY megastores with garden centers are also increasingly
of interest to professional customers. Generous opening
hours, the stocking of large quantities, the rapid handling
of purchases at our drive-in stores and builders’
merchant centers, and the uncomplicated acceptance of
residual volumes no longer required make HORNBACH an
attractive alternative to traditional specialist retail or
wholesale procurement sources.