Sustainability through differentiation - Schulte Räume and MEISTER at the Domotex 2012


MeisterWerke will also be exhibiting its MEISTER and Schulte Räume at the Domotex 2012 trade fair which is clearly oriented towards specialist retail. Especially for the floor covering retail trade, sales brand Schulte Räume offers a tailor-made scope of services from products through to POS support, consultancy and marketing. "Following the withdrawal from the market of other competitors with their sales brands, Schulte Räume now offers the only truly independent floor covering for retail and whole-sale sectors," assures Ludger Schindler, Managing Director of MeisterWerke. "Those who want to distinguish themselves effectively in this market are in the best possible position with us."

Universal and systematic product solutions through to harmonious ranges of mouldings and accessories allow holistic consultation and consistent added value sales. "We have had extensive consultation with our partners in the retail industry and have completely oriented our product range in line with their specific requirements. This ensures, for example, that the Schulte Räume product range is positioned in the perfect price/performance corridor for this sales channel," explains Volker Kettler, Head of Product Management at MeisterWerke. And Ludger Schindler adds: "First class product ranges, qualified consultancy and a comprehensive services structure of professional specialist retail are the only way to assert a premium brand onto end customers. Here, a large-scale advertising campaign is no use at all if the products can be brought anywhere. High-quality, glossy advertisements in an unsuitable sales channel – in our opinion that is just inconsistent."  For this reason, MeisterWerke will continue to work differentiation strategy for the specialist retail sector, in order to maintain the sustainability of this vital sales channel for premium products.