Tchibo under the magnifying glass

Coffee is a Tchibo tradition. But the name has also long stood for a variety of products and weekly offers. In addition to numerous branch offices, as well as catalogue and online distribution, the company also sells coffee to grocers and drugstore chains. How these points of sale reach the various target groups and can also be improved was the subject of a workshop by Prof. Dr. Christiane Beyerhaus in cooperation with Tchibo at ISM Hamburg.

The typical buyer is male or female, between 20 and 35 years of age and absolutely trend-conscious. The so-called "Inspirational Shopper" pays more money for a product that convinces them. M.A. Luxury, Fashion & Sales Management students investigated how the Tchibo Depot can become even more attractive for this group of buyers. "Tchibo's sometimes very colorful clothing range could be made simpler, as the typical Inspirational Shopper is more interested in less striking color combinations," explains ISM student Antara Gill. "In order to appeal even more to this target group, the product groups could be sorted more clearly, for example according to color worlds.

Change of location. A drugstore chain in Hamburg - How does the offer affect a completely different group of buyers, the bargain hunters, for whom the price-performance ratio is particularly important? "In order to convince this target group still more, one could show the Passanten Tutorials, how a certain product can be used , explains master student Ho Hin Chan. Another idea: Bluetooth marketing. The Passant receives - if he is in the surrounding field of a depot - on his mobile phone current information about offers and price reductions.

Whether trendsetter, bargain hunter or luxury shopper - Dr. Olaf Kubitz, Head of Sales Control and Projects at Tchibo, was visibly enthusiastic about the students' ideas. "They were very customer-oriented and sound in their approach and worked out very good ideas for the respective groups of interested parties," he praised. ISM Professor Christiane Beyerhaus was also enthusiastic about the performance of her students. "It's great what the group has achieved in such a short time."


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