Entering into strategic partnerships
Competitor Thalia also brought toys on board and collaborates with Toys“R“Us to expand its customer base. Early trials of combining toys and books attracted positive feedback from customers. “We are looking forward to our collaboration with the leading German-speaking bookseller and see many opportunities for successful future development from which both companies and especially also Thalia customers can benefit“, Doctor Wolfgang Link, President Central Europe of Toys“R“Us, comments on this strategic partnership.
Identifying and jointly benefitting from synergy effects
Thalia Austria has implemented the potential of non-book materials for book retail in a special partnership. DiTech is an Austrian company that is committed to selling computers as emotional products. Both companies believe that this concept fits wonderfully with books, which are also personal products. This collaboration between bookstore and consumer electronics in Austria is already entering its third round. Through their shop collaboration, Thalia and DiTech combine the two worlds of literature and technology; and each benefits from the other’s customer base.
DiTech founder Damian Izdebski is pleased with the result of the collaboration:”By positioning ourselves in the sales environment of Thalia, we succeeded in catering to new and particularly female clients. In doing so, the percentage of our female clientele has increased. In one of our already established shop-in-shops, at this point 50 percent more women shop there compared to other DiTech locations. The new store concept by DiTech, which focuses on look and feel, also contributes to this. Here, even otherwise not quite as tech-savvy customers are able to take their time, take a look around and try things out”. Find out more on how literature and technology harmonize well in a store in our Interview
The potential of collaboration is multifaceted, ranging from chocolate and cheese, cosmetics and drugstore to books and technology. As long as the concepts match, the combination of different product portfolios can work well together.
Elisabeth Henning; EuroShop.de