Damian Izdebski is the founder and Managing Director of DiTech, an Austrian computer company. Together with the bookstore chain Thalia, the company now has opened the third shop-in-shop collaboration of computers and books. In our interview, Mr. Izdebski tells us why the collaboration between literature and technology works so well.
Mr. Izdebski, for the third time now, your company DiTech collaborates with a Thalia store in Austria and thus combines book trade and electronics sales. How did you come up with the idea to combine these two store concepts?
This idea seemed obvious to us. Books as well as computers are emotional, not to mention very personal products that go beyond simple everyday objects. This is something Thalia and DiTech have in common and why a collaboration of both concepts makes so much sense.
How do these similarities express themselves in practice?
Thalia and DiTech service two complementing group of buyers, which can complement one another well through a combination of both worlds. On the one hand, there are very young, technophile, typically male customers and on the other hand are the slightly older, typically female buyers. Thalia as well as DiTech benefit from this customer combination.
Why did you specifically choose the bookstore chain Thalia as your cooperation partner?
Together with Thalia, we have identified and correspondingly worked out many synergy effects. Our collaboration is a strategic step and an opportunity for both companies to appeal to new target groups. Together with Thalia, we combine the two worlds of literature and technology. The customer receives a combined array of topics, in which he/she is not being left alone with his/her questions thanks to consulting and service.