K in action:
K-rauta Express brings building and home improvement store services close to customer flows
Work on a strategy for the building and home improvement trade resulted in the launch of a new K-rauta Express store concept, which will bring the store services closer to major customer flows in urban centres and shopping malls.
The product and service selection of K-rauta Express stores enable customers to plan and order the renovation of their home on a single visit. The selection focuses on home furnishing and decoration products, paints and tools.
Express stores have collection points for online purchases, as well as premises and a business model for planning services.
“The idea of the K-rauta Express concept is to provide urban customers with quicker, easier shopping. Customers may purchase goods on their way to work or place orders on the internet for collection. We do our utmost to make shopping fun,” says Virpi Viinikainen, Chain Director for K-rauta.
K-rauta Express stores are always satellite stores for larger K-rauta retailers. This enables the smaller store to leverage the selections, logistics and other operations of a larger K-rauta store.
The first K-rauta Express was opened in the Forum shopping centre in central Helsinki in August 2015 and the second one opened in the Sello shopping centre in Espoo in November. The concept will be tested in these stores, and further development and a decision on its expansion will be made on the basis of this trial. Development work will be based on extensive customer surveys.