Living-Angebot wächst weiter

No-one offers more carpet’ – this is the motto under which the individual company OTTO has launched its fourth Home Living retailer and seventh specialist store overall. Following the successful example of schlafwelt.de (‘World of Sleep’), cnouch.de and naturloft.de, this specialist retailer is intended to generate additional revenue and new customers for the Hamburg-based online retailer. The assortment extends from cosy deep-pile carpets to functional stair-runners and accessories. Customers are guided to appropriate articles thanks to extensive product information, quality seals and advice tools.

Beds and mattresses are available at Schlafwelt, sofas at cnouch.de and country-house furniture at naturloft.de. Now, the carpets from the OTTO assortment have their own presence outside the generalist otto.de platform: just in time for the cosy Autumn/Winter season they can be found in their own specialist online shop under teppstore.de – powered by OTTO. The assortment includes carpets as well as runners, stair runners, bathmats, doormats and anti-slip mats as well as cleaning appliances such as vacuum cleaners.

“Carpets make a room comfortable and set the tone. At OTTO they generate in just under a quarter of net revenues in the Home Textiles assortment, so we see great potential here and aim to tap into this with teppstore.de in a targeted way”, explains Dr Michael Heller, Member of the OTTO Management Board, Categories and Deputy Spokesman OTTO. “Altogether, in the first half of 2015 our specialist stores generated revenues of around 50 million euros and served around 60,000 shoppers who are not active OTTO customers. This is reason enough to invest more and to give the next successful part of the assortment its own platform”, continues Heller.

As an online retailer, teppstore.de places particular emphasis on advice, service and convenience, which ties into a key result of the representative ‘OTTO Lifestyle Study 2015’, conducted with TNS Infratest. Convenience, comparability and choice are the strongest drivers behind online purchases of home furnishings. “We offer consumers the whole offer bandwidth at a glance and save them the time-consuming odyssey through over-the-counter stores. This independent platform allows us to play to our experience and assortment know-how”, explains Anne Zimmermann, Online Manager in the Home Textiles category.

Customers can filter the product range according to criteria such as style direction, materials, purpose, room, colour palette, format and size, which quickly generates an overview of the models relevant to them. If they wish, they can even be guided interactively by the ‘Carpet Finder‘. Quality information such as the GoodWeave quality seal and OEKO-TEX® Standard 100 provide core details on production and processing and aim to guide customers towards the topic of sustainability. “We have enriched the specialist online shop with editorial content that offers extensive information about types of carpets and materials, explains technical terms, gives maintenance advice and presents decorating ideas”, says E-Commerce Manager Ngoc Kieu Khanh Nguyen. There is a plan to continuously develop the online shop: soon there will also be material samples available from teppstore.de, for example.

Like the other specialist stores, teppstore.de makes maximum use of synergies with the core business to process orders, payments and delivery, thus benefitting from the established OTTO infrastructure based on first-class service standards. For example, this includes 24-hour delivery for specially labelled articles, the option to purchase on account and to pay in instalments, as well as the right to return goods within 30 days cost-free.

The new online shop is being advertised via all relevant online marketing channels and also with flyers. For the launch, customers can look forward to a 20-euro launch voucher, free delivery and 0% financing. The technical platform for teppstore.de is the Novomind iShop, in a responsive implementation that provides an ideal shopping experience across a very broad spectrum of end-devices.