Strategische Neuausrichtung bei ter Hürne
There is a sharper brand identity. Website to be relaunched in October.
Over the past few years, ter Hürne, the flooring manufacturer from Südlohn, has been working on a new strategic alignment. A key component of this is the implementation of the internal "Digital Agenda". The new website goes live in October.
The new strategic alignment comprises a comprehensive package of measures that affects practically every area of the company. "The profile of the ter Hürne brand is at the core of our new strategy. It will be more clearly defined in future. We stand for products that support a healthy home environment – and that’s consist across all our ranges," explains Bernhard ter Hürne who, together with his brother Erwin, runs the family-owned company now in its second generation. Consequently, the company's entire product range has also consistently aligned with the priority of ‘healthy living’.
The company is currently building a new exhibition and communication centre at its headquarters to bring the ter Hürne products and brand claim even more to life for trade partners in the future.
The expansion into export markets is another component in the new alignment. The company’s presence in Spain, France and China is being further expanded.
The new exhibition and communications centre
The company’s new website has a completely fresh and modern look. The style and tone of the website are aimed particularly at women as the decision-makers when it comes to furnishing.
Digital Agenda 2020: New website in October
The new Internet platform is the centrepiece of the digital agenda. It is part of a digital ecosystem.
"Our focus is on the digitalisation of marketing and sales processes. Our Internet platform creates a central channel to offer new digital content and services. We are continually expanding these with the aim of offering consumers a consistent experience throughout the customer journey. The same applies to our sales partners", says Kay Skowronnek, ter Hürne’s Marketing Manager, describing a key aspect of the digital agenda.
For this purpose, a PIM (product information management system) was created in the background including a MAM (media asset management system). The system ensures that the product information and media are available for use in various output and distribution channels. As part of this, the merchandise management system and the CRM have been docked on to the system specifically to enable digital services for trade partners.
Following extensive preparatory work, the new internet platform for consumers and downstream B2B partners is now ready for launch: in October, ter Hürne will launch its new website for end customers.
The virtual room studio has also been completely updated. Users can upload their own room images there and ‘install’ every ter Hürne floor virtually.
Updating ter Hürne’s look and feel after more than 10 years: The logo will first become visible with the launch of the internet platform
The company’s new website has a completely fresh and modern look, and even the logo has been redesigned. The style and tone of the website are aimed particularly at women as the decision-makers when it comes to furnishing.
The room studio has also been redesigned: users can upload pictures of their own rooms and furnish these spaces with ter Hürne products. The new ter Hürne look will be extended to all of the company’s other communication media.
This will be followed in 2021 by the B2B portal for our trade partners. ter Hürne will then be provide all distributor-related processes completely digitally. Our business partners will be able to place orders online or take advantage of our images service. ter Hürne has defined other functions and services in its digital agenda that are currently in the planning stage.
