17/06/2021

In May 2021, the Hamburg based market research institute Splendid Research surveyed 1,021 Germans between the ages of 18 and 69 on the subject of DIY stores via an online panel (source: Baumarktmanager). It was examined which brands are best known, what image they have and how high the probability of purchase/repurchase is.

The results on the German DIY and home improvement retail chain Sonderpreis Baumarkt are showing a strong third place in the image ranking, although the overall awareness on the brand is still only 15.9% due to the locations of the around 300 points of sale across Germany predominantly represented in rural areas. Consistent, local retail marketing with leaflets and print advertising contributes to the strong image of the growing franchise system of Sonderpreis Baumarkt. 

The media agency prospega has been accompanying this process comprehensively during the successful expansion in Germany for more than twenty years. At FISHBULL Franz Fischer Qualitätwerkzeuge GmbH – the company behind Sonderpreis Baumarkt -, high-frequency local leaflet marketing continues to be of high relevance for the future development of the store network.