Interview with Albert Aranda, responsible for human resources of Brico Depôt
What means are you using to attract consumers to their establishment?
Brico Depôt catalog is the main tool of communication with our customers. It is a catalogue containing a wide selection of products we have in the store and a guide to downloading, a series of products that are not part of the permanent range, and to offer in limited quantities and in a limited period, are found in the establishment at prices incredibly low. Brico Depôt catalogue not only found in the store, but that we also distribute to our clients and inhabitants of the towns and cities where we are implanted.
We also use conventional advertising inserted in generalist press and outdoor advertising (opis and fences).
In addition, we have a complete web page (www.bricodepot.es) in which clients can find the location of the store are nearby, the virtual catalog, a section which you can send the CV, the sections and products we offer, and corporate information of the company and the Kingfisher group, to which it belongs Brico Depôt.
And a very attractive detail for those who visit us every day, from 7 pm and 11: 00, Brico Depôt centers have free breakfast for your customers.
How do you appreciate the weight in this sense of new technologies? What is the first motivation of consumers who comes to your DIY Center?
A technological means allowing communication with the client is, today, a first need. Without a doubt, the web page is an excellent tool in this regard and is key to delivering organized, specialized and available information on a permanent basis.
And as the first motivation that has the client to attend our centers is the fact of knowing a new commercial concept where the volume, density, and low prices all days are the basis of the business. The quality of our products, downloads, and the firm commitment of have the best local rates on all products are strong motivations that consumer values and is present.
Is you can speak of an evolution of tastes buyer of products DIY? What demand the buyer?
The 'do it yourself' is the latest trend in DIY, improvements and home decor. Today, the consumer wants to save and try to do their jobs at home by himself. Whether for economic issues, for hobby or personal satisfaction, society tends to do things on their own and in their spare time, instead of hiring a professional. These are projects that do not require the intervention of professionals and facilities that allow any person to maintain, repair and improve the conditions of the home.
Brico Depôt has absolute confidence that the model has a great potential for growth in Spain. This because the concept of 'do-it-yourself' that applies Brico Depôt is a model that has been proven-backed Kingfisher, European leader in sales of products for DIY home improvement.
What qualities do you have to have a product to be called truly do-it-yourself?
The word 'DIY' is a very broad concept that includes many articles and families, of which each organization or distributor chooses which considers more oriented to your potential customer. In fact, there is a so-called 'DIY' product catalog.
Brico Depôt focuses on professional and private customers with products for the construction and DIY, in which the most important sections are wood, health, tools, hardware, pottery, electricity, decoration and garden.
What changes will be given in the DIY stores and in the structure of the distribution in the next few years in Spain?
Our country is still a major route in DIY distribution, which is producing the entry of new distributors and new business concepts. This, undoubtedly, will produce a further segmentation of the market, with models of distribution that will be targets of customers much more defined than it is today.
In terms of their suppliers, in what should be improved, what I ask?
Fundamentally, should use existing technologies (barcodes, Edi) and prepare for new technological challenges as the RFID. They must also adapt as soon as possible to current and future standards of sustainability.
What products are experiencing greater demand?
As we have already mentioned earlier, will depend on the business of each distributor model, although the current trend of horizontal construction, favors that sections such as the Garden have significant growth.
The current stagnation of the new building, also favors the remodelings of houses used and the use of the products directly related to the renovation.
An important aspect that we would like to emphasize is that in addition to pay particular attention in attention to our clients, in Brico Depôt we put special attention also to our employees. This year, Brico Depôt has been named one of the 50 best companies to work in Spain, according to the institution Best Workplaces. He has held the 4th place in the category of between 500 and 1000 workers, a position which we are very proud.
