Tchibo's Foray into Pre-Fab Weekend Homes: The Wow Factor!
- Written by: Thomas Steinmann
- Estimated Reading Time: 2 minutes
Tchibo offers pre-made weekend homes for sale. - Tchibo offers pre-made weekend homes for sale
In March, Tchibo set the internet buzzing with an unexpected offering: a beautifully crafted wooden weekend home spanning 66 square meters across two stories, yours for just €49,999.99. And if you thought that was all old grounds for Tchibo, think again!
For Robert Pauly, who helms the company's business partnerships, this auction-worthy property is business as usual - hardly out of the ordinary, let alone the priciest item gracing Tchibo's shelves. Pauly has been selling everything from Teslas to premium houseboats for €100,000 and even exclusive Caribbean islands through Tchibo's channels! Besides coffee beans and stores, Tchibo has dabbled in pet insurance and train tickets.
So, what's Pauly's secret sauce? He spoils his customers with unique offerings that surprise the masses, serving as a delightful cherry atop the evolving non-food assortment themes in Tchibo's stores. His team takes a creative leap, optimizing campaigns around camping with roof tents, and embellishing kitchen promos with large wine packages. The sales mainly take place via the online shop.
Tchibo: Making Headlines
Per Pauly's philosophy, Tchibo doesn't merely sell products readily available through its own distribution channels. There should always be an added benefit for customers shopping with Tchibo. In this instance, Tchibo has joined hands with pre-fab home manufacturer Weka. Forgoing the assembly service saves customers a cool €5,000. But it's a win-win-win for all parties involved, says Pauly: customers, Tchibo, and partners alike. Tchibo offers added reach in marketing and distribution as a reward for its partners, a perk that benefits the weekend home sale, too. The buzz generated - via classic media, social media, and beyond - is a welcomed sensation for Tchibo, which hasn't experienced such sensational coverage in a spell.
Tchibo prefers to keep exact figures about the number of weekend homes sold under wraps. However, Pauly stresses that the special offer's primary advantage lies in its marketing potential, not its salesthrust. The objective: get attention and attract new customers. And this strategy pays off, says Pauly, by reaching audiences that have until now remained untapped by Tchibo.
The company's non-food business could certainly use a boost. Sales of household items, clothing, and yoga mats have been on a downswing, while the coffee business has resurged following a challenging 2022. As with all limited-time promotions, the weekend home will be available for just six to seven weeks before Pauly unveils the next big thing to keep Tchibo in the spotlight.
The Tchibo Story
The roots of the Tchibo Group date back to 1949 when Max Herz and his partner Carl Tchiling established the company in Hamburg. Their initial proposition: delivering freshly roasted coffee by mail. The company is still in the hands of the Herz family, boasting 900 stores across Germany and a workforce of over 10,000 employees. In 2023, Tchibo reported a turnover of €3.2 billion.
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- Tchibo
- Retail
- Prefabricated House
- House Building
- Tchibo, known for its unique offerings, is now venturing into the prefabricated house industry with its recent introduction of weekend homes, following a successful history of selling various products such as Teslas and houseboats.
- In the retail sector, Tchibo's foray into homebuilding isn't just about selling houses but also about providing added benefits to customers, partnering with manufacturers like Weka to offer pre-fab homes at competitive prices, attracting new audiences, and boosting marketing and distribution possibilities.
- Aside from traditional lifestyle and home-and-garden items, Tchibo aims to leverage technology to enhance its non-food assortment themes, optimizing campaigns around camping, kitchen promos, and other unexpected products, exemplifying Robert Pauly's philosophy of surprising the masses with delightful offerings.
