Today's private builder expects a lot; not just from the actual product or a trade service, but also from himself. They are well informed before they enter into a sales conversation. They are well versed, at least in theory, about laying small areas. The World Wide Web provides the necessary research sources. The digital end customer has long been a reality for the building industry and their influence on brands and product selection is constantly growing. This also applies for manufacturers with classic B2B distribution channels whose provision of digital information is increasingly used by end customers. There is now B2C as well as B2B and with it new, relevant touch points along the customer's journey (as it is often referred to in marketing).
The STRÖHER group is reacting to this new purchasing and information behaviour with new digital services for end customers and professionals. As the 4.0 path to the desired tiles or clinker must be simple, customised and quick to research at all hours of the day. The Dillenburg-based ceramics manufacturer is now providing easy to use and intuitive services to this end for its comprehensive range of indoor and outdoor ceramics from the Ströher and Gepadi brands. The smart services 'Free space studio' and 'Interior studio' provide digital visualisation and rendering tools for realistic photographic configurations with individual design suggestions, creative solutions and detailed product information for facade, wall and flooring areas, in order to support the customers in their approach and decision. There are also new CAD and BIM textures in high-end quality available for architects and planners.
Digital configuration and rendering service
Tiles and clinker facing can be quickly and easily presented in various example spaces and surfaces in the Ströher group's digital 'Space studios'. Different formats, surface designs, laying patterns or grouting colours - while 'taking a stroll through the exhibition' on a smartphone, tablet or screen, the customer can develop an image of how the respective product looks when it is laid. For example, two different products or colours can be compared directly in a split view of the space. Each selected product is shown with detailed information, product variants and the suitable laying pattern. These can be combined with further products, depending on the laying pattern. Additional laying zones can be defined in a space photo. There is a function bar on the right edge of the screen for the user with product information, a favourites bar and a zoom function for product comparisons; the customer also has the opportunity to print out the data sheet with the space photo and to send a product request form to Ströher.
Photo service for end users
The 24 hour photo service can be used to make even more specific configurations. The user has the opportunity here to photograph the area of the house which is to be fitted out with the products on offer. Following a quick registration, the photo created is simply uploaded to the server - for a small fee - and is available after 24 hours for further digital configuration.
CAD and BIM textures for architects and planners
Patrick Schneider, Managing Director for Ströher group domestic sales and distribution: digital planning processes, renderings or visualisations - digital architecture is now part of daily life for architects and planners. We have adjusted ourselves for this accordingly. There are high-quality digitalised clinker and tile surfaces available to download as ready to use CAD and BIM textures on our websites. The new textures bring an actual visual materialisation of the ceramic surfaces and with this a particularly precise approximation of reality. This helps us to support architects and planners in selecting clinker facing, wall and floor tiles, terrace paving slabs and clinker facings from our range.
Digital capability is not just 'nice to have'
René Skotarczyk, Marketing Manager Ströher group: "The industrial revolution transformed the world - now digital transformation is revolutionising the industrial world. As an industrial manufacturing company, digital capability is not just 'nice to have' for Ströher, it is a core competency. Digital transformation in the field of construction measured by international standards is a critical key issue. For us, digitalisation opens in particular even more efficient and, at the same time, tailored ways to meet market demands and customer requirements. With the visualisation tools we are supporting builders in an earlier information phase, which is beneficial to our dealers in personal customer contact at a later point in time. Simple, fast orientation is important to customers facing the complexities of today's business world. We are happy to provide support here.
The Ströher Group is a German ceramics company that operates worldwide and specialises at its Dillenburg production facilities in the production and sale of facade clinker bricks and ceramic tiles. The parent company Ströher has been one of Germany's leading manufacturers of extruded clinker brick slips for facades and frost-resistant outdoor ceramics for terraces and balconies since 1884. The subsidiaries Gepadi and Ströher Living market stoneware lifestyle tiles for floors and walls in the residential ceramics business segment.
