Digitalisation is a term with a wide range of meanings. What does it mean for Gira? And how will it change how the company handles customers?
Torben Bayer: Digitalisation reaches far into the corporate landscape, as it changes many of the classic business models. For this reason we want to regard digitalisation as an opportunity: we will have to "use powerful content and imagery to spark the enthusiasm of customers, instead of swamping them with techno-speak," as our Managing Director Dirk Giersiepen fittingly formulated this phenomenon. For us in Marketing, digitalisation does not mean doing the same thing but simply through new channels, but it is our goal to adapt the business model, structures, corporate culture and abilities to the new network economy. Quality has not only become a decisive factor in products, but also in communication and information to achieve customer success. To promote awareness of digitalisation, its consequences and opportunities throughout Gira, we have created corresponding framework conditions together with Executive Management.
How can we reach our customers today?
Torben Bayer: We try to address customers and other interested parties where they want to be addressed. With our activities on the social media channels and the Gira Community we are focusing on interaction with customers and other interested parties and therefore have the option of engaging in and steering dialogues. This expands our possible scope of action. The quantifiable effect of these dialogues with key figures such as likes, shares and comments is a main element of our communication strategy. With our online magazine G-Pulse we showcase ourselves as an expert in the field of design and lifestyle, smart living and trends. The higher-level goal is to expand our online presence both nationally and internationally, and to continuously increase the influence of the brand.