Lets do it, new specialist tools store in Huma Eleven, Thomas Steinhart, Stephan Kalteis, Markus Dulle
That’s how you do an opening: with a chainsaw is how head of district Thomas Steinhart and country manager Stephan Kalteis from the shopping centre operator SES together with 3e CEO Markus Dulle carried out the grand opening of the new specialist tools store in Huma Eleven.
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Let’s do it

Tools from the shopping centre

The Austrian 3e AG is rolling out its modernised specialist store concept Let’s do it which consistently focuses on the omni-channel and, with that, also new customers. That’s expected to work in the capital now too – between fashion stores, leather goods and shoe shops
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When lockdown was eased in the Austrian capital of Vienna at the start of May, that was also the starting signal for the trading cooperative 3e AG: with customer queues regulated to comply with coronavirus rules, the fifth Let's do it tool store, which realises the new 4.0 concept, was opened in the Huma Eleven shopping centre.
The location is even distinguished with two special features in the portfolio of the 3e AG group of associated companies: it is the very first store in this sales channel in Vienna at all, and at the same time the first in a shopping centre. Practically all consumer-relevant trade sectors are represented there from fashion and jewellery stores to shoe and lingerie shops, right up to consumer electronics and books: everything is there. Even the garden centre chain Dehner has a branch in the shopping centre.
These are the surroundings in which Let's do it is presenting its concept which was introduced two years ago. There have already been Let's do it stores for many years. In the year 2019, the concept was modernised in a pilot store in the town of Wels and targeted towards the omni-channel. The aim: to strengthen stationary sales with digital elements. "We have to create a shopping experience," 3e CEO Markus Dulle explains the requirements on the sales concept which is positioned as the "most modern specialist tool trade in Austria".
For example, product comparisons are possible in the retail store on a special sales table with screen - similar to online shopping but with the difference that the customer does not only see the equipment on the screen, but can also pick it up. And if they want, they can also try it out in the store's test centre.
Digital ordering possibilities extend the assortment to around 30 000 products. Let's do it covers the product groups tools, garden, occupational safety, hardware, paints, household and ovens. And there are two clear assortment focuses: cordless tools and garden technology.
The "heart" of the concept is how concept developer and project manager Manfred Mandler describes the competent advice by the eight employees. Even in terms of the shop layout, the consultation desk is right at the centre of the store.
One effect of the consistent omni-channel approach of consciously integrating digital tools into the stationary concept is: "We have actually managed to reach younger people right up to the millennials with it," says Markus Dulle - and he means that in two ways: "We are getting younger customers…
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