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Digital Market Expansion Within the Cooperative Group

DER KREIS: Küchenspezialisten

DER KREIS is a leading alliance of medium-sized specialist kitchen retailers with over 3,800 members across Europe. For the member companies, the title “kitchen specialist” was created and, through the initiative of the group, introduced as an official vocational qualification at the turn of the millennium.

www.kuechenspezialisten.de

DER KREIS ist ein führender Verbund mittelständischer Küchenfachhändler mit über 3.800 Mitgliedern in ganz Europa.
Abbildung einer Checkliste in schwarz

Task

Acceptance and visibility for kitchen specialists in digital competition

Abbildung einer Treppe in schwarz weiß

Solution

Development of a lead portal with modern tools for kitchen planning

Icon einer Glühbirne in schwarz

Result

Successful referral of numerous buyers of high‑quality kitchens

TARGET GROUP CONTACT FOR KITCHEN PLANNING PURCHASES ON THE INTERNET

Challenge: Acceptance & Visibility

 

“Strong together” is the credo of the association. It unites the predominantly family-run member companies, which, with their high quality standards in kitchen planning, have often been successfully established in their regions for generations.

With digital transformation, however, the target group’s initial orientation for kitchen purchases increasingly moved to the internet, where independently operating kitchen studios received less and less attention. The association therefore needed to develop a joint positioning to reach the B2C target group online with a strong, unified presence.

 

 

Our services

  • Development of the online platform with TYPO3

  • Integration of a 3D kitchen planner and additional tools for lead generation

  • Dealer search with microsites for kitchen specialists

  • Setup of a dashboard for lead management

  • Content management for kitchen specialists in the CRM system

  • Implementation of a sales portal for display kitchens

  • Digital marketing and web analytics

Smarte Tools, wie der 3D-Küchenplaner oder die Suche nach lokalen Küchenstudios, ermöglichen die optimale Küchenplanung

LEAD PORTAL FOR BRAND COMMUNICATION AND KITCHEN PLANNING

Our solution: branding & lead generation

 

To ensure a consistent brand presence, the “Küchenspezialisten” brand with the claim “Herz drauf” was repositioned. The modern online portal is precisely tailored to the needs of people buying kitchens.

An innovative 3D kitchen planner and additional tools enable simple, customer-specific planning. Qualified leads are forwarded via a CRM system to suitable partners. A geo-search guides users directly to the nearest kitchen studio and its landing page.

 

Online portal, technology & user experience

The modern online portal was developed on the basis of the TYPO3 enterprise content management system. It provides a scalable, user-friendly solution that allows editors to manage content flexibly. Relevant data is supplied automatically via interfaces to DER KREIS and various web services.

Particular focus was placed on the strategic design of the user experience, aligned closely with the brand design and the planned customer journey. The regional positioning of the kitchen specialists is presented via microsites, which can be accessed through a geo search.

Regionale Suche auf der Küchenspezialisten Website
3D Ansicht des Küchenplaner Konfigurators

Kitchen planning & lead generation

The goal of the customer journey is to generate qualified leads. To achieve this, the portal offers target‑group‑specific tools such as a kitchen configurator, kitchen cost calculator, and 3D kitchen planner – from individual design through to transparent cost overviews.

The combination of digital planning and personal consultation increases user satisfaction and ensures an effective handover to specialist retailers.

Lead management

An individual dashboard was developed for lead management, allowing leads to be administered and activated. A call center supports lead nurturing, while kitchen specialists have access to functions such as reputation management, content maintenance, and their own advertising placements.

Marketplace

With kuechenboerse24.de, an exclusive platform was created for selling display kitchens. High‑quality presentations with images, descriptions, and filtering options increase sales potential. If no suitable kitchen is available, interested users are routed to additional communication channels.

Digital marketing & web analytics

A holistic digital marketing and web analytics concept – including social media, Mail2Many, and server‑side tracking – enables automated customer outreach, data‑driven optimization, and a sustainable increase in reach and efficiency.

Content Pflege der Typo3 Website kuechenspezialisten.de

LEAD PORTAL FOR BRAND COMMUNICATION AND KITCHEN PLANNING

Result & added value

The online portal sustainably strengthens brand perception, increases customer loyalty, and boosts visibility – for both kitchen specialists and renowned manufacturers.

Thanks to its cross‑country setup, reach is continuously growing. In addition to Germany, the website is also available for Austria, while the kitchen marketplace brings together Germany, Austria, and Switzerland (in both German and French). The internationally scalable concept makes it possible to expand market presence and tap into new target groups.

Auf dem Bild ist ein Screenshot der Terminvereinbarung der Website von Küchenspezialisten.
Auf dem Bild ist ein Screenshot einer Landingpage der Website von Küchenspezialisten.
Auf dem Bild ist ein Screenshot der Startseite der Website von Küchenspezialisten.
Auf dem Bild ist ein Screenshot des Küchenkonfigurator der Website von Küchenspezialisten.

FREQUENTLY ASKED – CLEARLY ANSWERED

FAQ about the “Küchenspezialisten” project

What does the Küchenspezialisten portal offer?

The portal is a central platform for brand communication, kitchen planning, and lead generation. It combines microsites for regional kitchen specialists, a geo search for location finding, and various planning tools. The goal is to guide end customers optimally through the customer journey while simultaneously strengthening brand presence.

How does the portal support digital kitchen planning and lead generation?

Users can design their dream kitchen individually using a kitchen configurator, kitchen cost calculator, and 3D kitchen planner. These tools provide visual planning and a transparent cost overview. Qualified inquiries are captured in a structured way and forwarded to suitable specialist retailers – enabling efficient, high‑quality lead generation.

What functions does lead management include for Küchenspezialisten?

A customized dashboard enables the management and activation of incoming leads. In addition, a call center supports the lead nurturing process. Kitchen specialists also have access to features such as reputation management, content maintenance, and the ability to run their own online advertising.

How can the platform’s reach and visibility be increased?

A holistic digital marketing and web analytics concept ensures continuous optimization. This includes social media integration, email marketing (e.g., Mail2Many), server‑side tracking, and data‑driven analysis. In addition, the Küchenbörse24 sales platform increases digital reach and opens up further target groups.

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Together, we bring your vision to life!

Paula Wiersbowsky
Project Manager

paula.wiersbowsky@burgdigital.de

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