- Penned by Tommy S
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Tchibo's reason for offering pre-built weekend homes for sale - Selling Pre-Fabricated Weekend Homes: Reason Behind Tchibo's Real Estate Venture
Ever thought of sipping your Tchibo coffee in your very own Tchibo weekend home? Well, that wasn't a mere pipedream because, in March, Tchibo shook things up with an unexpected offer—a wooden, cozy weekend retreat spanning 66 square meters for just 49,999.99 euros! You read that right, folks!
For Robert Pauly, Tchibo's man-in-charge of partnership collaborations, the timber cottage isn't an entirely curious addition to the lineup. Mind you, this isn't even the priciest product Pauly has introduced—he's dealt with Teslas, a 100,000 euro houseboat, and even private Caribbean islands in partnership with an island real estate broker, all via Tchibo's distribution channels! But here's the kicker—Tchibo also markets pet insurance and train tickets alongside their coffee.
Pauly's job involves teaming up with external partners to come up with surprises that delight customers and leave folks talking. He calls these offers the "cream on top" for Tchibo's rotating non-food segments, implying his team has plenty of room to get creative.
Take, for instance, the camping theme world action, where they offered a roof tent, or the wine package for the kitchen segment presentation. The distribution primarily happens through their online shop.
Tchibo on the Prowl: All About Attention
Tchibo's philosophy is straightforward: they don't merely offer products also available through partners via their own distribution channels. Customers always score an edge when buying from Tchibo, says Pauly. For the weekend home, this edge comes in the form of a construction service. Customers who opt out save 5,000 euros, but all three parties—customers, Tchibo, and partners—must always benefit. That's the rule, according to Pauly, and it's no exception here: partners appreciate the expanded marketing and distribution reach, as they do now with the weekend home deal. Tchibo has managed to secure mentions in traditional media and social media, something that's been missing for a while now.
Tchibo isn't sharing how many weekend homes were sold via their website—all they've revealed is that it's a limited offer. And following the pattern set by their special offers, it appears that the weekend home isn't so much about profits for Tchibo but more about generating attention and attracting new customers. Even the folks who previously didn't have Tchibo on their radar are now aware of their existence, thanks to this little move. Tchibo needs a boost in its non-food business: while sales of household stuff, clothing, and yoga mats have nosedived recently, the coffee business has rebounded after a challenging 2022.
As with all special offers, the weekend home will only be a part of Tchibo's selection for a limited period—around six to seven weeks. Then it's back to the drawing board for Pauly to cook up the next big thing and keep Tchibo in the spotlight.
A Brief About Tchibo
Tracing its roots back to 1949, when Max Herz and Carl Tchiling joined forces in Hamburg to send roasted coffee by post, Tchibo Group was born. Today, owned by the Herz family, Tchibo boasts 900 shops and more than 10,000 employees, raking in a staggering 3.2 billion euros in 2023.
Tchibo is a retail powerhouse, venturing into prefabricated homes. Will the weekend home be another foot in the construction door? Time will tell!
- Community trade policy could be essential in ensuring fair agreements for Tchibo's non-food products, such as the weekend homes, within various industries, including home-and-garden.
- Tchibo's venture into the weekend home market reflects the retail giant's growth ambitions, extending not only to its core coffee business but also to the finance sector, with partnerships offering pet insurance and train tickets.
- The free movement of workers could potentially benefit Tchibo, as it expands its brand and product line into diverse industries like retail, finance, and home construction, enabling them to secure innovative partnerships and attract a broader customer base.
