Turkey’s first DIY store chain, Tekzen, is increasing the number of its physical stores as well as its online stores every year. Tekzen is planning to obtain 5% of its turnover from online shopping this year, and it envisaged that it will obtain some 15% of its turnover in 2020 from online sales.
Turkey’s most widespread national DIY store chain, Tekzen, is increasing its online sales every year. In order to keep up with the changing conditions of the day, Tekzen opened its online store at www.tekzen.com.tr in 2006, and in 2014 it obtained 3.5% of its total turnover from digital channels. Tekzen is targeting to obtain 5% of its turnover this year from online shopping. Tekzen e-trade director Celal Bal said, “Five years ago the share of digital channels in our total turnover was at the 1.5% level and our number of physical stores was 45. After that period product and category varieties increased, and with other applications, such as mobile site and applications, recommendation and e-bulletin systems, fast delivery options, points/coupon campaigns, and digital advertisement applications, we increased the share of online sales despite the fact that the number of physical stores increased 2.5 times. We envisage that five years later almost 15% of Tekzen’s turnover will come from online sales”.
Technological transformation of Tekzen
Tekzen’s most intensely used digital sales channel is the website at www.tekzen.com.tr . The DIY store chain supports this channel with mobile and table site designs, Android and IOS applications; it also displays its products at such B2B sites as N11 and Gittigidiyor and creates alternative sales channels. Celal Bal explained that “As a company, we believe in online sales and trade; this is why we are continuing our efforts to make the company organization and business patterns compatible with e-trade and technology. We are making the organization, structure, construction, and personnel policies that way. With the Omni-channel marketing model that we have constructed, we are aiming at ensuring that our customers live the same shopping experience in such channels as stores, internet, call centers, mobile, and social media. Bal explained how an increase in online sales could contribute to their company and customers: “Our digital channels ensure that we can reach a wider audience with lower operating costs, increase brand recognition in the areas where our stores do not exist, and ensure that our customer can have their first shopping experience at our company. For our customers who will shop at offline stores, it serves as a catalogue from which information on the products and their prices can be found.”
