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K-Rauta to skip Jarmo?

K-rauta Sweden has been very successful with its advertising concept Jarmo, but will now change direction and focus on building relationships with their customers.

“To make that change, we have made a total evaluation and brought in two agencies that, like us, see the value in maintaining and developing the relationship with the customer regardless of channel.”said Acting Marketing and Communications Christian Hagegård.

The agencies are TBWA and Scream that ”have everything we wished for, creative strength, strategic expertise and deep understanding of the building materials industry, retail and CRM”.

”Together, we change now the game plan for the building materials market, “said Christian Hagegård.

He says building product market is difficult on the basis of strong oversupply and rectified offers. E-commerce is still a small part, but is growing by 35-40% per year. And the professional market which had previously been a small part of the K-rauta’s business is growing strongly.



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