When Flügger launched its online platform, the ambition was to strengthen the company’s digital presence and prepare Flügger for future growth. Positive results are now clearly visible: online sales to private customers have almost doubled in the past year, and the digital initiative is also having a positive effect on Flügger’s physical stores.

– Around 80 per cent of all private painting customers start their customer journey online. The better we are at running our digital store, the better our physical stores do. We can see a clear correlation between our online presence and the growth we are experiencing throughout the business,’ says Kresten Kjær Larsen, Head of Ecommerce at Flügger.

Particularly strong growth in sales of coloured paints

One of the most significant trends in Flügger’s digital growth is the increasing sales of tinted paints. Previously, white paint accounted for a much larger share of sales, but after Flügger made all colours available online, the tide has changed.

– Our branding efforts in the colour area have really paid off. Since we turned all colours into actual products online, visibility has exploded and colour sales have increased significantly. Especially our latest colour chart, Flügger 80, has enhanced awareness. This demonstrates that our branding and marketing strategy works in synergy with our online store,’ says Kresten Kjær Larsen.

Next steps: Digital help for professional painters

With a strong digital infrastructure for the B2C market, Flügger is now ready for the next step: A new app for professional painters is expected to launch within a year. The app will make the painter’s collaboration with Flügger more streamlined and efficient:

– The goal of the app is to add value by making the professional painter’s workday easier so that time can be spent on value-creating work. Among other things, the app will provide an overview of previous purchases, projects and invoicing as well as the ability to order quickly and flexibly directly from your phone. We expect this to be a significant growth area in the future,’ concludes Kresten Kjær Larsen.