Interview with Martin Krämer
e-Commerce the key sales channel for PLEXIGLAS® in UK
Whether it’s cabin windows for aircraft, the facades of houses or windows,or light guide film for tablets and smartphones – the applications of PLEXIGLAS® are numerous and diverse.
With its portfolio of PLEXIGLAS® semi-finished products, Evonik Industries, the creative industrial group from Germany, is one of the world’s leading manufacturers of polymethylmethacrylate (PMMA). PLEXIGLAS® products feature high UV and weather resistance and they are tough and very light.
Martin Krämer - © EVONIK
Martin Krämer is senior vice-president of PLEXIGLAS®. Mr. Krämer, in the UK you are opening an e-Commerce online shop for PLEXIGLAS. What prompted you to take this step?
“The PLEXIGLAS® online shop in the UK is not an end in itself. Our customers have been looking for a greater online presence in the UK in order to buy PLEXIGLAS® products. And we are delighted to make this possible. Also, our customers are becoming more discerning. And for us, this means significant further development of our offering and interaction models. Using new digital business models such as the PLEXIGLAS® online shop in the UK, we can offer our customers solutions that are tailored to their requirements - and we can do this more effectively, faster, and easier than before.”
Which audience are you targeting with the PLEXIGLAS online shop in the UK?
“Our core target group consists of customers in the business-to-business environment - these are primarily wholesalers and processing companies. This is a new approach for us as, up to now, this target group has not been addressed in the e-Commerce sector in the UK. Here too: We are taking advantage of the digitalization of our sales activities to generate significantly higher customer value. In the future, e-Commerce will be a core sales channel for PLEXIGLAS®.”
That means that – as is the case with other industries too – you are driven by the current trend toward digitalization?
“As I see it, digitalization is not a trend. We know from experience and from numerous studies that digital technologies lead to huge changes in sales to both business and industrial customers. At the same time, this provides companies like Evonik with an opportunity to differentiate themselves from the competition. In recent years, we have seen how private customer sales have changed radically as a result of digital technologies. Customers today can use their smartphones and tablets to shop online and can buy anything they want, whenever and wherever they want. The transparency in the internet enables customers to select from the best prices and most attractive conditions. In many industries, this transformation in sales to both business and industrial customers is still to take place. I am quite sure that a radical change is underway. And the future of our sales is digital.”