Driving digital transformation across the wellness value chain
Europe's leading sauna manufacturer
KLAFS is the leading sauna manufacturer in Europe in the premium segment. In 1952, Erich Klafs delivered the first Erich Klafs Sauna, the first entirely prefabricated sauna for home installation. Before that, saunas were built on-site over several days - now, sophisticated, high-quality, and affordable saunas can be set up in no time.
KLAFS hired us to support transforming offline distribution by enhancing digital lead generation and sauna distribution. Along the value chain, digitization potentials were derived for each module through a detailed status quo analysis, various interviews with relevant stakeholders and best practice experiences.
Digital transformation in 6 key modules
Lead generation and marketing
- As-is analysis of current lead generation channels (offline and online, incl. social media) based on core target groups (private, commercial, including evaluation of customer journey
- Identification of best practice examples from competitors and players in other industries
- This lead to a shared understanding of the lead generation and marketing activities
Direct and indirect sales
- Qualitative analysis of digital sales processes (back-end and front-end process analysis) along the customer journey
- Evaluation of the applied tool stack in the sales process
- This resulted in a common understanding of the potentials for sales optimization and their effects
Design and engineering
- Analysis of the current IT infrastructure, tool stack and processes
- Creation of a roadmap for design and engineering (action plan for short-, medium- and long-term value creation)
- The result was a common understanding of the potentials and their effects
Service and after sales
- Qualitative analysis of service activities (back-end and front-end along the customer journey)
- Evaluation of digital channels in the aftersales process
- Assessment of e-commerce readiness
- Deep dive on e-commerce logistics strategy incl. scenario overview
Business case and implementation roadmap
- Calculation of a business case and of the required budget (impact on Profit and Loss)
- Development of a Target Operating Model (TOM)
- Definition of a prioritized investment roadmap (CAPEX and OPEX level)
- This resulted in a business case and conception of the implementation
Logistics and e-commerce scaling
- As-is analysis based on e-commerce scaling, with a focus on logistics performance without additional space requirements
- Scenario analysis of logistics processing incl. dimensioning of e-commerce warehouse, returns processing and transport with integration of automation and robotics
- Preparation of an investment plan for warehouse and logistics incl. IT interface connection between logistics, production and e-commerce
Successful sale to Kohler
We would like to congratulate the Egeria group on the successful sale of KLAFS to Kohler, a global smart kitchen and bath leader!
The OMMAX team supported with a digital and e-commerce strategy during the holding period of Egeria, identifying the key drivers of digital growth and digital equity story, including infrastructure, digital touchpoints along the customer journey, business case, and roadmap development.
Digital success starts with knowing where you stand. Our digital readiness assessments give leaders a clear, honest view of their current capabilities and maturity — and a precise roadmap to close the gap between today’s reality and tomorrow’s ambition.
Dr. Stefan Sambol
Founding Partner
Interested in working with us? Talk to our experts!
Toni Stork
Founding Partner & CEO
Dr. Stefan Sambol
Founding Partner
Christiane Jauch
Founding Partner
