KAISER+KRAFT EUROPE, leading mail order specialist for office equipment, is introducing consulting and technology by German eCRM provider artegic. The highly integrated email dialogue marketing platform based on the ELAINE Online Dialogue CRM is being introduced in Germany, Sweden and Switzerland before its expansion into all 37 international affiliates of the KAISER+KRAFT EUROPE brand, as well as the B2B mail order specialists gaerner, gerdmans (Scandinavia) and Kwesto (Eastern Europe), which are part of the TAKKT group.

Core of the retail communication is an international email dialogue marketing platform, through which approximately one million B2B emails will be sent monthly.

The aim is to increase the turnover via the online shop, as well as the targeted long-term customer retention. Individually addressed offers from a range of 50,000 products will be an essential part of it.

The operative expenditure for the running of campaigns will be minimised thanks to sophisticated automation. A special highlight is the creation of different language versions based on more than 700 design variants by means of an imported translation chart.

A highly flexible image generator enables the automated creation of individual product images with multilingual descriptions of the offers.

Graphics featuring offers can therefore automatically be translated and personalised in the different languages in the editorial. This allows a simple and precise adaptation of the offer using industry-specific and needs-based information.

In addition to the comprehensive individualisation and automation options, simple operation of complex tasks and artegic’s professional consulting and support were decisive in the choice of eCRM.


The Business Equipment Group (BEG) within the TAKKT EUROPE division consists of the sales brands KAISER+KRAFT, gaerner, Gerdmans, KWESTO, as well as the purely internet-based brand Certeo. Operative service holding is KAISER+KRAFT EUROPE GmbH, which provides the entire mail order infrastructure for all divisions: Warehouse/logistics, purchase, IT, etc. The customer groups mainly consist of manufacturing and commercial enterprises, workshops and service companies. In addition to its extensive range of products, the marketing companies of KAISER+KRAFT EUROPE offer a high-performance service package. Professional consulting, quick delivery, minimum guarantees on products and on request on assembly, repair and maintenance complete the range of products. The KAISER+KRAFT EUROPE group is represented by companies in 22 European countries, as well as Japan and China and is an enterprise of the TAKKT Group.