In today’s business world the role of smart phones is increasingly popular. Last year, alone in Germany, the sale of smart phones increased by 79%. For keeping up-to-date with emails on the move, spontaneous web searches without having to boot-up a computer, smart phones are challenging the use of the internet. Experts predict that in five years more people will access the internet via mobile devices than via PCs and laptops.

Knauf Bâtiment, the French subsidiary of Knauf Gips KG based in Colmar, recognised the importance of multi-channel marketing and contacted BGA Group to actively pursuit this path. For the target audience of architects and planners, BGA developed the innovative desktop application “Knauf La Boks” which has been a highly successful, interactive information platform delivering a mixture of streamed videos, selections guides, and information relevant during architectural planning phases. Knauf and BGA are currently working together to transfer this type of customer nurturing to mobile platforms.

Building on the basic concept of La Boks; providing relevant and up-to-date information, available in a modular format, on a user-friendly desktop platform, with no 3rd party advertising to interrupt the user-experience. BGA have now created a modular extendable iPhone App which focuses on servicing Knauf’s clients equally as well as the desktop application.

At the core of the App is the 800 page product catalogue. The catalogue design sets a new standard for the building industry and is an essential resource for many professionals. Available as a handy App the catalogue can now be viewed at a building site as a reference source. For Knauf batiment it serves as the perfect entry into mobile marketing.

Seamless browsing of the catalogue is one of the key features. BGA tested the usability and developed a solution that is tailored to the different ways individual’s browse and search. Thumbnails of the catalogue pages can be used to “whizz” through the catalogue, each page can be enlarged into high-resolution detailed information at the click of a finger. Multiple pages can be viewed at once. A high-performance, full text search is also available to help find specific content quickly. Zoom functions provide the user with complete control over the information. Professionals who work with the catalogue App on a regular basis have already praised the useful “bookmarks” and “notes” functions.

Further modules include a pricelist; with additional product details, a contact finder to find the sales contact for your region and area of interest; this module also provides email or call directly from the App.

To promote the new iPhone App BGA created a microsite that highlights the Apps various functions. The site serves as landing page for marketing activities and is linked directly to the download page on the App store.

After only a few weeks the Knauf App had already been downloaded nearly 2000 times, in more than 30 countries. This was actually a surprise for Knauf as the French office had only been expecting downloads in France. This goes to show the power and reach of such a global tool. Other Knauf divisions around the globe regard this App as best practise – praise indeed for Knauf Bâtiment and for BGA.