When most employees work in stores and warehouses without a business email address, information often arrives second-hand, and second-hand information is easily distorted.
Praktiker Kft. runs 20 home improvement stores across Hungary and a headquarters in Budapest. Of its 1,600 employees, 1,450 work in the stores and warehouses and 150 at headquarters, and 1,350 are blue-collar. The average age is 42, with interns in the internship program alongside more than 60 retired colleagues. For two decades, the company shared strategic and informative content through PrakTEAM, an offline internal newsletter. Unread copies were often left lying around, and most news had to be relayed by warehouse managers.
· Maintaining team unity across 20+1 locations
· Ensuring the fast and authentic sharing of information
· Creating a direct line between management and employees
· Reaching colleagues without business email addresses
Praktiker launched its Blue Colibri platform under the familiar PrakTEAM name. The rollout was planned for May 2020, but the pandemic brought it forward: the system went live in 2–3 days. It was first used to share COVID-19 information and video check-ins from managers.
The managing director now speaks to all 1,600 employees directly. When the traditional May 1st picnic had to be cancelled, his promise to make it up to everyone drew a flood of replies. Everyone received the same information first-hand, which cut through hallway and locker-room gossip. The app works on computers and smartphones, on company and personal devices alike. Colleagues without smartphones still get the news, because teammates in the warehouses help each other. Built-in analytics show what content is worth sharing, and how often and when.
· Full implementation in 2–3 days
· The vast majority of employees registered within 3 days; 75% download rate
· A 20-year-old newsletter successfully digitized, with an exceptionally positive reception
· Fewer emails and “shorter” geographic distances
· Middle management no longer carries the burden of passing on information
Praktiker shows that a familiar brand name and an authentic leader’s voice can speed up adoption. When the managing director speaks directly to every colleague, communication becomes faster, more consistent and more human.
