At Fliesenwerk, customers aren’t just browsing tiles. They’re embarking on a guided journey toward clarity and confidence in one of the most personal decisions they make—designing their home. Together with sister company BSP Construct, Fliesenwerk has developed a dual-track model that combines showroom expertise with full-service renovation. Central to this approach are Spark Vision’s digital tools, which help streamline the process and deepen trust.

From Apple to Tiles: A Retail Mindset Shift

“I ask many questions before I even show the first tile,” says Waldemar Hass, Showroom Manager at Fliesenwerk. “We want our customers to come in, settle down, and then start choosing—not the other way around.”

The concept draws inspiration from Hass’s experience at Apple, where customer journey design is methodical and emotionally intelligent. The Fliesenwerk showroom is designed to reduce overstimulation and guide customers step-by-step. Rather than instantly being bombarded by hundreds of options, visitors are met with a minimalist interior. The deliberately neutral concrete floor ensures the space doesn’t distract but instead allows chosen tiles to be laid out and experienced without visual interference. Only a few selected tile products are visibly displayed—mainly large-format examples used as stylistic highlights. This intentional minimalism not only reduces distraction but supports focused decision-making.

Designed for Confidence

“The customer journey is everything,” says Hass. “I learned a lot at Apple—how people should feel when they walk into a space. It’s not just about offering options, it’s about offering orientation. That’s what we’ve brought into our showroom. We welcome them with calm, not with chaos. We listen, we observe. We don’t begin by showing products—we begin by understanding the person. Then, when the time is right, we introduce the digital tools.”

The Power of Digital Tools

Spark Vision’s digital tools play a central role in Fliesenwerk’s customer journey. Integrated directly into a DigiPort system from Hauff, the Digital Showroom uses RFID-tagged tile samples to trigger instant visualisations on a nearby screen. This seamless interaction bridges the physical and digital—allowing customers to explore their selected tiles in realistic interior settings, without delays or guesswork.

For tile-only purchases, this setup of the Digital Showroom enables faster, more confident decisions—often shortening consultations by up to 45 minutes. For more complex renovation projects, the process continues in Spark Blueprint—where the full room can be modelled in real time during the consultation. Based on the customer’s actual layout and preferences, staff can rapidly generate immersive 360° previews and photorealistic stills. The result is a lifelike vision of the future space, created collaboratively with the customer. Once approved, the system outputs a summary with floorplans, dimensioned drawings, and material quantity estimates—supporting both customer decision-making and seamless project execution.

The result? A dramatically smoother process and significantly higher conversion rates.

“With digital tools, maybe 50–60% of customers buy on the first visit. Without them, maybe only 20–30%.”

“Tiles are a long-term commitment,” he adds. “They stay in the home for 10, 15, even 20 years. You live with them. That’s why we focus on building confidence, not just completing a sale. Our job is to guide, not to push. That means giving customers the space to make their decision, but also being there to translate their ideas into something concrete. Digital visualisation plays a key role here—it helps them see what they’ve been trying to describe. And when they see it, they understand it. They feel reassured. Confidence is the most important thing we can give our customers. Everything in the showroom is designed around that.”

Full-Service Synergy

This approach becomes even more powerful through the seamless collaboration with BSP Construct, the group’s in-house renovation partner. By aligning design decisions in Fliesenwerk with execution planning at BSP Construct, projects are smoother, communication is clearer, and customer trust deepens.

Blueprints created during the consultation stage are shared directly with BSP Construct, eliminating misunderstandings and speeding up technical assessments. This shared digital foundation ensures that both design and construction teams are always aligned—working from the same visualisations, floor plans, and customer-approved specifications.

From the customer’s perspective, it’s a fully integrated experience with one point of contact taking full responsibility from design to delivery. No coordination headaches. No miscommunication. Just a streamlined, confidence-building process.

From Guest WC to Whole-Home Upgrade

The impact of this model extends beyond individual sales. One guest WC consultation turned into a full-home renovation after the client engaged with the visualisation tools. Initially set on a modest upgrade, the client was so impressed by the immersive visualisations and professional guidance that he expanded the project to include the main bathroom and living areas—ultimately resulting in a significantly larger project scope—and revenue!

FLIESENWERK’S CUSTOMER JOURNEY – STEP BY STEP

Fliesenwerk’s customer journey draws inspiration from how customers are guided to a confident decision in Apple Stores. Steps 1–4 unfold in the physical showroom space, focusing on atmosphere, emotional alignment and understanding the customer’s needs. Steps 5–8 introduce Spark Vision’s digital tools to enhance clarity, confidence, and decision-making.

1. Welcome & Settle Customers are welcomed into a calm, minimalist showroom. The neutral floor and reduced visual stimuli help focus attention.

2. Consultation Rather than diving into products, staff ask thoughtful questions to understand the customer’s needs, wishes, and use case.

3. Selection A tailored, manageable set of tiles is presented—aligned with the customer’s style and project scope.

4. Interaction Tiles are laid out and experienced in the space. The spacious display tables and neutral floor help customers focus on how each tile feels and compares.

5. Visualisation Using Spark Digital Showroom, selected tiles are visualised in real-life interiors—showing how the chosen products combine in a realistic and inspiring context.

6. Refinement Grout colours, laying patterns, and furnishings are customised live to match the customer’s vision.

Path-split: For tiles-only purchases, skip to step 8.

7. Room Planning & Custom Visualisation Spark Blueprint is used for full-room designs—generating immersive 360° previews and stills based on the customer’s actual room layout, and a summary with dimensioned drawings and instructions for the installer.

8. Decision With confidence and clarity, the customer is ready to commit—often during the very first visit.

The Future of Tile Retail

Fliesenwerk and BSP Construct are proving that when innovation meets empathy, the result isn’t just improved efficiency—it’s a customer journey so seamless, confident, and inspiring that it redefines what premium tile retail can be.

Interested in how Spark Vision tools can transform your showroom experience? Let’s talk!