Dedeman, Romania's largest local DIY retailer, has taken a step towards digitalisation with the launch of its new DedeTech initiative, aimed at optimising the company's digital infrastructure and enhancing logistics and e-commerce processes for its 62 stores across the country. The company is also seeking to expand its workforce by hiring IT specialists to help implement these changes.

Dedeman, which is 100% Romanian-owned, sees DedeTech as a pivotal part of its strategy to maintain its leadership in the market by leveraging technology to improve the customer experience, both online and in-store, a company statement said. 

Dedeman's president and co-founder, Dragos Paval, stressed the significance of digital innovation in today’s fast-paced world.

“The world is changing at an amazing speed, and technology has transformed the way we live, work and interact with each other. If ten years ago we could not imagine that we would end up ordering the products needed for renovations online, today this has become a daily reality for millions of people,” Paval said. 

“As a market leader, we have a responsibility to position ourselves at the forefront of this digital revolution … DedeTech is the foundation on which we base these aspirations.”

The company is actively seeking IT professionals to join its offices in Bacau, Bucharest and Iasi, where the DedeTech project will be headquartered. These specialists will help develop and implement integrated technology systems to meet evolving customer demands while ensuring data protection and IT security.

“In an era of ever-expanding technology, we are committed to staying connected to the latest changes and integrating them into the company's infrastructure,” said Ovidiu Gavrilă, Dedeman’s IT director. “Through DedeTech, we strengthen our dedication to innovation and professionalism … We are looking forward to welcoming passionate specialists to our team.”

The DedeTech project is set to focus on harmonising the digital experience between Dedeman's online platforms, including its website and mobile app, and its physical stores. The company aims to personalise customer interactions and anticipate their needs with the help of emerging technologies.

“In today’s world, where every minute is important, improving the customer experience is an absolute priority for us,” said Radu Burghelea, Dedeman’s e-commerce director. “Through DedeTech, we aim to create a perfect synergy between digital platforms and visits to physical stores.”

Despite challenges faced by the IT sector, where many multinational companies have scaled back operations and laid off workers, Dedeman is actively hiring, mirroring the strategy it adopted during the 2009-2010 economic downturn, according to a comment by Romanian business daily Ziarul Financiar. During that period, while competitors slowed their expansion, Dedeman capitalised on the opportunity to acquire inexpensive land, which supported the growth of its store network.