Workspace pioneers: OBI shapes the digital future of retail

DIGITAL TRANSFORMATION, HANDS-ON

OBI chose the cloud-based Google Workspace suite to enable employees from the office to the warehouse and the sales floor to collaborate efficiently and securely on a global scale. With more than 40,000 employees at more than 640 locations across 10 countries, including 348 stores in Germany, and more than 7 million registered heyOBI users, OBI is no stranger to using different digital communication channels and processes a large amount of information on a daily basis.

Digital tools for seamless collaboration in the DIY spirit

The challenge? OBI wanted to bring its employees closer together and improve real-time collaboration across borders and departments. Its existing digital workplace software no longer met the needs of a modern, customer-focused, fast-growing company with high service standards. They also wanted to bring a "do-it-yourself" mentality to IT and empower colleagues from all departments through citizen development.

Anything is poSsible with GOOGLE WORKSPACE

OBI chose Google Workspace to modernize collaboration across the company and bring it up to date with the latest technology. The Stuttgart-based cloud consultancy Zoi planned, implemented and supported the migration as an expert partner. As a Google Premier Partner, Zoi has been working with serverless technology for more than ten years and has already guided other large, internationally active companies on their way to adopting Google Workspace.

The gradual introduction of Google Workspace at OBI started in the summer of 2024. Since then, OBI's German and international headquarters have been successfully migrated and the new digital tools have already become an integral part of employees' daily work. The rollout of Google Workspace to all of OBI's 348 German stores and international locations has been in full swing since the beginning of 2025.

The new solution offers numerous advantages, especially for frontline workers who can use mobile devices in the stores. For example, personalized user accounts enable secure use of the chat function directly in the store and between stores across global locations. At the same time, collaboration between stores and the central Store Support Center (SSC) is significantly improved.

Communication is simplified and accelerated with a standardized and integrated platform for chat, meet, mail, and collaborative document processing and storage in real time.

In parallel to the implementation in the German stores, intensive tests and preparations for the rollout in almost 300 international OBI stores are already underway. This is expected to be completed in the spring of 2025 and will further advance OBI's digital transformation journey.

When  first steps are taken, the change begins to bear fruit

iT's all about the right tools: how to make digital transformation work

To make the transition to Google Workspace as easy as possible for its 40,000 employees, OBI and Zoi opted for a soft launch with a dual structure. Instead of abruptly replacing existing applications, the Google Workspace tools were introduced in parallel, allowing employees to discover the new features at their own pace. The mail and calendar features were rolled out in waves, allowing for the sharing of knowledge and best practice between experienced and new Google users – both digitally and in person.

This change management approach took into account different learning curves and work habits. Training, targeted communication, and the use of Google Guides helped drive adoption and ensure a seamless transition. Google Guides and support chats provide employees with practical tools to use the new system quickly and efficiently.

The result: Google Workspace is now firmly established at OBI, and employees are actively sharing their ideas for improving processes. At OBI's internal hackathon last fall, the Google tools proved their worth in creatively solving challenging use cases and underscoring the practical benefits in everyday work.

Digital construction site at obi: citizen development as a tool for the macro movement

We've all been there – a DIY project has started, but suddenly a screw doesn't fit or the perfectly measured strip is too short. The same was true for the digital transformation of OBI. The path to Google Workspace also brought unexpected challenges, which, in the DIY spirit of OBI, encouraged us to get to work.

Custom solutions for legacy applications

One of the biggest challenges was replacing locally developed applications – mainly Excel macros and Access databases – with links to existing systems. Together with Zoi, OBI set up a dedicated project to investigate and replace these cases.

The approach: First, simpler use cases are solved in close cooperation with the specialist departments. More complex applications are grouped into thematic clusters in order to develop comprehensive solutions. Only applications that cannot be demonstrably mapped using Google Workspace are allowed to continue as exceptions. A consistent project management approach with fixed milestones, close involvement of specialist departments, and a flexible team that identifies suitable solutions in coordination with IT portfolio management are critical to success. To facilitate the transition, OBI also provides comprehensive training to enable employees to migrate their use cases to Google Workspace on their own.

The conclusion: The strategic collaboration with Google and migration to Google Workspace is part of OBI's broader digital transformation. By providing modern, cloud-based tools, OBI is enabling its employees to collaborate and communicate more efficiently. Citizen Development encourages initiative and innovation within the organization. 

Google Workspace is helping us to significantly improve collaboration and communication at OBI and to make our IT structures leaner and more flexible for OBI's future growth. After the conversion of our central locations, we are now more prepared for the rollout in our OBI stores and are gradually starting to shut down the legacy systems. With Zoi as our partner, we are overcoming the challenges of the transition and taking a decisive step forward in our digital transformation.

As one of Europe's leading DIY store chains, OBI also faces the challenges that arise directly from projects within its own four walls. As in the trade, the same applies here: Getting down to work, finding pragmatic solutions and reacting flexibly to the unexpected – always with the aim of making the best possible progress with every project.

Digitalization – especially for the stores – is part of OBI's growth strategy to meet current and future challenges in the retail industry and to offer its customers an even better shopping experience through fast and efficient digital communication.

about Obi

#allesmachbar – One of the leading DIY stores in Germany and Europe

With OBI you can design your home creatively and do it your way. Their range includes products and services for DIY, building and gardening. OBI's top priority is to enable customers to create their own homes according to their own ideas, possibilities and DIY skills. In addition to brick-and-mortar retail, OBI relies on digital customer and advisory communication via the heyOBI platform. OBI currently has more than 640 stores across Europe. In addition to its home market of Germany, OBI is represented in nine other European countries: Bosnia-Herzegovina, Italy, Austria, Poland, Switzerland, Slovenia, Slovakia, Czech Republic and Hungary. OBI is part of the Tengelmann Group.