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Because Dieter and Walburga Büchsenschütz have consistently relied on advice and quality for decades, they have many regular customers despite competition from the Internet and discounters. © pv
Walburga and Dieter Büchsenschütz have been coming to the Kaale Määrt in Ortenberg for 25 years. You can see the passion for business and the joy of connecting with customers.
When the 758th Cold Market opens this evening, Walburga and Dieter Büchsenschütz will also have set up in Ortenberg. Discounters and the Internet appear to be threatening competition for market traders at traditional festivals. In recent years, more and more of them have given up. But dealers like the Büchsenschütz couple prove that good business can still be done with quality in markets today.
Folk festivals and markets are changing
For many decades, sometimes for centuries, the folk festivals lived as fairs because the region met to trade livestock, buy household appliances and tools or clothing. Traditionally, autumn was the best time for this after a successful harvest. This also provided an opportunity to celebrate together. Especially since the Cold Market has been rooted in this tradition for almost eight centuries.
But now the emphasis has shifted at many festivals. Instead of supplying household and work needs, the focus is on fun and enjoyment. The general stores have shrunk significantly almost everywhere. Stalls selling cheap clothing or toys have partially filled the gaps left by the absence of traditional retailers.
Walburga and Dieter Büchsenschütz live this tradition and they live it very successfully. In 1978, the market trader borrowed 500 euros from an aunt to buy underwear, which she then sold at her aunt’s stand. The couple now regularly sets up stands up to 23 meters long at fairs and weekly markets and travels with a 7.5-ton truck and trailer. Dieter Büchsenschütz gave up his job in the metal industry in 2002 to support his wife.
Since the two first offered their underwear at the Kalten Markt 25 years ago, they have been regularly with their stand in Ortenberg.
During this time, Dieter Büchsenschütz got to know his customers very well. “They’re mostly older people,” he describes. “If we have 40-year-olds, then they are already younger.” His argument is quality. He emphasizes that all items can be tumble dried and washed up to at least 60 degrees. “If the things come from the Far East, then some of them can only be washed up to 40 degrees and are not suitable for tumble drying,” he explains the difference to cheap goods.
“Our customers want that feeling,” he says, citing an advantage of selling on the markets that the Internet cannot offer. »Advice plays a major role, especially in this area. If I buy it online, I don’t know whether it will fit,” explains Büchsenschütz, explaining the problem of non-standard clothing sizes. »When it comes to underwear, it’s not just about durability, it should also make you feel good.«
The fact that Walburga and Dieter Büchsenschütz now also offer their products on the Internet is less an additional source of income than customer service. They continue to make 90 percent of their sales in the markets, he explains. We actually only do it so that customers can reorder from the markets. New customers who are not yet familiar with his products initially buy individual underpants or shirts. If she is convinced, she can have the same products sent to her.
In order to meet these quality standards, Dieter Büchsenschütz relies on regular suppliers. It’s not the loss of customers, but rather the loss of suppliers that worries him now. “In the last ten years, at least 20 companies that supplied us have lost their supply.” Traditionally, the jersey factories, as the technical name for its products is, are located in the Swabian Alb. The goods are only partially manufactured there. But even when producing abroad, his suppliers ensure that quality standards are maintained through checks.
Anything but an easy job
Even though Dieter Büchsenschütz actually comes from a different profession, when you talk to him you quickly notice his passion for his goods and selling them on the market. That’s why his regret about the development of the general stores is understandable. “The problem with the markets is that there is a lack of young talent,” he states. At 70 years old, he is not even the oldest dealer. He knows the problem of having young children from his own family. Because the Büchsenschütz couple’s job is not easy. They leave their stand at 3 a.m. and sometimes don’t return home until after 10 p.m. “We have two daughters who have noticed what a huge effort it is.” That’s why neither of them want to take over the business.
