230 members which are specialists in floor covering, home textiles and bedding belong to the group. The aim of this paper is to develop an action plan complementing the company’s current communication activities with common and modern practices from the industry.

The conception is based on evidence from existing literature, although b2b communication is rather under researched, results from conducted interviews with experts within the flooring industry and through a profound competitive analysis.

The findings revealed that personal interaction is still the most appreciated and successful way of communication, but several online channels enable two-way communication that comes close to personal interaction. Maintaining online communication requires a strong positioning statement which is transformed into key messages that ensure a consistent communication. Storytelling emerges as most successful and appreciated communication technique because it activates emotions and brings the information intake on a new level. How storytelling is applied in the case of netto Einkaufsgruppe AG is revealed within the action plan of the presented thesis.