brand appearance push to pos in-store digital signage lighting design

Online Journal for Retail

retail trends

BRAND APPEARANCEWhere store design andtrade fair presentation meet

Page 06

PUSH TO POSGeo fencing strenghtensbrick-and-mortar

Page 34

IN-STORE DIGITALSIGNAGEHow content fills the screens

Page 52

LIGHTING DESIGNLED is more thanenergy efficiency

Page 59

POP MarketingExpo & Event Marketing

Visual Merchandising

Retail Technology

Shop Fitting & Store Design

Expo & Event MarketingFood Tech & Energy ManagementFood Tech & Energy Management

Lighting

EuroShopAll DimensionsAll Dimensionsof Success

7D!

2016

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25 E

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2017

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The World’s No. 1 Retail Trade Fair

5 – 9 March 2017Düsseldorf • Germany • www.euroshop.de

Experience retail in

Look forward to EuroShop 2017! Completely restructured into

7 fascinating dimensions of retail. With all the trends and topics

that excite you today and tomorrow. New dimensions.

New ideas. New opportunities. The new EuroShop.

Messe Düsseldorf GmbH

Postfach 101006

40001 Düsseldorf _ Germany

Tel. +49(0)211/45 60-01

Fax +49(0)211/45 60-668

www.messe-duesseldorf.de

2016-11-25 EuroShop 2017_International_Motiv Allgemein_230 x 300 + 5mm_Retail Trends_4c.indd 1 25.11.16 14:15

STORE DESIGN

Brand appearance: building customer loyalty with relevant topics . . . . . . . . . . 6

How furniture ends up in the store - logistics in shopfitting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Using the right store format . . . . . . . . . . . . . . . . . . . . . . . . . 12

What we hear is what we feel: guiding the buying decision process sensibly . . . . . . . . . . 14

"The POS is not rocket science" - emotional design for Astra . . . . . . . . . . . . . . . . . . . . . . . . . 16

What shop design can look like: Sneakstar in Flensburg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

RETAIL TECHNOLOGY

Canal Grande: pure-, cross-,multi- or omni-channel retailing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Lokaso Siegen effectively strengthens the regional retail sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Of live chats and artificially intelligent search engines . . 27

Trend 2017: digital transformation strengthens brick-and-mortar retail . . . . . . . . . . . . . . . . . . 29

Innovate or die! Retailing in the cross-channel age . . . . . 32

Enticing customers to the POS with geo-fencing . . . . . . 34

New coupon standard strengthens mobile couponing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Pay by using your fingerprint: growing interest in biometric payment systems . . . . . . . 38

National payment procedures put to the test . . . . . . . . . . 39

POP MARKETING

Visual Marketing: macro trends for 2017 . . . . . . . . . . . . . . 42

adidas in London: a flagship store in the digital age . . . . 44

Retail window dressing does not need to be expensive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Retail industry: act sustainably and talk about it! . . . . . . . 48

Trade show appearance: Social media is important, face-to-face interaction is even more essential . . . . . . . . 50

In-store digital signage: How content fills the screens . . . . . . . . . . . . . . . . . . . . . . . . 52

LIGHTING

Light up your business - LED in retail . . . . . . . . . . . . . . . . . 56

Supermarket lighting: good times for shopfitters . . . . . . 59

Vibrant light stagings fascinate shoppers . . . . . . . . . . . . . 64

LOGISTICS

The supply chain of the future: "Think globally, network regionally, act locally" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

Identifying purchase intentions . . . . . . . . . . . . . . . . . . . . . . 70

"Delivery is crucial in the online shopping experience" . . 72

When your front door guards the beer cases . . . . . . . . . . 74

Business Mirror . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

Imprint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

CONTENT

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Online Journal for Retail4 | 5

EDITORIAL

Dear Reader,

"Online presence makes local retail more attractive" – this is a conclusion drawn by Ge-org Rainer Hofmann and René Bernard from eco – the association of the German inter-net industry. According to them only local retailers with a combination of the brick-and mortar experience and digital purchase opportunities might have a future. It seems that everything depends on the retailer's ability to meet their customer's needs.

At the end of the day it comes down to the old German saying "Handel ist Wandel" (retail means change), as old fashioned as it may sound. And if you ask yourself "What do my customers want?" and then adapt your sales strategy, you might be on the safe side. It sounds easier than it is, right? Customers today have the means of new technologies and they are not afraid to use them. To keep pace with them is and will be a constant challenge.

Safety, comfort, ease and speed – from my experience those are the leading keywords to describe the desires of shoppers and those are not particularly new ones.

But today those desires exist in a totally different context. Modern technologies have changed the way we shop and it has changed the customer experience. After all it doesn't matter if you are a global retail company or if you are the small brick-and-mortar store around the corner – your customers will expect the same seamless shopping success.

With this issue of retail trends for 2017 we hope to enrich your understanding of the me-chanisms and technologies that can successfully help you to provide an excellent custo-mer experience and give your shop concept the winning edge for the future.

Be inspired!

Mareike [email protected]

Brand appearance: building customer loyalty with relevant topics 6

How furniture ends up in the store - logistics in shopfitting 10

Using the right store format 12

What we hear is what we feel:

guiding the buying decision process sensibly 14

"The POS is not rocket science" - emotional design for Astra 16

What shop design can look like: Sneakstar in Flensburg 18

Store Design


Brand appearance: building customer loyalty with relevant topics

Mr. Ostertag-Henning, what are brands currently emphasizing when it comes to their brand pre-sentation?

While brands still emphasized product exhibitions in cor-porate design where the brand or the products were high-lighted in the past, content marketing is more important today. The objective is to answer questions your customer and in turn, his customers seek answers to – pertaining to aspects such as personalized services or the subject of sustainability which also becomes increasingly relevant in brand management. The retail sector still needs to catch up in this area, while it already plays a big role in trade fair presentations.

What do trade fair presentation and store design have in common in your opinion?

Both are platforms where a business faces people with its core values, products and services – in direct face-to-fa-ce communication. Due to the fact that a lot of business migrates online, these real touchpoints are significant. It is becoming increasingly important to create an identity and brand loyalty. Flagship stores demonstrate this very pow-erfully. The emphasis here is no longer primarily to increase sales but rather to build brand loyalty.

Store design and trade fair presentation are the direct touchpoints between a brand and the customer. We talked with Michael Ostertag-Henning, Managing Partner at the creati-ve agency Schmidhuber, about how increasing digitization impacts brand presentation and what role the customer relationship plays in it.

STORE DESIGN

Michael Ostertag-Henning: "The buying behavior of users who are on their way to becoming online

users needs to change gradually. This is a para-digm shift that still takes time. In Asia, everybody

"likes" and "shares" – in this country, mobile behavior has nowhere near taken hold yet."

Shopdesign und Messeauftritt sind die direkten Berührungs-punkte einer Marke mit dem Kunden. Die wachsende Digita-lisierung wirkt sich dabei auch auf die Außendarstellung ei-ner Marke aus. Welche wichtige Rolle die Kundenbeziehung dabei spielt, stellt Michael Ostertag-Henning, Geschäftsfüh-rer der Kreativagentur Schmidhuber anhand der Audi Mar-kenwelt in Wolfsburg heraus.

iXtenso.com/go/30784

Markenauftritt: Kundenbindung durch relevante Themen schaffen


"Building brand loyalty" – an aspect that's very important to you …

Customer relationships are becoming increasingly important given all of the deliberations about digitization – whether that's offline or online. This is the one component that is mostly being ignored.

What could the combination of digital media and customer relationships look like in the store?

When we implemented a brand store in Hamburg, Germa-ny, we emphasized exactly those components. On the one hand, the store features digital media such as a large media wall that provides all product information. The experience is made possible by gesture control technology used to ope-rate the wall, where the appliances are shown in full size. It is directly connected to the company's inventory manage-ment system and the online shop. Of course, the customers can also touch the products and take them home right away. However, the key aspect for customers in this concept is the personal connection: this is not just anybody who operates the store but a locally well-known service partner for house-hold and electrical appliances. The "trust" factor significant-ly complements the omnichannel selection.

Today customers need to choose from approximately 100 different refrigerator models. This is obviously an overwhel-ming task despite the digital search engine. In the end, it is important to trust the person who advises you. The agony of choice keeps increasing and personal service is thus be-coming more and more important. It is a kind of hands-on online shop offering personal service and thus a new dimen-sion in customer dialog in the digital age.

What digital tools do you prefer to use?

I personally like it if digital tools are not so much the focal point – we call this "ambient intelligence". Our team at

Schmidhuber does a lot of research and we develop new interfaces. One example of a tool that has a direct impact on the spatial design is a project we developed for the Audi Pavilion in Wolfsburg. Many visitors return and revisit this permanent exhibition. That's why we wanted to create so-mething that makes these visits different every time.

What did you come up with?

The result was an interactive white sphere that is fully digital inside. Visitors hold the sphere in their hands and in some in-stances are able to place it into mechanisms at the exhibits to interact with them. Movies are shown, images projected, audio elements launched etc., in doing so, visitors become virtual exhibition designers. The sphere is able to store the name and image of the user at a photo point and it chan-ges colors depending on the highlighted theme the visitor is located in. It is a control element. Visitors can even take the collected data home with them.

What digital methods will assert themselves in stores in your opinion?

We are still at a stage where we are getting to know the-se new devices and possibilities – it's quite the experience to try out touchscreens and work with interactive devices. Subsequently, those elements that are more likely to help customers in making more deliberate decisions will prevail.

Where does the journey to an omnichannel expe-rience begin for retailers in your opinion?

That varies. Every industry sector needs to determine which tools it wants to use in which scenarios. Thanks to digitizati-on, companies need to broaden their range and put the fo-cus back on the needs of customers. That's why everybody starts this journey at a different point.

Interview: Natascha Mörs, iXtenso

Es geht um perfektes Timing, Improvisationskunst und harte Nerven: Bevor ein Shop im neuen Look erstrahlt, ist ein Berg an Logistikprozessen zu bewältigen. Möbel und Equipment müssen punktgenau verfügbar sein, damit die Ladenbauer an die Arbeit gehen können. Michael Sterk von Imperial Lo-gistics International spricht über die besonderen Anforde-rungen der Branche.

iXtenso.com/go/ 20440

Wie die Möbel in den Shop kommen - Logistik für den Ladenbau


How furniture ends up in the store – logistics in shop fitting

Mr. Sterk, you organize the entire supply chain for interior shopfitting. What are some of the as-pects you need to juggle?

We organize all of the steps ranging from pickup, warehousing, quality inspection all the way to the delivery. We get involved the moment the products begin manufac-turing. We consult with the distributor and determine when the product is supposed to be completed and actually nee-ded so it can be transported just in time. We handle appro-ximately one thousand projects per year - from New York, Shanghai, Wesel and Malmö.

You are represented all over the world. Do some of your assignments have country-specific cha-racteristics?

Logistics within Europe are the easiest for us to handle, of course. For the most part, we also use our own equipment in these cases. This is not necessarily the case overseas. When we become involved in new markets like Brazil, Taiwan or In-dia for the first time, we initially need to obtain information and look around. We first study all routes that can be used. Are we actually able to enter into the road? What is the con-dition of the access paths? A separate team is assigned to look into this.

Oftentimes, political and commercial aspects also play a role in the processes. Import conditions, in particular, vary greatly. If lumber is supposed to be transported, for instan-ce, we need to check with customs to see whether we might potentially import something into the country that we are not allowed to. It is imperative for the shipping documents to be absolutely correct.

What do most retailers underestimate in their planning?

Shop fitting components rarely comply with the standard. That's why packaging is also often being underestimated. On the one hand, the merchandise needs to be packaged so it arrives intact. Yet, on the other hand, it should only be big enough so we can still access all buildings – fitting into special entries, stairways, elevators etc.

In China, we had wardrobes that were already assembled but should not have been. That's not acceptable, of course. To avoid this kind of incident, we talk with the distributors ahead of time. We determine aspects such as the correct la-beling to make the supply chain traceable.

Is the customer able to track the supply chain on his own?

Yes. To do this, we have developed the "track-and-trace app". The app allows a review of the needed information.

Interview with Michael Sterk, Business Unit Director – Retail at Imperial Logistics International

Michael Sterk knows the pitfalls of logistics for shop interiors.

It requires perfect timing, improvisational skills, and nerves of steel: you need to overcome a moun-tain of logistics before a store is able to launch with a new look. Furniture and equipment need to be available at the right time, so shopfitters are able to do their work.

That's why the Retail Business Unit at Imperial Logistics International assists retailers by speci-alizing in meeting the needs of retail and fashion customers for the past 15 years. Business Unit Di-rector Michael Sterk spoke about the particular challenges of the industry sector.

STORE DESIGN




The user can use it to take pictures via Smartphone if so-mething is not right with a delivery for example. This trans-parency is a big advantage for all parties involved.

Your service still goes a step further after the products have been delivered.

At this point, our installation team is already on-site and as-sembles the furniture in the store based on the customer's specifications; the team takes care of the assembly, schedu-les and inspection of goods upon arrival at the site.

At our furnished showroom at our Wesel location, our ser-vice technicians practice assembling the fixtures. The team also receives the plans from the architect and assembly in-structions before the installation. Photos of the completed stores are subsequently filed under the project and sent to the customer.

How can your service help retailers?

Most retailers are unaware that the type of service we offer is actually available. Yet we see a big demand since we are truly able to optimize the supply chain by decreasing sto-rage time, creating more transparency and thus improving communication. We are also the only company that specia-lizes in this area. We plan to expand our services and tackle in-store logistics.


10 | 11Online Journal for Retail

STORE DESIGN


How furniture ends up in the store – logistics in shop fitting

Mr. Sterk, you organize the entire supply chain for interior shopfitting. What are some of the as-pects you need to juggle?

We organize all of the steps ranging from pickup, warehousing, quality inspection all the way to the delivery. We get involved the moment the products begin manufac-turing. We consult with the distributor and determine when the product is supposed to be completed and actually nee-ded so it can be transported just in time. We handle appro-ximately one thousand projects per year - from New York, Shanghai, Wesel and Malmö.

You are represented all over the world. Do some of your assignments have country-specific cha-racteristics?

Logistics within Europe are the easiest for us to handle, of course. For the most part, we also use our own equipment in these cases. This is not necessarily the case overseas. When we become involved in new markets like Brazil, Taiwan or In-dia for the first time, we initially need to obtain information and look around. We first study all routes that can be used. Are we actually able to enter into the road? What is the con-dition of the access paths? A separate team is assigned to look into this.

Oftentimes, political and commercial aspects also play a role in the processes. Import conditions, in particular, vary greatly. If lumber is supposed to be transported, for instan-ce, we need to check with customs to see whether we might potentially import something into the country that we are not allowed to. It is imperative for the shipping documents to be absolutely correct.

What do most retailers underestimate in their planning?

Shop fitting components rarely comply with the standard. That's why packaging is also often being underestimated. On the one hand, the merchandise needs to be packaged so it arrives intact. Yet, on the other hand, it should only be big enough so we can still access all buildings – fitting into special entries, stairways, elevators etc.

In China, we had wardrobes that were already assembled but should not have been. That's not acceptable, of course. To avoid this kind of incident, we talk with the distributors ahead of time. We determine aspects such as the correct la-beling to make the supply chain traceable.

Is the customer able to track the supply chain on his own?

Yes. To do this, we have developed the "track-and-trace app". The app allows a review of the needed information.

Interview with Michael Sterk, Business Unit Director – Retail at Imperial Logistics International

Michael Sterk knows the pitfalls of logistics for shop interiors.

It requires perfect timing, improvisational skills, and nerves of steel: you need to overcome a moun-tain of logistics before a store is able to launch with a new look. Furniture and equipment need to be available at the right time, so shopfitters are able to do their work.

That's why the Retail Business Unit at Imperial Logistics International assists retailers by speci-alizing in meeting the needs of retail and fashion customers for the past 15 years. Business Unit Di-rector Michael Sterk spoke about the particular challenges of the industry sector.

STORE DESIGN




The user can use it to take pictures via Smartphone if so-mething is not right with a delivery for example. This trans-parency is a big advantage for all parties involved.

Your service still goes a step further after the products have been delivered.

At this point, our installation team is already on-site and as-sembles the furniture in the store based on the customer's specifications; the team takes care of the assembly, schedu-les and inspection of goods upon arrival at the site.

At our furnished showroom at our Wesel location, our ser-vice technicians practice assembling the fixtures. The team also receives the plans from the architect and assembly in-structions before the installation. Photos of the completed stores are subsequently filed under the project and sent to the customer.

How can your service help retailers?

Most retailers are unaware that the type of service we offer is actually available. Yet we see a big demand since we are truly able to optimize the supply chain by decreasing sto-rage time, creating more transparency and thus improving communication. We are also the only company that specia-lizes in this area. We plan to expand our services and tackle in-store logistics.


Advertisement



The flagship store: Presenting a brand

This "flagship" of a retailer always has a clear focus on brand presentation rather than selling as much as possible. Watching sales per square therefore is not the right way to measure the success of this type of shop. In a flagship store, extremely few products are presented on a vast space. The goal: Making the customer gasp and impress him with what the brand stands for. It is not really important if he even buys something here – the value for the retailer lies in creating an atmosphere and a shopping experience which can't be found in is competitor's stores. With is foremost aim of com-municating the brand message, the flagship store is almost entirely a marketing tool.

Big brands tend to having just three of these showcase pro-jects. They are very expensive because of their very good

locations and the vast sales floor. The design is a fundamental element for communicating the brand message. The brand's logo often is located on the central wall of the store, auto-matically drawing the eyes of those who enter. Flagships sto-res also often include "playing areas" in which the customer can experience the products and try them out, sometimes these can be whole football fields or swimming pools.

"I like to compare these stores to a trade fair stand which has to represent the brand but does not have to reach a cer-tain sales goal", explains Silvia Talmon from Retail Academy in Cologne. Brands like Puma tend to carry this form of pre-sentation to the extreme when they place just a few current shoe models around an extremely large company logo in the center of the shop.

The Pop-up store: Many products in a small space for a short period of time

This shop format almost is the complete opposite of the flagship store. For a short timeframe which can range bet-ween just a few days and up to a year, many products are presented in a small space. The small shops are also often opened in vacant stores or even in seemingly strange pla-ces. Minimized costs and a high sales volume are at the core of this format.

The retailer's creative team is allowed to have a fling when making this shop something completely different then the brand's other stores. Updating the design of those stores would mean high expenditures, which is not the case when designing the small new store. "The special appeal of Pop-up stores often lies in their coolness. In many cases, this is due to an industrial look which seems temporary. Retailers can also make experiments within their product range and for example try out limited or special editions", says Talmon.

The major advantage: Marketing expenses are close to zero with this shop format. Word-of-mouth recommendation is what brings the customers into the store. Talmon adds: "The fact that the shop is only there for a short time makes the customers feel like they would miss out on something when they do not visit the store."

The concept store: Many brands grouped under one concept, one story

"Concept stores basically are the modern form of depart-ment stores", says Silvia Talmon, "a mixture between de-partment store and boutique." A concept store bundles a lot of different brands with the aim to tell a specific story. This means that knowing the specific target group is especially important here. Only if the retailer knows who his story is directed at can he be sure, that these customers will be in-terested in it. In many concept stores products like fashion, accessories, books and food are offered jointly.

As Talmon describes: "The wishes of the target group – may they be luxury or sport orientated – are the core of the story. The store's appearance is changing constantly, the product range is flexible, exceptional and surprising." This concept works great for stores like "Apropos - The Concept Store" in Cologne which offers "lifestyle goods" like fashion, shoes and cosmetics – simply everything which attracts the inte-rest of a specific group of customers.

The shop format is irrelevant – Focusing on the customer's wishes

"There are a few different reasons why retailers often are not able to distinguish the different shop formats", says Tal-mon. On the one hand, there often is no clear conceptual distinction of the formats. There is a wide variety in what store can be called a concept store in different companies. But the confusion is also often caused by the corporate hier-archy, believes Talmon, who adds: "There often are comple-

Flagship, concept and pop-up store: distinguishing the shops

Even for retail professionals, it is often unclear which label means which type of shop. But the different shop formats can be clearly distinguished through a defined target group, fit-ting design and a coherent product range. Used right, they all can have a tremendous im-pact on sales and on the brand image.

STORE DESIGN

Selbst Profis aus dem Handel ist oft nicht klar, welche Be-zeichnung für welche Art des Shops steht. Dabei können die einzelnen Formate durch eine wohl definierte Zielgruppe, das passende Design und ein schlüssiges Sortiment vonei-nander abgegrenzt werden und so eine immense Wirkung erzielen.


Flagship-, Concept- und Pop-up-Store: das richtige Store-Format nutzen

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tely different persons in different positions within the com-pany who are responsible for brand building and sales. This is why they are not able to develop a coherent concept." But it is precisely this concept which is required to reach a preci-se definition of how a shop should be developed.

The question which shop format is the right one therefore must start at the top. It is especially important to keep the customer's wishes and needs at the heart of the considerati-on. "It is exactly this what many retailers lose sight of when planning new stores", stresses Talmon "and it is the reason why they are left in the background. Regardless of the cho-sen shop format, customer service and fulfilling the custo-mer's wishes are what is most important. Because for the customers, a brand is no longer something he can only get in a specific store. He can order everything he wants online just as easily."

Author: Natascha Mörs, iXtenso

Using the right format

The concept store "Apropos" in Cologne offers lifestyle goods like fashion, shoes and

cosmetics – simply everything.

The pop-up store: Many products in a small space for a short period of time.

Bork: The Russian flagship store for luxury electric devices for kitchens.

STORE DESIGN





















STORE DESIGN




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STORE DESIGN




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What we hear is what we feel: guiding the buying decision process sensiblyFor retailers, these insights could mean brand-new kinds of targe-ted sales promotion at the POS: our perception on how things feel to us can change depending on what type of music we listen to. Psychologist Professor Monika Imschloß of the University of Colo-gne discusses the findings of her study with us.

STORE DESIGN

We have always known that music can affect us emotionally. However, we probably didn't know that it can make a towel feel softer. But it's true. Professor Imschloß, how did you find out about this?

We let students feel textiles while they listened to music with headphones. They didn't know this was also about the impact of music and not about getting otherwise distracted from other sounds. We discovered that they rated products as softer when they listened to softer music and vice versa with hard music.

How do you differentiate soft and hard music?

We have conducted interviews to find out what people perceive as soft and hard music. Time and time again they subsequently mentioned similar parameters on how this would sound to them. For example, they perceived soft string instruments with few rhythm changes and smooth transitions as "soft". Music with lots of percussion instru-ments, hard transitions and frequent rhythm changes ap-peared "hard". The study participants also sang, hissed and hummed related sounds to demonstrate their perception of the terms.

This distinction between soft and hard doesn't just apply to hearing but also to the haptic perception, the process of recognizing objects through touch?

Yes, that's correct. In the second step, the terms were transferred to haptics. What materials do people envision when they are asked to describe soft music? Here, people mentioned examples like fine sand for soft music and coar-se sand for hard music. Haptics and music can be described with similar terms.

You were able to gain some interesting insights with this knowledge ...

Yes, even as a scientist I was surprised that music actually has this kind of impact on our haptic perception. For re-tailers, this can result in new ways to influence the buying decision in the store.

How is that?

Test persons actually perceived textiles as softer and of greater quality under the subconscious influence of music. It also increased their willingness to pay more for a product.

Do retailers actually know about these properties of music?

No, most of them are not aware of this. In most stores, music is used in a more intuitive manner, though retailers wonder if customers feel comfortable in their stores with this music. They also understand that studies show how German music, for instance, promotes the purchase of Ger-man merchandise or Italian sounds benefit the purchase of Italian products. There are companies that create entire playlists for stores that are then also available online. Ho-wever, the primary focus here is on branding.

This type of music in the store is rather obvious and the listener is very conscious of it. The relati-onship between music and haptics can result in a far more subtle effect. What do retailers need to consider here?

Once the listener is made aware that the music is supposed to influence him, the effect goes away. This is something we also discovered in the experiments. The music should therefore not be too striking. A good way to find out what

type of music works for my store is to simply try things out and ask the employees. After all, they are the ones that have to listen to the music all day long. Irritated associates are bad for business.

Those who are not just listening to their intuition but factor in the cultural listening habits of their target audience and include the effect on merchandise have an effective mar-keting tool.

Your study also established a link to online shop-ping. So far I have not come across an online store where I hear music. Is that still a gap in the market?Even though we actually noticed in our study that music can also impact the haptic perception of a product online, I would not recommend its use in an online store. Here,

Psychologist Prof. Dr. Monika Imschloß researches for example the subconscious influence of music.

Musik ist in der Lage unsere haptische Wahrnehmung zu ver-ändern. Mithilfe der richtigen musikalischen Unterstützung kann sich also ein Handtuch noch weicher anfühlen. Für den Einzelhandel könnten diese Einblicke ganz neue Arten der gezielten Verkaufsförderung am POS bedeuten.


Was wir hören ist was wir fühlen: Die Kaufentscheidung sinnvoll lenken

consumers want to process information and music would be disruptive. Some retailers have already attempted this without success. eBay is among them. I see the use of these research findings more in the area of actual retail environ-ments.

Retailers can learn a lesson on the skilled use of multisenso-ry resources from industries like hotels and service sectors in banks – like the Commerzbank flagship store in Berlin for example.



"The POS is not rocket science" – emotional design for AstraInterview with Lars Roisch, Managing Director at Stein Promotions on the design of the Astra product vignette in St. Pauli's Edeka

Lars Roisch, Managing Director of Stein Promotions

Shopper, retailer and industry: product marketing needs to include these parties' interests at the POS system. That's good advice from Lars Roisch, Managing Director of the Stein Promotions Agency. In this interview, he explains how his team has solved this challenge in a design project for the Astra beer brand.

STORE DESIGN

Mr. Roisch, what was your goal in designing the Astra brand vignette in the Rindermarkthalle?

We primarily wanted to create an emotional response from customers; they should enjoy shopping. The design and with it the visual merchandising are designed to help custo-mers in making a buying decision and thus increase sales. After all, shopping is an emotional activity.

Appealing to consumers' emotions – how did you translate this into the Astra project?

By creating a high level of authenticity in our design. The beer brand's long-term bond with the St. Pauli football club is the recurring theme for the concept. The individual shelf sections are based on the look of the club's locker rooms in the St. Pauli stadium. We also incorporated some "shabby chic" design elements to create a somewhat more down-to-earth look versus what things looks like in reality and align it with the ideas of the fans.A jersey featuring the number 27 by defender Jan-Philipp Kalla is centrally placed – a treasured paraphernalia from the club's history. A well-known street artist has created

a mural with an Astra slogan. A scoreboard indicating the score "Astra: 1- Visitors: 0" is also integrated into the design and is attached to the wall. The different product lines are labeled in chalk writing on chalkboards.

How do you decide where the different products should be displayed?

This depends on the emphasis and the surroundings of the market. This Edeka market is not your typical neighborhood market. It features a high percentage of convenience items. There are many sights and subsequently many visitors in close vicinity of the Rindermarkthalle. This is why it total-ly makes sense to consider the consumer behavior when it comes to the products and their placement. In this case, six-packs are an appropriate and convenient product choice for example.

How long does it take you to design and imple-ment a project like the Astra product vignette?

If all goes well, we need approximately eight weeks for the implementation. In this case, we needed three rounds of vo-

Shopper, Händler und Industrie: Ihre Interessen müssen bei der Vermarktung von Produkten am POS einbezogen wer-den. Das rät zumindest Lars Roisch, Managing Director der Agentur Stein Promotions. Wie sein Team diese Herausfor-derung beim Design-Projekt für die Biermarke Astra gelöst hat, erklärt er im Interview.


"POS ist keine Wissenschaft" – Emotionales Design für Astra

Freshen Up Your Front Line For Bottom Line Results Visit us at

EuroShop 2017

Hall 6,

Booth E61

www.mt.com/FreshWay

ting for the development in a two week period, as well as 14 days each for design and structural implementation. The project was part of a new development in the Rindermarkt-halle. The project start was in spring of 2015.

What else was important to you?

Our special focus was to bring some calm into the vignette by displaying the products in a clear layout. This makes ac-cess easier and overcomes any shoppers' reservations.

How is all of this received by retailers and custo-mers?

To the best of our knowledge, the project is running smoo-thly and the merchandising generates increased sales.

What type of POS design do you recommend to retailers?

I believe I should build a store where people can have some fun! Shopping is an emotional activity. Products and presen-tation should appeal to consumers' emotions and motivate them to buy. You should always keep shoppers, retailers and the industry in mind in your design! Isn't that a given?

Not necessarily. In the past, the focus was on the brand

and the retailer. An emphasis on the shopper is still not so-mething we see all that often. Today we truly need to take care of the customer. There is a lot of power in that! Our job is to understand the problems and concerns of the company and the merchant. To do this, we also need to incorporate the wishes and wants of shoppers.After all, customers have a hard time today choosing from too many available products – the latest brain research fin-dings prove this. What's so difficult is identifying the diffe-rences between seemingly identical products. Because after all, what are the actual distinctions between the many hair care products? Oftentimes, retailers believe they need a lar-ge selection and corresponding pricing. Yet there are defini-tely consumers who are willing to pay more for a premium product – that's because they also expect higher quality. In this instance, it clearly makes sense to highlight the perti-nent products. Placement, as well as product selection, are important factors in this. A good example of this is dm and Schlecker.

How can retailers determine where and how they should showcase their products?

By analyzing their customers' buying behavior even more – with heat maps, for example, to track where customers walk or with surveys on product choices. These let you draw many conclusions on where you should display products. POS is not rocket science!


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What shop design can look like: Sneakstar in FlensburgIndustrial look mixed with elements hinting of historyThere it is again, the mix between genuine brick, simple wood furniture and an industrial look that is currently reflected in many store concepts.

STORE DESIGN

On the sales floor, the wooden platforms on wheels are sur-prising eye-catchers. The shoes can be tried out on rustic, seemingly old leather benches in the back part of the room.The products are very generously displayed. Individual shoes are showcased in different ways: on ladder-like structures, glass tables on metal frames and metal brackets in the brick-work. A cage structure made of meshed metal creates an open cube with four entrances. The checkout system next to it is hidden behind wood planks – and right above it is a large photo featuring the portrait of a man. The wooden crates that are attached to the wall contain smaller articles and decorative elements like antique books. The rear panel has a concrete design. Stucco elements in the back part of the store catch your eye. On the one hand, they are in stark contrast to the modern style of the store, while they echo the look of the historic shop façade that dates back to the year 1788 – a successful combination.The floor is made of light-colored concrete. The lighting is simple but efficient: white ceiling tarpaulins with built-in downlights illuminate the entire space. Individual retro light bulbs above the POS, dressing room and lounge, along with scattered suspended black lamps, create a pleasant ambian-ce.The store was designed by Nette + Hartmann architects from Hamburg, implemented by Lohrengel Ladenbau from Lüne-burg and well lighted by Cedes: Die Lichtfabrik in Hilden.



ADVERTORIAL

Im Industrial-Look im Mix mit historisch angelehnten Ele-menten präsentiert sich auf 150 Quadratmetern Sneakstar mit Schuhen, Caps und Textilien. Einblicke ins Shopdesign.


So kann Shopdesign aussehen: Sneakstar in Flensburg

New dimension of custom printed flooring = FOTOBODEN™: Increase traffic - boost sales!

Shopfitting would be unthinkable without FOTOBODEN™ today. Whether it's the general design of the sales space, short-term use in a promotional campaign or customised storefront design. Custom-printed vinyl flooring is a sim-ple way to turn any POS space into an immediate success and to create a new shopping atmosphere. FOTOBODEN™ ensures a sustainable sales increase th-rough an emotive marketing focus. Moreover, FOTOBO-DEN™ is a byword for large-sized, photorealistic printing of up to 1.8 billion pixels per square metre on vinyl flooring. Using lengths of flooring, each 3.15 metres in width, it is possible to cover up to 20 metres in one piece and indeed areas of over 1,000 square metres. Using FOTOBODEN™, products and companies can be beautifully portrayed, for instance, in a winter landscape or on an American football field. The design options are al-most endless. And once the flooring has been used, it can simply be wet-wiped, picked up, rolled up and reused. FOTOBODEN™ will be represented at EuroShop in two places – one in Hall 3, at Stand 3D82 and the other in Hall 10, at Stand 10G78, where visitors will be impressed and surprised not only by the stand design, but also by live pro-ject presentations.

An American football field as a temporary action area – not a

problem, thanks to FOTOBODEN™ custom-printed vinyl flooring.


... capable of competing only in a few areas and primarily in niches unless they are using omnichannel options.

STATEMENTS

"Five years from now,

brick-and-mortar retail will be …."

DR. JÖRG EHMER, CEO of Apollo-Optik

... a vital part of the custo-mer journey, though less so for products we use every day and more to embark on an emotional and sensory experience of products and brands. DR. GUNNAR MAU,

Owner of Shopper-metrics, shopper behavior research

THOMAS GUTBERLET,

CEO of tegut

... alive and kicking with manageable sales floors made better by competent employees.

... still existing, but new inven-ted. This will take place more from an online customers per-spective in form of customer centrality and ultimate usability in store.

PROF. GERRIT HEINEMANN, Head of eWeb

Research Center, Hochschule Niederrhein

… a supporting pillar of our retail landscape, not least because of per-sonal service. However, the prere-quisite for this is that the brick-and-mortar sector transforms the digital possibilities into its very own capa-bilities and turns this into a unique experience for the customer.

MICHAEL BUSCH, Managing Partner of Thalia Bücher GmbH

Retail Technology

Canal Grande: pure-, cross-,multi- or omni-channel retailing 22

Lokaso Siegen effectively strengthens the regional retail sector 24

Of live chats and artificially intelligent search engines 27

Trend 2017: digital transformation strengthens brick-and-mortar retail 29

Innovate or die! Retailing in the cross-channel age 32

Enticing customers to the POS with geo-fencing 34

New coupon standard strengthens mobile couponing 36

Pay by using your fingerprint:

growing interest in biometric payment systems 38

National payment procedures put to the test 39


Pure-, cross-, multi- or omni-channel retailing… Retailers tend to get lost in their own buzzwords and to lose sight of the most important aspect: What do customers actually want?

One of the special charms about the lagoon city of Venice is its many channels, or canals, both small and big. Innu-merable bridges connect them to an open labyrinth of wa-ter, as well as traditional streets. With so many different shopping channels available to today's consumer, it's easy to see why Venice is the perfect metaphor for the idea of omnichannel retailing.

Omnichannel retailing meets the customer's demand for instant shopping. No matter where the customer is at the time, he or she should have access to the same range of products, availability and an emotionally appealing custo-mer journey in tune with the brand. Customers can utilise many channels: the flagship store in a pedestrian area; the brand's online store; mobile access to the webstore using smartphones; or the complete product catalogue via on-line kiosks in-store. Yet despite the fact that retailers have long since promised customers the option of switching between channels to their heart's content, they haven't really kept this promise and met customer expectations.

Many retailers promote integrated services across all channels. Transitions are supposedly seamless. Customers should not even notice in which channel they are shop-ping. But what does the 'Venice multichannel business' model really look like? And how connected are the chan-nels today?

il dilemma (The Dilemma)

34-year-old Anna, fashionable and brand conscious, or-ders a summer skirt using her smartphone. The skirt is being delivered to her home two days later. Unfortuna-tely, it's too small and Anna wants to exchange it at the nearest store. This proves to be a difficult process. She can't even see on the webstore whether the skirt is actu-ally still available in a size 8 at this particular store. Even though the brand advertises a "click and collect" option, a service that offers customers a convenient reservation of an item via the webstore at the desired brick-and-mortar store.

RETAIL TECHNOLOGY

Canal Grande

Author: Uwe Hennig, CEO at Detego

Händler verheddern sich immer mehr in ihrem eigenen Buzzword Dickicht und übersehen dabei häufig das We-sentliche: den Kunden. Beworben wird aber dennoch ein durchgängiger Service in allen Kanälen. Wie verbunden diese tatsächlich sein könnten, beleuchtet Uwe Hennig, Ge-schäftsführer von Detego.


Pure-, Cross-, Multi-, Omnichannel-Re-tailing

In reality, there is a lack of real-time inventory manage-ment between the webstore and all local retail shops. For retailers, to be able to reliably implement product availa-bility for "click and collect" or "ship-from-store" options, a number of fundamental elements are required.

Canal grande (The Grand Canal)

The store represents – to stay with our metaphor – the Canal Grande in multichannel retailing. Given an 80 percent share of total fashion sales, it is the wide and successful channel. If in-store management, branch logistics, branch controlling, franchise integration and a real connection to the other channels actually works, the customer is no lon-ger disappointed.

But what does the customer really want?

Anna already has all the necessary information when she visits the store. She checked the availability at the online store, which is reliable because retailer Carlo features an accurate real-time inventory system. Here, so-called fixed readers mounted in the store's ceiling offer the highest level of accuracy. Integrated perfectly in the visual appea-rance of the store, they automatically capture every single article and all of its movements across the different zones in the store. And all of it without the need for time-consu-ming, labour-intensive scanning.

va bene (It's all good)

Anna is excited about the promised product availability (en-sured by automatic store replenishment). She heads for her desired clothing item and takes it into the fitting room to try it on. The same reader system identifies the item Anna wants to try on when she enters the fitting room and also suggests matching accessories via a screen or interactive mirror. Anna is familiar with these types of recommenda-tions and the information from the web: "Customers who bought this item also liked these items". A noticeable mer-ger of channels across the same functions is evident. In the same way it's typically being done online, the cross-selling potential is also apparent in the store. That's very clever because it has proven successful for quite some time. In turn, Carlo the retailer also appreciates the connectivity of the various channels when he suddenly receives data on conversion rates of a campaign. And not just, as usual, for his webstore; but for all of his stores as well. The number of tried on clothing items that actually make it from the fitting room to the POS is a key figure for his merchandise opti-misation on the sales floor. It also delivers relevant state-ments on customer preferences – which items are tried on together and which ones are never tried on.

Ultimately, Anna primarily wants one thing: a seamless positive shopping experience. If she no longer notices the different channels, Carlo has finally made the decisive step towards omni-channel retailing. Bravissimo!


Stepping stone into e-commerce with measurable successLocal commerce approaches are a dime a dozen these days. Yet none of them are effective enough to where brick-and-mortar retailers actually benefit from them. Patrick Schulte of billiton is someone who has recognized this and created Lokaso, a new system that puts the focus back on regional products.

Patrick Schulte is one of two CEOs at Lokaso GmbH.

Mr. Schulte, what is the objective of the Lokaso Siegen platform and why did you develop it?

The overriding objective is obviously to strengthen the retail sector in the Siegen region. I have looked at different con-cepts and attended various events, but was not able to find a system that actually works. So we developed our own sys-tem that shows via search engine which products are availa-ble in the region and can be subsequently purchased online. We launched the development stage at the end of 2015/start of 2016. Our primary goal was to show the variety of products. That's why we personally take care of every re-tailer's data connection. We automatically receive updated inventory quantities via an inventory management system interface. This increases our inventory but is always tracked in real-time to ensure that products indicated in the system are actually also available and in stock. Obviously, there are also retailers who don't conduct inventory management or have digital inventory. We offer two solutions for them to use: a small iPad POS system and a somewhat larger sys-tem that enables retailers to digitally manage the process in the store.

Can you already draw some early conclusions?

At the beginning of September 2016, we went online with the platform. After 10 weeks, we have successfully proces-sed about 650 orders with 38 retailers. This is a great achie-vement if you look at other comparable regions. After one year, they didn't even have 100 orders.

The scope is still manageable and obviously still needs to be expanded. We presently have 700 registered users but we are addressing 150,000 potential customers. That's ac-tually a good thing because the system was programmed from scratch of course. Things need to be corrected and improved. Given the customers we currently have, we can monitor exactly where the problems are and at what point we act in real time. This lets us adapt our system and accom-modate delivery of specific articles by days or even by time windows.

RETAIL TECHNOLOGY

Local Commerce-Ansätze gibt es aktuell wie Sand am Meer. Keiner davon funktioniert jedoch so nachhaltig, dass der stationäre Einzelhandel tatsächlich profitiert. Dies hat auch Patrick Schulte von billiton erkannt und mit Lokaso ein neu-es System geschaffen, um regionale Produkte wieder in den Vordergrund zu rücken.


Lokaso Siegen stärkt effektiv den regio-nalen Einzelhandel

Lokaso Siegen effectively streng-thens the regional retail sector

From farm to forkin a digital worldRetail 4.0

Welcome to the Open World of Bizerba

www.bizerba.com

Visit us at our booth E58 in hall 6 at EuroShop 2017, 5 – 9 March in Düsseldorf. We look forward to seeing you.

5 – 9 March 2017Düsseldorf

Hall 6 / Booth E58


Of live chats and artificially intelligent search engines

You are probably familiar with the story of Sherlock Holmes and Dr. Watson. Nobody beats Holmes when it comes to in-telligence, instinct and deduction skills. But what he often lacks is empathy and emotion. That's why he has Watson to help him out.

But what does all of this have to do with the retail industry? Actually online shopping is also a form of investigation and the search for the best solution. If they are able to answer customer questions in an individualized and prompt man-ner, online shops and customer service are able to reach the highest sales volumes. There are many different ways to do this. In a pilot project "The North Face" for example offered customers the chance to launch a search in comple-te sentences on its website. A conventional search engine could not handle statements like, "I am going to travel to

New York in January and need the right coat for it". But the system that is actually able to provide the right search re-sult is called Watson, a solution by IBM and named after a co-founder. The tool combines incredible knowledge from countless sources and the contents it is fed with and the abi-lity to carry out a semantic search – much like Sherlock and Watson.

"At 'The North Face', Watson is programmed and fed with background knowledge that's relevant for choosing a coat – Watson keeps asking questions about everything from geo-graphic to weather related characteristics, to all the avai-lable information from the online store pertaining to the product group coat until it has identified the perfect coat for the customer," explains Markus Groß, Cognitive Solutions Sales at IBM Germany.

Interactive service for online stores and customer service

RETAIL TECHNOLOGY

Mensch oder Maschine – wichtig ist, Kundenwünsche so schnell und unkompliziert wie möglich zu erfüllen. Ob Live-Chats mit echten Mitarbeitern oder künstlich intelligente Suchfunktionen. Alternative Kommunikationswege stellen sich auf die Fragestellung des Kunden ein. Dadurch kann Kommunikation einfacher werden sowie Suchzeiten und Warteschlangen in Call-Centern verkürzt.


Von Live-Chats und künstlich intelligenten Suchmaschinen

Man or machine: Who would you like to get advice from? That probably depends on the way you are being approached. Whether it is via live chats with real employees or artificially intelligent search functions such as IBM's Watson. The only thing that's important here is to answer customer requests as fast and easily as possible.

What are the advantages for the user?

We have free same-day delivery if you spend a minimum of one Euro. Customers actually expect this since they are al-ready familiar with this convenient aspect thanks to amazon or Zalando. Like I mentioned already, the delivery is paid for by the retailer based on a percentage of merchandise logi-stics. The merchandise that the customer orders at the retail price is being picked up at the vendor and delivered to the customer's home.

Same-day delivery was the first and only option for us sin-ce we also ship fresh produce and refrigerated items. If you order by 10 a.m., the items will be delivered between 1 and 3 p.m. If you order by 3 p.m., the items will be delivered bet-ween 6 and 8 p.m. Returns can be made at the local retailer or through Lokaso. At the customer's request, we also take back deposit bottles or reusable packaging from a coffee shop for example. Who can customers contact if they have ques-tions?

Our "fairy godmothers" handle these customer inquiries. Our in-house associates take the customer questions and forward them to the retailer and back. Or vice versa: if so-

mething is not available, it is reported to the fairy godmo-thers and they talk to the customer and offer alternatives.

Payment often makes or breaks the decision in fa-vor of a specific platform. Which payment method did you choose?

Consumers and retailers requested payment via Euro debit card in this case. That's why we gave drivers the respecti-ve terminals and also included an automatic safety feature for customers: you only pay if you hold the items in your hands. Needless to say, we also have requests for payment via credit cards and PayDirekt, a solution offered by German banks. We will add these options since many customers have items delivered to their office or have them delivered to a neighbor for example.

Why do customers order via Lokaso?

Ultimately, there are different incentives to order via Loka-so. Some people simply want to save time. Others say, they get better products and service this way – both on-site and online. Then there are reasons such as immobility. Lokaso offers customers the opportunity to take a look at products on location and to ultimately order them online, so they don't have to carry the items home.

How do other regions perceive Lokaso?

During the development phase, we were already approa-ched by other regions that expressed interest in our system. This resulted in us providing the system with multi-client capability, so we are able to carry it over. Interested regions can subsequently utilize it through an operating company. Presently there is no region that is as far along as Siegen, but many intense discussions are already taking place.

Author: Melanie Günther, iXtenso

Of live chats and artificially intelligent search engines

You are probably familiar with the story of Sherlock Holmes and Dr. Watson. Nobody beats Holmes when it comes to in-telligence, instinct and deduction skills. But what he often lacks is empathy and emotion. That's why he has Watson to help him out.

But what does all of this have to do with the retail industry? Actually online shopping is also a form of investigation and the search for the best solution. If they are able to answer customer questions in an individualized and prompt man-ner, online shops and customer service are able to reach the highest sales volumes. There are many different ways to do this. In a pilot project "The North Face" for example offered customers the chance to launch a search in comple-te sentences on its website. A conventional search engine could not handle statements like, "I am going to travel to

New York in January and need the right coat for it". But the system that is actually able to provide the right search re-sult is called Watson, a solution by IBM and named after a co-founder. The tool combines incredible knowledge from countless sources and the contents it is fed with and the abi-lity to carry out a semantic search – much like Sherlock and Watson.

"At 'The North Face', Watson is programmed and fed with background knowledge that's relevant for choosing a coat – Watson keeps asking questions about everything from geo-graphic to weather related characteristics, to all the avai-lable information from the online store pertaining to the product group coat until it has identified the perfect coat for the customer," explains Markus Groß, Cognitive Solutions Sales at IBM Germany.

Interactive service for online stores and customer service

RETAIL TECHNOLOGY

Mensch oder Maschine – wichtig ist, Kundenwünsche so schnell und unkompliziert wie möglich zu erfüllen. Ob Live-Chats mit echten Mitarbeitern oder künstlich intelligente Suchfunktionen. Alternative Kommunikationswege stellen sich auf die Fragestellung des Kunden ein. Dadurch kann Kommunikation einfacher werden sowie Suchzeiten und Warteschlangen in Call-Centern verkürzt.



Man or machine: Who would you like to get advice from? That probably depends on the way you are being approached. Whether it is via live chats with real employees or artificially intelligent search functions such as IBM's Watson. The only thing that's important here is to answer customer requests as fast and easily as possible.

RETAIL TECHNOLOGY

Mensch oder Maschine – wichtig ist, Kundenwünsche so schnell und unkompliziert wie möglich zu erfüllen. Ob Live-Chats mit echten Mitarbeitern oder künstlich intelligente Suchfunktionen. Alternative Kommunikationswege stellen sich auf die Fragestellung des Kunden ein. Dadurch kann Kommunikation einfacher werden sowie Suchzeiten und Warteschlangen in Call-Centern verkürzt werden.





customers compared to a personal chat. "While you can be on a call with only one customer, you can service up to four customers at the same time in a chat venue. Simple inqui-ries can be answered extremely quickly." The retail industry knows it's imperative to be present, especially on media like Facebook. "In the coming years, this will also be one of the most important points to optimize customer service," predicts Meine and adds, "The advantages of chat solutions can be measured. Retailers were already able to reduce up to 25 percent of their costs. In other industries, for instan-ce in the energy sector, this already adds up to 35 percent. We estimate that it is even possible to reduce costs by 40 percent."

Is a technical solution like Watson able to drive customers away from customer service in the future? "Certainly not," believes Meine and adds, "Watson will never have the same kind of understanding of customers like a real person has. Yet these kinds of solutions are becoming increasingly im-portant. And they actually don't contradict our services. We also have ready-made answers that can be sent in response to specific inquiries for some areas. However, these compo-nents have been carefully worded by associates so that the human, individual touch comes through."

The similarity between Watson and the chat solutions lies in the customer interactivity – either by using the artificial intelligence of Watson or a person by using alternative com-munication channels. What characterizes both methods is that the customer does not need to adapt to the respecti-ve search but rather the system being tailored to the way, a customer asks questions. This can make communication easier while shortening searches and waiting times in call centers.


Watson is not able to accomplish this in one hundred percent of cases entered by the customer into the search box, but the results are still quite impressive. As a so-called "cognitive" solution, the objective of Watson, especially in the retail sector, is actually to assist in purchase decisions by analyzing as much information as possible. "Watson could actually become especially valuable in customer service," adds Groß. And indeed, by being able to infer emotions of customers based on the inflection, this feature could assist retailers in meeting the increasing customer expectations of ever faster and effective service in the mobile age.

Making customer service more interactive and faster with WhatsApp, Facebook and chat func-tions

It's not only artificially intelligent solutions with semantic search function like Watson that can help to satisfy these kinds of customer wishes. Other solutions that match the customer behavior can also pick up the pace in this area.Like interactive chat solutions for social media channels for example that are now also increasingly utilized by compa-nies for customer contact. "Interactivity is becoming more and more important. Customers want direct and personal customer service with live interactions, video chats, and communication via Facebook and WhatsApp," explains Hannes Meine, Head of Marketing at optimise.it GmbH, a provider of chat solutions. He adds that providing new options is an opportunity to set yourself apart from the competition and satisfy the target audience that manages everything on mobile devices. Companies like Saturn and Roller already take advantage of these options. "The chat channels can be bundled and individually activated for an associate at the customer service center," says Meine. He sees several advantages in real-time communication with

The beta version of the The North Face's webshop with Watson by IBM is already online. The beta version of the The North Face's webshop with Watson by IBM is already online.

Trend 2017: digital transformation strengthens brick-and-mortar retail

Brick-and-mortar retail will continue to score with custo-mers with digital services for consulting, purchase and deli-very. With new and intelligent concepts, smaller stores also give large competitors ranging from Amazon to Zalando a run for their money. A number of new business models are officially just around the corner.

For more than ten years, sales have massively shifted and moved online and away from brick-and-mortar retail. That being said, a saturation is foreseeable in some product lines according to a GfK study in mid-2015. For the most part, the shifts from offline to online are likely completed in the

consumer electronics market for example. The retail sector of the future will continue to take place on-site and not just digitally, believes Manuel Jahn, Head of Consulting at GfK Geomarketing.

Experts of the e-commerce competency group of the eco – Association of the German Internet Industry also share this opinion. In an ad hoc survey during an expert talk in October 2016 on the subject, none of the participants thought that retail in cities is an outdated phenomenon without a chan-ce of survival. After all, brick-and-mortar retail also benefits from the growth in e-commerce and has the opportunity to

The development in the relationship between "brick-and-mortar and online" in retail is not a one-way street

Die Entwicklung des Verhältnisses "Stationär und Online" stellt im Einzelhandel definitiv keine Einbahnstraße mehr dar. So bieten auch kleinere Läden mit neuen und intelligen-ten Konzepten der großen Konkurrenz von Amazon bis Za-lando Paroli. Prof. Georg Hofmann und René Bernard vom eco – Verband der Internetwirtschaft e.V. geben einen Ein-blick in neue digitale Geschäftsmodelle.


Trend 2017: Digitaler Wandel stärkt stationären Handel

RETAIL TECHNOLOGY


Retail scores with a high level of adaptability

Local eCommerce business models could even beat out the same-day delivery option offered by Amazon. Local courier services deliver the items customers ordered online via digi-tal shopping list at the neighborhood store to their homes within a few short hours. Interest in this is great: grocery delivery is picking up speed at least in major cities; major retail chains and Amazon have already started to fight for market shares.

Local communities could support this trend by granting the delivery services special rights in traffic – for instance by let-ting delivery services that are licensed by cities use the dedi-cated bus and taxi lanes or reserved loading zones. In doing so, products that require cooling could also be integrated into local eCommerce scenarios.Retailers can create context-sensitive and inspiring shop-ping experiences by offering to automatically deliver regu-larly purchased items.

No place for an aversion to the internet

Local retailers can also attract new customers if they are open towards new collaborations with online stores. For ex-ample, a local grocery store could collaborate with an online shopping site for gourmet foods: in this case, the online sto-re would lease shelf space or space in the refrigerated secti-on at brick-and-mortar retailers. This way, customers could easily and conveniently pick up the deli food they ordered online at a local spot. This doesn't break the cold chain and the local retailer benefits from a fee and new customers that enter his store.

These examples show: the development in the relationship between "brick-and-mortar and online" in retail is not a one-way street. With new business models, brick-and-mortar stores will interact with online retail in the future.

Authors: Professor Georg Rainer Hofmann and René Bernard,

both at eco – Association of the German Internet Industry

closely interlock the amenities of digital shopping with the advantages of the offline world at the POS. How quickly and effectively this can be achieved, depends on the products that are distributed: when it comes to freshness, quality, and consultative-intensive purchases, customers apprecia-te the possibilities the haptic, olfactory and emotional infor-mation flow of a brick-and-mortar shopping experience and contemplate a visit to brick-and-mortar stores.

Online presence makes local retail more attractive

Retailers who allow their customers to get extensively in-formed online before they actually set foot inside their sto-res benefit the most. Business hours, distance to the store, current parking situation and contact information should be made available.

Customers also like to order or purchase an item online – and then pick it up personally. These types of "click and col-lect" customers once again examine the products on-site and then also get in touch with sales associates. In doing so, a personal relationship with the customer can be cultivated.Retailers also digitally bridge the gap to potential customers with location-based services. The "Digitales Viertel Sülz" (Digital Quarter Sülz) in Cologne showed this from Septem-ber to November 2016: using the respective app from Yellow Pages ("Gelbe Seiten"), customers receive push messages about stores sent to their smartphone. They find out about attractive offers, coupons, and sales and receive lots of ad-ditional information on the Quarter itself.

Two-thirds of surveyed experts of the eCommerce compe-tency group of the eco – Association of the German Internet Industry believe that city platforms will take root given the "right" conditions. Projects like "Online City Wuppertal" or "Mönchengladbach at Ebay" also show how local brick-and-mortar retailers can enjoy a slice of the online cake if they get rid of their aversion to online business. Regardless of the store's opening hours, customers can shop online at the neighborhood store, pick up the purchased items on locati-on or have them delivered the same day via a local courier network.

Professor Georg Rainer Hofmann, Director of the Information Ma-nagement Institute (IMI) at the Aschaffenburg University of Applied Science and Head of the eCommerce competency group of the eco – Association of the German Internet Industry

René Bernard, Specialist Editor for IT and e-commerce of the eco – Association of the German Internet Industry



Innovate or die! Retailing in the cross-channel age

The online market volume still grows steadily in Germany and is likely to break the 50 billion Euro mark for the first time in 2016. According to the "IFH-Branchenreport On-line-Handel 2016" (IFH industry report for the online retail market in 2016), at 38.7 percent (2016 projection), pure on-line players ranging from Amazon to Zooplus make up the lion's share, closely followed by brick-and-mortar retailers with online stores. They are now gaining importance online and currently account for approximately 31 percent of the online market volume. Yet despite the excellent growth, they continue battling pure online players. Ultimately, this is also due to continuously changing consumer behavior.

Traditional retailers need to reinvent themselves

According to ECC Köln, today's consumers are extremely selective, that is to say, they decide whether they buy on-line or at a brick-and-mortar store based on the situation. Whereas in 2012, every other person was considered a "tra-ditional shopper" who preferred shopping at a brick-and-mortar store to online shopping, in 2015, it's only every third person that does so (see Figure 1). At 45 percent, so-called "selective online shoppers" make up the lion's share today.

They prefer to purchase certain products such as books or CDs online, while others prefer to shop at brick-and-mortar retailers. In many cases, they also choose one sales chan-nel over the other based on the weather or available time. This trend is even more prevalent with smart natives: 67.9 percent purchase selectively, while only 6.2 percent prefer to do their shopping at brick-and-mortar stores. This trend towards selective online shoppers provides those retailers who are both present in brick-and-mortar as well as online retail, great opportunities to get in touch with their custo-mers. Having said that, these types of cross-channel re-tailers (also called multi-channel or omni-channel retailers) need to use their available channels strategically and syn-chronize them to best serve the customer.

Thinking in terms of channels is so yesterday

The ECC-Cross-Channel-Study (in collaboration with hy-bris) from the year 2015 shows that German online shop-pers perceive multichannel retailers in the most positive way. While brick-and-mortar retailers tend to get rated as old-fashioned and unfriendly to customers, customers have an overall positive view of cross-channel retailers. Adjec-

tives like reputable and trustworthy stand out in this con-text. Shoppers have a more positive image of pure online players versus brick-and-mortar retailers but pure online players have a more negative image when compared with cross-channel retailers. One of those retailers who is excel-lent and customer-focused in implementing cross-channel management is the Rose Bikes Company. The company's own bike configurator is offered both online and in the com-pany's actual stores. Customers can choose their dream bike from various categories and subsequently individually con-figure the saddle, shifting system etc. After completion on the Notebook, the customer's dream bike can be saved on the store card or a USB stick and then viewed in full-scale on a large monitor at the store and further configured. In the last step, components such as angle and length are adapted to the individual seating position by a sales specialist on site. Services like these at a retail store will increasingly become important in the future. Another example of how online and brick-and-mortar services can be combined is Mister Spex. Its collaboration with over 550 local optometrist partners lets the customer experience the typical service at an op-tometrist despite shopping online. Customers can conveni-ently choose a pair of glasses at the online store and have their dream glasses sent right to their homes. The purchase takes place online, while services such as visual acuity mea-surements or fitting the glasses are handled at a partner op-tometrist.

Multi touchpoint management is the future

It won't work to just transfer proven concepts exactly as they are from the store to the internet and run sales chan-nels side by side. It is also not enough for brick-and-mortar retailers to just open an online store and call it a day. All this requires novel, customer-centric concepts. The much-tou-ted changing face of retail changes faster than ever: accor-ding to an IFH assessment, approximately 70 percent of tra-ditional retailers will reinvent themselves or disappear while up to 90 percent of today's pure online retailers won't sur-vive. Thinking in terms of channels is so yesterday – custo-mer-centric multi touchpoint management is the future. It is imperative to link brick-and-mortar and online services in a customer-focused manner, to provide the customer with a uniform branding experience across channels and offer additional benefits with cross-channel services such as on-line product availability trackers in the branches, click-and-collect service or returns of online purchases at the store. Flexible, relevant and entertaining formats along the custo-mer journey will dictate the future of retail. Online giant Amazon, in particular, with its continued unbridled growth across categories, will become a major challenge. In order to be able to differentiate from Amazon and survive, compa-nies have to boost and strengthen their core competencies such as consulting and service but also invest in digital com-petencies. This is the only way to ensure customer loyalty as the key challenge of the future and manage the leap into the digital age.

Author: Dr. Kai Hudetz, managing director of IFH Köln

Linking brick-and-mortar stores and online options with a focus on the customer

Dr. Kai Hudetz, managing director of IFH Köln,

is one of the most sought after e-commerce experts

in Germany.

Join us in Hall 6, Stand C80

Learn how Glory’s automated solutions ensure your cash is always working for you.

5 - 9 March 2017

Cash inperpetual motion

RETAIL TECHNOLOGY

Um sich gegenüber Online Pure Playern behaupten zu kön-nen, müssen Einzelhändler zukünftig ihre Kernkompetenzen wie Beratung und Service stärken und in digitale Kompeten-zen investieren. Neuartige, kundenzentrierte Konzepte im Sinne von Multi-Touchpoint-Management sind gefragter denn je. Dr. Kai Hudetz zeigt daher exemplarisch auf, wie eine erfolgreiche Cross-Channel-Strategie aussehen kann.


Innovate or die! Der Einzelhandel im Cross-Channel-Zeitalter



in Germany.

RETAIL TECHNOLOGY





Innovate or die! Retailing in the cross-channel age

The online market volume still grows steadily in Germany and is likely to break the 50 billion Euro mark for the first time in 2016. According to the "IFH-Branchenreport On-line-Handel 2016" (IFH industry report for the online retail market in 2016), at 38.7 percent (2016 projection), pure on-line players ranging from Amazon to Zooplus make up the lion's share, closely followed by brick-and-mortar retailers with online stores. They are now gaining importance online and currently account for approximately 31 percent of the online market volume. Yet despite the excellent growth, they continue battling pure online players. Ultimately, this is also due to continuously changing consumer behavior.

Traditional retailers need to reinvent themselves

According to ECC Köln, today's consumers are extremely selective, that is to say, they decide whether they buy on-line or at a brick-and-mortar store based on the situation. Whereas in 2012, every other person was considered a "tra-ditional shopper" who preferred shopping at a brick-and-mortar store to online shopping, in 2015, it's only every third person that does so (see Figure 1). At 45 percent, so-called "selective online shoppers" make up the lion's share today.

They prefer to purchase certain products such as books or CDs online, while others prefer to shop at brick-and-mortar retailers. In many cases, they also choose one sales chan-nel over the other based on the weather or available time. This trend is even more prevalent with smart natives: 67.9 percent purchase selectively, while only 6.2 percent prefer to do their shopping at brick-and-mortar stores. This trend towards selective online shoppers provides those retailers who are both present in brick-and-mortar as well as online retail, great opportunities to get in touch with their custo-mers. Having said that, these types of cross-channel re-tailers (also called multi-channel or omni-channel retailers) need to use their available channels strategically and syn-chronize them to best serve the customer.

Thinking in terms of channels is so yesterday

The ECC-Cross-Channel-Study (in collaboration with hy-bris) from the year 2015 shows that German online shop-pers perceive multichannel retailers in the most positive way. While brick-and-mortar retailers tend to get rated as old-fashioned and unfriendly to customers, customers have an overall positive view of cross-channel retailers. Adjec-

tives like reputable and trustworthy stand out in this con-text. Shoppers have a more positive image of pure online players versus brick-and-mortar retailers but pure online players have a more negative image when compared with cross-channel retailers. One of those retailers who is excel-lent and customer-focused in implementing cross-channel management is the Rose Bikes Company. The company's own bike configurator is offered both online and in the com-pany's actual stores. Customers can choose their dream bike from various categories and subsequently individually con-figure the saddle, shifting system etc. After completion on the Notebook, the customer's dream bike can be saved on the store card or a USB stick and then viewed in full-scale on a large monitor at the store and further configured. In the last step, components such as angle and length are adapted to the individual seating position by a sales specialist on site. Services like these at a retail store will increasingly become important in the future. Another example of how online and brick-and-mortar services can be combined is Mister Spex. Its collaboration with over 550 local optometrist partners lets the customer experience the typical service at an op-tometrist despite shopping online. Customers can conveni-ently choose a pair of glasses at the online store and have their dream glasses sent right to their homes. The purchase takes place online, while services such as visual acuity mea-surements or fitting the glasses are handled at a partner op-tometrist.

Multi touchpoint management is the future

It won't work to just transfer proven concepts exactly as they are from the store to the internet and run sales chan-nels side by side. It is also not enough for brick-and-mortar retailers to just open an online store and call it a day. All this requires novel, customer-centric concepts. The much-tou-ted changing face of retail changes faster than ever: accor-ding to an IFH assessment, approximately 70 percent of tra-ditional retailers will reinvent themselves or disappear while up to 90 percent of today's pure online retailers won't sur-vive. Thinking in terms of channels is so yesterday – custo-mer-centric multi touchpoint management is the future. It is imperative to link brick-and-mortar and online services in a customer-focused manner, to provide the customer with a uniform branding experience across channels and offer additional benefits with cross-channel services such as on-line product availability trackers in the branches, click-and-collect service or returns of online purchases at the store. Flexible, relevant and entertaining formats along the custo-mer journey will dictate the future of retail. Online giant Amazon, in particular, with its continued unbridled growth across categories, will become a major challenge. In order to be able to differentiate from Amazon and survive, compa-nies have to boost and strengthen their core competencies such as consulting and service but also invest in digital com-petencies. This is the only way to ensure customer loyalty as the key challenge of the future and manage the leap into the digital age.

Author: Dr. Kai Hudetz, managing director of IFH Köln

Linking brick-and-mortar stores and online options with a focus on the customer



in Germany.



5 - 9 March 2017


RETAIL TECHNOLOGY






5 - 9 March 2017



Enticing customers to the POS with geo-fencing

The demand for digital marketing strategies that can also be locally applied is growing. Location-based real-time communication enables retailers to bridge the gap bet-ween digital advertising and the offline behavior of their customers. That's why location-based services such as geo-fencing, for instance, hold great potential for digital marketing strategies.

"Geo-fencing is the targeted delivery of advertising ma-terial based on the current location of the user," explains Anke Francovich, Head of Media Consulting at the pilot Agency in Hamburg, Germany. Within a "fenced in" area, customers receive information and advertising on their smartphone via an app. The location is found via GPS which is able to determine the position of an end device within a radius of ten meters. "GPS enables advertisers to

accurately define the locations where advertising material should be delivered. Depending on the size of the area, the accuracy of targeting changes in favor of range. The general rule is, smaller areas result in more relevance of the advertising message to recipients".

Young, curious and mobile savvy

The majority of users addressed with geo-fencing campaigns are primarily on the go a lot and shopping and mo-bile savvy. Geo-fencing can be applied to all target groups since GPS data can be combined with specific sociodemo-graphic targeting depending on the provider. "Target audiences can be more effectively targeted this way and waste of resources can be avoided," adds Fran-covich.

Location-based advertising is an inevitable part of the mo-dern marketing mix

RETAIL TECHNOLOGY

34 | 35

Data privacy: more trust equals larger campaigns

Despite the continued debate over data privacy, it's especi-ally young customers who readily provide data on their cur-rent location. According to the "Mobile Behaviour Report", approximately 71 percent of respondents are willing to pro-vide access to certain apps about their location. Based on a study by Gettings and Goldmedia, 56 percent of German smartphone users already provide access about their loca-tion to companies several times per month to benefit from location-based services.

"As a general rule, in order to provide access to their loca-tion, users always need to obtain a clear benefit, for instan-ce, receiving information on nearby stores, restaurants and movie theaters as well as a link to coupons or sales," ex-plains Francovich. Transparency is key. "Users need to be educated on the pros and cons to promote the acceptan-ce of customized advertising." Once the worries of users about data protection issues decrease, ranges and subse-quently campaign performance will increase.


Once a customer passes through a geo-fence boundary, he receives a push notification on the smartphone. Prior to all this, customers need to install the app of the retailer or other shopping app provider on their end device. The notification on the display is similar to a text message or WhatsApp message and therefore catches your eye. "Push notifications achieve open rates between 47 and 80 percent, depending on factors like timing, occasion or relevance," explains Francovich. Compared to email com-munication, the rate is considerably higher.

But it's not just smartphone users who are being conside-red as a target audience. "Thinking long-term, this chan-nel is also well suited for smartwatches, connected cars and other linked mobile end devices that enable the ins-tallation of apps. The increasing relevance of the Internet of Things will potentially also open up new applications and unleash potential", predicts Francovich.

Push-to-POS

Geo-fencing has one key advantage for retailers: the local brand is strengthened. After all, the primary goal is a "push-to-POS" or rather communication at the POS.

In collaboration with the location-based services expert Of-ferista, sporting goods retailer SportScheck has also alrea-dy implemented several geo-fencing campaigns designed to increase customer footfall in the stores. The campaigns were carried out via the barcoop app which was developed by Offerista. Radius and ad formats are stored in a self-cre-ated software that also manages the dispatch of push no-tifications. In the case of SportScheck, once the software registered that a customer entered past a predefined fen-ce, it automatically sent a coupon valued at ten Euros. This coupon could then be redeemed via a barcode at the sto-res. Measuring the effectiveness of the campaign can also be done through the system.

Michael Jacobi, Conceptual Design eCommerce and Mobile Apps at SportScheck, explains, "Geo-based push notifica-tions are an attractive way of integrated customer engage-ment through online and offline channels. The goal was to attract more customers into our stores, to create additional touchpoints and obviously to increase sales during the next step."

The conversion rate of customers who proved open to mo-bile marketing was very satisfactory. Jacobi assumes that sales could be further increased with more tests and ca-ses. The next campaign is already waiting in the wings. He points out, "Location-based advertising using geo-fencing campaigns is an inevitable part of the modern marketing mix in the retail sector."

Geo-fencing is thus generally suited for all retailers who want to have more foot traffic in their stores – regardless of the offered products, size of the product selection and store or number of branches.

Die Brücke zwischen digitaler Werbung und dem Off-line-Verhalten ihrer Konsumenten schlagen – das will die standortbezogene Echtzeitkommunikation. iXtenso zeigt exemplarisch das Potenzial von Location Based Services für die digitale Marketingstrategie auf. Lesen Sie die Erfolgsge-schichte hinter der Geo-Fencing-Kampagne des Sportarti-kel-Händlers SportScheck.


Mit Geo-Fencing Kunden an den POS locken


New coupon standard Enabling real-time analysis and online validation

Coupons have been prevalent in retail for quite some time. In 2015, approximately 15 billion of them have been issu-ed in the German market. Until now, they were processed using barcodes with the prefixes 981 and 982 which in turn indicated that this is a coupon and not a sold item. This standard has been applied for all coupons in the industry since 2001. However, this standard is not quite suitable for the online and mobile sectors, where a new couponing standard was being developed. The lack of automation and control of coupons are the biggest obstacles with the current couponing standard: re-demptions cannot be tracked individually or in real-time but only in clusters (flyers etc.). Big data analysis is therefore not possible, especially when it comes to e-mailings. The same is true for the mobile couponing sector. An online validati-on is also difficult since duplications and multiple redemp-tions on internet blogs, for instance, need to be considered. Along with it, there is an increased risk of online fraud in terms of test packages or test samples, the so-called sample couponing. The 981/982 figures can also not be redeemed in online stores which is why couponing presently offers only a few added benefits for omnichannel commerce.

New standard using the GS1 Global Coupon Number

To solve this multitude of issues, the clearing houses acar-do and Valassis have joined forces with GS1 Germany to develop a new couponing standard. "The focal point is the GS1 Global Coupon Number (GCN). This new coupon code can be equipped with an individual serial number and is ba-sed on the GS1 DataBar Expanded Barcode. In doing so, it offers many new concepts both for print coupons as well as digital coupons," says Christoph Thye, Chairman of acardo. The serialization allows for a direct validation at the time of redemption and reduces the risk of fraud - mostly nota-bly when it comes to coupons with high-value or coupons for free samples - which can now be eliminated.

Thye adds, "The introduction of the GCN promptly ex-pands the network of relevant retailers across Germany and offers manufacturers the chance to broaden many marketing concepts with the mobile couponing compo-nent. If the GCN takes root as the new standard, it will also be interesting for smaller retailers to join in and participa-te in the multitude of industry campaigns." So far minor campaigns that food retailers set up on their own did not pay off since the coverage of the various channels and the overlap with their own customers was still small.

Personalized coupons and mobile couponing

So far, many retail print media solutions don't offer a per-sonalized customer approach. "Now mobile couponing and the GCN code give retailers and manufacturers a tool for a personalized customer approach and allow for actual real-time coupon redemption tracking. This way, the over-all customer purchase behavior can be analyzed and utili-zed for an improved customer approach," adds Thye.

The customer typically obtains coupons via the app of a retailer, manufacturer or distributor. Customers can simply activate those coupons they are interested in via the app. The customer shows the provided QR code with several embedded GCNs (in the case of several activated coupons) at the checkout.

One key advantage here is that the coupons can be activa-ted as well as redeemed offline even if the smartphone and POS are offline. Thye is convinced that "The GCN Standard could be the key to a uniform mobile couponing solution since it enables fully digital distribution and redemption directly via the smartphone."

The customer is still able to obtain personalized coupons through the retailer's website (print-at-home). Thanks to se-rialization, purchase behavior can now also be correlated at the recipient level, which was previously only possible with customer loyalty cards. In addition, big data analytics can determine the best coupons for each individual customer and products or the ideal discount specifically adapted to the customer.

What retailers need to do now

In essence, all of today's POS systems in food retailing are able to process coupons with the GCN. Having said that, you need to have the right scanner to read the GS1 Data-Bar barcodes and QR codes. Today, an online connection of POS systems to a central server is also no longer a problem. "During the conceptual design of the system, the clearing houses ensured that POS processes will also continue should the POS go offline. This guarantees that things will continue to proceed uninterruptedly at the checkout. We offer a spe-cification for the changeover of POS systems to GCN, which retailers usually pass on to their POS manufacturer. Several POS manufacturers have already completed the upgrade".

Outlook

Mobile couponing will significantly increase with the intro-duction of the GCN. On the one hand, manufacturers and retailers will conduct more campaigns and take advantage

With the introduction of the GCN mobile couponing will significantly increase.

Coupons sind im Einzelhandel schon längst selbstverständ-lich. Abgewickelt werden sie über Barcodes mit dem Präfix 981 und 982. Dieser Standard ist aber gerade für den Online- und Mobile-Bereich nicht geeignet. Die fehlende Automati-sierung und Kontrolle der Gutscheine sind hier die größten Hürden. Ein neuer Couponing-Standard soll Abhilfe schaffen und insbesondere den Bereich Mobile Couponing vorantrei-ben.


of the new conceptual possibilities the GCN offers with its online redemption solutions. This certainly applies to the big data sector that primarily provides new information to retailers about their customers. On the other hand, mobile coupons will definitely increase on the consumer side due to their simplified use. The first comprehensive retail campa-ign with online validation is scheduled to already take place in early 2017. Until then, the people in charge will work on converting the POS systems, an industry guideline for web-store integration and will focus on reaching more interested retailers.














Outlook



















Outlook







RETAIL TECHNOLOGY

The lack of automation and control of coupons are the biggest obstacles with the current couponing standard: re-demptions cannot be tracked individually or in real-time but only in clusters (flyers etc.). Big data analysis is therefore not possible, especially when it comes to e-mailings. The same is true for the mobile couponing sector. An online validation is also difficult since duplications and multiple redemp-tions on internet blogs, for instance, need to be considered. Along with it, there is an increased risk of online fraud in terms of test packages or test samples, the so-called sample couponing. The 981/982 figures can also not be redeemed in online stores which is why couponing presently offers only a few added benefits for omnichannel commerce.













Outlook



















Outlook



















Outlook







Digital transformation can only be achieved if retailers see it as a mis-sion rather than a chal-lenge. Thanks to conti-nuous improvements in IT processes, the possi-bilities offered by digi-talization will continue to increase. That's why nobody will be able to escape digital transfor-mation because there won't be any areas whe-re it doesn't take place.

The retail sector must view the Internet as a toolbox and use it for its purposes. It won't work without investments in IT. Despite all the tech-nology, competent employees are crucial: that's why employees must be implicitly included in the transformation and not get the sense that they are being replaced by technology.

"How do retailers manage digital

transformation?"

GÜNTER HEPPES, Director of Information Systems at Bartels-Lagness Handels- gesellschaft

CHRISTIAN KRAMER, Consultant Digitization & eBusiness at CIMA Beratung + Manage- ment GmbH

We are already in the midst of a digital revolu-tion. The successful "di-gital" retailer is the one who puts the networked customer at the center of his or her strategy. This retailer organizes and develops the right processes and systems to improve the customer experience.

TUDOR ANDRONIC, Director Global Retail Solutions at Bizerba

Neuer Coupon-Standard ermöglicht Aus- wertung in Echtzeit und Online-Validie-rung

STATEMENTS


RETAIL TECHNOLOGY

The internet contains many instructions on how fingerprints can be easily copied. It is just as easy to outsmart iris scanners. How secure are biomet-ric payment systems really?

Biometric data make every person unique – and this makes them highly secure. But obviously, this requires high-quality products. They feature biodetection technology for examp-le and can generally not be fooled with simple means like a photo. It's also clear that no process can guarantee 100 percent security. However, a 4-digit number that scammers can easily spot when you enter it at an automated teller ma-chine, for instance, is far less safe compared to biometrics. Are manufacturers and service providers actually able to make this type of payment process secure? A security increase by using a PIN number (so-called two-factor authentication) can definitely make sense when protection is meant to be extremely high, for instance in the case of large amounts of money. What's more, manufactu-rers are constantly improving their products. Since innova-tion cycles in the IT sector are very short, great leaps can be made within a few short years, even as it pertains to the safety and security of biometric authentication systems.

How will the use of biometric payment systems develop over the coming years?

We feel confident that authentication via biometric pay-ment systems will continue to expand in the coming years. Many smartphone users already use fingerprints today to unlock their device and experience first-hand, how easy, convenient and secure biometrics are. These positive expe-riences will also promote biometrics as a payment method of the future.

Interview: Melanie Günther, iXtenso

Mobile payment options with smartphones have not comprehensively made their way into brick-and-mortar stores yet, at least not in Germany. On the other hand, interest in biometric payment systems is growing. Today, many users already unlock their smartphones or laptops using their fingerprint.

iXtenso spoke with Marc Fliehe, Divisional Director of Infor-mation Security at Bitkom - Digitalverband Deutschland, on how biometric authentication might change the way we pay in the future.

Mr. Fliehe, what is biometrics and how is it being used in connection with authentication processes?

Biometrics are based on methods that utilize the unique characteristics of a person. The results are converted into a data set and digitally stored. To check an identity, the con-verted biometric data of a person can be compared to exis-ting data sets. The best-known technique is the fingerprint. However, the iris, voice, the face or heartbeat can also be used to identify a person. What's important to know here is: generally, not the image of a fingerprint is being stored, but only the converted biometric data. Are biometric payments the better mobile pay-ment system?

In our opinion, biometric systems will be used for payment authentication in the foreseeable future. That means they can replace a PIN number or signature. Having said that, they would not necessarily replace the payment process per se (credit card payments, mobile payments). What's more, it is also conceivable to use biometric systems without cards or smartphones, though they would be based on other elec-tronic procedures. You can already pay by using your fin-gerprint at the respective app store using the latest iPhone models or modern Android smartphones. The credit card information is stored in this case.

Marc Fliehe, Divisional Director

of Information Security at Bitkom - Digitalverband

Deutschland

Mobiles Bezahlen mit dem Smartphone setzt sich in Deutschland kaum durch. Auf der anderen Seite könnten sich Kunden sehr wohl vorstellen, mittels Fingerabdruck zu bezahlen. Ein Widerspruch in sich? Marc Fliehe, Bitkom - Digitalverband Deutschland, erläutert im Interview, warum biometrische Daten grundsätzlich hochsicher sind und wel-che Rolle Hersteller und Anbieter dabei spielen.


Zahlen per Fingerabdruck: Interesse an biometrischen Bezahlverfahren wächst

Pay by using your fingerprint: growing interest in biometric payment systems

The politically driven revision of electronic payment transactions prompts action in the German payment mar-ket: national payment procedures increasingly compete against international payment services and new, contac-tless payment options. Having said that, the Girocard, di-rect debits, and cash won't become obsolete models anyti-me soon.

International payment systems are one of the major trends in the payment market. Yet the payment preferen-ces and reservations of customers even within Europe are so varied to where retailers quickly reach feasible limits of profitability.

Government regulation aims to encourage com-petition

There are currently two developments that preoccupy the world of payment systems: the commencement of the Eu-

ropean Interchange Regulation (Multilateral Interchange Fee – MIF), also referred to as the "Interbankentgelt" by Germany's 4-party system as well as the end of comprehen-sive merchant fees for Girocard payments by the German Banking Industry Committee (Deutsche Kreditwirtschaft), DK. MIF caps fees at 0.3 percent of sales, which is designed to make payments with debit and credit cards online or in brick-and-mortar stores considerably more attractive for retailers. This is also the objective of the abolition of the standard merchant service fee charged since 1989, which according to plans by the German Federal Cartel Office ("Bundeskartellamt"), is meant to be negotiated between the retail sector and the German Banking Industry Commit-tee in the future. Whether this will actually result in benefits is somewhat doubtful: the German Retail Federation (HDE) criticized that especially small and medium-sized enterpri-ses are often not able to negotiate individual contracts with all payment service providers and are therefore dependent on the so-called negotiating "concentrators".

How we prefer to pay - and what changes are coming in the future

Wie werden wir in Zukunft zahlen? Diese Frage stellen sich viele Endkunden im Hinblick auf den immer weiterwachsen-den Markt der Möglichkeiten. Nationale Zahlungsverfahren konkurrieren verstärkt mit internationalen Bezahldiensten und neuen, kontaktlosen Bezahlverfahren. Was sich durch-setzen wird, weiß Mirko Hüllemann von der Heidelberger Payment GmbH.


Nationale Bezahlverfahren auf dem Prüfstand

National payment procedures put to the test

How we prefer to pay - and what changes are coming in the future

The politically driven revision of electronic payment transactions prompts action in the German payment market: national payment procedures increasingly compete against international pay-ment services and new, contactless payment options. Having said that, the Girocard, direct debits, and cash won't become obsolete models anytime soon.

International payment systems are one of the major trends in the payment market. Yet the payment preferences and reservations of customers even within Europe are so varied to where retailers quickly reach feasible limits of profitability.

Government regulation aims to encourage com-petition

There are currently two developments that preoccupy the world of payment systems: the commencement of the Eu-ropean Interchange Regulation (Multilateral Interchange Fee – MIF), also referred to as the "Interbankentgelt" by Germany's 4-party system as well as the end of comprehen-sive merchant fees for Girocard payments by the German

Banking Industry Committee (Deutsche Kreditwirtschaft, DK). MIF caps fees at 0.3 percent of sales, which is designed to make payments with debit and credit cards online or in brick-and-mortar stores considerably more attractive for retailers. This is also the objective of the abolition of the standard merchant service fee charged since 1989, which according to plans by the German Federal Cartel Office ("Bundeskartellamt"), is meant to be negotiated between the retail sector and the German Banking Industry Commit-tee in the future. Whether this will actually result in benefits is somewhat doubtful: the German Retail Federation (HDE) criticized that especially small and medium-sized enterpri-ses are often not able to negotiate individual contracts with all payment service providers and are therefore dependent on the so-called negotiating "concentrators".

RETAIL TECHNOLOGY


through the national online iDeal payment method for ex-ample. And while Sweden and Denmark are radically digi-tizing their payment transactions, German customers still prefer to pay by invoice. Online retailers need to focus on finding the ideal mix of payment methods for the country they are operating in – or would like to operate in.

However, if a new payment method is able to persuade re-tailers from a cost point of view and if it offers consumers a real additional benefit compared to established methods, it stands the chance to gain a foothold in the market. The one-click payment method, for instance, has large potential: in an online store, customers can complete a purchase inclu-ding payment with just one click. If the available payment methods are secure, the express checkout will definitely become accepted since it optimally meets the customer's desire for convenience.

New prospects with paydirekt

That's why the fundamental question retailers need to ask is: which payment method is the easiest to use? NFC tech-nology, that being contactless payments at the point of sale with your own smartphone, has so far not been utili-zed enough. That's why when it comes to customer reten-tion, more and more service providers emphasize their own smartphone apps that offer more service and additional benefits for consumers. The drawback: paying through apps requires the input of sensitive data and account information that is often resold and can be used by third parties without any regulations.

Unlike PayPal or various app choices, paydirekt enables users to pay via online banking – the payment is then direc-tly processed between the retailer and the customer's bank, while the data is processed in Germany – without detours via any interim accounts or intermediary service providers. The checkout process is simple: payments are triggered by entering your email address and password. Compared to PayPal or various other app choices, information about purchases is not meant to be resold. This may work out for German consumers since data privacy and trust are funda-mental pillars of paying German-style.

Author: Mirko Hüllemann

Since the proposed retailer concentrator model by the Ger-man Banking Industry Committee has so far not yielded the expected improvements in terms and conditions – quite the contrary, the processes became increasingly complex – competition against the Girocard has so far not materiali-zed. Ironically, the electronic direct debit payment method (ELV) is currently enjoying a comeback in Germany thanks to the self-inflicted uncertainties – several retail companies have already changed over to an EC cash/ELV combined system.

Credit cards are gaining ground

The most frequently used payment method on an interna-tional basis is the credit card – though there are also some notable distinctions: while Visa and MasterCard dominate the European market, customers in the U.S. also use Ame-rican Express cards. Things are yet again very different in Asia. One aspect that's noteworthy today: purchasing on credit is becoming more and more attractive, especially for international companies since credit cards are no longer only accepted at gas stations and on the Internet but also increasingly at retail store checkouts.

Innovators have a hard time

Since payment methods are also strongly driven by national preferences, the newfound freedom to use various types of payment methods still does not have the invigorating ef-fects on the payment market in Germany that it could have: there are several cashless payment methods that domina-te the market such as credit cards and PayPal for instan-ce. Aside from the big players and the respective national methods of payment, it is very difficult for providers of new payment systems to gain traction. After all, two things are required for this: on the one hand, retailers need to offer a new payment procedure, while consumers need to use it on the other hand. The rule of thumb, however, is: the simpler and more secure a payment system is to use, the greater its market power becomes – notwithstanding data privacy concerns.

Benefits thanks to a mix of payment methods

There is no one right mix of payment methods. The prefe-rences of customers in the individual countries are simply too varied. Online shoppers in France almost exclusively pay with debit and credit cards. In the Netherlands, approxima-tely 80 percent of transactions in e-commerce are processed

through the national online iDeal payment method for ex-ample. And while Sweden and Denmark are radically digi-tizing their payment transactions, German customers still prefer to pay by invoice. Online retailers need to focus on finding the ideal mix of payment methods for the country they are operating in – or would like to operate in.












There is no one right mix of payment methods. The prefe-rences of customers in the individual countries are simply too varied. Online shoppers in France almost exclusively pay with debit and credit cards. In the Netherlands, approxima-tely 80 percent of transactions in e-commerce are processed through the national online iDeal payment method for ex-ample. And while Sweden and Denmark are radically digi-tizing their payment transactions, German customers still prefer to pay by invoice. Online retailers need to focus on finding the ideal mix of payment methods for the country they are operating in – or would like to operate in.












There is no one right mix of payment methods. The prefe-rences of customers in the individual countries are simply too varied. Online shoppers in France almost exclusively pay with debit and credit cards. In the Netherlands, approxima-tely 80 percent of transactions in e-commerce are processed

Author: Mirko Hüllemann,CEO at Heidelberger Payment GmbH

POP MarketingPOP Marketing

Visual Marketing: macro trends for 2017 42

adidas in London: a flagship store in the digital age 44

Retail window dressing does not need to be expensive 46

Retail industry: act sustainably and talk about it! 48

Trade show appearance: Social media is important,

face-to-face interaction is even more essential 50

In-store digital signage: How content fills the screens 52



Visual Marketing: Macro Trends for 2017

make people the center of the story (for example, celebri-ties, well-known comic strip characters, artists, scenes from a popular TV series). Caption: This is an experience-oriented design. Engelhorn stages a Christmas setting with an emotional story to put spectators in a sentimental mood.

Macro trends in visual marketing in 2017

Retailers should know about the relevant macro trends because they are enduring and have a lasting impact on vi-sual marketing. For the upcoming Spring/Summer 2017 sea-son, visual marketing will need to address four strong trend topics.

1. Refueling

We have to look at life from a different perspective. We look for sanctuaries to meditate and activate our creativity. The presentations should echo this – especially in the different sales areas. The elements, nature, the ocean or the sky are sources of inspiration in this case. The design reflects emo-tional authenticity.

2. Luxury with new value perception

New cosmopolitan status identities are developing. We draw inspiration from all over the world. We take away the most beautiful aspects of our travels. We buy worthwhile items: traditional and craft manufactured items. The luxury markets are changing. Luxury is being redefined. Translated into visual marketing, this means we take advan-tage of new opportunities to creatively showcase luxury. Mi-xing cultural luxury and expertly positioning it; here we are utilizing the creative elements we find on travels that can be traditionally implemented. Presentations in brick-and-mort-ar retail can no longer be classified according to exact the-mes but rather in cosmopolitan, accessible cultural spaces.

3. The retail sector goes green

Visual merchandising will combine rural with urban ele-ments and play with lots of green hues and urban shades of gray. Nature's beauty will be reflected in the presentations

Brick-and-mortar retailers have a powerful tool to battle today's increasing competition: the sales floor. It offers big opportunities to pique the curiosity of consumers and gets them excited right at the point of sale system and encoura-ges them to buy. Having said that, the store needs to be designed in an emotio-nal, attractive and - most of all- innovative way.

The decoration fits to the clothes.

and designs of retail. We are living a more urban life and need to make our designs more appealing. People want to escape the gray cities, fashion turns into work clothes; crea-tive retailers will respond to this and adapt their sales rooms accordingly.

4. Travel to undiscovered worlds of inspiration

After a long period featuring no-nonsense concepts in retail, consumers hunger again for something new and opulent. We need modern and creative eye-catchers in sales rooms and store window designs for this. Imaginary behemoths are featured as eye-catchers. Fish in rainbow colors, birds of paradise and asymmetrical shapes are being used. LED ligh-ting installations will increasingly impact the retail sector. Caption/Link: Read the trend lecture by Clarin at http://www.vmm.eu/trends

An outlook

The customer's need for emotional designs is still high and will increase even further. Much of what is still experimental today will be up-to-date tomorrow. It's already obvious that cosmopolitan cities like New York, Tokyo, Shanghai, Paris, London or Berlin will become metropoles of visual marke-ting. Yet smaller cities will also need to rise to the creative challenge of visual marketing. Anyone who thinks they can do without unique presentations in rural areas or smaller ci-ties has not considered the needs of consumers. Nowadays, they are at home in the world and get inspired by their visual impressions. Retailers should absolutely pay tribute to this with their individual design concepts.

Author: Klaus Lach, CEO Vice-President of the VMM - Euro-pean Visual Marketing Merchandising Association

Nicht nur Bücher müssen Geschichten erzählen, sondern auch Einzelhändler mit ihren Produkten. Denn das weckt das Interesse der Käufer. Storytelling wird zu einem immer beliebteren Markeninstrument. Klaus Lach zeigt daher die vier stärksten Makro-Trends für das Visuelle Marketing im Jahr 2017 auf.


Visuelles Marketing: Makro-Trends für das Jahr 2017

Every retailer is able to design and implement his own per-formance this way. This doesn't require a sprawling budget, but just a few good ideas and the knowledge of how to do things. The following points illustrate what is really import-ant when it comes to emotional, dramatic product staging.

Storytelling

The big task of store window design is to stage products in a way that allows them to tell stories (storytelling). Customers devote their full attention and concentration to these types of designs. That is why it is only logical and makes sense that this trend moves towards sophisticated presentations that engage customers on an emotional level. Retailers are therefore challenged to create dramatic scripts for visual marketing and actively include passing customers in the presentation. The design always needs to create a link to the current marketing campaign. Print and online adver-tising, store window displays and visual merchandising need to be perfectly coordinated and harmoniously intertwined.

The stories start on the outside with the store window de-sign and continue inside on the sales floor. In doing so, they significantly increase the recognition factor with consumers.

Geared towards experience, themes, and cha-racter

Viewers pay very close attention to the stories, especially if they are geared towards creating an experience. The fusion of merchandising and art is very attractive to customers. They are transported into a sentimental mood and consider it an added benefit. It is crucial that the stories also have a direct reference to the displayed products. There are no limits to the themes of the stories. For examp-le, themes might include fairy tales, legends, and anecdotes but also experiences taken from life, politics, our environ-ment, art or social areas. You can convey life experiences, showcase knowledge or illustrate problem solutions. In ad-dition, you can focus on traditions, values, and corporate culture. Last but not least, this setting is perfectly suited to

Klaus Lach, CEO Vice-President of the VMM - European Visual Marke-ting Merchandising Association

Clothes were decorated with instagram comments.

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1. Refueling











An outlook







Storytelling












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adidas in London: A flagship store in the digital age

Selected items are showcased in an abundance of space. The branding of the label is reflected in every corner. A flagship store like no other. The digital applications show what the future may bring. Back when Umdasch Shopfitting introduced a transparent shelf at EuroCIS two years ago, this type of fixture still see-med quite futuristic. But no more: the adidas store in Lon-don relies on a similar type of visual merchandising. One of the cases displays a shoe with a transparent display in front that shows a film featuring the product in action. Additional headsets for customers enable a multimedia ex-perience and ensure that other shoppers are not disturbed

by the sound of the video. More shoes in two glass cases are highlighted above and below the display, while a speci-ally directed light accents the products. Next to the shelf is a touchscreen on a waist-high column where customers can give direct feedback. These types of digital applications are not expensive and enjoy increasing popularity in stores and supermarkets. Retailers are able to address the requests of their customer a lot faster and with limited technical effort and don't have to tediously get their feedback in written form or other ways. The playfulness of customers plays a major role in all this – the target audi-ence of a modern company like the sports brand adidas is

able to interact with this type of technology without any reservations. What's more, this type of feedback request makes customers feel like they are being included and ta-ken seriously.

Trend: Industrial chic

The store features a minimalist urban style design. Follo-wing the current "industrial chic" trend, twisted steel wires in white varnish protrude from a concrete wall and serve as showcases for individual shoes. Next to this is a corner wall decorated with numerous stickers and newspaper clippings with keywords about adidas and London.

Perhaps the most impressive eye-catcher is a hanging display made from five octagonal frames, each of which presenting a white shoe centered in the middle. Since the frames are arranged in descending order, the installation appears like a giant zoom. To the left of this installation is a wall with a picture of a typical steep escalator of the Lon-don Underground transit system which adds further depth to the space. In the middle of the room are steps, each one again showcasing a single shoe. The tube image is repeated again. This emphasizes the connection to the product line named "Tubular".

No stress here – lingering is welcome

Under the large photo wall are two sitting areas covered with black leather on dark furniture in wood design that transition seamlessly towards the floor. Right next to this lounge are magazines for browsing.

This area clearly illustrates: customers are invited to hang out here and take in the design impressions. The main goal is not to quickly sell as many products as possible but rather to focus on customer loyalty to the brand, the products, and the experience thanks to the digital elements. The friendly staff does not rush and lets customers explore the space at their leisure. The effect is an interactive showroom. The way design and digital elements are interlinked in this sto-re make it easy to imagine that more and more stores will follow this trend and move in this direction in the future to create an impressive and memorable shopping experience for customers.


The shoe is the star. The hip sneakers in London's adidas store are downright being celebrated

POP MARKETING

Hier ist der Schuh der Star – Im Londoner adidas Store wer-den die hippen Treter regelrecht zelebriert. Ein Flagshipsto-re wie er im Buche steht. Und die digitalen Anwendungen zeigen, was sich in Zukunft noch so tun kann.


adidas in London: Ein Flagshipstore im digitalen Zeitalter

POP MARKETING


adidas in London: A flagship store in the digital age

Selected items are showcased in an abundance of space. The branding of the label is reflected in every corner. A flagship store like no other. The digital applications show what the future may bring. Back when Umdasch Shopfitting introduced a transparent shelf at EuroCIS two years ago, this type of fixture still see-med quite futuristic. But no more: the adidas store in Lon-don relies on a similar type of visual merchandising. One of the cases displays a shoe with a transparent display in front that shows a film featuring the product in action. Additional headsets for customers enable a multimedia ex-perience and ensure that other shoppers are not disturbed

by the sound of the video. More shoes in two glass cases are highlighted above and below the display, while a speci-ally directed light accents the products. Next to the shelf is a touchscreen on a waist-high column where customers can give direct feedback. These types of digital applications are not expensive and enjoy increasing popularity in stores and supermarkets. Retailers are able to address the requests of their customer a lot faster and with limited technical effort and don't have to tediously get their feedback in written form or other ways. The playfulness of customers plays a major role in all this – the target audi-ence of a modern company like the sports brand adidas is

able to interact with this type of technology without any reservations. What's more, this type of feedback request makes customers feel like they are being included and ta-ken seriously.

Trend: Industrial chic

The store features a minimalist urban style design. Follo-wing the current "industrial chic" trend, twisted steel wires in white varnish protrude from a concrete wall and serve as showcases for individual shoes. Next to this is a corner wall decorated with numerous stickers and newspaper clippings with keywords about adidas and London.

Perhaps the most impressive eye-catcher is a hanging display made from five octagonal frames, each of which presenting a white shoe centered in the middle. Since the frames are arranged in descending order, the installation appears like a giant zoom. To the left of this installation is a wall with a picture of a typical steep escalator of the Lon-don Underground transit system which adds further depth to the space. In the middle of the room are steps, each one again showcasing a single shoe. The tube image is repeated again. This emphasizes the connection to the product line named "Tubular".

No stress here – lingering is welcome

Under the large photo wall are two sitting areas covered with black leather on dark furniture in wood design that transition seamlessly towards the floor. Right next to this lounge are magazines for browsing.

This area clearly illustrates: customers are invited to hang out here and take in the design impressions. The main goal is not to quickly sell as many products as possible but rather to focus on customer loyalty to the brand, the products, and the experience thanks to the digital elements. The friendly staff does not rush and lets customers explore the space at their leisure. The effect is an interactive showroom. The way design and digital elements are interlinked in this sto-re make it easy to imagine that more and more stores will follow this trend and move in this direction in the future to create an impressive and memorable shopping experience for customers.


The shoe is the star. The hip sneakers in London's adidas store are downright being celebrated

POP MARKETING

Hier ist der Schuh der Star – Im Londoner adidas Store wer-den die hippen Treter regelrecht zelebriert. Ein Flagshipsto-re wie er im Buche steht. Und die digitalen Anwendungen zeigen, was sich in Zukunft noch so tun kann.


adidas in London: Ein Flagshipstore im digitalen Zeitalter

Retail window dressing does not need to be expensive

Ms. Wahl, you conduct visual merchandising work-shops and train visual merchandisers. From your perspective, what's the most important objective a store window needs to achieve?

A store window should entice pedestrians to stop and look. They say, if someone stops longer than nine seconds, there is an 80 percent chance, he will also enter the store.

How does the store window accomplish that?

By piquing someone's curiosity. "Storytelling" means to tell a product's story, to play with it and think of what fits with it. A great example of this is the "We Built This City" store window in London you showed me. I instantly want to lea-ve my house and go there. You see pigeons and bricks and think, "Wait. What is this actually about?". I also get to sneak a peek into the store and think, "This is so creative, I want to go inside". What I find especially appealing is the simplicity and simultaneous allure.

How do you calculate the costs to redesign a window display?

Retail window design does not need to be expensive. It all depends on the scope and the materials. Do I only need small odds and ends or do I need to see a wholesaler and buy cer-tain decorations? It's all about the idea. You should expect to spend between 200 and 300 Euros for materials and 300 to 400 Euros for the decorator. If retailers want to design their own window displays, they need to allow for more time. In the case of "We Built This City", the bricks need to be bought and stacked. This would definitely take one working day. So you need to determine whether you take on the work your-self or hire a professional to do it.

What are some problems retailers fear of encoun-tering in visual merchandising?

In my experience, that depends on the industry sector. Book-sellers for instance often have a difficult time. I guess they don't think people need inspiration. And yet pedestrians that originally had no intention of coming into the store, can ab-solutely be enticed to buy. Bookstores would actually have an easy time to find themes. Every book already provides the story.

Can you share some anecdotes on successful merchandise displays?

I was very amused by a retailer who placed a chocolate San-ta Claus in his store window in August with the caption, "I'm first!". That's exactly how an eye-catcher works. And that's also how I communicate with my customers. Or here is ano-ther example from an edeka store in the evening at a quar-ter to eight. Only one basket of strawberries was left in the entrance area by the produce section. One associate gave some thought to it and sprayed a heart made of whipping cream around the basket. Isn't that lovely? And it says so much: the care in handling the products also reflects the sto-

An interview with Karin Wahl, expert in retail product presentation on bricks and whipped cream hearts

Karin Wahl; expert in retail product presentation

re's high level of care in handling customers. If I see things like that, I will always choose to come back to this store in the future.

What role does light play in retail window dressing in your opinion?

Light is a core element in retail window dressing. Retail's one natural enemy – especially during the summer months - is the sun. Then there is not enough light in the window. You need to illuminate the window even more. Per running meter, I believe you need one wide flood light that provides general background illumination and two to three spotlights that ac-centuate the highlights. There should also be track lighting on the ceiling to be able to spotlight different products. Just don't go to a home improvement store and purchase a lamp for ten Euros! You should invest more money than that. It's better to ask a lighting engineer about the different options that are available.

What are some other ways to call attention to merchandise?

The distance effect of items that hang from the ceiling is much greater. If everything is on the floor, my back hurts from looking at it all. You can also see this in "We Built This City" and your example of the lilies of the valley. However, before they install ceilings, architects often don't get in touch with us. They install beautiful smooth ceilings where nothing can be hung up. In this case, you might be able to work with magnets or mount curtain rails to be able to put up signs.

How much of the store should be visible through the window?

There are three options: department stores often prefer the closed option where you cannot see the store through the rear wall. Obviously, this gives designers many great options. Then there are open display windows with a view into the store. This lets the customer see how big the store is, what's available, how many people are in it and what the ambiance is like. It also allows customers to overcome any inhibitions. The drawback is that the products in the display window are being ignored because you can see so much of the back area. My recommendation is, therefore, to create a kind of partial rear wall, for instance, by draping a piece of fabric behind the major products to draw the attention to them.

Last but not least, how do I know if my display window actually works?

By taking time to sit on the other side and observe the peop-le that walk by my store. Where do walk-in customers come from? Where do they stop and look? Do they actually stop and look? Afterward, I can arrange and present my merchan-dise accordingly. I can approach the store from afar and im-merse myself in it. Or I can ask someone to honestly observe and take notes on how the store affects him. An objective opinion is worth a lot.


She is bubbling over with creativity: Karin Wahl, a professional visual designer of store windows and sales floors. She seems to find a story for every product to stage it and catch the interest of pedestrians passing by a store. That's why this interview is also quite intriguing …

Wer ein Schaufenster gestalten will, muss nicht tief in die Tasche greifen. Viel wichtiger ist es, mit der Ware eine Ge-schichte zu erzählen. Ein Interview mit Karin Wahl, Expertin für Warenpräsentation über Backsteine, Sahneherzen und die Liebe zu Produkten.


Schaufenster gestalten: Auf die Idee kommt es an

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Online Journal for Retail48 | 4948 | 49

Hall 16/B24

COMMERCIAL REFRIGERATION SOLUTIONS

5 - 9 March 2017, Düsseldorf

Retail industry: act sustainably and talk about it!

"Retail businesses often consider sustainability important, but it is rarely implemented across all levels," says Micha-el Lierow, Partner & Sustainability Expert at the manage-ment consulting firm Oliver Wyman. Meanwhile, it is a pro-ven fact that a far-sighted approach to products and value chains can increase revenues and drastically reduce costs – especially in the areas of energy and logistics.

"Examples like Coop in Switzerland and Marks & Spencer in the UK show that millions and billions of sales and savings can be achieved with long-term and rigorously implemen-ted process management," explains Lierow and emphasi-zes, "Sustainability and profitability are not mutually exclu-sive, they complement each other: sustainability enables you to reach more customers, generate more revenue and increase profits."

The prerequisite for this is that companies are also transpa-rent in communicating their efforts. Since 2008, Dr. Meike Gebhard has been the CEO of Utopia, an Internet platform for sustainable consumption that assists companies with their sustainability communication. She also mentions Coop as an exemplary company because it consistently communicates about sustainability. Customers automati-cally associate the name Coop with sustainability.

"Sustainability and profitability are not mutually exclusive, they complement each other."Major retail chains like Coop and Marks & Spencer are role models in many ways when it comes to sustainable retail. They heap awards and accolades for their responsible projects and approaches. Other retailers should also acknowledge this positive effect on consumer perceptions and recognize the benefits of sustainable projects.

Welchen Nutzen es für Einzelhändler hat, "grün" zu handeln, zeigen große Ketten wie Coop und Marks & Spencer. Die Auszeichnungen häufen sich für ihre verant-wortungsvollen Projekte und Herangehensweisen. Die Vo-raussetzung dafür: eine gute Kommunikation.


Handel nachhaltig und sprich darüber!

Making sustainability visible

Gebhard emphasizes that in communication, a consistent sustainability strategy that customers can understand is vital. "A commitment to sustainable products is great but also exacting. You need lighthouse projects and changes in the store that are visible because changes cost money and time and should obviously also pay off". She mentions H&M as an example. "The store marks organic cotton pro-ducts at the POS for example with a special green hue on the wall or on signs".

This visibility is important to increase the consumer's wil-lingness to pay. Gebhard explains, "The willingness increa-ses if customers want to treat themselves to something good. The biggest challenge then is reaching the masses.

Retailers should use all the channels they already use for this – social media, popular marketing channels such as ad inserts and traditional media".

Small companies can also go green

The fact that Coop and H&M are able to communicate their sustainability efforts to consumers so well is certainly a result of their available resources. Companies like these frequently also have sustainability officers. But what about small and medium-sized enterprises?

Memo AG, the online mail order business for everyday pro-ducts, and its 130 employees take sustainability in all areas very seriously. Not only are the company's products sustain-able, it also emphasizes a long-term, responsible approach in other areas – and has done so for the past 25 years. The company makes sure products put as little strain as possib-le on people, the environment and the climate during the manufacturing process, use and disposal. The sustainability officer is in charge of corporate social responsibility.

"It's obviously easier for large companies to advertise their involvement with big green marketing campaigns. Howe-ver, sustainability permeates our entire company and is not just an isolated effort. Needless to say, we don't attract as much attention as a small company. That's why it is all the more important for us to communicate our philosophy – for instance through press releases, marketing, and inserts in other publications. We publish a sustainability report every two years. What's more, one of my colleagues has been in charge of just the social media sector of our company for the past year," says Claudia Silber, Head of Corporate Com-munications at Memo AG. The result: "Lively communica-tion with customers. Our customers are interested and re-cognize the added benefits of a sustainable strategy. Right now, a lot is happening in consumer perceptions," she says.

Dr. Meike Gebhard agrees, "Sustainability has experien-ced an enormous boost over the past two to three years". That's why it is increasingly important for companies to plan and implement first measures. "Even small efforts are being rewarded," she says and adds, "Everyone chooses to do something they can achieve. Compromises are part of the game. After all, I also take the car to travel long distan-ces and not my bike. And companies are who they are. The point is to go on a journey and consider the next steps".

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She adds that developments in major supermarket retail chains reveal that it isn't always easy to find the right path from the start to show consumers what actions a company is taking. "Rewe has adopted a very complex sustainability concept for quite some time, but initially had trouble communicating this fact. Meanwhile, Edeka at first only commu-nicated its partnership with WWF via spots, but proved ulti-mately right on par with its impact on the end consumer".

48 | 49

Hall 16/B24



Retail industry: act sustainably and talk about it!

"Retail businesses often consider sustainability important, but it is rarely implemented across all levels," says Micha-el Lierow, Partner & Sustainability Expert at the manage-ment consulting firm Oliver Wyman. Meanwhile, it is a pro-ven fact that a far-sighted approach to products and value chains can increase revenues and drastically reduce costs – especially in the areas of energy and logistics.

"Examples like Coop in Switzerland and Marks & Spencer in the UK show that millions and billions of sales and savings can be achieved with long-term and rigorously implemen-ted process management," explains Lierow and emphasi-zes, "Sustainability and profitability are not mutually exclu-sive, they complement each other: sustainability enables you to reach more customers, generate more revenue and increase profits."

The prerequisite for this is that companies are also transpa-rent in communicating their efforts. Since 2008, Dr. Meike Gebhard has been the CEO of Utopia, an Internet platform for sustainable consumption that assists companies with their sustainability communication. She also mentions Coop as an exemplary company because it consistently communicates about sustainability. Customers automati-cally associate the name Coop with sustainability.

"Sustainability and profitability are not mutually exclusive, they complement each other."Major retail chains like Coop and Marks & Spencer are role models in many ways when it comes to sustainable retail. They heap awards and accolades for their responsible projects and approaches. Other retailers should also acknowledge this positive effect on consumer perceptions and recognize the benefits of sustainable projects.

Welchen Nutzen es für Einzelhändler hat, "grün" zu handeln, zeigen große Ketten wie Coop und Marks & Spencer. Die Auszeichnungen häufen sich für ihre verant-wortungsvollen Projekte und Herangehensweisen. Die Vo-raussetzung dafür: eine gute Kommunikation.


Handel nachhaltig und sprich darüber!

Making sustainability visible

Gebhard emphasizes that in communication, a consistent sustainability strategy that customers can understand is vital. "A commitment to sustainable products is great but also exacting. You need lighthouse projects and changes in the store that are visible because changes cost money and time and should obviously also pay off". She mentions H&M as an example. "The store marks organic cotton pro-ducts at the POS for example with a special green hue on the wall or on signs".

This visibility is important to increase the consumer's wil-lingness to pay. Gebhard explains, "The willingness increa-ses if customers want to treat themselves to something good. The biggest challenge then is reaching the masses.

Retailers should use all the channels they already use for this – social media, popular marketing channels such as ad inserts and traditional media".

Small companies can also go green

The fact that Coop and H&M are able to communicate their sustainability efforts to consumers so well is certainly a result of their available resources. Companies like these frequently also have sustainability officers. But what about small and medium-sized enterprises?

Memo AG, the online mail order business for everyday pro-ducts, and its 130 employees take sustainability in all areas very seriously. Not only are the company's products sustain-able, it also emphasizes a long-term, responsible approach in other areas – and has done so for the past 25 years. The company makes sure products put as little strain as possib-le on people, the environment and the climate during the manufacturing process, use and disposal. The sustainability officer is in charge of corporate social responsibility.

"It's obviously easier for large companies to advertise their involvement with big green marketing campaigns. Howe-ver, sustainability permeates our entire company and is not just an isolated effort. Needless to say, we don't attract as much attention as a small company. That's why it is all the more important for us to communicate our philosophy – for instance through press releases, marketing, and inserts in other publications. We publish a sustainability report every two years. What's more, one of my colleagues has been in charge of just the social media sector of our company for the past year," says Claudia Silber, Head of Corporate Com-munications at Memo AG. The result: "Lively communica-tion with customers. Our customers are interested and re-cognize the added benefits of a sustainable strategy. Right now, a lot is happening in consumer perceptions," she says.

Dr. Meike Gebhard agrees, "Sustainability has experien-ced an enormous boost over the past two to three years". That's why it is increasingly important for companies to plan and implement first measures. "Even small efforts are being rewarded," she says and adds, "Everyone chooses to do something they can achieve. Compromises are part of the game. After all, I also take the car to travel long distan-ces and not my bike. And companies are who they are. The point is to go on a journey and consider the next steps".

Hall 16/B24





Trade show appearance: Social media is important, face- to-face interaction is even more essential

FAMAB has created a very thoughtful yet remarkable booth for 2017. The design is strongly influenced by our logo and slogan. The booth will have a lounge-like ambiance. Our ap-pearance intends to encourage visitors to linger and engage in conversation. Face-to-face interaction is the most import-ant aspect of live communication. We are also going to offer trade show tours this year. We are planning a tour through Halls 4 and 5. We want to show newcomers and interested visitors exceptional trade show appearances and booths of the EuroShop along with a short company presentation. We will also host a seminar with a cooperation partner. It will illustrate what works at trade fairs and why.

You are not utilizing these aspects this year, but what role do technology and digitization play in booth construction for exhibitors?

They are major trends. Well-equipped booths have a great appeal. Appearances that allow visitors to participate inter-actively are especially well received and popular. At one tra-de fair, for example, I encountered a company that makes window profiles. This is a highly unemotional product. Ho-wever, screens showed additional information visitors could also receive via e-mail.

Right now, augmented and virtual reality is also very much on trend. Special glasses let you immerse into different wor-lds. I am still unsure whether this is actually the right way to go. After all, you become extremely isolated from the outsi-de world with these glasses. Meanwhile, the focus should be on face-to-face interaction at trade fairs. What's more, spe-cial live tracking tools allow exhibitors to understand what visitors were especially attracted to and what they focused on and for how long. The analysis can assist with planning the next trade show.

What are the topics of the Expo + Event Forum?

Sustainability will be one of the showcased topics. Awards will also play a major role since we annually bestow the FA-MAB AWARD and honor the best projects in Europe. Ano-ther topic is the future of exhibition area where we present future developments in exhibition stand construction and design. The Expo in Kazakhstan will also be featured in a presentation. Last but not least, there will also be presenta-tions on corporate social responsibility.

What are this year's highlights at the trade fair ac-cording to industry experts?

This time around, we feature more exhibitors in our field. This includes the largest and most modern exhibition stand construction companies in the world. One highlight is sim-ply the fact that EuroShop provides a marketplace. Here you are able to learn from the pros and see state-of-the-art solutions and how your own company can implement them. That is my most important reason to visit EuroShop 2017.

Author: Lorraine Dindas, iXtenso

Interview with Jan Kalbfleisch, Ma-naging Director FAMAB Association for Direct Business CommunicationAt the EuroShop 2017, nothing is more im-portant than having a great trade show boo-th. Technology and digitization are not just great toys, they are also amazing gadgets to showcase your brand. Virtual reality and in-teractive designs are major trends.

Jan Kalbfleisch, Geschäftsführer FAMAB Kommunikations-verband erklärt, worauf es bei der Kommunikation eines Unternehmens nach außen ankommt. Virtual Reality und interaktive Gestaltungen sind wichtige Trends.


Messeauftritt: Social Media ist wichtig, der persönliche Austausch noch wichti-ger

We asked Jan Kalbfleisch, Managing Director of the interdis-ciplinary association FAMAB, how companies can present themselves. Among many others, FAMAB supports trade fair architects, exhibition stand construction companies, marke-ting agencies and event catering services in their work.

Mr. Kalbfleisch, external communication is espe-cially important for businesses. What does effec-tive self-presentation look like?

I believe it is very important for the trade fair and event to be part of a company's overall communication. A few years ago, this was not the case. Trade show appearances were big, flashy and pretentious. They had little to do with how companies present themselves in everyday life. Yet you need to create a consistent image and not an exceptional, disconnected communication opportunity that does not re-flect the work of the company.

We notice that companies that choose and perfectly com-bine the right communication strategies are especially suc-cessful. External transparency is essential, especially prior to the trade show and mainly via professional social media channels.

You are also going to be an exhibitor at this ye-ar's EuroShop. What can visitors expect at your booth?




















POP MARKETING

Jan Kalbfleisch, Managing Director

FAMAB e.V.




















Whether it's online or offline or by using virtual or augmented reality: "mixed worlds" already turn shopping into a beneficial multimedia-based experience today. The increasing popularity of cardboards and the even greater diversity of

providers will soon also cause a decrease in price. This allows us to look at our dream car in our own garage at home or virtu-ally test different wheel rims and colors at the car dealership. Virtual reality offers new hardware that fundamentally changes the customer journey as we know it.

By using the technology of tomorrow at the POS – such as virtual reality for instance – vendors can enhance their brand image, create a shop-ping experience and stand out from the com-petition.

"How does VR change our buying behavior?"

HANS J. EVEN, CEO of TWT Interactive GmbH

ANDREAS LIGENDZA, Creative Director at Stein

Virtual Reality will grow pretty fast in the next five years. Perhaps our customers will create their kitchen at home and then come to the store. They will come out and ask for more.

INGRID FRANOV, Corporate Communications Mana-ger at Ikea Communications AB

STATEMENTS

According to our study, 52 percent of German consumers are interested in virtual reality shop-ping. Approximately one- third of the German res-pondents would even go on a shopping stroll with VR glasses.

DIANA LIVADIC, Manager Ipsos Connect


Braunschweig. The feedback from customers and especi-ally employees has been positive. "The sales assistants see the benefit now that there is no longer the same poster hanging in the store for half a year for example, but the content is always changing, " says Hausauer. The benefit, especially in the shop windows, is that the decoration can be utilized along with the images on the screens. Especial-ly in fashion, it is important to be able to quickly respond to trends with visual merchandising.

Digital signage XXL – Menswear store Hirmer in Munich

Naturally, there is also content for digital signage solutions that is in a class on its own. Everything is a little grander at the menswear store Hirmer in Munich for example: in perfect synergy with the elegant historic staircase, two gi-ant video walls in the stairwell offer an impressive sight. 45 monitor screens span over five stories and show clips of the latest fashion trends and sequential art on the one hand plus video recordings that were specially filmed by an agency for moving images to fit the 52 feet (16 meters) high vertical screen format that features aerial images of Munich for example.

In-store ddigital signage: dHow content fills the screens

Nothing is worse than a screen in the shop window or in the store that either displays nothing or irrelevant content. "Many retailers still shy away from using digital signage solutions because they assume it is very complicated to provide and manage content," explains Sabine Hausauer of the Bütema AG. She adds that this is relatively easy to do with the right content management system.

Images can be uploaded by the retailer himself. Using a timeline, he can create special themed playlists and spe-cify when and how long the images are meant to be dis-played. This lets retailers manage what is shown during opening hours and when the store is closed for example.

Via software, content can also be directly linked to the inventory management system, where the stored pro-duct images can be separated by product categories and displayed on the digital signage monitors – of course only those images of products that are actually in stock. "This alone creates a dynamic impression. Retailers are able to respond to current trends or even the weather in a very fle-xible manner," adds Hausauer. This also virtually expands the sales floor, since retailers are able to offer products that are not available in the store but are available for delivery.

Hausauer adds that it is not very difficult to obtain adequa-te content to fill the screens for the fashion sector. "Every brand has an image pool available for use – material of ad campaigns, photo shoots or the like for example," she ex-plains. Content can be managed from one central point for several branches. Even if it is very easy to use the system, users still need to take the time to select and upload cont-ent.

For the past year, medium-sized orthopedic shoemaker "Bär Schuhe" has been using Bütema software for vari-ous types and sizes of monitors in nine of its stores. The digital signage solutions were recently also installed in

Retailers can manage content with the right software

Digital signage solutions are becoming increasingly popular in stores because their content informs and entertains customers and supports them in their purchase. As an eye-catcher, digital signage offers endless possibilities – but only if the content is carefully selected. Re-tailers are still intimidated by this aspect – though there are various content management solutions that support them in this process.

POP MARKETING

54 | 57

Braunschweig. The feedback from customers and especi-ally employees has been positive. "The sales assistants see the benefit now that there is no longer the same poster hanging in the store for half a year for example, but the content is always changing, " says Hausauer. The benefit, especially in the shop windows, is that the decoration can be utilized along with the images on the screens. Especial-ly in fashion, it is important to be able to quickly respond to trends with visual merchandising.

Digital signage XXL – Menswear store Hirmer in Munich

Naturally, there is also content for digital signage solutions that is in a class on its own. Everything is a little grander at the menswear store Hirmer in Munich for example: in perfect synergy with the elegant historic staircase, two gi-ant video walls in the stairwell offer an impressive sight. 45 monitor screens span over five stories and show clips of the latest fashion trends and sequential art on the one hand plus video recordings that were specially filmed by an agency for moving images to fit the 52 feet (16 meters) high vertical screen format that features aerial images of Munich for example.

In-store ddigital signage: dHow content fills the screens

Nothing is worse than a screen in the shop window or in the store that either displays nothing or irrelevant content. "Many retailers still shy away from using digital signage solutions because they assume it is very complicated to provide and manage content," explains Sabine Hausauer of the Bütema AG. She adds that this is relatively easy to do with the right content management system.

Images can be uploaded by the retailer himself. Using a timeline, he can create special themed playlists and spe-cify when and how long the images are meant to be dis-played. This lets retailers manage what is shown during opening hours and when the store is closed for example.

Via software, content can also be directly linked to the inventory management system, where the stored pro-duct images can be separated by product categories and displayed on the digital signage monitors – of course only those images of products that are actually in stock. "This alone creates a dynamic impression. Retailers are able to respond to current trends or even the weather in a very fle-xible manner," adds Hausauer. This also virtually expands the sales floor, since retailers are able to offer products that are not available in the store but are available for delivery.

Hausauer adds that it is not very difficult to obtain adequa-te content to fill the screens for the fashion sector. "Every brand has an image pool available for use – material of ad campaigns, photo shoots or the like for example," she ex-plains. Content can be managed from one central point for several branches. Even if it is very easy to use the system, users still need to take the time to select and upload cont-ent.

For the past year, medium-sized orthopedic shoemaker "Bär Schuhe" has been using Bütema software for vari-ous types and sizes of monitors in nine of its stores. The digital signage solutions were recently also installed in

Retailers can manage content with the right software

Digital signage solutions are becoming increasingly popular in stores because their content informs and entertains customers and supports them in their purchase. As an eye-catcher, digital signage offers endless possibilities – but only if the content is carefully selected. Re-tailers are still intimidated by this aspect – though there are various content management solutions that support them in this process.


Software (in this case by "sedna presenter") also gives marketing associates at Hirmer the option to directly ma-nage content. The 45 segments (each monitor is individu-ally controlled by an output device with images in Full HD resolution) are also displayed as 45 segments and mana-ged via drag and drop.

Needless to say, not every retailer has the resources to afford these types of expensive and sophisticated images for his store. Having said that, these digital elements are definitely a customer magnet. And especially if they can also be used interactively. After all, these modern shop elements also increasingly serve to connect the multiple sales channels of retailers. Customers at the brick-and-mortar store are also able to access products offered at the online store and get information about product availability and other products that can be combined with those items available at the store.

The new "Lagerhaus-Markt" in Lambach near Wels in Aus-tria, which opened in March, features an interactive wall – composed of six screens – that displays tips pertaining

to landscaping and gardening, customers can individually retrieve. Live broadcasts are also meant to take place at this venue.

No matter what type of application, whether minimalist or super-sized – the content needed to fill the screens always needs to be current and relevant. Numerous software so-lutions are able to help. In addition, full-service agencies offer support services ranging from installing the monitors to managing software all the way to maintenance.


Digital Signage-Lösungen für den Shop werden immer be-liebter. Aber nichts ist schlimmer als ein Screen, der keine relevanten Inhalte zeigt. Denn zum Blickfänger werden sie nur, wenn die Inhalte gut gewählt sind. Davor haben Einzel-händler Respekt – dabei gibt es diverse Content-Manage-ment-Lösungen, die sie dabei unterstützen.


Digital Signage im Store: Wie die Inhalte auf die Screens kommen

Lighting

Light up your business - LED in retail 56

If you want to cut costs, you need to increase efficiency

Supermarket lighting: good times for shopfitters 59

The rise of LEDs creates optimal conditions for the POS

Vibrant light stagings fascinate shoppers 64

Physical retail increasingly uses LED store lighting to stand out from competition


Gianna Lara Bergmann is consultant for energy effi-

ciency and climate protecti-on at EnergieAgentur.NRW.

Light up your business – LED in retail

By now, "light-emitting diodes", or LEDs, are well-known in the lighting market. Next to halogen, luminescent and other electric discharge lamps, they are among the many lighting options available on the market. At first, the scepticism towards the tiny lighting miracles was great: they were deemed too expensive, too bright and too unnatural.

But do these prejudices and reservations still have any merit today?

Lighting designers say no and retailers agree. According to an EHI study in 2015, nearly half of all retailers fully fur-nished their stores with LED lighting when they newly built or renovated facilities. LED lighting will continue to

be the primary investment focus in the future. For obvious reasons: lighting in food retailing makes up more than 25 percent of the total power consumption; in non-food re-tail, it even accounts for nearly 60 percent (EHI 2016). So if you want to cut costs, you need to increase your lighting efficiency.

But what makes LEDs so different from other lighting options?

Lighting options can be compared based on properties such as light output, color temperature and color rend-ering index. The light output equates to the efficiency of a lamp and is the ratio of light output (lumen) to total pow-er input (watt). The color temperature describes the light appearance and ranges from warm-white to neutral white all the way to cool white or daylight white. The color tem-perature determines the impression of the lighting of the room. Warm-white light creates a cozy ambiance; neutral white produces a businesslike vibe. The color rendering index indicates the naturalness of the colors rendered by lighting; the higher the index, the more the color rendering of artificial light corresponds to the color rendering in day-light. In retail, the naturalness of colors is often especially important.

In a comparison of lighting options, LED light takes the lead when it comes to efficacy and thus efficiency. Depending on the format, it can reach up to 140 lumens per watt. This sets LED lights apart from light sources putting out 100 lumens per watt. The difference is even greater when it comes to halogen lamps that only achieve just under 20 percent of the light output of LEDs.

Another advantage of LED lighting is its long life, averaging 50,000 hours based on manufacturer specifications. That's why these lights have to be exchanged less frequently which saves maintenance as well as acquisition costs.

Apart from efficiency advantages, LEDs also facilitate fle-xible color concepts. Since they naturally give off colored light, virtually any color and a wide spectrum of white hues are possible by using a mixture of colors. Any effects and scenarios can be generated and products showcased by using electronic control gear and dynamic alternating sys-tems. The originally still poorer color rendering of LED ligh-ting is now able to keep up with fluorescent lamps and the like.

Unlike conventional light sources, LED lighting does not contain infrared or ultraviolet components. These proper-ties are invaluable for sensitive products such as foods or textiles, so they stay fresh or maintain their colors longer and don't fade.

Efficient LEDs – how can I get them for my store?

The user generally can choose between two available op-tions: With the first option, you keep the original lamp hol-ders and only replace the light source with so-called "re-trofit LED modules". Before the switch, you should check with the lighting manufacturer whether the lamps are still approved for use with other light sources. This option is only recommended up to a light output of 30 watts; other-wise, the necessary cooling of the LED is not guaranteed with an existing lamp, which negatively impacts life expec-


tancy. The second option requires the replacement of the existing lighting with combined LED modules that combine the light source and lamp. These modules are available in all performance specifications, are optimally aligned and therefore more durable.

Both systems have pros and cons and should be individu-ally discussed with a lighting designer. The combination of conventional lamps with LED can also be a cost-effective solution. Whether switching your existing lighting to LED makes financial sense depends on the type and state of the existing equipment, the utilization and the maintenance requirements. The poorer the luminous efficacy of the exis-ting lights, the shorter the amortization periods. Making the switch to LED lighting reduces electricity costs bet-ween 10 to 50 percent.

Author: Gianna Lara Bergmann

Strom verursacht Kosten. Gerade im Nonfood-Handel macht der Verbrauch knapp 60 Prozent aus. Wer Kosten re-duzieren will, muss die Effizienz der Beleuchtung erhöhen. Eine Umrüstung auf LED kann zwischen 10 und 50 Prozent der Beleuchtungsstromkosten einsparen. Welche Möglich-keiten Einzelhändlern hier zur Verfügung stehen, zeigt Gian-na Lara Bergmann von der EnergieAgentur.NRW auf.


Light up your business – LED im Einzelhandel

LIGHTING

LightingWithout Blinding.


Light accepts no maybe. Design, products, architecture – even best ideas remain without effect, when they are not put in the spotlight. ELEKTRA offers the exact solutions. Effective. Efficient. Reliable. Elaborate – even subsurface.

Lighting without blinding. Effectuate without being stilted. Foresighted without losing the focus: This is ELEKTRA.

www.ELEKTRA.de

Gianna Lara Bergmann is consultant for energy effi-

ciency and climate protecti-on at EnergieAgentur.NRW.

Light up your business – LED in retail

By now, "light-emitting diodes", or LEDs, are well-known in the lighting market. Next to halogen, luminescent and other electric discharge lamps, they are among the many lighting options available on the market. At first, the scepticism towards the tiny lighting miracles was great: they were deemed too expensive, too bright and too unnatural.

But do these prejudices and reservations still have any merit today?

Lighting designers say no and retailers agree. According to an EHI study in 2015, nearly half of all retailers fully fur-nished their stores with LED lighting when they newly built or renovated facilities. LED lighting will continue to

be the primary investment focus in the future. For obvious reasons: lighting in food retailing makes up more than 25 percent of the total power consumption; in non-food re-tail, it even accounts for nearly 60 percent (EHI 2016). So if you want to cut costs, you need to increase your lighting efficiency.

But what makes LEDs so different from other lighting options?

Lighting options can be compared based on properties such as light output, color temperature and color rend-ering index. The light output equates to the efficiency of a lamp and is the ratio of light output (lumen) to total pow-er input (watt). The color temperature describes the light appearance and ranges from warm-white to neutral white all the way to cool white or daylight white. The color tem-perature determines the impression of the lighting of the room. Warm-white light creates a cozy ambiance; neutral white produces a businesslike vibe. The color rendering index indicates the naturalness of the colors rendered by lighting; the higher the index, the more the color rendering of artificial light corresponds to the color rendering in day-light. In retail, the naturalness of colors is often especially important.

In a comparison of lighting options, LED light takes the lead when it comes to efficacy and thus efficiency. Depending on the format, it can reach up to 140 lumens per watt. This sets LED lights apart from light sources putting out 100 lumens per watt. The difference is even greater when it comes to halogen lamps that only achieve just under 20 percent of the light output of LEDs.

Another advantage of LED lighting is its long life, averaging 50,000 hours based on manufacturer specifications. That's why these lights have to be exchanged less frequently which saves maintenance as well as acquisition costs.

Apart from efficiency advantages, LEDs also facilitate fle-xible color concepts. Since they naturally give off colored light, virtually any color and a wide spectrum of white hues are possible by using a mixture of colors. Any effects and scenarios can be generated and products showcased by using electronic control gear and dynamic alternating sys-tems. The originally still poorer color rendering of LED ligh-ting is now able to keep up with fluorescent lamps and the like.

Unlike conventional light sources, LED lighting does not contain infrared or ultraviolet components. These proper-ties are invaluable for sensitive products such as foods or textiles, so they stay fresh or maintain their colors longer and don't fade.

Efficient LEDs – how can I get them for my store?

The user generally can choose between two available op-tions: With the first option, you keep the original lamp hol-ders and only replace the light source with so-called "re-trofit LED modules". Before the switch, you should check with the lighting manufacturer whether the lamps are still approved for use with other light sources. This option is only recommended up to a light output of 30 watts; other-wise, the necessary cooling of the LED is not guaranteed with an existing lamp, which negatively impacts life expec-


tancy. The second option requires the replacement of the existing lighting with combined LED modules that combine the light source and lamp. These modules are available in all performance specifications, are optimally aligned and therefore more durable.

Both systems have pros and cons and should be individu-ally discussed with a lighting designer. The combination of conventional lamps with LED can also be a cost-effective solution. Whether switching your existing lighting to LED makes financial sense depends on the type and state of the existing equipment, the utilization and the maintenance requirements. The poorer the luminous efficacy of the exis-ting lights, the shorter the amortization periods. Making the switch to LED lighting reduces electricity costs bet-ween 10 to 50 percent.

Author: Gianna Lara Bergmann

Strom verursacht Kosten. Gerade im Nonfood-Handel macht der Verbrauch knapp 60 Prozent aus. Wer Kosten re-duzieren will, muss die Effizienz der Beleuchtung erhöhen. Eine Umrüstung auf LED kann zwischen 10 und 50 Prozent der Beleuchtungsstromkosten einsparen. Welche Möglich-keiten Einzelhändlern hier zur Verfügung stehen, zeigt Gian-na Lara Bergmann von der EnergieAgentur.NRW auf.


Light up your business – LED im Einzelhandel



Light accepts no maybe. Design, products, architecture – even best ideas remain without effect, when they are not put in the spotlight. ELEKTRA offers the exact solutions. Effective. Efficient. Reliable. Elaborate – even subsurface.

Lighting without blinding. Effectuate without being stilted. Foresighted without losing the focus: This is ELEKTRA.

www.ELEKTRA.de

Supermarket lighting: good times for shopfitters

Lighting design has become a much-appreciated design element in shopfitting to increase sales at the point-of-sale. Especially in supermarkets, a harmonious lighting concept can attractively stage all product sectors. LED lighting solutions make everything even more affordable and flexible.

LIGHTING

Now the major discount stores have also made it their fo-cus: by the year 2019, Aldi South, for instance, will remodel all of its stores with a new store concept. A modern appea-ling store design featuring a wood look, new shelf systems and product layout is designed to attract customers. Ligh-ting is also a major emphasis. Automatic light modulation and suspended luminaires for areas like the produce de-partment are being utilized.

"Lighting is the most important communication tool. And the primary objective at the POS is to

increase sales." (Franz Heckmanns, Ansorg)

Franz Heckmanns, Head of Sales and Member of Ma-nagement, thinks remodeling is a logical step. "The major

discount grocery chains have now also understood that offering affordable products alone is no longer enough to attract customers into their stores. Now they need a mo-dern design – with an attractive and modern lighting con-cept."

Even though discount stores have just now attached more importance to lighting (Aldi most likely is responding to a recent drop in sales with a more intricate design), conven-tional supermarkets have already recognized its possibili-ties for quite some time. Michael Flögel, Marketing Direc-tor for Object, Store and Interior design at Elektra, says, "The subject of lighting has considerably changed over the past 15 years. By now, every retailer or store owner knows that products need to be individually staged, regardless of

The rise of LEDs creates optimal conditions for the POS



The devil lies in details: Magazines have to be highlighted so that they do not reflect too much.

Lichtdesign ist für die Verkaufsförderung am POS ein hoch geschätztes Gestaltungselement im Ladenbau geworden. Gerade im Supermarkt lassen sich mit einem runden Be-leuchtungskonzept alle Produktbereiche stimmungsvoll in Szene setzen. Der Vormarsch der LED schafft darüber hinaus beste Voraussetzungen.


Beleuchtung im Supermarkt: Gute Zei-ten für den Ladenbau

whether this pertains to fashion, food or non-food items. Lighting is one of the most important elements in today's merchandise presentation and retail world."

He adds that the technological development played a cru-cial role in this. "After lighting concepts that featured flu-orescent materials and halogen, LED technology now ma-kes it possible for us to use highly energy efficient lighting

technology. Our customers focus on energy efficiency, life expectancy and maintenance costs where LED technology provides clear advantages," explains Flögel.

"Like sunshine in October" – the right color for every area

It's not only the economic characteristics that present an advantage for shopfitters. Defining the product choices with different luminous colors is a key design element in supermarkets. LEDs with continuous color temperature control cover a spectrum from 2700K to 6400K (the color temperature is expressed in Kelvin (K), ranging from warm white to daylight color) so that the luminous color can be adjusted based on the products. Franz Heckmanns has seen the rise of LEDs first-hand and says, "Supermarkets were among the first retail stores that quickly recognized the advantages of LEDs for their sector." Especially over the past 24 months, the cost of LED-based lighting sys-tems has dramatically decreased in price to where there is virtually no difference compared to other light sources.

In his opinion, the lighting of the different product cate-gories in the supermarket should reflect the interpretation of customers on what makes merchandise particularly at-tractive in their eyes. Like in the produce section for ex-ample. "In our experience, fruits and vegetables are best featured in brighter, warm light like sunshine in October; bakeries and cheese departments use light that's more in the yellow range in contrast to the frozen food section for example. Opinions differ when it comes to meat counters:

while the Central European customer prefers to see meat in red tones, other countries disagree. The challenge here is to showcase the merchandise in the most positive light but not to misrepresent it," emphasizes Franz Heckmanns.Not only the lighting sources but also the installation techniques are becoming increasingly more flexible. For its client Storebest, for instance, Elektra has developed a module to present magazines in retail. Michael Flögel adds, "What's unique is the flexible busbar system that en-ables retailers to individually adapt the shelf and always illuminate magazines evenly, brightly and glare-free in va-rious positions."

Light planning from the start

To lighting experts, lighting is the most important tool for communicating with the customer. The psychological ef-fect is scientifically proven and can, therefore, be purpo-sefully yet subliminally utilized in design. Lighting in the entryway should draw customers in and have an inviting effect – the aisles need to be illuminated to offer orienta-tion. Every area has specific requirements concerning im-pact and design of the lamps.

That's why lighting should also be incorporated into the store design from the start. Franz Heckmanns empha-sizes, "Mere lighting innovation doesn't make sense but should always take place in the context of a renovation. It is crucial to coordinate lighting with visual merchandising and invite customers on the journey. Of course, this stra-tegy requires high investment costs – but supermarkets are under enormous competitive pressure."

Increasing customer loyalty through a harmonious shop-fitting concept in which lighting plays an important part subsequently appears to be a great way to keep up with the market.

Author: Natascha Mörs, iXtenso.com


Intelligent scene setting with lighting: dialogue between room, product and customer

Wine cellar with dynamic lighting architecture

Happiness for Andreas Brensing, Managing Director of the Kölner Weinkeller, is 13 metres underground. "Have you re-novated?", is what many of his customers ask when they experience the "Kölner Weinkeller" in a completely new light. With its 2,500 square metres it ranks among the big-gest historical vaulted wine cellars in Germany. "We had the opportunity to emphasize this particular sales room in a dif-ferent way", explains Christoph Löhnert, Key Account Ma-nager at Oktalite Lichttechnik GmbH. The 100 metre-long shop and event room became, by means of convenient lighting management alone, a premium POS with its own character.

With a customized lighting design Oktalite Lichttechnik GmbH set a new scene for the "Kölner Weinkeller" (Cologne Wine Cellar).

ADVERTORIAL

Oktalite advisory team proposed that the pillars of the five barrel vaults be emphasi-zed in such a way that the longitudinal expanse of the room experiences a depth stag-gering that is pleasant for the eye. The overlapping cones of the up-lights remind you of the lighting conditions in cross vaults and hence additionally make use of the custo-mer's associations with the architecture of classic wine cellars. "Here it was necessary to adequately solve three visual problems for the areas of order picking, sales and events", Löhnert states. "We have installed an intelligent lighting control system that has the three scenarios as pre-settings."

With "LiveLink" Oktalite uses the smart lighting management system from Trilux in the "Kölner Weinkeller". It permits economical installation and reliable configuration of customized lighting scenes for typical areas of use.

In this case this means: useful lighting for good orientation of the staff, atmospheric sales lighting for customers and accentuated lighting for events or the "treasure cham-ber" with its wine rarities. The selection of the use cases in the wine shop of the REWE GROUP is carried out conveniently by means of sensor equipment via a touchpad. If required all of the luminaires can also be individually addressed and controlled.

The three-stage lighting concept is well received. Andreas Brensing says, "The custo-mers are really happy." This is successful lighting architecture that invites you to re-en-joy the topic of wine in all its facets.

Products: include GRADO UPLIGHT on the pillars of the sales room, TARO MINI at the sides. The aisle is illuminated by CANILO suspended luminaires. The accentuation of the wine barrels in the room and anteroom is carried out by INIDIA 420 black. In the treasure chamber a CORIFLEX strip light was configured for the atmospheric illumina-tion of the room and the rarities.

Oktalite Lichttechnik [email protected] | www.oktalite.comT +49 221 59767-0 | F +49 221 59767-40

BE OUR HIGHLIGHT5 - 9 March 2017

www.oktal i te .com • adver t@oktal i te .com

HALL 9, A60

5 - 9 MARCH 2017DÜSSELDORF · GERMANY

Advertisement


"What kind of lighting is the ideal one?"

Optimal lighting takes place within four basic parameters, quality of products, profitability/efficiency, planning of lighting and investment costs. The ideal point is defined individually for each project, depending on requirements and emphasis.

TORSTEN VOGT, CEO CEDES: Die Lichtfabrik GmbH

The ideal lighting offers boundless flexibility, wi-thout limits in design or technics.WALTER NORZ,

CEO PROLICHT

STATEMENTS

Physical retail increasingly uses LED store lighting to stand out from competition

At EuroShop 2017 the lighting sector with some 200 international exhibitors will again be a major attraction for store owners, architects, lighting designers and shop fitters.

LED lighting has long since heralded in that often tal-ked-about shop lighting revolution; in the increasingly di-gital and networked retail world this is now also becoming more and more of an experience.

Luminous intensities and colors vary according to daylight – just about any light atmosphere can be created on the re-tail space, custom lighting solutions can be created and the quality of stay of shoppers and staff can be enhanced – via simple gesture control, user-friendly Apps or a professional lighting control system. Dynamic lighting becomes an at-tractive design element, which can also decisively contribu-te to and emotionalise a company's branding.

Indeed as is the case in many outlets of the Argentinian de-partment chainstore Falabella. This company had its outlets equipped with a modern and flexible LED lighting concept

made by Mülheim-based light expert Ansorg. By means of a lighting control App seasonal focus areas such as the catwalks can be dynamically lit and, hence, highlighted. Fluctuating levels of brightness activate shoppers, fill store designs with life and attract shoppers' attention to selected ranges.

This is made possible by digital light control and networ-king, which are capable of adding hitherto unseen flexibility and dynamism to the overall light orchestration. Electronic control systems orchestrate a multitude of natural and arti-ficial light sources and light scenes into a consistent lighting concept that flexibly adapts to changing cycles and seaso-nal collection changes.

Likewise, digital signage and the merging of other light sources such as lit shelving or screens with the light scene

Vibrant light stagings fascinate shoppersLIGHTING

The balance between general and accent ligh-ting determines the qua-lity of a lighting concept. General lighting radia-tes a level of safety and security and creates an ambiance in the sales-room. Glare and bright-ness must be avoided. Accent lighting showca-ses products and creates visual sightlines to guide through the salesroom. The right combination of light intensity, lu-minous color and color rendering completes the ideal lighting setup to in-crease sales.

STEPHAN RENKES, Director of Research & Development/Exe-

cutive Director, Member of the Board

at OKTALITE

Für den stationären Handel wird LED-Shopbeleuchtung immer wichtiger, um sich im Wettbewerb zu differenzieren. Auf der EuroShop 2017 zeigt der Beleuchtungssektor Shop-betreibern, Architekten, Lichtplanern, -designern und La-denbauern die Möglichkeiten einer leuchtenden Zukunft.


Lebendige Lichtinszenierungen begeis-tern die Kunden

in the store is gaining in importance in this context. At the same time, this approach to lighting management works towards cost-conscious retailers' high aim of making this "brave new" shopping world as energy-efficient as possible. Giving shoppers more positive experiences and inspirations – for bricks-and-mortar retail this task is becoming increa-singly important so as to stand their ground in the face of powerful clicks-and-mortar competitors. As a result, hum-ans with their individual needs and expectations are moving back into the focus of store operators', light designers' and architects' attention.

Higher quality of service in retail is promised by other new applications and innovative services showcased in the ligh-ting area of EuroShop as store owners' needs and a unique customer journey are always centre stage here.

Philips, for example, presents a light-based indoor-navigati-on system enabling shoppers to locate the desired products on the retail space without wasting time. Initial pilot pro-jects already exist in food retail such as a Carrefour outlet in the French city of Lille equipped accordingly by Philips – or Aswaaq, a retail company in the United Arab Emirates that uses this indoor-navigation system at one of its supermar-kets to improve customer service.

The changeover to LED technology has also given luminaire design an enormous boost. Designers and luminaire manu-facturers enjoy endless freedom to "mould" light into any desired shape or, conversely, to integrate light into any gi-ven form. The new luminaire types take on many other fun-ctions in store design – becoming indoor sculptures, design

objects or an integral part of corporate architecture. There are parallel developments visible in these luminaires' langu-age of form: on the one hand, the miniaturisation of light sources is ongoing.

Architects use minimalist luminaires that appear as pure light rather than light fittings to stage a room's architecture with linear fittings. Interior designers and store designers, on the other, opt for bigger, eye-catching luminaire designs which – installed alone or in groups – enhance the desired styling concept thereby deepening its emotional impact.

Again warmly recommended to EuroShop trade visitors is a visit to the Lighting Designers' Zone in Hall 11. In the wake of digitisation and the increasing complexity of modern sto-re lighting demand for support and consulting services in retail has grown markedly.

Many store owners are faced with major decisions concer-ning unresolved issues related to LED lighting and the desi-re to make assured investment. This is why independent light designers specialising in the retail sector will again be available on this platform to inform the international expert audience about current projects and lighting design options and/or to advise them on individual lighting solutions.

Author: Cornelia Jokisch


Our employees in delivery are and will be an essential part of successful delivery. To our customers, they are the face of our company and our service. But digitalization still helps us to improve our logistics service, meaning to make it faster, more transparent, precise and flexible. Such pro-cess improvements again support our delivery employees in their work.

STATEMENTS

"How important is the human factor in successful supply chain management?"

ACHIM DÜNNWALD, CEO DHL Paket Europa

Short distances are vital for our company and this inclu-des a networking of all the parties that are involved in this process: that's why we team up with local partners and use a sophisticated logistics system to deliver flowers almost directly from farm to table.

ALEXANDER ZOERN, CEO of Blume 2000

DR. CHRISTIAN HILZ, CEO of TREND-STORE

shop creation GmbH

ANDREAS TRAUTMANN,

CEO of Logata Digital Solutions GmbH

Shopfitting is a people business! A successful delivery does not depend on the shopfitter as a company, but rather on the competency, commitment, and motivation of the indi-vidual employees. However, this is only possible if emplo-yees have a deep understanding and internalization of the company's mission and values and act accordingly.

Man and his all-around cognitive ability will continue to spearhead logistical processes. We will be increasingly supported in this by efficiency-enhancing digital solutions and devices. This is one of the key findings of our Smart-Face project – Automatics for Industry 4.0, funded by the German Federal Ministry of Economic Affairs and Energy (BMWi).

Humans are still important for a successful delivery – but not in the role of the courier: We are convinced that hu-mans are necessary to supervise delivery processes. This is why our delivery robots are working autonomously to 99 percent – one percent still is under human control. We still want to retain a human element to control the delivery process in the future. But when it comes to the delivery its-elf, robots are the most efficient method to use for the last two kilometers.

HENRY HARRIS-BURLAND,

Marketing and Communications

Manager at Starship Technologies

Whether it is the retailer, the delivery service or the custo-mer – the progressive digitalization of logistics processes challenges all parties to remember that the buying decisi-on is still made by a person. He or she wants an easy, plea-sant delivery experience, which equates to a timely and successful delivery with the first attempt. It plays a lesser role whether this is accomplished by people, robots or dro-nes in the future.NILS FISCHER,

Co-Founder and CEO of Liefery

Logistics

The supply chain of the future:

"Think globally, network regionally, act locally" 68

Identifying purchase intentions 70

"Delivery is crucial in the online shopping experience" 72

When your front door guards the beer cases 74


What effects does e-commerce have on the supply chains of brick-and-mortar stores? Professor Jörg Becker of ERCIS in Münster has an answer to this question.

"Ebay marks the end of traditional retail" – that was the ti-tle of a manager magazine cover in 2012. It is certainly true that the increasing digitization and technologization in all business practices and various areas also strongly affect the retail sector.

Thanks to e-commerce, global players like Amazon and Ebay and the prevalence of mobile devices make every pro-duct available at any time and any place to customers. But is it true that there is no longer a place for brick-and-mortar retail in the retail model of the future and that established players need to close their stores? I would like to say this isn't the case.

The supply chain of the future: "Think globally, network regionally, act locally"

According to current statistics, there continues to be a va-riety of products that customers still prefer to buy "on the spot" versus ordering them online or buying them by mail delivery. This applies especially to food items but also clo-thing, drugs, home improvement products or higher priced products like furniture, jewelry or watches.

The logical conclusion is that despite the diverse choices that are available in e-commerce – Amazon already offers a multitude of (non-perishable) food items – classic retail will continue to have its place.

LOGISTICS

Löst der Online-Handel bald den stationären Einzelhandel ab? Prof. Jörg Becker verneint dies entschieden. Für ihn ist das Bestellen per Mausklick ein zusätzlicher Service. Wich-tig ist nur, dass sich einzelne Unternehmen an die Digitali-sierung anpassen, dabei die Globalität des Marktes nutzen und die Supply-Chain-Kette nicht aus den Augen verlieren.


Die Supply Chain der Zukunft: "Denke global, vernetze regional, handel lokal"

Prof. Jörg Becker, Academic Director of ERCIS

In times of multichannel and omnichannel, intelligent net-works and ubiquitous data acquisition, many retailers are now inevitably confronted with the decision of whether their business should have a global or local focus in the future.

This doesn't just apply to sales which increasingly gain "globality", especially thanks to online stores, but also the procurement of goods. Are you better off buying globally and at (for the most part) more attractive prices? Large B2B platform like the Chinese provider Alibaba, for example, of-fer extensive options. Or should you instead procure the items locally or regionally to realize shorter delivery routes and on-site quality control?

In addition to the mentioned criteria, a number of other factors like the perishability of foods play a crucial role in this. Even if the global supply chain has an increasing in-fluence on the actions of companies, it doesn't mean that only global procurement will endure in the future. Far more than a trend, these types of changes need to be regarded as (waves of) demand. Even though from the customer's perspective, everything "must" be available at all times, re-gionality – especially in the food industry – has experienced a renaissance in recent years fueled by trends like veganism and vegetarianism, health awareness and sustainability.

In contrast, a different picture emerges in consumer elec-tronics for instance, where customers and subsequently also retailers largely rely on items from major foreign com-panies. These and many other product groups point out the necessary coexistence of globality and locality along the entire supply chain.

Think globally, network regionally, act locally

This applies to both small and large companies. The ad-aptability of companies will be crucial in all three aspects.

Companies that use the globality of the market and are able to fall back on strong regional networks and that adapt to local conditions as much as possible will be successful.

In the future, a number of new-data-driven-methods and techniques will be added to the established retail methods which aim to make this possible. Having said that, only those who know how to use them purposefully will be successful.

That's why manual orders will continue to be side by side with fully automated processes and forecast formulas, as well as real-time inventory. Retailers will continue to order directly from wholesalers or manufacturers, and showrooms, as well as online distribution channels, will be utilized. Retail business types like warehousing and third-party transactions or systems like central billing and processing will also stand the test of time.

The world is becoming more colorful. Nothing goes away but everything is added to it.

Author: Professor Jörg Becker, Academic Director of ERCIS


product. All of the market baskets from the past 24 months are being reflected here, even those without loyalty card identification. Clustering typically defines up to 20 explicit purchase intentions, of which every intention contains in-formation about the date and scope of the underlying mar-ket baskets.

What's your main focus in data clustering?

It's extremely important to us for the retailer we collaborate with to be involved in the clustering process and definition of customer purchase intentions right from the start. This is the only way to ensure the retailer is able to, later on, take advantage of these results that subsequently can positively influence the planning of sales promotion campaigns, pro-duct portfolio and regional offerings.

The major difference compared to previous sa-les data analyses is that the data is specifically filtered for the information that's relevant to the respective retailer. What concrete informa-tion does a retailer obtain from this?

Customer groups such as "savers" or "single-person house-holds" for example are clearly identified based on the size of the sales receipt, spending amount, the represented pro-duct group and similar aspects. Based on these purchase intentions, a subsequent analysis provides the opportuni-ty to assign individual characteristics to every store. This gives the retailer concrete suggestions to adapt stores to local customer expectations in a targeted manner, thereby further improving customer retention.

You believe suppliers are also able to benefit from these results.

Yes. Suppliers show enormous interest in information based on sales receipt data. When it comes to strategic product positioning, it provides the necessary information to better adapt sales promotion campaigns to customer groups and reconcile the required logistics processes to ensure prompt delivery with the retailer. In doing so, sales receipt data is able to help in avoiding gaps in logistics on a more customi-zed level at the respective store.

Interview: Natascha Mörs; iXtenso

Identifying purchase intentions Market basket analysis for brick-and-mortar retailers

Bernhard Webler, Business Development Mana-ger at IRi Information Resources, talked with us about the possibility of processing sales receipt data by using software, so retailers are able to use this information to plan their product portfolio.

Mr. Webler, are most brick-and-mortar retailers aware of the possibilities market basket analysis provides to find out more about the purchase be-havior of their customers?

Retailers are generally informed about the possibilities this data offers. Every retailer also consistently tries to determine which products are purchased in combination with others. Analyses such as cross-selling activities, for in-stance, are not continuously factored into the decisions of retailers. If anything, this only happens sporadically.

Why do you think this is?

That's probably due to the additional effort it takes to define the right criteria to mine this data and the lack of experien-ce in interpreting the results. Most retailers shy away from

dealing with the large amounts of unfiltered data availab-le at their disposal. That's why from today's point of view, a systematic integration of customer expectations into the retailer's daily decisions and process optimization measures has not even begun yet.

Things are very different in the online retail sector …

Unlike brick-and-mortar businesses, online retailers have tried right from the start to sensibly integrate the extremely large amounts of purchase data into the interaction with the customer. Here, online retail partially relies on highly complex analyses. The results are systematically applied to understand customer expectations based on a time and product dimension and to include these results in the decisi-on-making and supply chain processes.

Your solution is designed to make it easier for brick-and-mortar retailers to structure the vast amounts of collected sales receipt data and to in-terpret the results. What is your approach?

Our approach utilizes the complex correlations between products. They are used to develop customized guidance and navigation assistance - similar to a map - for retailers so that typical customer purchase intentions that were identi-fied based on clustering algorithms can be viewed with the relevant detailed characteristics.

The starting point for this analysis is the fact that customers fill their baskets based on their purchase intention with an explicit product selection during their shopping trip.

What market basket data can be utilized for this?

Our statistical method can allocate a concrete purchase in-tention to every market basket that contains more than one

Neither magic nor a secret: sales receipt data can reveal information about consu-mer purchase behavior. Online retail alrea-dy masters this type of analysis perfectly. In contrast, brick-and-mortar retail still needs technical support to understand collected purchase data.

Bernhard Webler, Business Development Manager at IRi Information Resources

Ein Kassenbon sagt mehr als tausend Worte. Für den Kun-den ist er häufig banal, für den Händler hochinteressant. Bernhard Webler von IRi Information Resources erklärt im Interview, wie man mit der richtigen Software Bondaten aufbereitet, um diese beispielsweise zur Sortimentsplanung nutzen zu können.


Einkaufsziele herausfinden: Warenkorb-analyse für den stationären Handel

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Our approach utilizes the complex correlations between products. They are used to develop customized guidance and navigation assistance - similar to a map - for retailers so that typical customer purchase intentions that were identified based on clustering algorithms can be viewed with the relevant detailed characteristics.


"Delivery is crucial in the online shopping experience"

Mr. Kerkhoff, why do millennials have such a low tolerance for bad service?

Millennials have grown up in a digital world. Compared to the more analog world that older people are still familiar with, their world seamlessly integrates digital technology and product choices in everyday life. That's why millenni-als also expect a fast and seamless customer experience in e-commerce order fulfillment. Since they have been used to this all of their lives, they also have a lower tolerance for mistakes and bad customer service experiences when things don't go as smoothly as they should.

Why does delivery in particular play such a big role for this generation?

The delivery is the final stage of any buying process and th-erefore crucial for the overall experience the customer has during this process. In addition, the purchase always satis-fies a want or need and the delivery is key on how quickly this need is actually met with an online purchase. Speed is one of the most important factors for millennials.

What special services are important to millenni-als when it comes to the delivery of products they purchased online?

Millennials tend to be very mobile. Unlike older people, they are not home as often and are frequently not able to receive packages there. That's why the type of delivery is also very important to them. They like the flexibility of being able to decide whether the package should be deli-vered to their homes or their workplace or whether they want to collect it at a parcel pick-up service or the actual store in person. Click and collect retail models also play a big role here, since millennials are also willing to pick up items they ordered online in person at the store if they pre-viously already selected and purchased online.

Interview with Arjan Kerkhoff, MetaPack

Not only are they young and like to spend money, they are also very tech savvy: the Millen-nial Generation. Since they grew up with the Internet, they are well informed and already had experiences with online retailers. In this iXtenso interview, Arjan Kerkhoff explains how discerning this generation is when it comes to online shopping and why the delivery process plays an important role for millennials.

This age group also likes to use the same day delivery opti-on if the retailer offers it. Another difference compared to older customers: millennials are willing to pay for additio-nal services, whereas for older customers, the price is of-ten most important. One example is Amazon Prime, which promises its customers special offers and faster delivery for an additional fee. Millennials are mindful that special treat-ment by a retailer comes at a price in most cases.A fast and convenient return process is also very import-ant to millennials. They would like to know at any time how returns are handled by the respective retailer: will the package be picked up at home or the office or do they need to drop it off in person at a service point location? It's bad enough if something is wrong with the item or if a clothing item does not fit. If returns are then also cumbersome and obscure – or actually involve a fee – it presents a negative experience that affects the overall shopping experience. This is why retailers also need to focus on service commit-ment and the needs of their customers.

What new services do millennials want to see in the future in terms of delivery?

Millennials tend to be very savvy with new technologies and are also willing to try out new services for a fee if they hope to benefit from them. For instance, 30 percent of millenni-als could envision receiving a shipment via drones. Amazon has already tested this type of system for example. Millennials generally highly emphasize convenience. When it comes to online ordering, this also means a high level of transparency throughout the entire process. At any time, they want to be able to track via text message, email or at a website where their package is currently located and how long it will take for delivery. This is a service that many re-tailers are still not offering today but that millennial custo-mers are almost taking for granted.

Arjan Kerkhoff, Senior Director Key Account Management Northern & Central Europe at MetaPack

Sie sind nicht nur jung und kauffreudig, sondern auch beson-ders online-affin: die Millennials. Inwiefern diese Generation beim Online-Einkauf anspruchsvoll ist und warum der Liefer-prozess bei ihnen eine große Rolle für das Einkaufserlebnis spielt, erklärt Arjan Kerkhoff von MetaPack im Interview.


"Die Lieferung ist ausschlaggebend für das Erlebnis beim Online-Einkauf"

What consequences should retailers expect if they don't live up to these expectations?

Generally, you can describe millennials as particularly ma-ture and self-confident customers who are not afraid to air their grievances on social networks for instance if they had a negative retail experience and also don't have a problem avoiding that particular retailer in the future and never shop there again. As a result, negative experiences by customers spread quickly and retailers get a bad brand image with this target audience. And this is something that's hard to shake. This is why it is important for retailers to also monitor social networks themselves, so they are quickly able to respond to a negative comment about their company.

Millennial customers are more likely to be aware of their strong position as paying customers of retailers than older customers and don't hesitate to give a negative review or actually shop at a competitor store.

Author: Daniel Stöter, iXtenso





















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In a joint pilot project, DHL and Smart are currently testing whether and how cars can be used as mobile

delivery addresses for packages.


When your front door guards the beer cases



When "Trinkkiste" customers return home, their beverage order is already waiting by their front door. A system that prevents thirsty neighbors from grabbing some beer from the case makes this possible. Founder and company owner Thomas Kraker von Schwarzenfeld has designed and paten-ted a special "lockbox" for this.

This is how the system works: a small anchor is clamped underneath the door. A wire is attached to the anchor and locks the beverage cases that are covered with special lids. The customer fastens the anchor by closing the door. The delivery service is able to attach the delivery at any time to the wire. "The system works perfectly," says von Schwar-zenfeld, "So far, none of our deliveries have been stolen."

Delivering the merchandise during the day to apartments in multi-family complexes which makes up 95 percent of the company's business is not a problem. "During our test runs, we discovered that in nearly all cases somebody in the house will open the door," the entrepreneur from Berlin

adds. In the worst case scenario, the company attempts a delivery the next day.

The only appointment with the customer is made for the first delivery to provide the anchor and explain how it works. Households with more than one person between the ages of 30 and 40 predominantly use this service.

Not needing to meet deadlines is not just a convenient ser-vice for the customer. The retailer also reaps a huge bene-fit since he can optimally plan routes. "We don't offer sa-me-day delivery. In our experience, this makes no sense for this product group," says von Schwarzenfeld.

Homemade software – allowing customers to be flexible in ordering

As a pure online service, the Berlin company deliberately sets itself apart from the countless brick-and-mortar beve-rage retailers. Orders are only accepted online. Customers

are free to choose from different delivery times (most fre-quently chosen term: every 14 days).

This required a special tool for the online store. It makes it possible to fulfill customer requests even on very short notice. "All of the conventional shop systems were not suf-ficient enough to accommodate our flexible ordering pro-cess," says the entrepreneur. "So we developed our own system."

But that's when the team encountered a widespread pro-blem. Von Schwarzenfeld criticizes: "Embedding the pay-ment systems with plugins during the development phase was the biggest challenge. I underestimated this aspect. You would think that major companies like that would keep their interfaces clean but they are often flawed. It frequent-ly happens that customers get stuck at this point and feel overwhelmed by all the payment options."

He pins his hopes on Apple Pay, which is now being intro-duced in Switzerland. "One button, just position your finger on the sensor and done - awesome. This could be very hel-pful, especially for our many blind customers whom we so far have to guide through the payment systems on the pho-ne. If this system can be used in Germany, it will definitely prevail in E-commerce."

Keeping customers interested online

Aside from the store activities, the company's marketing is also exclusively done online. "Traditional print ads are far too expensive," explains von Schwarzenfeld. He adds that the startup company's marketing team uses popular

channels like Google Ads, SEA and social media to promote customer loyalty and find new customers. Current events like the UEFA European Championship provide the plat-form for tips on hosting a successful barbecue. An online magazine is also intended to promote customer loyalty in the future.

The beverage supplier has been on the market since the be-ginning of this year. "Trinkkiste" doesn't just deliver its pro-ducts along with the lockbox; the system is also utilized by various grocers in the Berlin area. Demand keeps growing steadily and the delivery area is massively being expanded.

At this pace, the company recently had to switch lockbox manufacturers since the previous company was not able to produce the quantities in the time frame required. "Right now, Trinkkiste delivers to ten cities. We still plan on expan-ding this to 40 cities this year," explains the adventurous founder.


The beverage supplier "Trinkkiste" delivers drinks with no deadline pressure

When beverage supplier "Trinkkiste" from Berlin delivers its products, it is not bound to set times. A patented locking system that can chain the cases to the door makes all of this pos-sible. The online pure player also developed a software for its web store that permits flexible ordering. Customers really appreciate this service.

When the door is closed the anchor is fixed; a simple principle to secure the delivered goods.

Thomas Kraker von Schwarzenfeld was also tired of carrying heavy beverage cra-tes into his apartment on the fourth floor.

LOGISTICS

Der Getränkehändler "Trinkkiste" liefert Durstlöscher ohne Termindruck: Mithilfe eines patentierten Schließsystems werden die Kisten einfach an die Wohnungstür gekettet. Der Online-Pure-Player hat zudem eine Software für den Web-shop entwickelt, die flexible Abonnements ermöglicht. Bei den Kunden kommt dieser Service gut an.


Wenn die Wohnungstür den Bierkasten bewacht

























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When "Trinkkiste" customers return home, their beverage order is already waiting by their front door. A system that prevents thirsty neighbors from grabbing some beer from the case makes this possible. Founder and company owner Thomas Kraker von Schwarzenfeld has designed and patented a special "lockbox" for this.

























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He pins his hopes on Apple Pay, which is now being intro-duced in Switzerland. "One button, just position your finger on the sensor and done - awesome. This could be very help- ful, especially for our many blind customers whom we so far have to guide through the payment systems on the pho-ne. If this system can be used in Germany, it will definitely prevail in e-commerce."


BUSINESS-MIRROR


BUSINESS-MIRROR

CCV SalesPointAAApp-based cash register solution

CCV's new app-based system is for all retailers who want to make their business fit for the future with a modern cash register solution. CCV SalesPoint is a lot more than only a cash register, it offers widespread shop management functions. With interfaces to a merchandise ma-nage system, optional integrated webshop and lots of included sta-tistics, SalesPoint is the retailer's control center for his daily business. CCV SalesPoint fulfills all require-ments of new "GoBD" standards, which are going to be mandatory for all German retailers in 2017.

CCV SalesPoint modular structure makes it perfect for starters and can be extended by the retailer s indivi-dual needs.

'

'


BUSINESS-MIRROR

Glory Global SolutionsCCash management solutions

Glory Global Solutions

(Germany) GmbH

Thomas-Edison-Platz 1

D-63263 Neu-Isenburg

Phone +49 (0) 6102/ 8334-0

[email protected]

www.gloryglobalsolutions.com

than 100 countries rely on our so-lutions to enhance staff efficiency, reduce operating costs and enable a better customer experience.

Headquartered in the UK, Glory Global Solutions is a wholly owned subsidiary of GLORY Ltd. Emplo-ying over 3,000 professionals wor-ldwide with dedicated R&D and manufacturing facilities across Europe, Asia and North America, Glory Global Solutions is GLORY's international sales and service or-ganisation. Built on a rich custo-mer-focused, technology-driven heritage spanning almost a hund-red years, GLORY is a pioneer in the development and manufacture of cash management, vending and automatic service equipment.

Glory Global Solutions is the global leader in secure cash management solutions. Operating across the fi-nancial, retail, cash centre and ga-ming industries, businesses in more


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(Germany) GmbH



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InkiessCash drawer inserts

INKiESS - VOSCOPLAST KG

Buckower Damm 30

12349 Berlin

Phone +49 (0) 30 600 93 - 0

Fax +49 (0) 30 600 93 - 230

E-Mail [email protected]

www.inkiess.com

for any cash system, which usual coin tills do not feature. They do optimise cash balancing by "rea-ding off instead of counting", which means coin counting within less than 2 minutes. No maintenance, no software, no changing over of tills (at weighing) is necessary.

INKiESS cash drawer inserts are granting survey and security at any time, which means time saving, mental relief and error prevention. They are available for most of the leading cash systems and drawers. Please ask for a current schema (in-kiess.com or +30 / 6 00 93 -0). For more practical cash logistic devices for sorting and storing coins and banknotes we will be glad to inform you.

INKiESS drawer inserts are im-plying a crucial additional benefit


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BUSINESS-MIRROR



Buckower Damm 30

12349 Berlin

Phone +49 (0) 30 600 93 - 0

Fax +49 (0) 30 600 93 - 230


www.inkiess.com




CCV Deutschland GmbH

Gewerbering 1

84072 Au i.d. Hallertau

www.ccv-deutschland.de

[email protected]

Phone +49 (0) 8752/864-0

Headquartered in the UK, Glory Global Solutions is a wholly owned subsidiary of GLORY Ltd. Emplo- ying over 3,000 professionals worldwide with dedicated R&D and manufacturing facilities across Eu-rope, Asia and North America, Glory Global Solutions is GLORY's international sales and service or- ganisation. Built on a rich custo-mer-focused, technology-driven heritage spanning almost a hundred years, GLORY is a pioneer in the development and manufacture of cash management, vending and automatic service equipment.

for any cash system, which usual coin tills do not feature. They do optimise cash balancing by "rea- ding off instead of counting", which means coin counting within less than two minutes. No maintenan-ce, no software, no changing over of tills (at weighing) is necessary.


BUSINESS-MIRROR

CCV SalesPointAAApp-based cash register solution

CCV's new app-based system is for all retailers who want to make their business fit for the future with a modern cash register solution. CCV SalesPoint is a lot more than only a cash register, it offers widespread shop management functions. With interfaces to a merchandise ma-nage system, optional integrated webshop and lots of included sta-tistics, SalesPoint is the retailer's control center for his daily business. CCV SalesPoint fulfills all require-ments of new "GoBD" standards, which are going to be mandatory for all German retailers in 2017.

CCV SalesPoint modular structure makes it perfect for starters and can be extended by the retailer s indivi-dual needs.

'

'


BUSINESS-MIRROR



(Germany) GmbH



Phone +49 (0) 6102/ 8334-0

[email protected]






BUSINESS-MIRROR



(Germany) GmbH



Phone +49 (0) 6102/ 8334-0

[email protected]






BUSINESS-MIRROR



Buckower Damm 30

12349 Berlin

Phone +49 (0) 30 600 93 - 0

Fax +49 (0) 30 600 93 - 230


www.inkiess.com





BUSINESS-MIRROR



Buckower Damm 30

12349 Berlin

Phone +49 (0) 30 600 93 - 0

Fax +49 (0) 30 600 93 - 230


www.inkiess.com




plano. Vertrieb GMBH 1/6

Ca. vier Zeilen zu viel Text.

force management software. More than 280 global customers are successfully using our multi-lingual solution to optimize HR proces-ses and profit from our latest web technologies – all within a practical all-in-one solution. Whether the in-tegration of forecast with complex planning scenarios or the commu-nication with employees by mobile app, we optimally harmonize the

For more than 10 years, plano. has been active as a known and esta-blished solution provider of work-

plano. Vertrieb GmbHWorkforce Management

plano. Vertrieb GmbH

An der Schloßmauer 2c

D-98693 Ilmenau

Fon: +49 3677 689787 – 0

Fax: +49 3677 689787 – 90

[email protected]

www.planopunkt.de

needs of both planners and emplo-yees and thus ensure an effective and demand-oriented workforce management.

BizerbaWeighing solutions

Bizerba SE & Co. KG

Wilhelm-Kraut-Straße 65

72336 Balingen

Bizerba offers its customers in in-dustry, trade, and logistics a glo-bally unique solutions portfolio of hardware and software around the central value "weight". This portfolio includes products and solutions related to slicing, proces-sing, weighing, cashing, checking, commissioning, filling and labe-ling. A wide range of services from consulting and service, labels and

consumables to leasing complete the portfolio.Since 1866 Bizerba has made a significant contribution to the developments in the area of weighing technology and today is represented in 120 countries. The customer base includes globally operating companies in trade and industry as well as retailers, bake-ries and butcheries. With around 3,900 employees worldwide and with its headquarters in Balingen, Germany, Bizerba has been in the same family for five generations. Additional production facilities are located in Germany, Austria, Swit-zerland, Italy, France, Spain, China and USA. Bizerba also has a global network of sales and service loca-tions.

Mettler-Toledo GmbHRetail solutions

METTLER TOLEDO is the world's largest manufacturer and supplier of weighing systems for laborato-ries, industry and food retail. The product portfolio for grocery retail ranges from scale equipment for

service counters, specialty areas, checkout, fresh produce, bakery, backroom to software applications for scale management.

With FreshWay METTLER TOLEDO markets a line of touchscreen sca-les that offers high-performance and future-proof state-of-the-art weighing technology. Thanks to its open PC-based technology and its contemporary yet timeless design FreshWay is setting the new stan-dard in terms of creating a perfect shopper experience.

To experience FreshWay and other METTLER TOLEDO retail solutions live, visit us at EuroShop hall 6, booth E61.

APG plano. Vertrieb GmbHPayment solutions Workforce management

hospitality, and quick serve for thousands of customers throughout the world. Whether it's our general application cash drawer, custom designed solutions, or the SMARTtillTM Intelligent Cash Dra-wer, our products and brand are differentiated by our ability to deliver innovative technologies that globally enhance efficiency and security at the point of sale.

and profit from our latest web technologies – all within a practical all-in-one solution. Whether the in-tegration of forecast with complex planning scenarios or the commu-nication with employees by mobileapp, we optimally harmonize the needs of both planners and emplo-yees and thus ensure an effective and demand-oriented workforce management.

APG Cash Drawer manufactures a wide range of highly durable and reliable cash drawers that are delivered quickly to the marketplace. APG has built a reputation as the supplier of choice for cash management solutions for retail, grocery,

For more than 10 years, plano. has been active as a known and established solution provider of workforce management software. Morethan 280 global customers are successfully using our multi-lingual solution to optimize HR processes

APG Cash Drawer, LLC

5250 Industrial Blvd NE

Minneapolis 55421

Phone +1 763-571-5000

[email protected]



D-98693 Ilmenau

Phone +49 (0) 3677 689787-0

[email protected]

www.planopunkt.de

plano. Vertrieb GMBH 1/6

Ca. vier Zeilen zu viel Text.

force management software. More than 280 global customers are successfully using our multi-lingual solution to optimize HR proces-ses and profit from our latest web technologies – all within a practical all-in-one solution. Whether the in-tegration of forecast with complex planning scenarios or the commu-nication with employees by mobile app, we optimally harmonize the

For more than 10 years, plano. has been active as a known and esta-blished solution provider of work-

plano. Vertrieb GmbHWorkforce Management



D-98693 Ilmenau

Fon: +49 3677 689787 – 0

Fax: +49 3677 689787 – 90

[email protected]

www.planopunkt.de

needs of both planners and emplo-yees and thus ensure an effective and demand-oriented workforce management.

Mettler-Toledo GmbH

Ockerweg 3

D-35396 Gießen

Phone +49 (0) 641 507 343

Fax +49 (0) 641 950 705 779

E-mail: [email protected]

www.mt.com/retail


BUSINESS-MIRROR


Focus topics: digital signage, customer analytics and click&collectWhen shopping online, users reveal details about their shopping habits with every click – in contrast to the stationary retail world, where the customer often remains a stran-ger. Therefore, it is quite difficult for retailers to present suitable products to relevant customers or even reach their audience at all. In-store analytics help to gain valuable insights of the customers' behavior, which enables shop owners to im-prove their business performance and optimize the shop portfolio ac-cording to the customer needs. Di-gital signage will be another focus of Axis at the EuroShop.

You can visit Axis Communications in hall 6, booth E18.

EuroShop 2017: PoS turns digital with IP-videoOnline shops changed the rules of the game in retail radically. Ho-wever, retailers are taking action and are now focusing on a digital point-of-sale (PoS). Together with its partners Spinetix AG, Turbina Energy AG and Vizualize, Axis Com-munications will be presenting the latest innovations in the field of IP based solutions for the retail sector. Additionally, the Gruppe Nymphen-burg Consulting AG will join Axis to demonstrate how the data – collec-ted by IP-cameras – can be analy-zed and utilized.

BUSINESS-MIRROR

Axissmart retail

Axis Communications

Adalperostraße 86

85737 Ismaning

[email protected]

www.axis.com





BUSINESS-MIRROR

Axissmart retail

Axis Communications

Adalperostraße 86

85737 Ismaning

[email protected]

www.axis.com


with the focus on high-quality refri-geration units and a sales-boosting atmosphere.

COLD ROOM CONSTRUCTIONWe assist and supply international customers from the food industry both in the reorganisation of exis-ting plants and new installations. Sophisticated construction tech-nology enables us to provide cold rooms and freezers of any size and design, such as glass or walk-in ver-sions.

An intensive exchange of ideas and experiences, a clear identification and understanding of customer requirements and budget-oriented planning are the essential corner-stones of a successful project. We take on board our customers' wis-hes and ideas to create effective and appealing interiors and fresh produce displays and storage con-cepts. We also offer professional implementation of pre-designed concepts. Our integral approach to the entire process is a key element - from conceptual design through to complete installation.

Visit us: Hall 13 / C01.

KRAMER GmbH with 220 emplo-yees across Europe stands for deca-des of experience and cross-sector innovation. The company's scope of services covers the complete value chain, from planning to production and assembly to turnkey project completion.

SHOPFITTINGWe develop, design and manufac-ture interiors for food stores and hypermarkets, the catering sector, butcher's shops, snack bars, de-licatessens, fishmongers, as well as for bakeries and cafés. Bespoke solutions are standard at Kramer,

BUSINESS-MIRROR

KRAMER GmbHSHOPFITTING and COLD ROOM CONSTRUCTION

Axis

KRAMER GmbH

Smart retail

Shopfitting and cold room construction

KRAMER GmbH

Stöckmatten 2-10

79224 Umkirch

Phone +49 (0) 7665 9359-0

Fax +49 (0) 7665 9359-199

[email protected]

www.kramer-freiburg.com

FROST-TROL S.A.Refrigeration

vertical and semi-vertical multideck display cabinets, islands, counters, frozen glass-door cabinets and combis.

For the development of Solid Lines, we all have worked hard both on the aesthetical and the technical design of the cabinets, taking spe-cial care of the improvement in its energy performance. Also the total integration of full vision elements, that achieves a perfect visibility of the displayed products, should be emphasized as one of the main fea-tures of this new collection.

Following our environmental com-mitment, we are strongly focused on an improved application of new natural refrigerants with very low environmental impact as CO2 or propane, which help to minimize the effects of global warming.

In short, our main goal is to offer more energy-efficient, sustainable and ecofriendly commercial refri-geration solutions to the deman-ding retail market.

More information: www.frost-trol.com

For the past 60 years, Frost-Trol has been dedicated to the design, manufacture and commercializati-on of refrigerated display cabinets created for the sale of perishable food products. Throughout our company's history and thanks to decades of enriching experien-ce, we have grown in technology, product diversity and presence in many European and Latin Ameri-can countries.

As a result of our substantial investment in R&D, we launch our new product range called Solid Lines, which offers a vast variety of refri-gerated display cabinets (with or without condensing unit) including

FROST-TROL S.A.

Avda. del Castell Vell, 176

12004 Castellón

SPAIN





BUSINESS-MIRROR

Axissmart retail

Axis Communications

Adalperostraße 86

85737 Ismaning

[email protected]

www.axis.com

SUSTAINABLE FOR NATUREOur project is a high sustainability, entrepreneurial project that has grown over the years thanks to intelligent technologies evolving. It pursues its economic purpose interacting with the environment, society and its customers who then benefit from its activities. Conti-nually improving quality of life is a fundamental part of this project.

THE POWER OF A GLOBAL ENTERPRISEThe global dimension is the one that best describes the achie-vement by the Arneg Group in the international market. Its leadership position in the commercial refrige-ration sector originates from the synergies created between the Group companies, in a wealth of knowledge and ideas circulating in a continuous flow of informati-on throughout the production and distribution network of each cont-inent.

A way of working that, starting from the head office, have gua-ranteed to Arneg leading results in terms of quality, innovation and environmental protection.

ABOUT USInternational leader in the design, manufacture and installation of complete equipment for the retail sector.

SOLID ROOTSArneg was established half a cen-tury ago based on those solid prin-ciples and moral values typical of Veneto culture. It has grown pro-gressively strongly believing in the effectiveness of production growth sensitive to important topics like sa-feguarding the environment, ener-gy savings and respecting people.

Arneg S.p.A.commercial refrigeration

Arneg S.p.A.

Via Venezia, 58

35010 Campo San Martino

(PD)

Italy

Arneg S.p.A.Commercial refrigeration


BUSINESS-MIRROR


BUSINESS-MIRROR

FotobodenCustomized printed flooring

Fotoboden

visuals united ag

An der Gümpgesbrücke 26

41564 Kaarst bei Düsseldorf

thereby boosting sales. Whether it is for clothing or the flash sale of small items:

FOTOBODEN™ is always the per-fect material in visual merchandi-sing because it can be used for all retail purposes: general design of the sales space, short-term use in promotion campaigns, individual shop window design and much more.

With FOTOBODEN™ every spa-ce at the POS can be given a new look, thereby creating an ideal shopping environment both short or long term. Further information and many project examples at www.FOTOBODEN.de


Modern-Expo Group is internatio-nal holding, European manufactu-rer and supplier of shopfitting. The company operates on three fac-tories with a total area of 112 000

sqm, it employs more than 2500 people and sells its equipment to 60 countries worldwide.

Modern-Expo delivers · Display Shelving· Checkout Counters · Solutions for Storage and Logistics· POS Solutions for Brands· Processing equipment· Refrigerated Equipment· Solutions for Omnichannel Retail and E-commerce.All products are manufactured on efficient and high-tech machines and meet all standards of safety and quality (ISO, CE, GS). Headquarter - Lutsk, Ukraine. Sub-sidiaries - Poland, Germany, Russia, France, the UK, the UAE.

BUSINESS-MIRROR

Modern ExpoShop fffitting


2 | 77

BUSINESS-MIRROR

in the illumination of sales areas, Oktalite, a member of the Trilux Group, develops customized, cre-ative lighting scene-setting and luminaires for all the interior and exterior areas of a building – com-pletely and worldwide.

Lighting for the retail trade has been our passion for more than 30 years. Lighting tells stories, affects you and influences buying behavi-our in a positive sense. Specializing

IxtensoLighting


BUSINESS-MIRROR

in the illumination of sales areas, Oktalite, a member of the Trilux Group, develops customized, cre-ative lighting scene-setting and luminaires for all the interior and exterior areas of a building – com-pletely and worldwide.

Lighting for the retail trade has been our passion for more than 30 years. Lighting tells stories, affects you and influences buying behavi-our in a positive sense. Specializing

IxtensoLighting


hanger will maximize garment dis-play and ease of handling while op-timizing manufacturing efficiencies and cost competitiveness. Due to the Braiform license we are part of a network offering client oriented solutions for a global approach.

As a plastic hanger provider with own offices & production facili-ties in Germany, Poland & Turkey we provide to retail industry and clothing manufacturers unique hangers & accessories for their merchandise. We work in partnership with clients ensuring that the

Braitrim GmbHHanger

Braitrim (Deutschland) GmbH

Hertzstraße 10

32052 Herford

Phone +49 (0) 5221-694890

[email protected]

80 | 81

OktaliteLighting

zing in the illumination of sales areas, Oktalite, a member of the Trilux Group, develops customized, creative lighting scene-setting and luminaires for all the interior and exterior areas of a building – completely and worldwide.

Lighting for the retail trade has been our passion for more than 30 years. Lighting tells stories, affects you and influences buying behaviour in a positive sense. Speciali-

PRESS RELEASE

Page 1 of 2 PRESS CONTACTS: Silke Hüsgen & Eva-Maria Geef visuals united ag Phone: +49 (0) 2131 53 213 – 47 An der Gümpgesbrücke 26 Email: [email protected] / www.FOTOBODEN.de 41564 Kaarst - Germany

12 December 2016

New custom-printed flooring: FOTOBODEN™ tells stories at EuroShop 2017

Kaarst. Shopfitting would be unthinkable without FOTOBODEN™ today. Whether it’s the general design of the sales space, short-term use in a promotional campaign or customised storefront design, custom-printed vinyl flooring is a simple way to turn any POS space into an immediate success and to create a new shopping atmosphere. FOTOBODEN™ ensures a sustainable sales increase through an emotive marketing focus.

Moreover, FOTOBODEN™ is a byword for large-sized, photorealistic printing of up to 1.8 billion pixels per square metre on vinyl flooring. Using lengths of flooring, each 3.15m in width, it is possible to cover up to 20 metres in one piece and indeed areas of over 1,000 square metres. Using FOTOBODEN™, products and companies can be beautifully portrayed, for instance, in a winter landscape or on an American football field. The design options are almost endless. And once the flooring has been used, it can simply be wet-wiped, picked up, rolled up and reused. FOTOBODEN™ will be represented at EuroShop in two places – one in Hall 3, at Stand 3D82 and the other in Hall 10, at Stand 10G78, where visitors will be impressed and surprised not only by the stand design, but also by live project presentations.

Photographic material: American football field An American football field as a temporary action area – not a problem, thanks to FOTOBODEN™ custom-printed vinyl flooring.

About FOTOBODEN™:

FOTOBODEN™ is a product from visuals united ag headquartered in Kaarst. The patented vinyl flooring is custom printable making it ideal as an advertising and decoration feature. It can be used in visual merchandising at the POS and for trade fairs. Museums, TV productions as well as store design and stage building firms also use the material boasting multiple ISO and DIN (German

New dimension of custom prin-ted flooring = FOTOBODEN™ Kaarst. FOTOBODEN™ is the sales stimulator in the field of shop fitting. This is because the custom-printable vinyl flooring creates and promotes the emotional level at the point of sale,

Modern-Expo GmbH

Am Theresenhof 2

15834 Rangsdorf

[email protected]

www.de.modern-expo.com

Phone +49 (0) 30 417 44 603

Fax +49 (0) 30 417 44 604

Oktalite Lichttechnik GmbH

Mathias-Brüggen-Straße 73

50829 Köln

Phone +49 (0) 221 59 767-0

Fax +49 (0) 221 59 767-40

www.oktalite.com

[email protected]


BUSINESS-MIRROR

FotobodenCustomized printed flooring

Fotoboden

visuals united ag

An der Gümpgesbrücke 26

41564 Kaarst bei Düsseldorf

thereby boosting sales. Whether it is for clothing or the flash sale of small items:

FOTOBODEN™ is always the per-fect material in visual merchandi-sing because it can be used for all retail purposes: general design of the sales space, short-term use in promotion campaigns, individual shop window design and much more.

With FOTOBODEN™ every spa-ce at the POS can be given a new look, thereby creating an ideal shopping environment both short or long term. Further information and many project examples at www.FOTOBODEN.de


Modern-Expo Group is internatio-nal holding, European manufactu-rer and supplier of shopfitting. The company operates on three fac-tories with a total area of 112 000

sqm, it employs more than 2500 people and sells its equipment to 60 countries worldwide.

Modern-Expo delivers · Display Shelving· Checkout Counters · Solutions for Storage and Logistics· POS Solutions for Brands· Processing equipment· Refrigerated Equipment· Solutions for Omnichannel Retail and E-commerce.All products are manufactured on efficient and high-tech machines and meet all standards of safety and quality (ISO, CE, GS). Headquarter - Lutsk, Ukraine. Sub-sidiaries - Poland, Germany, Russia, France, the UK, the UAE.

BUSINESS-MIRROR

Modern ExpoShop fffitting

80 | 81

ElektraLED

ELEKTRA GMBH

Werkstr. 7

D-32130 Enger

Phone +49 (0) 5223 185-0

E-Mail: [email protected]

www.elektra.de

The Power of LightELEKTRA enlightens. And connects innovation, flexibility and part-nership as no other provider. With short means and high vertical inte-gration made useful to your value added chain: manufacturing and assembling combined in one step by ELEKTRA as OEM and system supplier! We foster new inspirations and combine effects with efficien-cy. Without neglecting that perso-nality and service are as important for success as high-tech and know-how. The result: more safety, less complexity, no doubt. Because light accepts no maybe.

Die Kraft des LichtsELEKTRA macht Licht. Und ver-bindet Innovation, Flexibilität und Partnerschaftlichkeit wie kein an-derer Anbieter. Mit kurzen Wegen und hoher Fertigungstiefe, die wir als OEM und Systemlieferant auch für Ihre Wertschöpfungskette nutz-bar machen: Baugruppenfertigung und -montage zu einem Schritt vereint! Wir inspirieren zu neuen Ideen und kombinieren Wirkung mit Wirtschaftlichkeit. Dabei ver-gessen wir nie, dass Persönlichkeit und Service für den Erfolg ebenso entscheidend sind wie Hightech und Know-how. Das Ergebnis: mehr Sicherheit. Weniger Komple-xität. Kein Zweifel. Denn Licht dul-det kein Vielleicht.

Messe DüsseldorfRetail trade fair

EuroShop, the World’s No.1 Retail Trade Fair, is not to be missed: With 126,000 m² net exhibition space and 2,400 exhibitors from 59 countries it is both a trendsetter and an indispensable information and communication platform for all retail decision-makers. Its seven ex-perience dimensions boast fascina-ting diversity: POP Marketing, Expo & Event Marketing, Retail Techno-logy, Lighting, Visual Merchandi-sing, Shop Fitting & Store Design as well as Food Tech & Energy Ma-nagement. The extensive line-up of exhibitor ranges is complemented by the proven, high-calibre forums with practitioners’ lectures presen-ted on all five exhibition days right amidst trade fair activities (simulta-neously interpreted from/into GB).

Schlagwort

TradeWorld 2017

TradeWorld 2017 – a special strategic component with its own program of expert forums – features exhibitors showcasing e-commerce and omnichannel solutions for businesses in the manufacturing, commercial, and service sectors as part of LogiMAT, the 15th International Trade Show for Distribution, Materials Handling, and Information Flow. LogiMAT welcomes more than 1,300 international exhibitors to the Messe Stuttgart convention center from March 14 to 16, 2017.

TradeWorld 2017

The Platform for Modern

Trading process

14– 16 March 2017

New Stuttgart

Trade Fair Centre

www.tradeworld.de

TradeWorld 2017E-commerce and omnichannel solutions

Messe Düsseldorf GmbH

Postfach 101006

40001 Düsseldorf – Germany

Phone +49 (0) 211/4560-01

Fax +49 (0) 211/4560-668

www.euroshop.de


BUSINESS-MIRROR

IMPRINT

Slimstock Inventory optimisation

retail trends is a special issue of iXtenso.com – Magazine for Retailers

Publishing House:beta-web GmbH, Celsiusstr. 43,53125 Bonn, [email protected], www.beta-web.deTel.: +49 (0) 228 919 37-35

Publisher: Michael Wackerbauer

Managing editor: Mareike Scholze

Authors: Mareike Scholze, Natascha Mörs, Melanie Günther, Lorraine Dindas, Daniel Stöter, Klaus Lach, Gianna Lara Bergmann, Dr. Kai Hudetz, Prof. Jörg Becker, Prof. Georg Rainer Hofmann, René Bernard, Uwe Hennig, Mirko Hüllemann,Cornelia Jokisch

Production management: Nicole Schlüter

Advertising department: Ben Giese, Inga Kuhlow, Dieter Makowski, Janina Strahl

Layout: Maria Söntgerath, RAUTENBERG MEDIA KG

Cover design: Arneg S.p.A.

Printing house: RAUTENBERG MEDIA KG, Troisdorf

Title advertisement: Arneg

Photo Sources:Page 4: beta-web GmbH; page 5: Mareike Scholze/iXtenso; page 6/8-9: Schmidhuber; page 10: Imperial Logistics International, shutterstock/Imperial Logistics International; page 12: Apropos; page 13: TeaTales, IFGroup/Bork; page 15: Monika Imschloß; page 16: Stein Promotions; page 18: Sneakstar; page 19: Sneakstar; page 20: Gunnar Mau/Shop-permetrics, Apollo-Optik, Thalia Bücher GmbH, Prof. Gerrit Heinemann/Hochschule Niederrhein, tegut; page 21: panthermedia.net/SimpleFoto, Bitkom; page 22: iStockphoto/Deejpilot; page 23: Detego; page 24: Britta Krämer, billiton GmbH; page 26: Jessica Moos, Lokaso GmbH; page 27: panthermedia.net/Wavebreakmedia; page 28: The North Face; page 29: panthermedia.net/gpointstudio; page 30: eco – Verband der Internetwirtschaft e.V.; page 32: IFH Köln, 2016; page 34: SportScheck/Open Street Maps; page 35: SportScheck; page 36: acardo group AG; page 37: CIMA, Bartels-Lagness Handelsgesellschaft, Bizerba; page 38: panthermedia.net/SimpleFoto, Bitkom; page 39: panthermedia.net/SergejsRahunoks; page 40: Heidelberger Payment GmbH; page 41: Mareike Scholze/iXtenso; page 42: WindowsWear.com; page 43: WindowsWear.com, Klaus Lach; page 44-45: Natascha Mörs/iXtenso; page 46: Peter Zembol; page 48: panthermedia.net/weerapat; page 50: Lufthansa, FAMAB; page 51: Stein Promotions, Ipsos, Ikea, TWT Interacti-ve GmbH ; page 52 : Bütema; page 53-54: Hirmer; page 55: panthermedia.net/fiphoto_B; page 56 : panthermedia.net/kuprin33; page 58: panthermedia.net/bancha chuamuang-pan, EnergieAgentur.NRW; page 59: Ansorg; page 60: Storebest, Ansorg; page 61: Ansorg; page 64: CEDES: Die Lichtfabrik GmbH, Oktalite, PROLICHT; page 65: panthermedia.net/Wassiliy; page 66: Deutsche Post DHL Group, Blume 2000, Logata Digital Solutions GmbH, TREND-STORE shop creation GmbH, Liefery, Starship Technologies; page 67: panthermedia.net/Fabrice Michaudeau; page 68: panthermedia.net/zoomteam; page 69: ERCIS; page 70: panthermedia.net/Andriy Popov; page 71: IRi; page 72: MetaPack, Deutsche Post DHL Group; page 73: Deutsche Post DHL Group; page 74 -75 : Trinkkiste

The right stock at the right time at the right locationWith a rapidly increasing number of new product introductions, higher promotional pressure than ever be-fore and fragmented turnover across multiple locations and channels, retail environments have never been more dynamic or complex. Slimstock focuses on specific retail issues in the area of inventory opti-misation within the Food, Fashion, and Non-Food industry. The focus is on the central warehouse, the webshop(s) and automatic replenis-

hment of stores. The combination of our inventory optimisation software, Slim4, coupled with our extensive retail experience, ensures that our custo-mers reach their goal: the right stock at the right time at the right location. Integrated inventory managementTo guarantee customer satisfaction, maximise margins and keep excess stock to an absolute minimum, ensuring the right availability for each sto-cking location is critical. Thus, in an omnichannel retail environment, it is vital that inventory is planned centrally. With Slim4, the optimal stock for each inventory location are calculated based on the anticipated sales op-portunity and the margin that has to be realised. Proven results retailSwift implementation directly leads to the following results: • 50% reduction of out of stocks • 2-7% turnover increase, resulting from improved availability • 10-30% inventory reduction • Up to 50% efficiency improvement

Inventory optimisation for retailers

The right stock at the right time at the right location With a rapidly increasing number of new product introductions, higher promotional pressure than ever be-fore and fragmented turnover across multiple locations and channels, re-tail environments have never been more dynamic or complex.

Slimstock focuses on specific retail issues in the area of inventory opti-misation within the Food, Fashion, and Non-Food industry. The focus is on the central warehouse and the

webshop(s) as well as automatic replenishment of stores. The combination of our inventory optimisation software, Slim4, coupled with our extensive retail experience, ensures that our customers reach their goal: the right stock at the right time at the right location.

Integral inventory managementTo gurantee customer satisfaction, maxmise margins and keep excess stock to an absolute minimum, ensuring the right availbilty for each stocking location is critial. Thus, In an omnichannel retail environment, it is vital that inventory is planned centrally. With Slim4, the optimal stock for each inven-tory location are calculated based on the anticipated sales opportunity and the margin that has to be realised.

Proven results Retail:Swift implementation directly leads to the following direct results. • 50% reduction of out of stocks• 2-7% turnover increase, resulting from improved availability• 10-30% inventory reduction• Up to 50% efficiency improvement

Slimstock

Zutphenseweg 29 G1

7418 AH Deventer,

Netherlands

Mallinckrodtstr. 320

D-44147 Dortmund

www.slimstock.com


The magazine for retailers and their partners – everywhere, anytime

www.iXtenso.com

www.iXtenso.com – the online magazine for the retail sector covers the latest topics in the industry and retail sector and informs about industry trends. Our information portfolio for you includes news, background re-porting, innovations, user feed-back, personnel announcements and an extensive supplier and product database featuring more than 3,000 suppliers.Thanks to our magazine’s mo-dern and fresh design and its clear and straightforward struc-

ture, retailers and their partners are able to quickly fi nd news and expert articles that focus on the latest relevant retail happenings. Our international regular readers spend an above average amount of time getting informed with our online magazine, which is publis-hed in German and English.We offer our readers smartly networked reports that provide extensive information on the re-spective topic – free of charge. iXtenso.com creates an increa-sed online presence of compa-

nies. As a supplier, you reach the searchers right when they have a need and at the moment they are receptive to your products and services. The latest news about your company and detailed com-pany profi le and product presen-tations can make a signifi cant difference in this case. Since 2014, we have success-fully complemented our portfolio with the once-yearly special print edition of “retail trends“.

Create an Excellent Customer Shopping Experience

Build loyalty and increase sales with a personalised checkout experience. �e next generation of cash management solutions will improve a store’s operational e�ciency, reducing time spent on manual cash counting and allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision. [email protected] | www.cashdrawer.com/europe

Visit us at EuroSHOP 2017 to learn more: Hall 6 / C31

Cash Management Solution

better customer service and generating more sales at the point of decision.better customer service and generating more sales at the point of decision.better customer service and generating more sales at the point of decision.better customer service and generating more sales at the point of decision.

operational e�ciency, reducing time spent on manual cash counting and

[email protected] | www.cashdrawer.com/europe

better customer service and generating more sales at the point of decision.allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision.



operational e�ciency, reducing time spent on manual cash counting and

[email protected] | www.cashdrawer.com/[email protected] | www.cashdrawer.com/europe


operational e�ciency, reducing time spent on manual cash counting and allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision.

�e next generation of cash management solutions will improve a store’s




�e next generation of cash management solutions will improve a store’s operational e�ciency, reducing time spent on manual cash counting and

Build loyalty and increase sales with a personalised checkout experience.


better customer service and generating more sales at the point of decision.


allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision.


�e next generation of cash management solutions will improve a store’s operational e�ciency, reducing time spent on manual cash counting and allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision.

Build loyalty and increase sales with a personalised checkout experience. �e next generation of cash management solutions will improve a store’s





Build loyalty and increase sales with a personalised checkout experience. �e next generation of cash management solutions will improve a store’s operational e�ciency, reducing time spent on manual cash counting and







Build loyalty and increase sales with a personalised checkout experience. �e next generation of cash management solutions will improve a store’s operational e�ciency, reducing time spent on manual cash counting and allowing managers to reallocate the labour necessary to focus on giving better customer service and generating more sales at the point of decision.





























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