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The International Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design

© shutterstock/ssguy

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Shops & Shopping in Shanghai Visual Merchandising: Where the senses reign supreme

In Shop Talk: Mag. Martin Wäg (Kastner & Öhler)

The new Globetrotter


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Ladenbau von A bis Z by Umdasch Shop Academy

Ladenbau- und Laden-Marketing-Lexikon Lexikonteil mit ca. 1.000 Begriffen. Thementeil mit 28 Beiträgen ausgewiesener internationaler Experten zu aktuellen Fragen aus dem Retail- und Shopfitting-Business.

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Ladenpreis: € 49,95. ISBN 978-3-7667-1880-8, Format 17 x 24 cm, gebunden, 304 Seiten. Sonderpreis für SHOP aktuell-Leser/Abonnenten: € 35,00 (zzgl. MwSt., Porto und Versandkosten). Bestellungen über shop.aktuell@umdasch.com oder www.umdasch-shop-concept.com oder per Telefon 0043 (0)7472-605-2328 (Frau Käfer).


SHOP Inhalt Contents

Im SHOP TALK: Martin Wäg über den Abschied vom Warenhaus – Seiten 14 – 15. In SHOP TALK: Martin Wäg on the end of the department store – pages 14 – 15.

Chefköche unter der Regie von Sarah Wiener an der EuroShop – Seiten 16 – 19. Chief cooks under the direction of Sarah Wiener at the EuroShop – pages 16 – 19.

Verblüfft und verführt: Der neue Globetrotter in München – Seiten 40 – 43. Full of surprises and charm: the new Globetrotter in Munich – pages 40 – 43.

Warum „Offline Shopping“ Pioniergeist braucht – Seiten 34 – 39. Why “Offline Shopping” needs a pioneering spirit – pages 34 – 39.

Inhalt Contents SHOP INSIDE Editorial, Masthead, Reader service

Das von der Umdasch Shop Academy in Zusammenarbeit mit dem Callwey Verlag deutschsprachig herausge­ gebene „Ladenbau- und Laden-Marketing-Lexikon“ ist Nachschlagewerk und Trendreport für alle, die sich mit der Konzeption, Planung und Realisierung von Laden‑ investitionen beschäftigen. The German-language “Ladenbau- und LadenMarketing-Lexikon” (Encyclopaedia of Shopfitting and Shop Marketing) by the Umdasch Shop Academy is published in co-operation with the Callwey Verlag. It is the reference work and trend report for all those who are involved in the conception, planning and realisation of shop investments.

4 – 5

SHOP CONCEPT TOPIC Visual Merchandising: Where the senses reign supreme Offline Shopping 2.0

6 – 13 34 – 39

SHOP TALK Martin Wäg on the end of the department store

14 – 15

SHOP DESIGN EuroShop: Sarah Wiener and The Stagecraft in Retailing

16 – 19

SHOP PANORAMA Sportler, Expert, Suite 341, Volcom, Dorotheum Juwelier, Skoda, Sportland, Rewe to go, Dänisches Bettenlager, The Nuance Group

20 – 33

SHOP REPORT Globetrotter, Munich

40 – 43

SHOPS & SHOPPING Rough Luxe pure in Shanghai

44 – 47

SHOP EVENTS “Around the World in 18 Days”, Umdasch Shop Academy, Calendar of Events, New Books

48 – 51

SHOP aktuell 110

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SHOP Editorial

Chefsache A matter for the boss Liebe LeserInnen, Handelsprofis wie Christoph Huber (Garhammer), Thomas Lipke (Globetrotter) und Mar tin Reinhard Peneder SHOP aktuell Wäg (Kastner & Öh- Chefredakteur ler) sind sich einig: Editor-in-Chief Visual Me rchandising ist absolute Chef­sache. Der Stellenwert dieser Paradedisziplin des LadenMarketings nimmt rasant zu. Während die Ausgaben für klassische Werbung (Anzeigen, Prospekte, TV) im Zeitalter der Reizüberflutung zurückgenommen werden, investiert der Handel deutlich mehr in die Attraktivität des POS. Diese spannende Entwicklung ist ein Schwerpunktthema dieser Ausgabe von SHOP aktuell. Weitere Stationen auf unserer Entdeckungsreise sind diesmal die chinesische Wirtschaftsmetropole Shanghai, die EuroShop in Düsseldorf, der neue Globetrotter in München und zahlreiche weitere richtungsweisende Shop-Konzepte. Ich hoffe, es ist die eine oder andere gute Anregung für Sie mit dabei. Dear Readers, Retail professionals like Christoph Huber (Garhammer), Thomas Lipke (Globetrotter) and Martin Wäg (Kastner & Öhler) all agree: visual merchandising is very much a matter for the boss. The importance of this paramount discipline of shop marketing is increasing rapidly. While budgets for classic advertising (advertisements, brochures, television) in this age of sensory overload are being reduced, the retail sector is investing increasing amounts in the attractiveness of the POS. This exciting development is the main topic in this issue of SHOP aktuell. Further stopovers on our voyage of discovery this time include the Chinese business metropolis Shanghai, EuroShop in Düsseldorf, the new Globetrotter in Munich and numerous other pioneering shop concepts. I hope that you, too, will find some interesting suggestions here.

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SHOP Inside

Umdasch Shop-Concept: “RLI Interior Excellence Award” Im Rahmen einer rauschenden Festveranstaltung wurden am 9. Juni 2011 im Naturhistorischen Museum in London die RLI Awards 2011 vergeben. Umdasch Shop-Concept wurde dabei für die perfekte Realisierung des Projektes Nike „House of Football“ in Südafrika mit dem „RLI Interior Excellene Award“ ausgezeichnet. Zum zweiten Mal nach 2009 wurden das Amstettner Unternehmen bzw. seine englische Tochter damit als Ladeneinrichter des Jahres auf globalem Parkett geadelt.

The Disney Store (International Retailer of the Year), 360 Mall Kuwait (International Shopping Center of the Year), Ferrari World Abu Dhabi (Most Innovative Retail and Leisure Concept) und die Cleopatra Mall in Kairo (Future Project Award).

On 9 June 2011 the RLI Awards 2011 were presented in a glittering ceremony in the Natural History Museum in London. Umdasch Shop-Concept was honoured with the RLI Interior Excellence Award for its perfect realisation of the Nike “House of Football” project in South Africa. It was the second time since 2009 that the Amstetten-based company, and more specifically its English subsidiary, was honoured on the global stage as the shopfitter of the year. RLI (Retail & Leisure International) is a leading specialist publication in the field of shop Umdasch-UK-Geschäftsführer Roman Fußthaler (Dritter architecture and shop design, von links) nahm den RLI Award am 9. 6. 2011 persönlich von and is distributed worldwide. RLI-Herausgeberin Jayne Rafter entgegen. Roman Fussthaler, Managing Director of Umdasch UK (third With its annual award ceremony from left) received the RLI Award personally on 9 June 2011 the famous magazine aims to from RLI publisher Jayne Rafter. show its recognition of the creative developments within the retail sector. RLI (Retail & Leisure International) ist The illustrious jury consists of representeine führende und weltweit erscheinende atives of the international retail, design Fachpublikation im Bereich Shop Archiand shopping centre scene. This year tektur und Shop Design. Mit der jährlich the prize for the best project developer stattfindenden Awards-Verleihung möchte went to SES (Spar European Shopping das renommierte Magazin erfolgreichen, Centres). Further awards were received kreativen Entwicklungen in der Handelsby Marks & Spencer (UK Retailer of the welt Rechnung tragen. Die hochkarätig Year), The Disney Store (International besetzte Jury setzt sich aus RepräsenRetailer of the Year), 360 Mall Kuwait tanten der internationalen Retail-, Design(International Shopping Centre of the und Shopping-Center-Szene zusammen. Year), Ferrari World Abu Dhabi (Most Als bester Projektentwickler des Jahres Innovative Retail and Leisure Concept) wurde die SES (Spar European Shopping and the Cleopatra Mall in Cairo (Future Centers) geehrt. Weitere Preise gingen an Project Award). Marks & Spencer (UK Retailer of the Year),

Leserservice Reader service

Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by fax or e-mail. Fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com

Impressum

SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 110/September 2011. German/English edition. Price per copy: € 6, CHF 7, $ 9, £ 5. Subscription price: € 24 for 5 consecutive issues (plus postage). Distributed free of charge to Umdasch DMDB members. Project management: Reinhard Peneder, Umdasch ShopConcept, A-3300 Amstetten. Managing Editor: Evelyn Kössler M.A. Authors and contributors to this issue: Reinhard Peneder, Mag. (FH) Sonja Scheidl, Evelyn Kössler M.A., Heiko Hinrichs, John Ryan, Mag. Harald Holzapfel, Christian Hammer. Design: Denise Siegl, Sandra Schuller. Photos/Illustrations: shutterstock, Manfred Aigner, Reinhard Peneder, Matthias Koch, dlv, Wolfgang Croce, Globetrotter, Syndicate, RLI, Weinfranz, Top Job, Ladenbau- und Laden-Marketing-Lexikon, Jeffrey Totaro, Liganova, Garhammer, Mexx, O’Neill, David Bank, Christian Hammer, Frank Barylko, Nike, Christian Stelling, Svindland, ifcmall, iStockphoto, Carbonaro, Messe Düsseldorf, Archiv. Translation: Jane Michael. Printing: Friedrich VDV, Linz. N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.

SHOP aktuell 110


SHOP Inside

Umdasch Shop-Concept is to become Umdasch Shopfitting Umdasch Shop-Concept wird sich ab 1. 1. 2012 mit einem neuen optischen Erscheinungsbild (Corporate Design) präsentieren und auch am Wording einen Feinschliff vornehmen: Aus Umdasch Shop-Concept wird die Marke Umdasch Shopfitting, ergänzt um den Claim „Space for Brands“. Das neue, moderne Logo (siehe Abbildung) ist in Anthrazitgrau gehalten. Schritt für Schritt wird der neue Auftritt auf allen Werbemitteln zu sehen sein. Der letzte CD-Relaunch bei Umdasch liegt ziemlich genau 20 Jahre zurück. Damals wurde aus Umdasch Laden-Einrichtungen die Marke Umdasch ShopConcept. Neben einem neuen optischen Erscheinungsbild wurde die bereits damals hohe Kompetenz bei Beratungs- und Serviceleistungen stärker in den Vordergrund gerückt. Das ist auch gut gelungen. Etwas weniger konnte damit, und das wurde besonders in den letzten Jahren spürbar, die

unbestrittene Kernkompetenz, nämlich professioneller Ladenbau mit internationalem Aktionsradius, vermittelt werden. Das ist – neben der sinnvollen optischen Auffrischung – ein wesentlicher Grund für den CD-Relaunch. Mehr darüber können wir in SHOP aktuell 111 berichten. From 1.1.2012 Umdasch ShopConcept will be presented with a new appearance (Corporate Design) and will also undergo some fine-tuning as regards the name: Umdasch Shop-Concept will become the brand Umdasch Shopfitting, adding the claim “Space for Brands”. The new, modern logo (see illustration) is anthracite grey. The new design will appear successively in all advertising materials. The last CD relaunch at Umdasch took place almost

Umdasch Shop-Concept Germany has been awarded the hallmark of excellence “Top Jobs” for 2011 and is thus listed among the best employers in Germany. The award is based on a survey carried out by the Institute for Management and Staff Management at the University of St. Gallen among medium-sized German companies in all sectors. It took SHOP aktuell 110

exactly 20 years ago. At that time Umdasch Laden-Einrichtungen became the brand Umdasch Shop-Concept. In addition to a new corporate design, this spotlighted the company’s expertise in the provision of consultancy and services, which was considerable even in those days. It was a successful move. However, the company’s uncontested core competence, in other words professional shopfitting with an international radius of operation, was less easy to convey – a fact which had become increasingly evident in recent years. Apart from the desirable image rejuvenation, that is one of the main reasons for the CD relaunch. We shall report in more detail on this development in SHOP aktuell 111.

Helmut Neher, Umdasch Vorstandsdirektor: „Mit der Markenbezeichnung Umdasch Shopfitting rückt unsere Kernkompetenz wieder stärker in den Fokus.“ Helmut Neher, Umdasch Executive Director: “With the brand name Umdasch Shopfitting our core competence will become the focus of attention once more.”

„Top Jobs“ bei Umdasch “Top Jobs” at Umdasch Umdasch Shop-Concept Deutschland hat für 2011 das Gütesiegel „Top Jobs“ erhalten und zählt somit zu den besten Arbeitgebern Deutschlands. Grundlage dafür ist eine Untersuchung des Institutes für Führung und Personalmanagement der Universität St.Gallen bei mittelständischen deutschen Unternehmen aller Branchen. Berücksichtigt wurden u.a. Kriterien wie Arbeitsklima, Kommunikationskultur und Work-Life-Balance. Mentor der Initiative ist der frühere deutsche Bundeswirtschaftsminister Wolfgang Clement.

Das neue, moderne Logo ist in Anthrazitgrau gehalten. The new, modern logo is anthracite grey in colour.

Michael Staller, Geschäftsführer Umdasch Shop-Concept Deutschland, und seine Assistentin Ann-Katrin Rieser nahmen die Auszeichnung von Wolfgang Clement entgegen. Michael Staller, Managing Director of Umdasch Shop-Concept Germany and his assistant Ann-Katrin Rieser received the award from Wolfgang Clement.

New system brochures: Quadra, Horizont Plus Umdasch Shop-Concept has undertaken technical modifications to its tried and tested shop systems Quadra and Horizont. New brochures which provide a clear overview are available immediately. You can order them if required from any convenient Umdasch address (see back cover).

into account criteria including, for example, working atmosphere, communication culture and work-life balance. The mentor of the initiative is the former Minister of the Federal Republic of Germany, Wolfgang Clement. umdasch shop-concept

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Shop Concept TOPIC Visual Merchandising

Author Reinhard Peneder

Popular destinations for trend scouts with regard to Visual Merchandising: the new Kastner & Öhler in Graz (large photo) and Abercrombie & Fitch in London. Umdasch Shop-Concept was part of the team for both projects as the shopfitting company.

Visual Merchandising: Where the senses reign supreme In this age of total sensory overload, it is no longer the competition between products which is decisive in retailing, but the competition for awareness. Classic advertising such as advertisements, brochures or TV spots is at a disadvantage. Instead, the POS itself is moving into the centre of the action as the most important advertising medium. Visual Merchandising (VM), a prime discipline in shop marketing, has become a matter for the boss. Shops imbued with emotions and sensuous presentation are designed to attract visitors, arouse their attention, entertain them, inspire them and thus seduce them. The term “Visual Merchandising” originated in America and is often – if not strictly accurately – used for the entire spectrum of sales-area design and sales communication. The more accurate term would accordingly be “Visual Marketing”, as 6

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Marco Dionisio of Dioma AG in Bern points out. However, we shall just have to live with overlapping terms and interpretations. In the narrower (correct) sense Visual Merchandising is the art of product (image) presentation in line with revenue SHOP aktuell 110


Photo: Liganova

Photo: Jeffrey Totaro

Shop Concept ToPIc Visual Merchandising

The finer points of VM and presentation using lighting: Esprit on Fifth Avenue in New York (large photo; shopfitting by Umdasch Shop-Concept) and the fair stand of BOSS Orange at Bread & Butter (concept and realisation Liganova).

in the German-speaking region. She says “Visual Merchandisers are professionals for three-dimensional advertising at the POS.” Tascha Snelling of Liganowa sees things similarly: “Visual Merchandising is the visual communication of the identity of a company at the POS”. The Bund Deutscher Schauwerber (Association of German Visual Merchandisers) (BDS) has reacted to the new demands and now calls itself the Europäischer Zentralverband Visuelles Marketing / Merchandising (European Visual Marketing Merchandising Association).

Christoph and Johannes Huber (Garhammer, Waldkirchen): “Quality needs space.”

criteria and on the basis of multi-sensory aspects. The term “visual” has also become decidedly inadequate, since in addition to product image design, disciplines like “air design” and “sound design” also play a decisive role. A very pragmatic definition has been supplied by Irmgard Heyd, who for many years has been considered to be one of the leading experts SHOP aktuell 110

Be that as it may, what is uncontested is the direct link between VM and the range of products, since it is a matter of presenting them in line with their positioning, Here we are already at a decisive point, since the price awareness (and hence the positioning) will be controlled via the product pressure. Product pressure refers to the number of articles displayed per shelf metre or per square metre of sales area in the central area. In simple terms a high product pressure indicates “discount” and low product pressure indicates “luxury”. Here the LIM (“Less Is More”) and MIL (“Mass In Limits”) umdasch shop-concept

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Shop Concept TOPIC Visual Merchandising

Premium Visual Merchandising Emotionalisation of the product image – relevance for target group

Indirect lighting, frame for the product image

Design hanging in sleeve presentation

Small quantities of goods in the set presentation

Individual presentation on tables

Space is luxury – space to allow the product to have an effect

Repetition of product image rhythms as a stylistic element

Show no more than three examples of an article

Complementary use of dummies or torsoes

Small quantities of products in the centre area; presentation of single items on display tables, comfortable seating, catwalks ...

Selected rules of Premium Visual Merchandising … with the corresponding example in practice (Airfield).

This, more or less, is how retailers and brands define their requirements of future VM professionals.

rating systems developed by the professionals at Umdasch Consulting provide an especially suitable instrument for visualising the (price) positioning coherently on the sales area (see SHOP aktuell 90 and elsewhere). It is precisely because of this important coherence between aspiration and subjective price awareness that Christoph Huber of Garhammer in Waldkirchen, for example, observes “We need more area for presentation” and thus “we must move away from comparability”. The rules of Visual Merchandising There are numerous tried and tested “rules” for professional and successful Visual Merchandising. For example, the professionals at Umdasch have summarised them in a compact “Visual Merchandising Handbuch” (Handbook of Visual Marketing). The publication contains, for example, chapters on the ideas behind VM, the principles of the structure of department and product image development, and on shelving systems and lighting. Another important topic is the knowledge gained from neuromarketing, especially with regard to the use of emotional pictures, and its relevance for VM. 8

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SHOP aktuell 110


Shop Concept TOPIC Visual Merchandising

Classic Visual Merchandising Playing with various forms of presentation (from the front, diagonal, in blocks)

Presentation of complete outfits for a fashion topic (combination possibilities)

Emotionalisation of the product image – relevance for target group

Accentuation of wall development through bright indirect lighting

The product image has a frame

Additional outfit: combinations on the third level. Block formation to document the depth of the product range Important customer information regarding the price of the products presented here One topic neatly sorted by colour

Low centre-space furnishings: unobstructed view of the wall (arena principle)

Selected rules of Classic Visual Merchandising … with the corresponding example in practice (NKD).

Classics among the VM rules are the arena principle and the structuring of presentation zones. In the two diagrams on this double page we have presented them and a number of other “tips & tricks” in a bold and simple manner. We distinguish deliberately here between “Classic Visual Merchandising”, in other words concepts with high product pressure, and “Premium Visual Merchandising”, which refers to concepts with low product pressure. Those who can master these aspects will have the edge over the competition. Tips, tricks and the experience of professionals SHOP aktuell also asked over a dozen brand, retail and VM professionals about the rules and various other aspects of Visual Merchandising. We have summarised a selection of the questions and the (sometimes greatly abbreviated) the answers on pages 12/13. You will find the complete questions and answers on our website www.umdasch-shop-concept.com under SHOP aktuell 110. The experts agree that the importance of Visual Merchandising was never as high as it is today. More than ever, retailers SHOP aktuell 110

above all refer to ideas such as emotionalisation, presentation, enticement and desire. VM is in fact an excellent instrument for distinguishing oneself and thus freeing oneself from price comparisons. Lucy Engwell of Habitat summarises the most important principles as follows: • Customer flow • Sightlines & focal points • Focus on best sellers – “eye line is buy line” • Consistency & standards • Grouping and story telling • Space planning. John Penther also has his own VM principles: • The product/ the goods must form the main focus • VM must not be an aim in itself • VM can provoke but it must not damage the brand core • VM must be in line with the spirit of the times. Marco Dionisio on the other hand believes that the most important thing is to have one’s own identity as well as an identity of visual language. Dionisio also has a definite opinion relating to the anchoring of VM: “Where it functions, VM is firmly embedded on the management level. Of course there must be a specialist in the background, and a team for the creative implementation.” “A matter for the boss” was the spontaneous comment of Martin Wäg, umdasch shop-concept

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Photo: O’Neill

Photo: Mexx

Shop Concept TOPIC Visual Merchandising

The use of appropriate props and photos from the milieu in question is an important element in effective VM concepts today. Seen at Mexx in Brussels (large photo) and at O’Neill in London. Umdasch supplied the shopfitting for both projects.

the chairman of Kastner & Öhler. His store in Graz, for which Dionisio works as an external consultant, is currently regarded as an international benchmark. In many cases VM is anchored in the marketing department of the company concerned; sometimes interdisciplinary teams set the tone visually. It is very common to work together with external professionals. “There is a clear trend towards external partners, who should be controlled internally with regard to budget and creativity,” states Ansgar Hellmich of Mexx. “For a cooperation of this nature, transparent expertise and permanent consultation are necessary,” observes Wolfram Liebhard of Heinrich Wörner GmbH. Smaller and medium-sized companies rely on their partners within the sales area as regards VM, even if from time to time in this case the identity of the shop brand suffers as a result. The meaningfulness of and necessity for a VM manual is undisputed by brands and larger retailers. Lucy Engwell’s views are exactly in line with this approach: “Design manuals set the principles and rules of VM for the business. They ensure the VM strategy is clearly communicated and therefore the execution is consistent across the portfolio. They are hugely important in order to eliminate any subjectivity.” The view of Claudia 10

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Irmgard Heyd has already introduced more than 3,000 retail professionals to the finer points of product presentation within the framework of the Umdasch Shop Academy. The next date for the classic seminar “Visual Merchandising für Praktiker” (Practical Visual Marketing) is 11. 10. 2011 in Amstetten.

Engel-Hutner is that: “In very few medium-sized companies will you find manuals of this kind. Here the manuals of industrial partners are used and interpreted to suit their own purposes.” Experts agree when it comes to trends that the POS itself is more strongly the focus of interest now than ever before. All the senses are involved in communication and thereby digital and SHOP aktuell 110


Shop Concept TOPIC Visual Merchandising

The principles and rules of Visual Merchandising are increasingly being employed in other sectors beyond the fashion sector. Our examples: Caran d’Ache in Geneva (large photo) and HANNspree in London. Shopfitting by Umdasch Shop-Concept in both cases.

interactive channels are increasingly used as well. The fusion of offline and online retail is also an important subject here. Sustainability has also become established as a healthy factor in VM; Rough Luxe is a sophisticated, design-oriented aspect of this development. As global benchmarks in VM, three American names are to be found at the top of the list: Abercrombie & Fitch, Hollister and Apple. In Europe Kastner & Öhler in Graz currently sets the standard, and Globetrotter is also very highly regarded. In Visual Merchandising, absolute restraint is expected when it comes to the shopfittings themselves. “The shopfittings provide a stage for the presentation,” says Wolfram Liebhard. They should correspondingly be flexible, movable and simple, in order to comply with the numerous changes without difficulty. “It depends …” is the standard answer to the question as to the costs of Visual Merchandising. Only John Penther is prepared to be a little more specific: “2 to 10 % of the turnover, depending on the sector and type of shop.” However Garhammer in Waldkirchen, the prime German example of a local champion in the Bavarian Forest region (turnover; approx. € 40 million) employs no fewer than 14 members of staff in this field. SHOP aktuell 110

Practical Visual Merchandising At Umdasch, Visual Merchandising plays a very prominent role in practice. For example, it forms a separate service module in the store branding process of the experts at Umdasch Shop-Consult. The extensive VM expertise of the Umdasch shopfitting professionals also flows into their daily planning work. Seminars on the subject of Visual Merchandising form an important element in the programme of the Umdasch Shop Academy. To date, more than 3,000 participants from the entire German-speaking region have been welcomed to “Visual Merchandising für Praktiker” (Practical Visual Marketing). In this classic seminar Irmgard Heyd introduces retail professionals to the finer points of product presentation in her inimitable and exceptionally practically-oriented manner. Together with Hutner Training the Umdasch Shop Academy also focuses on the strategic aspects of VM. 

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Shop Concept TOPIC Visual Merchandising

Experts on the subject of Visual Merchandising

Marco Dionisio

Claudia Engel-Hutner

Lucy Engwell

Heike Fuhrmann

Stefanie Haas

What is your definition of Visual Merchandising?

I am talking about Visual Marketing in general. It is the language of the Point of Sale. It is a question of a philosophy which must be lived by means of professionalism, expertise and passion.

Visual: stands for the visualisation, the making visible, of an object. Merchandising: all measures which encourage sales. Visual Merchandising contains all visual strategies which increase turnover.

Visual Merchandising is all about brand delivery, product presentation and clear implementation of the range strategy to the customer.

VM is the visualisation of the products to be presented – putting the spotlight on products to increase turnover.

Visual Merchandising includes the presentation and decoration of products at the POS in a style appropriate to the target group and in a manner which will encourage them to purchase.

What are for you the most important rules in Visual Merchandising – if appropriate, describing the differences between types of shop/ sectors?

To have one’s own strong identity in a visual language is the most important thing. This is then combined with surprising, innovative, customer-oriented and personal elements. In this way you can create unforgettable images.

All decisions and processes in the visual representation should be adapted to the type of business in question and should be appropriate for the target group – otherwise it will not be possible to give the product an emotional aura.

The key principles in Visual Merchandising are: • Customer flow • Sightlines & focal points • Focus on Best sellers – ‘eye line is buy line’ • Consistency & standards • Grouping and storytelling • Space planning

The development and implementation of marketing concepts, adapted to the types of business.

Visual Merchandising should provide the customer with clear orientation in the jungle of products. The customer should be able to find his way around easily when making a purchase and should gain a rapid overview of the goods on offer.

In your opinion, what forms the basis of Visual Merchandising for retail concerns and brands?

At the moment everyone is talking about Visual Merchandising. Everyone wants to develop further in this sphere, to set him or herself apart or to position him or herself anew. There is above all room for improvement in understanding of VM.

In general there are two main points of approach: specialists vs. those in charge of the space. Those in charge of the space study their products intensively, their manuals and also their shopfitting. The advantage: the brand worlds are harmonious. The disadvantage: the store’s own CI is neglected.

The perceived value of visual merchandising is inconsistent across different retail businesses. Larger or more established organisations are now investing more in Visual Merchandising as a reaction to the consumer becoming more demanding as well as tougher competition.

It depends entirely on the company in question. Companies which operate optimally begin working on it with the production of themes and then continue the concepts through all the areas of the shop.

Most retail companies have now recognised the importance of a functioning Visual Merchandising approach for sales at the POS. Brands often attempt to tackle the subject with their own staff – with greater or lesser success.

What role do (design) manuals play in Visual Merchandising, or alternatively what sort of role should they play?

Every member of staff must be involved. Whether he or she works in purchasing or at the Point of Sale. Only so will a successful implementation be possible.

Very few medium-sized retail firms work with their own manuals in this sphere. There are manuals issued by their industrial partners and depending on the structure these are used by those responsible for the space and interpreted according to the possibilities available.

Design manuals set the principles and rules of Visual Merchandising for the business. They ensure the VM strategy is clearly communicated and therefore the execution is consistent across the portfolio. They are hugely important to eliminate any subjectivity.

They are the guidelines according to which the areas should be maintained.

Design manuals in Visual Merchandising show not only decorative product presentation but also a well thought-out and planned system designed to increase sales.

What are the current trends in Visual Merchandising?

In future Visual Merchandising should continue to develop and become even stronger and more exciting in the statements it makes. Here I am thinking of “Active Visual Merchandising”. This is a matter of movement, change and the communication of ideas and stories with even more lifestyle.

Today’s trend can be out again tomorrow!

Playing to all the senses has become the trend in recent years. Not just satisfying the visual mind through layout, colour and lighting but also focusing on sound and smell.

That depends, of course, on the target group.

There must be a greater focus on the experience at the POS. The retail sector must offer the customer increased value, for example a product presentation which also provides an experience. Interior Design and stimulating lighting in the sales area are more important than ever.

What are currently the international benchmarks in Visual Merchandising?

Kastner & Öhler in Graz, Jelmoli Küche & Tisch in Zurich, Globus in Switzerland.

Hollister; Kastner & Öhler, Graz.

Anthropology and All Saints to Apple.

You can read them in the turnover figures for the companies concerned.

Abercrombie & Fitch, Hollister and Apple.

What is the role of shopfitting/ shop systems with regard to Visual Merchandising?

A fitting and perfectly developed shopfitting design is of course the be-all and end-all for a strong impression which contains all the elements of Visual Marketing.

The clearer and simpler the manner in which the shopfitting is used, the better!

The shop fit of a store is critical to support the brand delivery. It is becoming increasingly important as retailers are becoming more demanding with the need for function and flexibility as well as stylish, cutting edge design.

The target group, the shop system and the VM should of course be adapted to suit each other.

The shopfitting design is the stage for the product presentation. The stage underlines the products and presents them in the right light.

Owner Dioma AG, Bern (CH)

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Textiles expert and visual merchandiser Hutner Training AG, Kronburg (D)

Head of Visual Retail Habitat, London (UK)

Academy Director Akademie Handel für Visual Merchandising, Dorfen (D)

Head of Visual Merchandising Akzente Retail Group, Munich (D)

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Shop Concept TOPIC Visual Merchandising

You will find the unbridged text of the interviews (in German) under www.umdasch-shop-concept.com, under the menu section "SHOP aktuell".

Ansgar Hellmich

Klaus Lach

Managing Partner OWD – Agentur für visuelles Marketing, Aalen (D)

Wolfram Liebhard

Assistant Art Director Heinrich Woerner GmbH, Leingarten (D)

John Penther

Tascha Snelling

The presentation of the product in a harmonious basic atmosphere The product is foremost.

Today Visual Merchandising is one of the important building blocks for success in marketing within the retail sector.

By Visual Merchandising I understand the planning and implementation of visual measures at the POS and in the shop window.

Visual Merchandising means that the products are presented to the customer and made attractive so that they are purchased automatically.

Visual Merchandising is the visual communication of the identity of a company at the Point of Sale. It is a combination of expression, passion, emotion and calculation – all at the same time.

What is your definition of Visual Merchandising?

• Spotting trends at the right time (internationally) • Production of harmonious arrangements, which means that the staging and the presentation must be in line with the brand statement / brand image • Skilful linking of the new (e.g. IT technology; LED, etc.) with the tried and tested (e.g. Vintage, etc.)

The most important rules are clear, clean structures and a fascination component which can be created in a store through various elements.

Authenticity and individuality. It is a simple rule which applies to everyone, in all sectors: The customer wants to be surprised and above all moved emotionally.

VM must be integrated into the overall communications and the corporate design, throughout all sectors. It must focus on the product, the item for sale, and must not be an end in itself. It can provoke but it must not damage the core of the brand.

Our starting point is always the product – and the brand which is behind the product. We do not distinguish between individual types of shop or sectors.

What are for you the most important rules in Visual Merchandising – if appropriate, describing the differences between types of shop/ sectors?

Mostly included in the marketing department. Clear trend towards external VM agencies which then take over the implementation of the concepts in the branches. These should be overseen by an internal team with regard to creativity and budget.

The customer is more keenly aware of companies which chose a more eye-catching approach. Nonetheless I see potential for improvement in putting more emphasis on show, because that catches the current spirit of the times.

In the major brands, nowadays Visual Merchandising is a very important factor, because they have recognised that the customer will not be satisfied with a basic presentation of the product.

As the result of a sophisticated Visual Merchandising policy, some have managed move from the traditional, old image to a new, modern “appearance”. When doing so it is important to take a look from another angle, “from the outside”, for example through an external agency.

There are big differences. In smaller businesses the Visual Merchandising is often still employed in a very classic manner. On the other hand in big concerns one often gains the impression that all areas run parallel.

In your opinion, what forms the basis of Visual Merchandising for retail concerns and brands?

In the case of brands with several locations, possibly even in several countries or worldwide, design manuals are absolutely essential. That is the only way to carry out the pre-determined line of presentation in a uniform manner.

A design manual is important to create a uniform image for the customer.

Manuals are a good way, because the company thereby ensures that the message to be conveyed to the customer is the same everywhere – in Berlin, New York or Dubai. But manuals should also still leave some leeway for individual circumstances and differences.

The manual is an important building block for the recognition of the sender, especially in the external presentation. Unique selling points are defined and communicated and profiles are strengthened.

Each company has its own corporate identity, which is determined in the CI guidelines which have been compiled for this purpose and which are considered to be the company “Bible”. The VM manuals are equally important. Both instruments stand for corporate identity and produce the uniform visual presentation.

What role do (design) manuals play in Visual Merchandising, or alternatively what sort of role should they play?

At the moment the vintage look is much in evidence in stores for all target groups. The subject of mobility is also very popular. The Young Fashion sector is showing a lot of “Beach Feeling” with surfers, etc.

At the moment the latest trends are heading in the direction of shop-window dummies which look exactly like people, which can move and talk.

We are experiencing the latest trends on the one hand in “Nature’s Harvest” – back to our origins, responding to the desire for a sustainable lifestyle with driftwood panels, balls of root wood and other natural products.

Currently the subject “Back to Basic” is gaining ground. More naturalness, less show with unambiguous, clear statements. Make it simple.

The focus lies increasingly once more on the product and its presentation in a well-thought-out manner; the shopfitting takes a back seat and focuses on functionality and flexibility.

What are the current trends in Visual Merchandising?

Juicy Couture, New York, 5th Avenue; ACNE store, London, Dover Street; All Saints, London, Notting Hill.

Everything which the consumer does not yet know and which catches his attention.

Cities like London, Paris, New York and Barcelona still offer the largest number of noteworthy projects.

Concept stores define the benchmarking

Brit-Store by Burberry in London, H&M, Lee Broom in London.

What are currently the international benchmarks in Visual Merchandising?

The aim is a quick makeover without much construction work. There should be an opportunity to place images and visuals in order to provide the best possible support for the current VM campaigns.

Shopfitting plays an important part. Mostly it is arranged in the ratio 90:10, since this creates an air of sophistication, on the principle of 10 percent fascination and 90 percent atmosphere.

The shopfitting reflects the company’s Corporate Design. The Visual Merchandising sets the necessary accents.

Shop systems can be created in such a way that they feature the product in an optimal manner.

If we see the store as a stage for telling a story, then the VM is the production and the shopfitting the technology which carries the production.

Vice President Global Architecture and Store Development MEXX Holding GmbH, Korschenbroich (D)

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Managing Director Penther GmbH, Winsen (D)

Senior Visual Merchandiser Liganova – The Brand Retail Company, Stuttgart (D)

What is the role of shopfitting/ shop systems with regard to Visual Merchandising?

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13


SHOP TALK

Interview Reinhard Peneder

Photos Wolfgang Croce

Martin Wäg speaks in SHOP aktuell about the “end of the department store,” in other words the clear positioning of the company as a fashion and sports store.

Martin Wäg on the end of the department store The opening of the completely redesigned Kastner & Öhler on 20.10.2010 in Graz aroused Europe-wide interest for the family-run Styrian company. Since then the 40,000 m² store has collected a number of international awards, including the TW Forum Prize. Furthermore, thanks to its excellent presentation it has become a place of pilgrimage for trend scouts and colleagues within the sector. SHOP aktuell spoke to Mag. Martin Wäg in Graz about the K&Ö concept and other current retail topics. He is 45 years old and a member of the “K&Ö family dynasty”. For many years he has guided the company fortunes as a member of the board – together with his cousin Thomas Böck and Andreas Zinschitz, who joined the company from TUI this year. How does a firm like Kastner & Öhler, which is only a medium-sized company in an international context, find the courage to plan such a spectacular project and then to carry it out so consistently? There are above all two aspects to consider here. On the one hand, we have 14

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repeatedly demonstrated in the past that we are able to execute new ideas. And on the other we have very deep roots here in Graz and feel at home here, so that we really believe in this location. And if you believe in a location you must also develop it appropriately.

Is your store here in Graz a concept which is purely tied to the location, or would it be multipliable? Graz is something very special for us, because as regards size it is considerably bigger than the other locations and because we have been here for longest. I wouldn’t say categorically that it couldn’t SHOP aktuell 110


SHOP TaLK

be multiplied, but it certainly couldn’t be copied one-to-one. The new K&Ö has already won numerous awards. Which one are you particularly proud of, or are they all equally important? Each prize has its own merits, but what beats them all is the recognition and enthusiasm of the customers and visitors to the store. This is true to a very large extent and of course that pleases us especially. It also gives us a tremendous boost that many colleagues from within the German-speaking region visit the store. Of course that means something to us. How has business developed for the new Kastner & Öhler? We can observe a really good development not only in customer frequency but also in turnover, so we are satisfied for the time being. Spring was not easy this year, but we have managed pretty well. What effect will the new Hollister store have when it opens in the autumn in the Murpark in Graz? Unfortunately they won’t be our new neighbours directly opposite in the dead-end street; that’s where we would really have liked to see them because we are confident enough to believe that that would have been to the advantage of both of us. There is no doubt that Hollister has a great concept − relatively new, but they are very able and will no doubt be good for Graz. And we also have a branch next door to Hollister in the Murpark and from that point of view we could profit too. What do you have to say about the architecture and design concept of Kastner & Öhler in Graz? We have taken a completely different approach. We have taken advantage of the opportunity and have taken on the

entire store as a whole. That is why the result is a solution which is all of a piece and with no major compromises. A store of this size requires segmentation with areas and floors which are presented in different ways, but at the same time it also displays a certain continuity. We have achieved that very well indeed. And that is what counts when it comes to quality. What importance do you attach to the subject of visual merchandising? I think that you can see all over the store that this has a very high priority for us. Because we believe that the quality of the visit is a decisive factor if you want to spoil your customers and seduce them. These are factors which have a considerable effect on turnover and revenues. Who takes the responsibility for that? It’s a matter for the boss. Definitely a matter for the boss. What is the overall strategy with which the company K&Ö as a whole operates within the market? I think that through this rebuilding project we have finally completed the transformation from department store to a fashion and sports concern. To use the international jargon you could now perhaps describe the store in Graz also as a “Fashion Department Store”. Examples like Printemps, Selfridges and Bloomingdales show that this development took place at an early stage in other countries. And how do you judge the department store scene in Germany? I don’t want to speak about this at length at the moment. Each one has its own history and its own strategy. But in general I think that in this business it is good if you are a bit less of an investment banker and a bit more of a shopkeeper. That at least and our absolute focus on customer satisfaction was always our chosen approach.

Kastner & Öhler concern Corporate form:

Family-owned stock company

Revenues (2010/2011):

€ 272 million

Staff:

1,820

Kastner & Öhler locations:

Main store in Graz, 13 further stores in Austria

Gigasport locations:

19 (Austria, Slovenia, Czech Republic, Slovakia)

Contact:

www.kastner-oehler.at

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“In the retail sector it is good if you are a bit less of an investment banker and a bit more of a shopkeeper.”

What, for you, are the international benchmarks in the sector? There is no need to mention individual names here, because there are lots of concepts from which you can learn something. But of course in our sector addresses like Engelhorn and Konen are good sources of ideas. How do you judge the customer consumer behaviour in general and what effects will it have on the retail sector? The retail sector has coped remarkably well during the past few years. Of course there are still a number of uncertainties. But people are definitely willing to spend their money on consumption and if they have the choice they are often very discriminating. And we make every effort to do justice to those demands. In your view, what are the trends in the retail sector? There is definitely a trend towards high quality and brands. So things should not be as cheap as possible, on the contrary. Fashion benefits above all from the enormous variety: big shops, small shops, local and global concepts, local champions and vertical merchandisers. What once seemed to be all-time stars fade and innovative newcomers enliven the scene. And it is possible to earn money with fashion, as can be seen from the owners of companies like Zara, H&M and s.Oliver. It is and remains an exciting and fascinating sector.

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15


Shop Design EuroShop

Text Reinhard Peneder

Umdasch Executive Director Helmut Neher, Alfred Umdasch, Sarah Wiener, Umdasch Managing Director Dr. Andreas Ludwig and the entire Umdasch crew treated guests at the EuroShop to culinary and shopfitting specialities.

Sarah Wiener and The art of stagecraft The verdict of the visitors to the stand, of the international specialist press and of our own staff was unanimous: the joint presentation of Umdasch Shop-Concept and Assmann Ladenbau at the EuroShop 2011 was impressive. Umdasch shone in D端sseldorf not only because of its numerous innovative shopfitting ideas, but also with a presentation which appealed to all the senses. Some of this was no doubt due to star chef Sarah Wiener, who won over our guests not only with culinary treats but also above all with her charming, gracious manner. The EuroShop 2008 was a record fair in many ways, but somewhat to our surprise this leading global fair for the retail and shopfitting sectors was even more so. Between 26 February and 2 March 2011 106,000 visitors, 1,200 more than three years ago, toured the halls on the D端sseldorf fairground. Over 60 % 16

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of them came from outside Germany, from over 90 countries around the globe. Noticeable was the increase in the number of visitors from Italy, the USA and Brazil. On the other hand considerable fewer guests travelled to the banks of the Rhine from the Asian region than last time. The EuroShop experienced a SHOP aktuell 110


Shop Design EuroShop

record participation of exhibitors, with 2,038 exhibitors from 53 nations (2008: 1,895 exhibitors); they occupied 107,000 m² exhibition space. “The EuroShop was a fair at exactly the right time,” is how Dipl.Vw Helmut Neher, the Executive Director of Umdasch, is

quoted in the specialist press when summing up the EuroShop. “Driven by the consumers’ eagerness to spend money, the retail sector is once again investing in demonstrating its competitiveness. In contrast to the last EuroShop the plans and projects are much more concrete,” continued Neher.

EuroShop visitors according to country of origin: Germany 40.0 %

Rest of Europe

Italy

6.0 %

4.8 %

13.2 %

Other EU countries

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6.0 % Asia

UK and Northern Ireland

France

4.2 %

3.0 %

4.8 % Netherlands

3.0 % Belgium

Africa 3.0 %

South/Central America

2.4 %

Switzerland 2.4 % Austria

2.4 %

Australia/Oceania 2.4 % USA

1.8 %

0.6 %

North America (without USA)

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Shop Design EuroShop

Sustainability, “Green Materials”, LED, RFID One of the main trends at the fair was the subject of sustainability, which was presented in a variety of ways, also in the form of energy-saving concepts and the use of natural materials. Fair stands with walls or floors of rough-hewn solid timber, framed in some cases by luxuriant greenery, determined the scene in

the exhibition halls of the shopfitting companies. There was scarcely a corporate flyer which did not refer to “sustainable” or “ecological” or “green”. One of the big topics at the fair was LED lighting. However, the experts were uncertain whether LED can be used efficiently yet for overall lighting in the fashion sector. We can look forward to some exciting developments here. Other important subjects at the fair included the use of RFID

New shop systems, which attracted attention at the EuroShop: AlGate and HangingFrame by Umdasch Shop-Concept and the Green Shelf by Assmann Ladenbau.

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Shop Design EuroShop

The panorama shot shows the spaciousness and openness of the fair stand of Umdasch-Shop-Concept and Assmann Ladenbau at the EuroShop. It was one of the centres of action during the five days of the fair.

and interactive forms of digital signage. Very much the focus of interest again was the subject of visual merchandising, for which there was a noteworthy special exhibition. The grand presentation of Umdasch and Assmann

and with harmonious lighting. It was an ideal stage for the shopfitting treats on offer from Umdasch and Assmann. Assmann demonstrated its pioneering role in the field of sustainability with notable examples. Above all the “GreenShelf”, the shelving with the smallest carbon footprint, was widely admired. Umdasch Shop-Concept on the other hand demonstrated its expertise in project management, store branding and as a provider of seminars (with the Umdasch Shop Academy). The

The highly regarded presentation of Umdasch, and specifically of the core brands Umdasch Shop-Concept and Assmann Ladenbau, was in line with the motto “À la carte – serving ideas & solutions” and provided a light-hearted I was particularly impressed by the entire fair presentation by Umdasch. survey of the many elements Their idea of organising a joint cookery event with Sarah Wiener was brilliant which excellent cuisine and and was without doubt one of the absolute highlights of the EuroShop. first-class shopfitting have in common. Carefully chosen Dr. Henning Kreke, Douglas Holding ingredients, tried and tested and innovative recipes and professional preparation lead in both cases to unique results. Star chef Sarah Wiener was Umdasch Shop Academy also presented the “Ladenbau- und an uncommonly charming ambassador for this idea. Her enerLaden-Marketing-Lexikon” (Encyclopaedia of Shopfitting and gy and wit enchanted guests not only in her midday cooking Shop Marketing) hot off the press for the EuroShop. Three new shows but also in the two special evenings for VIP visitors. And systems by Umdasch Shop-Concept, StackEasy, AlGate and what was served on the plates and in the glasses of our guests HangingFrame, were also presented for the first time at the easily put the fare provided by the official fair restaurants in EuroShop. the shade. It was, quite simply, a “great show” and greatly impressed a lot of people. Professional partners in the realisation of Umdasch’s EuroShop presentation this year were Philips (lighting), Neff (kitchen Equally outstanding was the stand design with regard to the equipment), Procedes (gauze), Team 7 (custom-made natural consistency of branding and architectural effect. The Hamburgwood furnishings in the central area), and terHürne (parquet based agency Syndicate conceived and staged here a cosmoflooring).  politan, open, modern presentation without unnecessary frills

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19


Shop Panorama Sportler [1]

An impressive tour On the following pages Shop Panorama presents noteworthy new openings of the past months. The spotlight is on current developments in store branding, architecture, shop and lighting design and visual merchandising. We shall be presenting a colourful spectrum across the sectors, from automobiles to streetwear. So there is much to look forward to in this tour of the glittering world of shopping!

Nr.

Project name

Location

Country

Sector/Range

Page(s)

[1]

Sportler

Bressanone

Italy

Sports

20

[2]

Expert

Schrems

Austria

Electrical goods

21

[3]

Suite 341

Le Mans

France

Fashion

21

[4]

Volcom

Bordeaux

France

Fashion

22 – 23

[5]

Dorotheum Juwelier

Vösendorf

Austria

Watches / Jewellery

24 – 25

[6]

Skoda

Dübendorf

Switzerland

Automobiles

26

Special UK

26a – 26d

[7]

Sportland

Affi

Italy

Fashion / Shoes / Sports

27

[8]

Rewe to go

Cologne

Germany

Food

28 – 29

[9]

Dänisches Bettenlager

AltwarmbüchenIsernhagen

Germany

Home furnishing textiles

30 – 31

[10]

The Nuance Group

Zurich

Switzerland

Travel Retail

32 – 33

Sportler Local champion with a wide appeal Infobox Location:

Erhardstraße 2 39042 Bressanone Italy

Contact:

www.sportler.com

Sales area/ no. of floors:

1,800 m² / 4

Opening:

March 2011

Sector:

Sports

Planning:

Blocher Blocher Partners (design planning), Sportler; Umdasch ShopConcept, Italy (execution planning)

Shopfitting:

Umdasch Shop-Concept, Italy

Shopfitting system:

Brand-specific development

Lighting:

D&L Lichtplanung

Sportler, the retail group with 20 branches in northern Italy and western Austria, chose a protected building in the centre of Bressanone as its new location. The historic ambiente and the unfussy shopfitting design (with mostly steel surfaces) provide an ideal stage for the sports range which focuses mostly on outdoor sports.

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Shop Panorama [2] Expert, [3] Suite 341

Expert Successful fine tuning Infobox Location:

Josef Widy Straße 17, Top 17 3943 Schrems Austria

Contact:

www.expert.at

Sales/ no. of floors:

480 m² / 1

Opening:

June 2011

Sector:

Electrical goods

Planning:

Umdasch Shop-Concept Planning and Sales Traun

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Classic & brand-specific development

The existing shop concept of Expert, the specialist retail cooperation for electrical goods, has undergone a fine tuning. The main emphasis was on the use of warm colours in combination with the brand colour, orange, as well as the creation of a cosy atmosphere with convincing imagery and sufficient areas for additional sales, information material and special-offer products.

Suite 341 French elegance Infobox Location:

Galeries Lafayette 17 rue des Minimes 72000 Le Mans France

Contact:

www.sandro-paris.com, www.majeparis.fr, www.claudiepierlot.fr

Sales area/ no. of floors:

100 m² / 1

Opening:

March 2011

Sector:

Fashion

Planning:

Agnès Cambus, Umdasch Shop-Concept, France

Shopfitting:

Umdasch Shop-Concept, France

Shopfitting system:

Brand-specific development

Lighting:

Erco

Floor:

Autrement les sols

The French women’s outwerwear brands Sandro, Maje and Claudie Pierlot are currently aiming for expansion. They share a joint presentation at Galeries Lafayette in Le Mans. Stainless steel, brass and glass surfaces characterise the appearance of the very elegantlooking sales area.

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21


Shop Panorama Volcom [4]

Volcom New hot spot in Bordeaux Volcom, the trendy US board-sports specialist from Costa Mesa in California, has developed over the past 20 years to become an established lifestyle and streetwear brand. Recently taken over by the Paris-based retail and luxury concern PPR, in future all the signs at Volcom will be pointing towards expansion. In addition to three own retail shops in Bordeaux (F), Hossegor (F) and London (UK), Volcom currently operates three partner stores in Europe. The focus of the expansion lies on major cities with a well-developed youth culture in which the boarder scene has a strong presence. With its proximity to the coast and the Pyrenees Bordeaux is an ideal location in this respect. The branding of this new store is clearly reduced to black and white contrasts. Accents are set by the unique Volcom artworks, which are designed by the company’s own art department and are firmly incorporated into the shop design planning. They deliberately underline the targeting of modern punk youth culture. The enormous height of the salesroom and the suspended lighting are most impressive.

Infobox Location:

Rue Sante Catherine 92 33000 Bordeaux France

Contact:

www.volcom.com

Sales area / no. of floors:

116 m² / 1

Opening:

April 2011

Sector:

Streetwear

Planning:

Volcom US (and external partners), Umdasch Shop-Concept, Ireland

Shopfitting:

Umdasch Shop-Concept, Ireland

Shopfitting system:

Arena Alu & brand-specific development

Lighting:

AIXLight

In-store decoration:

Volcom Art Team

Very special: sound technology boxes on wheels which are familiar elements at concerts have been adapted in the Bordeaux store to create presentation units, rounding out the look & feel of Volcom most successfully.

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23


Shop Panorama Dorotheum Juwelier [5]

Dorotheum Juwelier Going for gold … With a current total of 28 shops, Dorotheum is the leading retail chain for jewellery and watches in Austria. The company is also the market leader in Hungary under the name Orex (54 branches). Improvements to the attractiveness of the shops are constantly being made – as can be seen most impressively in the new branch in the Shopping City Süd (SCS) in the Vösendorf district of Vienna. The main target group of Dorotheum Juwelier is women aged about 30-plus. They offer a range of high-quality jewellery (with a high percentage of gold) as well as watches, both selected brands and own brands. Dorotheum’s preferred locations are top sites in shopping streets and shopping centres. In order to provide an appropriate presentation of the range, an area of about 150 m² is required, although this varies from location to location. The new branch in the SCS has a floor area of 250 m². Here the shopfitting concept developed with Umdasch Shop-Concept can clearly be seen. It provides the customer with an excellent overview and easy orientation. This is made possible through

Infobox Location:

Shopping City Süd 2334 Vösendorf Austria

Contact:

www.dorotheum.com

Sales area/no. of floors:

250 m² / 1

Opening:

April 2011

Sector:

Watches / Jewellery

Planning:

Umdasch Shop-Concept Planning & Sales Office, Vienna

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Brand-specific development

the elegant layout of wall cases and display tables where the exclusive items are presented in the right light – literally. The presentation behind glass signals clearly the customer’s claim to service.

An excellent overview, a generous layout of glass cases, precisely focused lighting and perfect safety technology are the presentation characteristics of Dorotheum Juwelier.

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25


Shop Panorama Skoda [6]

Skoda All-round facelift From the business stationery to the online presentation and the rebranding of the architecture of the automobile company – within a year the Hamburg-based design and brand experts at Syndicate gave the successful Volkswagen subsidiary Skoda an “all-round facelift”. With the brand relaunch a new showroom era has also been rung in for the dealers. It convinces above all through a clear makeover of the interior design, the use of high-quality materials such as grey-brown decor and limed oak as well as the expansion of the communication areas.

Infobox Location:

AMAG Retail, Autowelt Zürich Giessenstrasse 4 8600 Dübendorf Switzerland

Contact:

www.autowelt.amag.ch

Sales area/ no. of floors:

800 m² / 2 (Skoda)

Opening:

April 2011

Sector:

Automobiles

Planning:

Fischer Architekten (overall architecture), Syndicate (furniture design)

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Horizont & brand-specific development

The première of the new Skoda showroom design can be seen at AMAG Retail Autowelt in Zurich.

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Shop Panorama Habitat

Habitat Visual merchandising par excellence Just in time to mark the start of spring on the French Riviera, the British furnishing specialists Habitat opened a store in Antibes. The new shop has an area of 2,000 m² and is one of the largest in the branch network. The highly professional interpretation of the rules of play of visual merchandising is particularly impressive. Lucy Engwell, Head of Visual Retail, explains: “It’s about understanding the customer demographic, brand values, product range strategy and through visual merchandising delivering a shopping experience that communicates this through theatre, inspiration and a subconscious ease.” Infobox Location:

Chemin des Terriers Nord 6600 Antibes France

Contact:

www.habitat.co.uk

Sales area/no. of floors:

2,000 m² / 2

Opening:

May 2011

Sector:

Home furnishings

Planning:

Umdasch Shop-Concept, UK

Shopfitting:

Umdasch Shop-Concept, UK

Shopfitting system:

Classic & brand-specific development

Lighting:

Optelma

Together with Umdasch Shop-Concept, Habitat recently worked on the further development of the store design, which was launched in 2005. No changes were made to the basic statement, which is characterised by a clear design vocabulary, skilful route guidance and modern merchandising.

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26a


SHOP Talk

Interview John Ryan

Hannspree novelty hits the high street with expansion on the cards Taiwanese electronics retailer Hannspree, famous for selling TVs in the shape of lobsters, giraffes and other animals, opened its first European store, in London’s Westfield shopping centre, at the end of 2010 as it moves to leverage the power of its brand and provide products direct to the consumer, rather than through third party retailers and online. Marketing director Lukas Chong and senior sales assistant manager Teresa Tseng spoke to Shop aktuell about the brand, the new stores and Hannspree’s potential to become a bricks and mortar retail force in its own right.

Why did you decide that Westfield London was the right place to open your first store in Europe? Lukas Chong: We began trading in the US in 2003 and then launched in Europe, in Germany in 2006, but not with our own shops. We chose to open our first store in Europe in Westfield because it had 23m visitors in 2009 and 26m in 2010: that’s 26 million people seeing our brand and passing by our front door, which makes it very attractive. We’ve also marketed our products at football grounds for the same reason; that’s where our research tells us that our messages will have the greatest impact. What is the big idea behind the Hannspree brand? Teresa Tseng: Our philosophy is easy. We need our products to be different, so in this store we have the animal figure and apple-shaped TVs as well as our mainstream sets. About 70% of our sales in this store come from animal TVs, with 30% from mainstream sets. In Germany it’s the other way round, but then we only sell the animal and novelty TVs online in that country. So why do you only sell your animal and novelty TVs online in Germany? Lukas Chong: Because we don’t have a standalone Hannspree store in Germany, so if we sold them via distributors we wouldn’t be able to control the price and because our novelty TVs are different from what other people have. If we control the distribution, we can keep prices and margins high. It’s about money and the mainstream TV sector is difficult because prices are always going down rather than up as new models appear on the market. For our mainstream TVs, we set our prices according to the market. But novelty means you can charge more. What does opening the Westfield store means for the future of the brand? Teresa Tseng: We have three distribution channels. We have the store in the UK and two in the US, in Los Angeles and San 26b

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John Ryan met Lukas Chong and Teresa Tseng in London’s Westfield Mall. The main focus of the shop talk was the growth course of Hannspree in the European retail business.

Francisco, and then we sell via distributors in Germany and online. Now that we’ve got the Westfield concept store, it took us about half a year to get this one, we are looking at locations in Germany and France. Germany is different because there isn’t one big city, so we’re looking at shopping centre locations in Hamburg, Berlin and Munich. In France, it will be Paris, but it’s a matter of finding the right shopping centre because in that city there are big shopping streets, like the Champs Élysées, which tend to be for tourists – we do need to be careful about where we go. And who is the Hannspree customer? Teresa Tseng: For our novelty TVs we don’t have a particular customer, but we see them as being suitable for a younger customer. It’s also worth noting that sales of our mainstream TVs support the novelty part of our business at the moment. But novelty is the future for our business. SHOP aktuell 110


SHOP Talk

The new shop concept of the LCD-TV specialists Hannspree impresses customers with the professional execution of the store branding.

So how did the novelty side of your TV business start?

So why are you growing so quickly in Europe?

Lukas Chong: There is a story that the chairman’s son was with him in a TV shop in Taiwan and he asked: “Daddy why do all of the TVs look the same?” – This led to the desire to create TVs that would be different and that’s how things got going.

Lukas Chong: We didn’t have the full range of models in 2009. By 2010 we added 32” and 42” mainstream TVs, which helped us to grow quickly. As a company, we carry out the research and development in Taiwan, produce the components in China and then assemble them in Poland in order to avoid EU import tariffs. You have to do things this way if you want to be competitive.

Design is clearly an important element in the Hannspree philosophy. How do you convey this in your shops? Teresa Tseng: The original stores, in the US, featured a white box format with particular areas for the product. We’ve learnt from our experience there. So while the stores may look the same, this one [Westfield] is actually different because the furniture and equipment is more flexible, so we can move things around if we want to. Everything was fixed in the US stores. We have largescale graphics on the walls and change these when we get new products. We did use a local agency to help us with the design, but the concept for the store is ours – it’s our design.

Where do you think the future lies for electronics retailers and particularly those selling TVs? Lukas Chong: The future is to have everything in one box and we are moving towards this. You’ll have Google TV, a normal TV, a video player and radio – everything in the one machine. It will make things easier for the consumer (and it will involve less space being consumed by electronic hardware).

And what about Hannspree as a business in Europe?

Hannspree - Facts & Figures

Lukas Chong: “We’re a young business and so we’re still growing quickly. The real thing that we have to watch is the inventory. We don’t want to end up holding too much, because that just costs too much money. You have to consider, this year we’ll probably do between €200 and €250 million. We did €140 in 2010. We really want to increase our market share – we have around 2% at the moment, which put us in the top 9 sellers of TVs in the final quarter of 2010. But we do see room for growth.

Anticipated European turnover in 2011: € 200 to € 250 million Number of stores: 3 (1 in UK and two in the USA) Countries currently targeted for new stores: Germany, France, Spain and Italy. London store – project management and shopfitting: Umdasch Shop-Concept Contact: www.hannspree.com

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Shop Panorama Nike

Nike Brand experience store The US sports article giant Nike has launched its new “brand experience store” concept. The source of inspiration for the development of the store design was American gymnasiums. The thematic presentation is carried out with a great attention to detail and precision. Equipment such as wall bars and bleachers are meticulously copied or in some cases even used in the original. For example, piles of gym mats served as model for the seating units. Great emphasis was placed on a reclaimed look for the overall store design.

Infobox Location:

G1 2JA, Buchanan Street Glasgow, Scotland United Kingdom

Contact:

www.nike.com

Sales area/no. of floors:

2,800 m² / 2

Opening:

May 2011

Sector:

Sports

Planning:

Nike Brand Design, Nike Store Development, CGL architects

Shopfitting:

Umdasch Shop-Concept, UK

Shopfitting system:

Brand-specific development

Lighting:

Nike, Fagerhult

The new “brand experience store” concept was used for the Nike Store in Glasgow. This marked the start of the rollout in Europe.

Photos: Nike

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Shop Panorama [7] Sportland

Sportland Lifestyle in movement Sportland is a successful wholesale player in the northern Italian region. The store in Affi also shows the company’s colours in the retail sector. The youthful, brand-aware clientèle discovers a lifestyle world of fashion sports and shoes as soon as it enters the store. The specialist store is located in a bustling shopping centre between the tourist bastion of Lake Garda and the cultural centre of Verona. The trendy design corresponds with the firm’s positioning in the medium to top quality segment. A glass lift, rounded back walls and individual material mix (special wall coverings, floors with large-format tiles, glass walls …) are central design elements. Infobox Location:

Via Pascoli 24 37010 Affi Italy

Contact:

www.sportland.eu

Sales area/ no. of floors:

1,600 m² / 2

Opening:

May 2011

Sector:

Fashion / Shoes / Sports

Planning:

Architects Elena Catto, Elisa Bonetto, Umdasch Shop-Concept, Italy

Shopfitting:

Umdasch Shop-Concept, Italy

Shopfitting system:

Arena Alu, Horizont & brand-specific development

Lighting:

Umdasch Shop-Concept, Italy (planning), Elektro Leardini (supply)

Zig-zag walls in oak-look finish, dynamic lines and a perfectly harmonising colour scheme make the shoe presentation on the ground floor a real eye-catcher in the new Sportland.

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Shop Panorama [8] Rewe to go

Rewe to go Convenience writ large The food retail sector is increasingly focusing on small spaces in city locations which offer increased convenience. The Rewe Group is therefore currently testing “Rewe to go”, the new format for high-frequency locations. On a sales area of 130 m² at the corner of Hohe Strasse and Schildergasse in Cologne, the food concern provides a range of some 1,000 articles catering to short-term hunger and thirst. Rewe is now competing with McDonald’s, Starbucks & co. for the attention of consumers in a hurry. They aim to target above all foodies within the fastfood community with high expectations as regards quality and freshness. In order to design the detour at “Rewe to go” to be as uncomplicated and convenient as possible, six express tills are provided. Convenience is the top priority. For example, the shop’s own microwave ovens can be used to heat up the ready-prepared dishes on the spot. The store has its own little bakery to supply freshly baked goods. The heart of the store is the “Coffee-to-go corner“, where customers can select from a wide range of sorts of coffee.

A lifestyle-oriented, trendy store design in green and black aims to provide “Rewe to go” with a high recognition value. The open ceiling design underlines the modern impression of the store. Dynamism and movement are conveyed by the organic furniture shapes. The open centre space permits easy orientation for the customers. Infobox Location:

Hohe Straße 50667 Cologne Germany

Contact:

www.rewe-group.com

Sales area / no. of floors:

130 m² / 1

Opening:

April 2011

Sector:

Food

Planning:

Assmann Ladenbau, Rewe

Shopfitting:

Assmann Ladenbau

Shopfitting system:

A 25

In future “Rewe to go” will be situated in locations such as shopping streets, railway and undergound stations, shopping centres and airports. The convenience concept has been launched in an absolute top location at the corner of Hohe Strasse and Schildergasse in Cologne.

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Shop Panorama [9] Dänisches Bettenlager

Dänisches Bettenlager Varied shopping world with system The name leaves no room for doubt – the success story of Dänisches Bettenlager began in Denmark. The first discountstyle specialist markets were launched onto the retail scene for the first time in that country in 1979, under the direction of Lars Larsen. The opening of the first branch in Germany five years later marked the founding of Dänisches Bettenlager. Today Larsen’s JYSK Group includes 1,800 shops in 35 countries; roughly half of them are operated by the German subsidiary company in Handewitt. Dänisches Bettenlager aims to win points with a very reasonably priced range of furniture, mattresses, beds and home furnishing textiles together with classic specialist retail virtues such as advice and service. For some time now the company has pursued an intensive expansion strategy. The focus lies on towns with a population of more than 10,000. The sales area of the shops lies between 800 and 1,600 m². The current shop concept underlines the growing demands of the bed and furnishing experts with regard to their presentation at the POS. Within the last three years they have launched it in 700 branches. The concept lives from the creation of harmonious theme worlds. The sophisticated colour

scheme plays a decisive role here. Rear wall screens and gondola heads are designed with different colour accents. The colours structure the surfaces, bring the ranges together and help customer orientation.

Infobox Location:

Opelstraße 10 30916 Altwarmbüchen-Isernhagen Germany

Contact:

www.daenischesbettenlager.de

Sales area/ no. of floors:

878 m² / 1

Opening:

July 2011

Sector:

Home furnishing textiles

Planning:

Umdasch Shop-Concept, Germany

Shopfitting:

Umdasch Shop-Concept, Germany; Porsa

Shopfitting system:

Quadra, Classic

Lighting:

Max Franke

Floor:

Gerflor

A cosy atmosphere, harmonious product pictures and theme worlds presented through colour create a high-quality POS presentation at Dänisches Bettenlager. The photo shows the new branch in Altwarmbüchen.

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Shop Panorama The Nuance Group [10]

The Nuance Group has launched two Arrival Shops at Zurich Airport. The photo shows the store opened in June; a second presentation (walk-through concept) followed in July.

The Nuance Group Shopping until your suitcase arrives Since June 2011, a change in legislation in Switzerland has permitted the location of shopping zones in the arrival areas of airports. The Nuance Group, one of the world’s leading duty free operators, has lost no time and opened its first socalled Arrival Shops in Zürich and Geneva to coincide with the start. “High-speed shopping” is the motto. Purchases are completed within the space of ten to fifteen minutes – mostly until the suitcase appears on the baggage reclaim conveyor belt. The range of products on offer takes into account the fact that the passengers are short of time and focuses accordingly on tobacco goods, alcoholic products and cosmetics. High-speed shopping requires orientation within the store to be quick and easy. In the design of the Arrival Shops special emphasis is laid on large, easy-to-follow signage and easy route guidance by means of a loop. Adequate open spaces in the centre of the store provide for a better overview and enable passengers to shop easily with their luggage. The blend of materials and colours are skilfully adapted to the individual product ranges. Cosmetics, for example, are 32

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Infobox Location:

Airport Zurich Arrival 2 Switzerland

Contact:

www.thenuancegroup.com

Sales area/ no. of floors:

650 m² / 1

Opening:

June 2011

Sector:

Travel retail

Planning:

The Design Solution

Shopfitting:

Umdasch Shop-Concept, Switzerland

Shopfitting system:

Classic & brand-specific development

Lighting:

Light Design House

Floor:

Gemma

presented on white high-gloss surfaces, while fine whisky is surrounded by a leather wall. A white sail provides an elegant boundary to the sales area, lending the open ceiling a dynamic feeling. SHOP aktuell 110


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Shop Concept TOPIC Offline Shopping 2.0

Text Heiko Hinrichs

Photos Ladenbau- und Laden-Marketing-Lexikon, Syndicate

Digital shop windows can provide the customer with a wide range of information about the product displayed, as well about as the label or the general range of products offered by the shop.

Offline Shopping 2.0 – Pioneering spirit, please! How will the classic offline business function in times of growing online business? What strategies can retailers adopt in future to convince the consumer? Heiko Hinrichs, Creative Head of Syndicate Brand & Corporate Design AG in Hamburg, explains what tomorrow’s customer is already starting to look for today and how retailers make use of their potential – or should do. Simplify the consumer routine, link together online and offline in a meaningful way, create experience worlds, demonstrate transparency and at the same time never lose sight of the customer as an individual – these are important aspects which he believes retailers should bear in mind when creating new concepts or modifying old ones. 34

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Shop Concept TOPIC Offline Shopping 2.0

Today’s society operates increasingly in digital realms. Links at all levels are seen as being increasingly important not only by the “Digital Natives” – in other words the people who have grown up with IT applications and the internet. Social networks like Facebook are among the most successful websites: more than 500 million users, for example, maintain profiles in that particular network. The conscious pleasure taken in the individual persona is more popular than ever. Users present comprehensive portraits of themselves in all situations, resulting in a digital ‘vanity fair’. Communication with other users determines one’s actions; animated discussions and recommendations – and even criticisms – are involved. An important development for retailers in a wide range of sectors is that nowadays they can reach their customers virtually everywhere. In return, customers demand that they are the main focus of attention as far as retailers are concerned. Increasing emphasis is placed on good service – online, but also offline as well. In the internet the consumer expects to achieve his purpose SHOP aktuell 110

quickly, and in shops he expects of course not only to find his way around but also to be treated as a valued customer. He does not only want to take his purchases home; he wants much more than that: depending on his mood and situation, he is in search of the big plus: entertainment, service, performance, sustainability. The staff occupy an increasingly relevant position here: that of brand ambassador and companion. Not all shopping experiences are the same: according to the Zukunftsinstitut (Institute of Future Studies), shopping does not only cover our basic needs – in other words the acquisition of FMCG (Fast Moving Consumer Goods); it also opens up desirable worlds2, which will need to fascinate us. What do we want? A great deal: to feel comfortable and at ease, to be enchanted and entertained and to experience brands and products in an attractive setting. In fact, “I” want to be enchanted, filled with enthusiasm, seduced, courted and supplied with all the relevant information. The customer of today and tomorrow is demanding and wants to be appreciated as what he ultimately is – umdasch shop-concept

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Shop Concept TOPIC Offline Shopping 2.0

Augmented reality: navigate your way through your everyday affairs with a smart phone.

an individual. The advertising expert Holger Jung recently commented in an interview in Der Spiegel, that today’s customer is a spoilt diva. So today, virtually every retailer will find himself dealing with an enlightened, well-informed consumer. People want to look behind the façade and learn as much as possible about the company, the brands and the products. The interaction via the internet invests the consumer with an incomparable amount of power. According to the Zukunftsinstitut he or she will henceforth define how retailing and shopping of all kinds work. Tomorrow’s customer will be all the more critical and will demand transparency and authenticity on all levels. In order to live up to these expectations, experts are developing solutions which offer the consumer just that. Attractive shopping: tools for the modern consumer routine Technically mature and optimally interlinked: in future the retail sector will operate on many different levels. The integration of technical solutions which link the consumer and the staff on site with the internet, will soon be standard and thus indispensable. Because: convenience and the saving of time are right at the top of the consumers’ wish list. If, for example, an item of clothing is not available in the required size or the smart phone is not set up to match individual requirements, customers should be given the opportunity to seek advice, 36

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to order the object required directly in the shop or to have it configured and sent to them at home. Various apps for smart phones offer, amongst other features, excellent options for tomorrow’s shopping routine. Augmented reality is one of them: the mobile phone films the surroundings and superimposes a mask showing information about restaurants, shopping opportunities etc. on top of the picture. With the help of the smart phone, mobile phone users can find not only their way quickly to the point of interest they are looking for, but by scanning the surroundings they can also call up additional useful information. Interactive and digital windows are also presented regularly, supplying the customer with large amounts of information about the product displayed, as well as the label or general offers of the shop. The first manufacturers are starting to put socalled QR codes on the packaging, via which customers can call up further information about the product via any webenabled mobile phone. Many retailers already operate with monitors or other technical gadgets. However, in many cases IT is simply added on top and the full potential of the technical possibilities is only taken advantage of in exceptional cases. Retailers are well advised to see IT as an integral building block. Despite all the technical refinement it is essential not to forget one thing: the content is what really counts. What use is a sophisticated IT system if the content is lacking? Furthermore, there is often a discrepancy between the SHOP aktuell 110


Shop Concept TOPIC Offline Shopping 2.0

What are known as QR codes on the packaging permit the customer to call up additional information about the product via a web-enabled mobile phone.

online and offline presentations. Virtual worlds are easy to make attractive. But does the retailer on the spot keep the promise he has made online? The image world of a brand or of a company simply should not reveal too large a gap – otherwise it will not seem credible. You need not be a large company to encourage innovation. The interlinking of satellite technology and representation on the spot is unfortunately still in its infancy in many retail concerns. In some cases a consistent effort is being made to create a link between satellite solutions and one’s own in-house system – for example the link to an internal database. However, it often falls short when it comes to compatibility. In such a case the question arises: should I continue to invest in a system which cannot live up to modern requirements – or should I give it up and make a fresh start? Innovative IT applications – a glimpse behind the shop counter One company which is very innovative in the way it – what shall we call it? – simplifies the consumer’s everyday routine is Google. It is clearly a pioneer when it comes to establishing networks. Parallel to each new technology it constantly enlarges its range of services. For example, Google started an initiative which offers internet users a glimpse inside various locations and thus provides an impression of the furnishings, the atmosphere, the product range, and the way the shop, restaurant or whatever SHOP aktuell 110

is designed. Google photographer s make an appointment with the retailers and then build an interactive tool for the shop owners. Interested persons can then extract the relevant information from the profile under www. google.com/places – a good and easily realised example of how the interaction between online and offline can assist the consumer during the shopping process. It is no longer sufficient to simply fill the shelves with goods. For the fashion label Diesel the interaction between offline and online is indispensable. So-called “Diesel Cams” have been installed in their flagship store in Barcelona. Customers can have their photo taken in the changing cabin wearing a new outfit, immediately load the picture into their Facebook profile and get feedback from their friends – an excellent example of involvement of social networks. Rodenstock, the manufacturer of spectacle lenses, has established the link between offline and online in a much umdasch shop-concept

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Shop Concept TOPIC Offline Shopping 2.0

In the Japanese “Sample Lab”; consumers pay a membership fee and can then try out a wide range of products in the lab and give feedback on them. (Photo: property of Sample Lab International 2010).

les playful manner. The company has developed a consultancy terminal which thanks to its innovative technology can support opticians and customers in the search for the perfect glasses – providing advice with regard to both spectacle frames and spectacle lenses. Via an integrated 3D video system the ocular data is measured and passed on; the customer receives a pair of glasses which is optimally adapted to his requirements. On the screen of the terminal the customer can also see exactly what he will look like in the new glasses – regardless of how good or bad his eyesight is. Because the monitor automatically compensates for that.

Many smaller companies have long recognised the potential of social networks and actively make use of their influence in communities. Lynn Lüning from Hamburg runs a – really – small shoe shop called Lynns SchuhBar, which she presents in detail on a Facebook page. Here the user will find information about the current sales campaigns, can leaf through the collections in the photo album and discuss things with the shop owner directly. In combination with the personal contact, the personal advice on the spot, the internet is used here as an important bridge to the customer. Shopping with added value Retailers around the world try hard to produce an ‘aha moment’ and to delight their customers. At the Paris shop Merci you can purchase a clear conscience as well as a vase, because the chic home furnishings shop is a charity store. 100 percent of the profit goes to a benefit company which supports poor women and children in Madagascar – shopping for a good cause. In this case it is the social commitment which is the deciding factor.

So-called “Diesel cams” have been installed in the Diesel flagship store in Barcelona.

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Sample Lab from Japan, on the other hand, invites customers to voice their opinions and join the discussion: consumers pay a membership subscription and can then try out a large range of products in the lab and give their feedback on them. The range is wide, from BBQ sauce to tights or moisturising cream; the SHOP aktuell 110


Shop Concept TOPIC Offline Shopping 2.0

Apple and Microsoft have created their own digital world; their shops radiate a lounge atmosphere.

visitors to the sample lab can try out the items on the shelves and take up to five samples to test home with them. In his work “Marketing spüren – willkommen am dritten Ort” (Feeling marketing – welcome to the third place), Christian Mikunda describes how we like to escape to public places where we feel at ease, but where we can also find inspiration and recharge our batteries emotionally. Many companies take advantage of this need in order to make consumers dive deep down into the brand world concerned. The main focus is not on pure consumption – it is rather a matter of brand experience. Apple and Microsoft have created their own digital worlds; their shops convey a lounge character. And the showroom of the car manufacturer Tesla in Munich presents itself primarily as a comfortable oasis: the customer can surf online free of charge and drink coffee. In this setting he absorbs the Tesla image almost incidentally. It is quite obvious: not every retailer will need to seduce his customers with incredibly innovative and elaborate concepts. It is far more a question of making the best possible use of the available potential, or simply doing a good job. It is a fact that bricks-and-mortar retailing will not die out. But in many cases it makes sense to leave well-trodden paths, to have the courage to be innovative and to show pioneering spirit, and not only to meet customers’ needs and wishes, but if possible to awaken them. The classic picture of the consumer is changing SHOP aktuell 110

increasingly. Expectations are high, and retailers must respond to this. From interactive displays to the optimal interconnection between online and offline: retailers, strategists and creative people should sit down together and consider the chances and options which will be available in future.

This article has been reprinted from the “Ladenbau- und LadenMarketing-Lexikon” (Encyclopaedia of Shopfitting and Shop Marketing), which was published to mark the EuroShop 2011. The work contains 27 further contributions from well-known international experts on current retail topics. The encyclopaedia section contains some 1,000 terms from the fields of shop design, shop lighting, shopfitting, POS marketing and visual merchandising. This book, which is published in German, is available for SHOP aktuell readers and subscribers at the special price of € 35.00 (plus VAT, postage and packing). It can be ordered under shop.aktuell@ umdasch.com.

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SHOP REPORT Globetrotter, Munich

Text Reinhard Peneder

Photos Globetrotter

Globetrotter is the new neighbour at Isartor and an added attraction in Munich city centre. The attractive layout of this problem property (“Riegerblock”) was a huge challenge for the architect Holger Moths. He has solved it most convincingly.

“When are you finally going to head south?” “When are you finally going to head south?” For many years that was the question which was most frequently asked by Bavarian mail-order and online customers of Globetrotter. Since 5 March 2011 it has finally been answered. On the Saturday during the pre-Lenten carnival the Hamburg-based company opened a new 6,500 m² temple to outdoor sports in Munich. Additional Globetrotter openings are planned for Dresden (autumn 2011) and Frankfurt am Main (2012). The two top globetrotters Thomas Lipke and Andreas Bartmann spent twelve years searching for a suitable location in Munich. Now they have achieved their aim and have remained loyal to their principle of setting their sights on problem properties. In Munich it was the former Pelzhaus Rieger, directly at Isartor. Wide-ranging building measures were necessary 40

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in order to create the space for a generously proportioned experience store. Even a public right of way had to be moved in order to comply with official regulations. The enormous effort and expense (€ 8 million) have paid off. Architect Prof. Holger Moths has recently set new standards in architecture and design. SHOP aktuell 110


Shop Report Globetrotter, Munich

The focal point of the Munich Globetrotter store is a water action area with counter-current installation which can be seen from all four floors. Every ten minutes a huge fountain of water shoots upwards towards the ceiling and attracts everyone’s attention.

Andreas Bartmann and Thomas Lipke, the two Managing Partners of Globetrotter equipment, infect both staff and customers with their enthusiasm for the outdoors.

In addition to the generous spatial arrangement of the four floors it is above all the countless details large and small which make Globetrotter unique. First of all there is the water action area measuring 458 m² with a counter-current installation in the basement. Here, folding canoes, canoes and kayaks are tested under realistic conditions. 350 different shoe models from the SHOP aktuell 110

Globetrotter range are displayed on the 60-metre-long shoe wall. A see-though climbing tunnel with 74 m² of rocks and a rain chamber with a wind machine also invite customers to try out the products. Kinderland is a children’s area extending over 260 m² where little globetrotters are taken care of. The main attraction, however, is the high-altitude cold chamber measuring 125 m². Heights in the fields of trekking and expeditions are simulated together with Arctic temperatures. The customer thus has the opportunity to test equipment and clothing on the spot and can also use the range of training equipment to prepare for the next expedition. umdasch shop-concept

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SHOP REPORT Globetrotter, Munich

One of the attractions in the new Globetrotter store is the 60-metrelong shoe wall which displays no fewer than 350 different models.

In the cold chamber different altitudes from the field of trekking and expeditions are simulated together with Arctic temperatures.

A walk-in catalogue Globetrotter is considered to be not only the first outdoor-sports address in Germany; it is also a prime example of multi-channel retailing. It is estimated that the influence of the “new media” on POS concepts will increase rapidly. Europe’s leading retail company for outdoor and travel equipment currently generates 42

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almost half of its revenues of € 230 million via mail order or online sales. Each channel has its strengths; paper, for example, possesses a considerable internal power. “All channels must develop in parallel in order to guarantee the overall success of the company,” says Thomas Lipke, “whereby customer satisfaction is the decisive yardstick for our activities.” The company is constantly fine-tuning its presentation with this in mind. SHOP aktuell 110


Shop Report Globetrotter, Munich

Globetrotter surprises customers repeatedly with witty details. For example with a camping site in the Munich winter ... ... or toilets designed like those in an aircraft. That is one of Globetrotter’s running gags from the series “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!).

Lipke sees his bricks-and-mortar shops as walk-in catalogues for strolling through, in which all items in the range are available and which must be presented attractively and with emotional appeal. With 25,000 articles from the outdoor and travel sectors that results in a sales area of a good 6,500 m² as in

Globetrotter Facts & Figures Company founders:

Klaus Denart & Peter Lechhart

Founding year:

1979 in Hamburg

Managing Directors:

Andreas Bartmann & Thomas Lipke

Total sales area:

27,900 m²

Turnover (2010/2011):

€ 230 million

Locations:

7 branches, mail-order and internet sales

Features:

Manual (700 pages, 1,200,000 copies), Customer magazine 4-Seasons, 4-Seasons-TV

Further information:

www.globetrotter.de

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Munich. But this seventh Globetrotter store is highly individual and has been developed and designed in a way far removed from the standard branch mentality. As in all stores, the staff, who are all active outdoor enthusiasts and who have often been recruited from the Globetrotter fan community, play a decisive role. “For us, sustainability is not just a trendy word, but forms the basis for our business,” comments a small Globetrotter brochure. That is also expressed in the shopfittings, which were planned by Holger Moths and delivered by Umdasch ShopConcept. In spite of the ultra-modern presentation technology, nature plays an important part in the presentation. Wooden floors, stone walls, segments of tree trunks, untreated surfaces, areas of water and lots of plants create the atmosphere. The new store is without doubt an added attraction in the entire Munich city centre. Competition is strong, but “We can also show here in the South how strong we are.” 

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SHOPS & SHOPPING in Shanghai

Text Reinhard Peneder

Photos Reinhard Peneder, IFC Mall

Pure “Rough Luxury” At the end of May 2011, following the World Expo the previous year, the Chinese business metropolis Shanghai became the stage for a “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE) shop expedition by the Umdasch Shop Academy for the first time. Dr. Christian Mikunda and his wife had compiled a time journey in shopping culture which extended from the very earliest forms of product presentation to the very latest shop design trends. Nowhere else on earth do people define their prosperity to such an extent via brands as in the emerging economies of the Far East. Nowhere else do luxury firms record double-figure growth rates. China’s new rich eclipse even the Japanese with their enthusiasm for “Luxury made in Europe”. Prada is one example, but by no means the only one, which demonstrates where things are really taking off. The exclusive Italian fashion label currently operates 15 shops in China; by the end of 2012 it is scheduled that there will be three times as many. But Shanghai is not China, and the new rich represent a very small minority, although in absolute numbers they are

a force to be reckoned with. Mikunda had therefore planned a time journey in four phases for the visit to the city with its population of 20 million. He demonstrated phase 1 (“The product is the hero”) above all in the traditional department stores on Nanjing Lu. This phase is reminiscent of the consumeroriented product presentation of the 1960s in Europe with the unbeatable “AIDA” formula of the time (Attention, Interest, Desire, Action). As a typical example of phase 2 (“Appearance is all”), the group visited a bridal fashion store. In the glamorously furnished salon customers did not actually purchase the dress, but had their photograph taken wearing it.

© iStockphoto.com/Hanquan Chen

The skyline of the modern city district of Pudong is what characterises the image of Shanghai today.

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SHOPS & SHOPPING in Shanghai

Dr. Christian Mikunda live in Shanghai … surprises his audience with the simultaneous existence of many different phases of product presentation. For example a shop from phase 1 – “The product is the hero”, or a shop from phase 2 (“Appearance is all”). In this bridal fashion salon the customer does not purchase the dress, but simply has her photograph taken wearing it.

Phase 3: “The new experience worlds” The authentic “Taikang Lu” Urban Entertainment Centre, located in a traditional Chinese Shikumen district, is an example of phase 3. However, this also includes the consumer-oriented shopping centres like the 250,000 m² Super Brand Mall. Here you will find a large number of global brands across 13 levels. To name just a few: Calvin Klein, H&M, Hilfiger, Zara, Lacoste, C&A, West, Esprit, Guess, Mango, Starbucks, Geox, Ecco, Swatch, Tissot, Timberland. The product presentation is solid but without coming anywhere near American and European

SHOP aktuell 110

standards. The visitor frequency in this temple of consumption, which also contains a wide range of gastronomic outlets, is very high, in particular at weekends. Pure luxury in the IFC Mall “Sales as an art form” is what Mikunda called phase 4 of the shopping time journey through Shanghai. It included the doll’s lift at Uniqlo, which offers architecture, art and spectacle. The absolute highlight is the brand-new IFC Mall, harmonious and almost inconspicuously located in the skyscraper landscape

umdasch shop-concept

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SHOPS & SHOPPING in Shanghai

The IFC Mall harmonises with the skyscraper landscape and offers the atmosphere of a modern opera house … Two ifc

Pearl Avenue

Lujiazui Ring Road

HSBC Building

IWC

Franck Officine Muller Alfred Panerai Dunhill

The Ritz-Carlton

Century Avenue

Chopard Silver Avenue

Piaget

Gucci Ermenegildo Zegna Bvlgari

Cèline

Van Cleef & Arpels Giorgio Armani

Salvatore Ferragamo

Dolce & Gabbana

Chanel Hermès

Bottega Veneta

Chanel Cartier

Star Avenue Prada

Miu Miu

Burberry

Tiffany & Co.

Christian Dior

Cova

Louis Vuitton

Diamond Avenue

ifc Residence

of Pudong. Its temple-like façades are impressive, so that as you walk through you almost feel as if you are entering an opera house. At first sight there is nothing to indicate that the shopping centre extends over six floors. Instead, pure luxury comes into view. The parade of the flagship stores of global high-end brands is probably more concentrated here than anywhere else: Louis Vuitton, Cartier, Bottega Veneta, Gucci, Bvlgari, Chanel, Ermenegildo Zegna, Piaget, Chopard, IWC, Alfred Dunhill, Celine, Hermès, Salvatore Ferragamo, Dolce & Gabbana, Prada, Miu Miu, Burberry, Tiffany, Christian Dior. The access via a curving loop avoids dead ends. On further floors there are another 150odd stores, also mostly of international origin. The Apple Store

at the exit towards the Pearl Court can be described as a “psychological extra”. Its landmark structure is not a soaring glass cube as in New York, but an equally striking glass cylinder via which the shop is accessed with a staircase. The skyline of Pudong

Not only the luxurious IFC Mall but also the consumer-oriented Super Brand Mall lie in the Pudong District, east of the Huangpu River. People say of this district, which has been built from nothing within the past two decades, that the charm got left behind on the other side of the river. That is unfair, however, because the very skyline which has been created here has left its mark on the image of today’s contemporary Shanghai. In the middle soars the Shanghai World Financial Center, in whose bottle-opener-shaped tower you will find what is currently the highest publicly accessible observation platform in the world, at a height of 474 metres. The districts to the west of the Huangpu, however, really do radiate an unusual charm and provide the odd glimpses of everyday life in China. And from the riverside Bund, the expansive promenade along the Huangpu, you have a magnificent view of the skyscrapers of Pudong and the city’s landmark, the Pearl Tower.

Rough Luxury has many facets and can be found not only in authentically presented shops but also in trendy hotels.

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SHOPS & SHOPPING in Shanghai

... and all the luxury of this world (Prada, Louis Vuitton, Burberry, Ermenegildo Zegna etc.)

Trends in product presentation and shopfitting In the luxury sector the high quality of the product presentation is influenced by the strict specifications of the brands in question, whereby the density of these concepts is particularly high in Shanghai. In the consumer sector the consistency in the visual merchandising leaves something to be desired. Unique, on the other hand, is the simultaneous presence of all phases of sales culture.

The handbag which has accidentally been “left” in the atrium of the Plaza 66 shopping centre really houses a remarkable temporary exhibition by the French cult brand entitled “Lady Dior”. That is high shopping art from phase 4.

Next stop Las Vegas One trend, however, is especially in evidence in Shanghai: that of “Rough Luxury”. It was also one of the important topics at the EuroShop. Rough-cast brickwork, unglazed tiles, unplaned wood surfaces, heavy wooden floors, untreated ceilings; an abundance of wood in general; horizontal and vertical lawn surfaces. This trend has numerous facets, but often occurs together with an extravagant use of space and floor space as well as imaginative lighting presentations. Very much in fashion are also shelving units which are suspended from the ceiling, similar to the Hanging Frame system developed by Umdasch, and even tight steel cables and wires. In many cases the suspension points are fixed. This makes for a well-ordered presentation and upgrades the articles on display.

The next destination in the “Laden-Dramaturgie LIVE!” shop expedition series will be from 20−24 October 2011 and will return to Las Vegas after a gap of several years. The Crystal Mall in the City Centre was planned by Daniel Libeskind and is one of the numerous new hot spots in the desert metropolis. are still a few places available for last-minute participants. 

Links: www.shanghaiifcmall.com.cn

www.superbrandmall.com

www.hanglung.com

www.swfc-observatory.com

Shopfitting trends: shelving which is suspended from the ceiling; high-tension cables and wires.

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Shop Events

Laden-Dramaturgie LIVE! am Oktoberfest und in Las Vegas Laden-Dramaturgie LIVE! at the Oktoberfest and in Las Vegas Nach Shanghai im Frühjahr sind im Herbst München und Las Vegas die Ziele der bereits legendären Shop-Expeditionen „LadenD r a m atu r g i e LIVE!“ d e r Umdasch Shop Academy. In einer Kompaktversion wird Dr. Christian Mikunda am 22. September 2011 im neuen Münchner Globetrotter Retailer und Trendscouts mit den Geheimnissen der Strategischen Dramaturgie vertraut machen. Nach weiteren Live-Besichtigungen in der Münchner Innenstadt gibt es dann auf dem Oktoberfest die sinnliche Abrundung.

Dramaturgy LIVE!) in the autumn will be Munich and Las Vegas. In a compact version Dr. Christian Mikunda will initiate retailers and trend scouts into the secrets of Strategic Dramaturgy on 22 September 2011 in the new Globetrotter store in Munich. After further live visits in the city centre of Munich the trip will be rounded off with a feast for the senses at the Oktoberfest.

The classic variant from 20–24 October 2011 in Las Vegas promises to be more Die von Daniel Libeskind geplante Crystal Mall ist einer der Hot Spots bei der spectacular than ever, since Shop-Expedition „Laden-Dramaturgie LIVE!“, die vom 20. – 24. Oktober 2011 the desert metropolis attracts nach Las Vegas führt. The Crystal Mall, planned by Daniel Libeskind, is one of Spektakulärer denn je the hot spots on the shop expedition “Laden-Dramaturgie LIVE!”, which will visitors with a number of new lead participants to Las Vegas from 20–24 October 2011. verspricht die Klassikvariante attractions: for example, vom 20. – 24. Oktober 2011 the waterfalls in the recently die verschiedensten Facetten der Expein Las Vegas zu werden, locken in der opened “Aria” and especially the “Crysrience Economy und des Retail-Business Wüstenmetropole doch zahlreiche neue tal Mall” in the new city centre, designed am besten erkunden lassen. Attraktionen: So zum Beispiel die Wasby star architect Daniel Libeskind. More serfälle im eben eröffneten „Aria“ und vor than ever it is true to say that Las Vegas After Shanghai in the spring, the allem die von Stararchitekt Daniel Libesis the city in which the various facets of destinations of the Umdasch Shop kind konzipierte „Crystal Mall“ im neuen the experience economy and the retail Academy’s legendary shop expediCity Center. Mehr denn je gilt, dass Las business can be studied better than anytions “Laden-Dramaturgie LIVE!” (Shop Vegas weltweit jene Stadt ist, in der sich where else in the world.

“Emotions in the 21st century” The 35th Austrian Umdasch ShopConcept-Forum on 7 November 2011 in Vienna promises to be an outstanding event. The Italian consumer psychologist Simonetta Carbonaro will speak about the necessity for a new, authentic understanding of marketing under the title “Emotions in the 21st century”. In 2009 the expert for innovation management, who lectures at Boras University in Sweden, caused a sensation at the Alpbach International Retail Forum. Peter Paul Polte, the publisher of TW, described her lecture on that occasion as a “lecture of the century”. The event will be held at the new Sofitel Stephansplatz, one of the In places in Vienna, complete

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with a panoramic view. One day later, on 8. 11. 2011, Ms Carbonaro will deliver the lecture in Italian at the Umdasch ShopConcept Forum in Verona. A Norwegian Umdasch Shop-Concept Forum with Günther Berger as lecturer will be held in Oslo on 21 September 2011. The top-notch lecturer at the French Umdasch Shop-ConceptForum on 25 October 2011 in the noble setting of the Petit Palais in Paris will be the French architect and designer Olivier Saguez. The event location for the Umdasch Shop Academy Forum on 23 February 2012 in London will probably be of particular interest: the new,

“Lecturer of the Century” Simonetta Carbonaro will speak on 7. 11. 2011 in Vienna and on 8. 11. 2011 in Verona.

highly consumer-oriented Westfield Mall in East London, which has a sales area of 200,000 m² and is thus the biggest European shopping centre.

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Shop Events

Book now: “In 18 Tagen um die Welt” The good news: The early booking price for the spectacular shop expedition “In 18 Tagen um die Welt” (Around the World in 18 days) (5– 24 April 2013) will be available until 30. 6. 2012. The bad news: 16 of the 24 places have already been firmly booked. So if you would like to catch up on concentrated knowledge in the field of experience economy and shop dramaturgy in a time-saving way during a single fast-paced trip, then please apply soon. The expedition team with Dr. Christian Mikunda, Mag. Denise MikundaSchulz, Bertl Egger and Regula Wirth will accompany you and pamper you around the world (Frankfurt – Miami – Allure of the Seas – Los Angeles – Macau – Hong Kong – Singapore – Abu Dhabi – Frankfurt).

In this elegant little brochure you will find (almost) everything about the shop expedition “In 18 Tagen um die Welt”. If interested please order it or download it (www.umdasch-shop-concept.com).

Save the Date: 11.–13. 10. 2012 Vom 11. bis 13. Oktober 2012 wird vor der bezaubernden Kulisse des Tiroler Bergdorfs Alpbach das Internationale Handels-Forum DIE KUNST DER INSZENIERUNG III über die Bühne gehen. Sonja Scheidl und Peter Paul Polte sind gerade dabei, wieder ein faszinierendes Programm mit internationalen Top-Referenten aus verschiedensten Disziplinen (Kunst, Kultur, Architektur, Design, Philosophie, Zukunftsforschung) zusammenzustellen. Wer in Alpbach schon dabei war weiß, wie außergewöhnlich anders dieser Handelskongress ist, der das für den Handel so wichtige Thema der Inszenierung aus verschiedenen, teilweise verblüffenden Blickwinkeln beleuchtet. Deshalb sollten Sie sich den Termin schon

Vom 28. Februar bis 1. März 2012 findet in Düsseldorf wieder die EuroCIS, Europas führende Fachmesse für Retail Technology, statt. Das Angebotsspektrum dieser Messe ist genau auf die Bedürfnisse des Handels zugeschnitten: Es reicht von Kassensystemen, Mobile Solutions, digitalen Instore-Lösungen, POS-Technologien, RFID bis hin zur Warensicherung. Ein neuer Schwerpunkt wird diesmal das Thema Multi-Channel und E-Commerce-Lösungen sein. Damit wird der stark zunehmenden Bedeutung dieses Innovationsthemas Rechnung getragen.

heute dick in den Kalender eintragen. Das genaue Programm steht dann ab Anfang kommenden Jahres zur Verfügung. From 11−13 October 2012 the International Retail Forum DIE KUNST DER INSZENIERUNG III /STAGECRAFT IN RETAILING III will be held in the enchanting setting of the Tyrolean mountain village of Alpbach. Sonja Scheidl and Peter Paul Polte are in the process of compiling another fascinating programme with top international lecturers from a variety of disciplines (art, culture, architecture, design, philosophy, futurology). Those who have already attended Alpbach know how unusual this retail congress is, because it sheds light on the topic of stagecraft, which is of such importance in retailing, from a number of different, sometimes unexpected, angles. So make a note of the date in your diary today. The details of the programme will be available from the beginning of next year.

Das schönste Dorf Österreichs bildet die Kulisse für das Internationale Alpbacher Handels-Forum DIE KUNST DER INSZENIERUNG III. The prettiest village in Austria provides the setting for the Alpbach International Retail Forum DIE KUNST DER INSZENIERUNG III / STAGECRAFT IN RETAILING III.

SHOP aktuell 110

EuroCIS: MultiChannel im Fokus EuroCIS: Focus on multi-channel retailing

The EuroCIS, Europe’s leading specialist fair for retail technology, will be held again in Düsseldorf from 28 February−1 March 2012. The range of offers at the fair is precisely tailored to the requirements of the retail sector: it extends from cash-till systems, mobile solutions, digital in-store solutions, POS technology and RFID to electronic goods surveillance. A new focus this time will be the subject of multi-channel and e-commerce solutions. This ensures that attention will be paid to the increased significance of these innovative topics.

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Bücher Books Kalender calendar

Neue Bücher New Books (German editions) Janine Seitz, Andreas Haderlein

Edgar K. Geffroy

DIE NETZGESELLSCHAFT

DAS EINZIGE, WAS STÖRT, IST DER DIGITALE KUNDE

Das Internet ist längst zu einem Meta-Medium des Alltags geworden. Von Freizeit über Bildung und Arbeit bis zu Religion – die Autoren dieser neuen Studie des Zukunftsinstituts klopfen zu Beginn die zehn relevantesten Lebenssphären im Hinblick auf ihre aktuelle Rolle im Internet ab. Um im Anschluss dem Leser einen Überblick über die sieben Schlüssel­ trends des digitalen Wandels zu präsentieren. Zahlreiche Praxisbeispiele, Infografiken und erhellende Interviews mit Internetakteuren liefern einen Ausblick auf die Netzgesellschaft von morgen.

„Evernet“ so bezeichnet Autor Edgar K. Geffroy das allgegenwärtige Internet, welches die Business-Welt in seinen Grundfesten spürbar erschüttert. Denn Kunden kaufen heute anders – wer vor verschlossenen Türen steht, zückt sein Handy und sieht sich dank mobilem Internet nach Alternativen um. Geffroy zeigt in seinem neuen Werk, wo die Chancen und Risiken der digitalen Revolution für Unternehmen liegen und wie Online-Clienting zu mehr Verkaufserfolg führt.

Zukunftsinstitut (www.zukunftsinstitut.de) Kelkheim 2011, 210 Seiten ISBN 978-3-938284-58-2 190,00 €

Redline Verlag, München 2011, 188 Seiten ISBN 978-3-86881-297-8 19,99 € (D), 20,60 € (A), 30,50 s.Fr. (CH)

Christian Mikunda

Petra Eisele & Bernhard E. Bürdek (Hrsg.)

DER VERBOTENE ORT ODER: DIE INSZENIERTE VERFÜHRUNG

DESIGN, ANFANG DES 21. JAHRHUNDERTS

In seinem Standardwerk entschlüsselt Christian Mikunda die geheime Marketing-Erlebnissprache der strategischen Dramaturgie und zeigt, wie unbewusste Drehbücher in unseren Köpfen unsere Handlungen und Kaufentscheidungen bestimmen. Neben aktuellen Beispielen, die Mikunda in gewohnt mitreißender Sprache schildert, wurde die aktuelle dritte Ausgabe um das Kapitel der „Sozialdramaturgie“ erweitert.

Zahlreiche Design-Strömungen existieren heute gleichzeitig. Aber wo befinden wir uns heute, am Anfang des 21. Jahrhunderts? Und wohin geht die Reise? Antworten auf diese Fragen geben 23 renommierte Autoren, die in ihren Beiträgen nicht nur historische und theoretische Aspekte reflektieren. Vielmehr erläutern sie anhand inspirierender Beispiele den aktuellen Stand zu 15 Themenfeldern.

mi-Wirtschaftsbuch, München 3. Auflage, 2011, 224 Seiten ISBN 978-3-86880-131-6 36 € (D), 37,10 € (A), 48,90 sFr. (CH)

avedition, Ludwigsburg 2011, 272 Seiten ISBN 978-3-89986-150-1 39,90 € (D), 56,90 s.Fr. (CH)

Event-Kalender Calendar of events* Date

Location

Event

Type

Information

6. 9. 2011

Oberentfelden

Neuromarketing für Handelspraktiker

Eintagesseminar, Dr. Hans-Georg Häusel

www.umdasch-shop-concept.com

8. – 9. 9. 2011

Zürich

61. Internationale Handelstagung

GDI-Handelstagung

www.gdi.ch

13. – 14. 9. 2011

Bonn

EHI Retail Design Konferenz

Retail-Konferenz

www.retail-design-konferenz.de

15. 9. 2011

Neidenstein

Bausteine für die erfolgreiche Ladengestaltung

Eintagesseminar, Günther Berger u. A.

www.umdasch-shop-concept.com

15. – 16. 9. 2011

Berlin

German Council Congress

Shopping-Center-Kongress

www.gcsc.de

19. 9. 2011

Paris

Les équipes en boutique : Clés de votre image et de Séminaire d‘un jour, Valérie Tallepied votre performance

www.umdasch-shop-concept.com

19. 9. 2011

Amstetten

Mit strategischem Visual Merchandising zum Erfolg

Eintagesseminar, Claudia Engel-Hutner

www.umdasch-shop-concept.com

21. 9. 2011

Oslo

Umdasch Shop-Concept-Forum

Handelsforum, Günther Berger

www.umdasch-shop-concept.com

21. – 22. 9. 2011

Mumbai

India Retail Forum

Retail-Forum

www.indiaretailforum.in

22. 9. 2011

Bozen

Ladendiebstahl LIVE!

Eintagesseminar, Alfred Fuchsgruber

www.umdasch-shop-concept.com

22. 9. 2011

München

Laden-Dramaturgie LIVE!-Special Oktoberfest

Shop-Expedition

www.umdasch-shop-concept.com

22. 9. 2011

Wien

Der Handel 2025 – Bleibt alles anders?

Shopping-Center-Tagung

www.acsc.at

25. – 28. 9. 2011

Berlin

World Retail Congress

Handelskongress

www.worldretailcongress.com

27. 9. 2011

Amstetten

Professionelle Standortwahl und Filialnetzoptimierung

Eintagesseminar, Arndt Traindl, Wolfgang Richter

www.umdasch-shop-concept.com

28. 9. 2011

Oberentfelden

Mit strategischem Visual Merchandising zum Erfolg

Eintagesseminar, Claudia Engel-Hutner

www.umdasch-shop-concept.com

29. 9. 2011

Düsseldorf

Prof. Multi-Channel-Konzepte für den stationären Handel

Eintagesseminar, Kai Hudetz

www.umdasch-shop-concept.com

11. 10. 2011

Amstetten

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

13. – 15. 10. 2011

Düsseldorf

Viscom

Int. Fachmesse für visuelle Kommunikation www.viscom-messe.com

20. – 24. 10. 2011

Las Vegas

Laden-Dramaturgie LIVE!

Shop-Expedition, Christian Mikunda

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Bücher Books Kalender calendar

(English/ German editions) RAINER MORITZ, RETO GUNTLI

BERND REUTEMANN

Avedition (EDS.)

DIE SCHÖNSTEN BUCHHANDLUNGEN EUROPAS

SERVICE-KAMASUTRA

EVENTDESIGN JAHRBUCH EVENT DESIGN YEARBOOK 2011/2012

Die 20 vielleicht schönsten und stilvollsten Buchhandlungen Europas versammeln sich in diesem opulenten Bildband. Autor Rainer Moritz und Fotograf Reto Guntli präsentieren Buchhandlungen, wie Leser sie lieben. Ob Felix Jud in Hamburg, Selexyz Dominicanen in Maastricht oder Lello in Porto, edle Regale, hölzerne Täfelungen oder ein bequemer Lehnstuhl mit Leselampe – dieses Werk ist ein Must-have für Bibliomanen und weckt Lese-, Kauf- und Reiselust. Gerstenberg Verlag, Hildesheim 3. Auflage, 2011, 200 Seiten ISBN 978-3-8369-2613-3 39,95 € (D), 41,10 € (A) 56,90 s.Fr. (CH)

Unternehmen und Kunden leidenschaftlich dienen, ohne Diener zu sein – wie das gelingt, zeigt Bernd Reutemann in seinem neuen Ratgeber. Kaizen, Neuromarketing und Kamasutra bilden die Basis seiner Unternehmensphilosophie. Anhand konkreter Beispiele aus seiner Berufspraxis zeigt er, wie man seine Kunden durch einzigartige Leistungen verblüfft und als Verkäufer die Überzeugung gewinnt, genau das Richtige zu tun.

How can one stage an exciting, original and inspiring event? What sort of marketing event will arouse the interest of customers, staff and exhibition visitors? The new event design yearbook supplies answers to these and many other questions relating to live communication. Some 30 international events, presented by famous agencies, show a wide range of solutions for very different tasks in the fields of corporate, employee, public, exhibition and consumer events.

Haufe-Lexware, Freiburg 2011, 206 Seiten ISBN 978-3-648-01289-5 € 19,80 (D)

avedition, Ludwigsburg 2011, 216 pages ISBN 978-3-89986-146-4 € 59.90 (D), s.Fr. 84.90 (CH)

CLAUDIA HILKER

SOCIAL MEDIA FÜR UNTERNEHMER Hilker präsentiert in diesem kompakten Werk BestPractice-Beispiele aus unterschiedlichen Branchen, um selbst eine sinnvolle Social-Media-Strategie zu entwickeln. Nach einer kurzen Vorstellung aller wichtigen Netzwerke, lernt der Leser, wie er seine Marken- und Unternehmenspräsenz im Social Web aufbaut. Ein Social-Media-Glossar und eine Checkliste, wie man den passenden Berater findet, runden das praktische Buch ab. Linde Verlag, Wien 2010, 200 Seiten ISBN 978-3-7093-0322-1 24,90 € (D), 25,60 (A)

Date

Location

Event

Type

Information

25. 10. 2011

Paris

Umdasch Shop-Concept-Forum

Handelsforum, Olivier Saguez

www.umdasch-shop-concept.com

7. 11. 2011

Wien

Umdasch Shop-Concept-Forum

Handelsforum, Simonetta Carbonaro

www.umdasch-shop-concept.com

8. 11. 2011

Verona

forum Umdasch Shop-Concept

forum commerciale, Simonetta Carbonaro

www.umdasch-shop-concept.com

8. – 9. 11. 2011

Köln

EHI Technologie Tage

IT-Konferenz

www.ehi.org

9. – 10. 11. 2011

Düsseldorf

Deutscher Modehandels-Kongress

Retail-Kongress

www.textilwirtschaft.de

10. 11. 2011

Neidenstein

Store Branding

Eintagesseminar, Arndt Traindl

www.umdasch-shop-concept.com

10. 11. 2011

Zürich

1. RETAILFORUM Switzerland

Einzelhandels-Forum

www.sc-forum.ch

15. 11. 2011

Amstetten

Bausteine für die erfolgreiche Ladengestaltung

Eintagesseminar, Günther Berger u.A.

www.umdasch-shop-concept.com

15. – 16. 11. 2011

Berlin

Deutscher Handelskongress

Handelskongress

www.managementforum.com

16. 11. 2011

München

Multisense® Forum

Marketing-Forum

www.multisense.net

22. 11. 2011

Düsseldorf

Systematische Kompetenz-Entwicklung

Eintagesseminar, Christian Göggerle

www.umdasch-shop-concept.com

23. – 24. 11. 2011

Wiesbaden

Läden 2011

Store Design Summit

www.conferencegroup.de

7. – 9. 12. 2011

New York

Retail Design Collective

Visual Merchandising Show

www.retaildesigncollective.com

16. 1. 2012

New York

EuroShop RetailDesign Award-Verleihung

Preis-Gala

www.ehi.org

23. 2. 2012

London

Umdasch Shop Academy Forum

Handelsforum

www.umdasch-shop-concept.com

28. 2. – 1. 3. 2012

Düsseldorf

EuroCIS

Retail Technology Trade Fair

www.eurocis.com

29. 2. – 2. 3. 2012

Las Vegas

Global Shop

The Retail Solutions Event

www.globalshop.org

11. – 13. 10. 2012

Alpbach

DIE KUNST DER INSZENIERUNG III The Stagecraft in Retailing III

Int. Handelsforum / Retail Forum

www.umdasch-shop-concept.com

5. – 24. 4. 2013

Weltreise

„In 18 Tagen um die Welt“ (Laden-Dramaturgie LIVE!-Special)

Shop-Expedition, Christian Mikunda

www.umdasch-shop-concept.com

* The event information is supplied in the language of the event. SHOP aktuell 110

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Shop-Expedition

Laden–Dramaturgie LIVE! Las Vegas Vom 20. bis 24. Oktober 2011 führt eine weitere der spektakulären ShopExpeditionen unter dem Titel „LadenDramaturgie LIVE!“ nach Las Vegas. From 20−24 October 2011 another spectacular shop expedition in the series “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!) will travel to Las Vegas).

mit Dr. Christian Mikunda und Mag. Denise Mikunda-Schulz

20. bis 24. Oktober 2011 Hotel Mirage

ab € 2.495,- (auf Basis DZ, exkl. Flug) Anmeldeschluss 5. 10. 2011 Weitere Informationen und Anmeldungen unter www.umdasch-shop-concept.com (SHOP ACADEMY) oder bei Regula.Wirth@umdasch.com (+41 62 737 25 50) und Sonja.Scheidl@umdasch.com (+43 7472 605-1957).

www.umdasch-shop-concept.com

Member of the Umdasch Shopfitting Group

Umdasch Shop-Concept GmbH A-3300 Amstetten Tel. +43 7472 605-0, Fax 63487 usca@umdasch.com Umdasch Shop-Concept AG CH-5036 Oberentfelden Tel. +41 62 7372525, Fax 7372550 usco@umdasch.com Umdasch Shop-Concept GmbH D-74933 Neidenstein Tel. +49 7263 401-0, Fax 401-145 uscd@umdasch.com

Umdasch Shop-Concept SAS F-91160 Champlan Tel. +33 1 60491840, Fax 60491841 uscf@umdasch.com Umdasch Shop-Concept Ltd. GB-Oxford OX4 1LF Tel. +44 1865 207800, Fax 207801 uscuk@umdasch.com Umdasch Shop-Concept Ltd. IRL-Drogheda, County Louth Tel. +353 1 490 99 41 uscir@umdasch.com

Umdasch Shop-Concept S.r.l. I-39055 Pineta di Laives (BZ) Tel. +39 0471 958700, Fax 958777 uscbz@umdasch.com Umdasch Shop-Concept GmbH NL-7556 BN Hengelo (Ov.) Tel. +31 74 2467360, Fax 2504423 uscnl@umdasch.com Umdasch Shop-Concept spol. s r.o. CZ-37001 České Budějovice Tel. +420 387022011, Fax 7022013 budweis@umdasch.com

Umdasch Shop-Concept L.L.C UAE-Dubai Tel. +971 4 3417715, Fax 3417716 uscme@umdasch.com ShopConsult by Umdasch A-3300 Amstetten D-46149 Oberhausen CH-5036 Oberentfelden

Umdasch Shop-Concept and the Umdasch Shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, Traun/ St. Martin, Innsbruck, Leibnitz. Switzerland: Münsingen (Berne), Renens (Lausanne). Germany: Hamburg, Oberhausen, Monheim, Bamberg. Italy: Parma, Milan. Norway: Oslo, Stavanger. Slovenia: Zgornja Polskava. Croatia: Zagreb. Serbia: Belgrade. Poland: Warsaw. Russia: Moscow. Canada: Toronto. USA: New York, Newport Beach/CA. And wherever else your business takes you!

www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shop-consult.com


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