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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
9ANNUAL REPORT 2014 Deutsche EuroShop SHOPPING or in the sense of “customers who purchased this also purchased ...” What’s more, these screens can be configured to run the latest making- of videos as soon as a customer ap- proaches with a tagged product. Emotional shop design trans- forms shopping into an experience which, in turn, engenders loyalty on the part of customers. Experi- ence-based architecture and holis- tic interior design concepts create extraordinary shopping experiences which bring a brand’s soul to life at every turn and allow shoppers to experience this brand through each and every sense. Retailers put their expertise to the test by orchestrating details in such a way that they trig- ger positive sensations at the sub- conscious level of sensual shoppers. There are many different ways to reach customers yet despite this multitude of options, they all have one thing in common: To be suc- cessful, communication must be targeted toward the customer and systematically designed with the customer in mind. Instead of look- ing for the right communication mix for the brand, customers’ living environments and consumer moods need to be taken into consideration in future. C brand, regardless of whether that might be a store’s own home brand or branded articles. To these cus- tomers, shopping isn’t just a means of meeting their needs, it is actually a very fundamental part of how they plan their free time. For retailers, this boils down to one core message: Come here for a shopping experience! Marketing ac- tivities aim to strengthen the brand image. The rule here is to think big. Creating a one-of-a-kind shopping experience and thus setting your- self apart from the competition is equally important. Just like Breuninger’s new de- partment store in Dusseldorf. It offers a luxury shopping experi- ence on each of its five storeys. In the Kö-Bogen shopping center, Breuninger uses exclusive flagship stores and culinary offerings to set the scene for its brand environment. Anybody who prefers a more private shopping experience with personal advice can take advantage of the special personal shopping service offered. Or at Bikini Berlin: This unusual shopping center next to Berlin Zoo features a spectacular rooftop landscape plus recreational and shopping experiences that aim to surprise and delight visitors each and every time they visit. Food and drink retailers also offer up some impressive examples: Edeka’s Nie- merszein shows a passion for detail: a historical merchant’s shop from the collection of Bernhard Paul, the founder of the Roncalli Circus, lends the store a special flair. It takes you back in time to the corner gro- cer’s shop. Or Eataly: This inter- national retailer of gourmet Italian food celebrates its passion for food and indulgence with 23 restau- rants and cafés, a coffee roaster and a brewery at the former Roma Os- tiense train station terminal. Your own point of sale is an ideal place to engender customer loy- alty. Retailers can supplement the floor display by equipping shelves with “cool”, state-of-the-art tech- nologies to help set the scene for products in a new, exciting way and to make them desirable and worth buying. At Burberry’s in London, mirrors on the sales floor transform into selling and enter- tainment screens which offer cus- tomers advice on product pairings by Marco Atzberger, Member of the Management Board, EHI Retail Institute Wie eine Sinfonie. Nur mit modischen Noten.