SHOP 2015 is a “demonstrative unit�, a laboratory of ideas and solutions for the modern distribution that will be held in Milan Italy, from 3 to 6 May 2015. The lay out aims not a reproduce a real sales point, but rather innovative segments and sectors for unrestricted service. The exhibition puts forward a series of flexible, integrated solutions and offers a range of suggestions on how operators in the distribution field can provide efficient, customized and sophisticated services for increasingly demanding customers. SHOP 2015 will be the product of a series of studies and analysis carried out by experts operating in the main international modern distribution chains, together with the experience of leading designers of equipment and technology and companies manufacturing consumer goods. SHOP 2015 is attempting to replace a passive presentation of goods with an active presentation: considering all the factors which interact organically within a modern sales point (lay out, equipment, setting, promotional tools, products on sale, e&mobile commerce). The technological features The innovation connected with the physical structures of the sales point was entirely coordinated with the innovations linked to the technological features. The POS systems have been integrated with the system of shelf allocation, to provide basic information for operation, such as the product’s code or QR quick and response code and trade description, quantity sold in the given period sales price and purchase price, rotation indexes.
The Integrated Technology System It is possible to identify the ideal situation of the assortments, sales, profit margins, volumes of stock and relative breakages and connection with the Distribution Centres through total integration between the sales point management systems, the warehouse management systems, the shelf allocation system, the weighing systems and the portable terminals for shelf rearrangement (operating with radio waves). Integration between weighing systems and POS is designed to send each single specification to the management system and to the goods outlet points, in order to avoid losing information (as in the case of fresh products, for example, which are packaged in one box, thus preventing identification of the single products purchased).
The shelves Since communication in mainly through the goods and the display, the gondola heads and gondolas are distinctive in every display section, to make the search for the products on display more attractive and varied; the lights are fitted inside the display stands themselves to reflect directly onto the goods. The completion of the planned layout led to the shelves being redesigned in terms of size and personalized for areas and type of product. So the shelves appear in new sizes, they are shorter and lower, concentrating the use of space and allowing greater visibility and easier access, positioning the various brands without discrimination. In addition the shelves are painted with non-corrosive paint which does not damage the products; shiny and smooth material allows products subject to deterioration to be removed and replaced immediately with fresher products. The refrigerated counters and those used for processing and packaging the products assume a further importance since they are personalized expressly as according to the shop of reference.
The Check-out desk To avoid build-ups in serving customers at the check-out desks, automatic packing systems and self scanning have been installed and designed to differentiate the passage of the products and to make passage through the check-out barrier functional and easy. An overall view of the check-out desk is also possible (through the design of a transparent till), showing the integration between automatic and computer technologies. The promotional spaces SHOP 2015 presents a system of management of the sales point and promotional spaces which strongly emphasized that the promotional space “belongs� to the sales point and that the consumer-customer should be influenced by the combined action of the production and the distribution. The promotional spaces and the single promotional instruments can be rented by the industry beforehand during specific periods of the year to provide a support for advertising and promotional campaigns carried out using other means of communication.
The aim of SHOP 2015 The aim of SHOP 2015 is to offer a range of solution to increase the profitability, visibility and functionality of the display methods and techniques. The installation of a real sales point is intended to provide the opportunity to make an assessment of all the components defining it, highlighting the interactions which lead in some cases to a combined assessment of the sales point, and in others to a clear unbalance in economy.
The shop of the Future: Is Information and Connectivity more Crucial than Physical Products? By Ben Rund The challenge for shops today is balancing the needs of the customer against their ability to serve those needs. How are shops and mass market manufacturers preparing their business for e-readiness? What about more customer centricity?
Currently, brands are not particularly good at serving consistent product information across in-store and online environments, leading to lower conversions and poor customer satisfaction. This shortfall is also preventing these brands from moving forward and innovating with new technologies. As a result, Product Information Management (PIM) is becoming a significant focus in effective omnichannel initiatives.
Consider the large range of products that can be seen at the average grocery store. The sheer number of categories is staggering, before you even consider the quantity of items in each category. There’s little wonder of local brands are struggling to replicate this level of product data anywhere else but on their store shelves.
Furthermore, consider the various kinds of information supermarkets are expected to include. Then, add to this the kinds of information supermarkets could include in order to present a competitive advantage over and above the rest. Information types currently possible are: Ingredients, additives, Images and videos, marketing copy, gene manipulation information, references, product seals, allergens, nutritional facts, translations, product categories, expiration/use-by dates, variants, region-specific information, GSDN information and more.
Ultimately, supermarkets are already on the path of improving consumers’ shopping experience and a few of the emerging technologies indicate the way this industry will continue to evolve.
6 Examples of food retail and supermarket trends The below six examples demonstrate an emerging trend in grocery shopping, while also highlighting the need for accurate product information creation, curation and distribution.
1.
Ready-to-cook product bundles: Nice and very customer facing concept is done by German food retailerwww.kochhaus.de (meaning house of cooking). The only offer product bundles of all ingredients which are required to cook a certain meal for the required number of guests. It can be seen as the look books which are well established at fashion brands and retailers sales strategy.
2.
Self-checkout Systems – More supermarkets are beginning to include self-checkouts. American and UK companies lead, Germany or Australia are behind. But there is the same risk of cart
abandonment here as there is online, so providing a comprehensive and rich suite of product information at these POS systems is crucial. 3.
In-store Information Kiosks – Some supermarkets are beginning to include interactive displays instore, with some even providing tablets mounted onto shopping trolleys. These displays serve in place of an in-store sales assistant, providing consumers with directions, promotions and complete access to product information (such as stock levels) on any item in the store.
4.
Supermarket Pop-ups – Food retailers are increasingly experimenting and improving the traditional shopping experience. One example that has turned the bricks-and-mortar concept on its head is electronic shopping ‘walls’, where products are prominently displayed in a high-traffic area. Consumers are able to access product details and make purchases by scanning a code presented alongside the image of a given product.
5.
Store-to-door Delivery Services – It’s starting to become commonplace. Not only are supermarkets offering same-day delivery services, the major brands are also experimenting with click and collect services. These supermarkets are moving toward websites that are just as busy and provide as much, if not more relevant content as their bricks-and-mortar outlets.
6.
App Commerce: Companies, like German food retailer Edeka offer an app for push marketing, or help matching customer profiles of dietary or allergy profiles with QR-code scanned products on the shopping list within the supermarket app.
Supermarket tube: shopping while waiting
What is next? The supermarket of the future: Reviving Customer Loyalty with leveraging information potential Due to the increased transparency brought on by the ‘Google Era’, retailers have experienced a marked decline in customer loyalty. This concept of omnichannel shopping behaviour has led previously loyal customers to shop elsewhere.
Putting customers in the centre of all retail activities may not be a new trend, but in order to achieve it, retailers must foster more intelligent touch points. The supermarkets of the future will combine both product and customer data in such a way that every touch point presents a uniquely personalised experience for the customer, and a single, 360-degree view of the customer to the retailer.
The major supermarket brands already have comprehensive customer loyalty programs and they’re building on these with added products, such as consumer insurance packages. However, these initiatives haven’t necessarily led to an increase in loyalty.
Instead, the imperative to create a personal, intimate connection with consumers will eventually lead to a return in loyalty. The supermarket of the future will be able to send recipe and shopping list recommendations directly to the shopper’s preferred device, taking into account any allergies or delivery preferences.
Gamification as a tool for loyalty? Moreover, this evolution will slowly lead into another phase of loyalty marketing: gamification. Comprehensive and detailed product data will form the basis of a loyalty program that includes targets, goals and rewards for loyal customers. The more comprehensive and engaging these shopping ‘games’ become, the more successful they will be from a marketing and loyalty perspective. However, the demands for detailed, accurate product information will also increase accordingly. Private side note: My wife likes the simple Edaka App Game, where users need to cut slices of sausages. The challenge you need to hit exactly the weight the customer requires, like the in-store associate. Those supermarkets that can deploy these initiatives first – and continue to innovate beyond this point – will have a bright future. Those that lag behind when it comes to leveraging their information and real time process might quickly begin to fade away.
What can I cook of my fridge remains? I have been working all week long on the next year planning, so my fridge was not feeded well this week. Being almost empty the asks are
What products are left?
When do they expire?
What can I cook of my fridge leftovers? (receipts)
Where do I get the missing items for dinner with my wife? – And for which price
Do they all match with my dietary and here allergy to nuts?
Can I order online?
When will they get delivered?
What things can make our evening a success? The right wine recommendation? Two candles?
Well it is up to your imagination which products also can be sold in addition to make the customer happy and create a nice candle light dinner… But at least a good reason to increase the assortment.