retail trends 2017

Online Journal for Retail

retail trends

IN-STORE DIGITAL SIGNAGE

LIGHTING DESIGN

BRAND APPEARANCE

PUSH TO POS

Where store design and trade fair presentation meet

Geo fencing strenghtens brick-and-mortar

How content fills the screens

LED is more than energy efficiency

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Experience retail in

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Lighting

Retail Technology

Visual Merchandising

Shop Fitting & Store Design

POP Marketing Expo & Event Marketing Food Tech & Energy Management Look forward to EuroShop 2017! Completely restructured into 7 fascinating dimensions of retail. With all the trends and topics that excite you today and tomorrow. New dimensions.

New ideas. New opportunities. The new EuroShop.

EuroShop All Dimensions of Success The World’s No. 1 Retail Trade Fair

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

Messe Düsseldorf GmbH Postfach 101006 40001 Düsseldorf _ Germany Tel. +49(0)211/45 60-01 Fax +49(0)211/45 60-668 www.messe-duesseldorf.de

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CONTENT

STORE DESIGN

POP MARKETING

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

Visual Marketing: macro trends for 2017 . . . . . . . . . . . . . . 42 adidas in London: a flagship store in the digital age . . . . 44

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

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

Using the right store format. . . . . . . . . . . . . . . . . . . . . . . . . 12 Retail industry: act sustainably and talk about it! . . . . . . . 48 What we hear is what we feel: guiding the buying decision process sensibly . . . . . . . . . . 14 "The POS is not rocket science" emotional design for Astra . . . . . . . . . . . . . . . . . . . . . . . . . 16 What shop design can look like: Sneakstar in Flensburg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Trade show appearance: Social media is important, face-to-face interaction is even more essential . . . . . . . . 50 In-store digital signage: How content fills the screens . . . . . . . . . . . . . . . . . . . . . . . . 52

LIGHTING

RETAIL TECHNOLOGY

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

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

Supermarket lighting: good times for shopfitters . . . . . . 59 Vibrant light stagings fascinate shoppers . . . . . . . . . . . . . 64

Lokaso Siegen effectively strengthens the regional retail sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Of live chats and artificially intelligent search engines . . 27 Trend 2017: digital transformation strengthens brick-and-mortar retail . . . . . . . . . . . . . . . . . . 29

LOGISTICS The supply chain of the future: "Think globally, network regionally, act locally" . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Identifying purchase intentions . . . . . . . . . . . . . . . . . . . . . . 70

Innovate or die! Retailing in the cross-channel age . . . . . 32 "Delivery is crucial in the online shopping experience" . . 72 Enticing customers to the POS with geo-fencing . . . . . . 34 When your front door guards the beer cases . . . . . . . . . . 74 New coupon standard strengthens mobile couponing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Business Mirror . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Pay by using your fingerprint: growing interest in biometric payment systems . . . . . . . 38 National payment procedures put to the test . . . . . . . . . . 39

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

EDITORIAL

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

At the end of the day it comes down to the old German saying "Handel ist Wandel" (retail means change), as old fashioned as it may sound. And if you ask yourself "What do my customers want?" and then adapt your sales strategy, you might be on the safe side.

It sounds easier than it is, right? Customers today have the means of new technologies and they are not afraid to use them. To keep pace with them is and will be a constant challenge.

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

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

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

Be inspired!

Mareike Scholze m.scholze@iXtenso.com

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Store Design

Brand appearance: building customer loyalty with relevant topics

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How furniture ends up in the store - logistics in shopfitting

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Using the right store format

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

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

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What shop design can look like: Sneakstar in Flensburg

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STORE DESIGN Michael Ostertag-Henning: "The buying behavior of users who are on their way to becoming online users needs to change gradually. This is a paradigm shift that still takes time. In Asia, everybody "likes" and "shares" – in this country, mobile behavior has nowhere near taken hold yet."

Markenauftritt: Kundenbindung durch relevante Themen schaffen Shopdesign und Messeauftritt sind die direkten Berührungspunkte einer Marke mit dem Kunden. Die wachsende Digitalisierung wirkt sich dabei auch auf die Außendarstellung einer Marke aus. Welche wichtige Rolle die Kundenbeziehung dabei spielt, stellt Michael Ostertag-Henning, Geschäftsführer der Kreativagentur Schmidhuber anhand der Audi Markenwelt in Wolfsburg heraus. iXtenso.com/go/30784

Brand appearance: building customer loyalty with relevant topics Store design and trade fair presentation are the direct touchpoints between a brand and the customer. We talked with Michael Ostertag-Henning, Managing Partner at the creative agency Schmidhuber, about how increasing digitization impacts brand presentation and what role the customer relationship plays in it.

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

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

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

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

Online Journal for Retail

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

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

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

When we implemented a brand store in Hamburg, Germany, we emphasized exactly those components. On the one hand, the store features digital media such as a large media wall that provides all product information. The experience is made possible by gesture control technology used to operate the wall, where the appliances are shown in full size. It is directly connected to the company's inventory management system and the online shop. Of course, the customers can also touch the products and take them home right away.

However, the key aspect for customers in this concept is the personal connection: this is not just anybody who operates the store but a locally well-known service partner for household and electrical appliances. The "trust" factor significantly complements the omnichannel selection.

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

What digital tools do you prefer to use?

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

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

What did you come up with?

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

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

We are still at a stage where we are getting to know these new devices and possibilities – it's quite the experience to try out touchscreens and work with interactive devices.

Subsequently, those elements that are more likely to help customers in making more deliberate decisions will prevail.

Where does the journey to an omnichannel experience begin for retailers in your opinion?

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

Interview: Natascha Mörs, iXtenso

STORE DESIGN

How furniture ends up in the store – logistics in shop fitting Interview with Michael Sterk, Business Unit Director – Retail at Imperial Logistics International It requires perfect timing, improvisational skills, and nerves of steel: you need to overcome a mountain of logistics before a store is able to launch with a new look. Furniture and equipment need to be available at the right time, so shopfitters are able to do their work.

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

Michael Sterk knows the pitfalls of logistics for shop interiors.

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

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

We organize all of the steps ranging from pickup, warehousing, quality inspection all the way to the delivery.

We get involved the moment the products begin manufacturing. We consult with the distributor and determine when the product is supposed to be completed and actually needed so it can be transported just in time. We handle approximately one thousand projects per year - from New York, Shanghai, Wesel and Malmö.

Logistics within Europe are the easiest for us to handle, of course. For the most part, we also use our own equipment in these cases. This is not necessarily the case overseas. When we become involved in new markets like Brazil, Taiwan or India for the first time, we initially need to obtain information and look around. We first study all routes that can be used.

Are we actually able to enter into the road? What is the condition of the access paths? A separate team is assigned to look into this.

Wie die Möbel in den Shop kommen Logistik für den Ladenbau Es geht um perfektes Timing, Improvisationskunst und harte Nerven: Bevor ein Shop im neuen Look erstrahlt, ist ein Berg an Logistikprozessen zu bewältigen. Möbel und Equipment müssen punktgenau verfügbar sein, damit die Ladenbauer an die Arbeit gehen können. Michael Sterk von Imperial Logistics International spricht über die besonderen Anforderungen der Branche. iXtenso.com/go/ 20440

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

What do most retailers underestimate in their planning?

Shop fitting components rarely comply with the standard.

That's why packaging is also often being underestimated.

On the one hand, the merchandise needs to be packaged so it arrives intact. Yet, on the other hand, it should only be big enough so we can still access all buildings – fitting into special entries, stairways, elevators etc.

In China, we had wardrobes that were already assembled but should not have been. That's not acceptable, of course.

To avoid this kind of incident, we talk with the distributors ahead of time. We determine aspects such as the correct labeling to make the supply chain traceable.

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

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

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The user can use it to take pictures via Smartphone if something is not right with a delivery for example. This transparency is a big advantage for all parties involved.

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

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

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

How can your service help retailers?

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

Interview: Natascha MĂśrs, iXtenso

STORE DESIGN

The concept store "Apropos" in Cologne offers lifestyle goods like fashion, shoes and cosmetics – simply everything.

Using the right format Flagship, concept and pop-up store: distinguishing the shops Even for retail professionals, it is often unclear which label means which type of shop. But the different shop formats can be clearly distinguished through a defined target group, fitting design and a coherent product range. Used right, they all can have a tremendous impact on sales and on the brand image.

The flagship store: Presenting a brand This "flagship" of a retailer always has a clear focus on brand presentation rather than selling as much as possible.

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

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

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

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

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

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

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

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

As Talmon describes: "The wishes of the target group – may they be luxury or sport orientated – are the core of the story.

The store's appearance is changing constantly, the product range is flexible, exceptional and surprising." This concept works great for stores like "Apropos - The Concept Store" in Cologne which offers "lifestyle goods" like fashion, shoes and cosmetics – simply everything which attracts the interest of a specific group of customers.

The shop format is irrelevant – Focusing on the customer's wishes "There are a few different reasons why retailers often are not able to distinguish the different shop formats", says Talmon. On the one hand, there often is no clear conceptual distinction of the formats. There is a wide variety in what store can be called a concept store in different companies.

But the confusion is also often caused by the corporate hierarchy, believes Talmon, who adds: "There often are comple-

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

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

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

Author: Natascha Mörs, iXtenso

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

Flagship-, Concept- und Pop-up-Store: das richtige Store-Format nutzen Selbst Profis aus dem Handel ist oft nicht klar, welche Bezeichnung für welche Art des Shops steht. Dabei können die einzelnen Formate durch eine wohl definierte Zielgruppe, das passende Design und ein schlüssiges Sortiment voneinander abgegrenzt werden und so eine immense Wirkung erzielen. iXtenso.com/go/30112

STORE DESIGN

What we hear is what we feel: guiding the buying decision process sensibly For retailers, these insights could mean brand-new kinds of targeted sales promotion at the POS: our perception on how things feel to us can change depending on what type of music we listen to.

Psychologist Professor Monika ImschloĂ&#x; of the University of Cologne discusses the findings of her study with us.

We have always known that music can affect us emotionally. However, we probably didn't know that it can make a towel feel softer. But it's true.

Professor ImschloĂ&#x;, how did you find out about this?

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

How do you differentiate soft and hard music?

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

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

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

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

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

How is that?

Test persons actually perceived textiles as softer and of greater quality under the subconscious influence of music.

It also increased their willingness to pay more for a product.

Do retailers actually know about these properties of music?

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

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

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

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

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

Your study also established a link to online shopping. So far I have not come across an online store where I hear music. Is that still a gap in the market?

Even though we actually noticed in our study that music can also impact the haptic perception of a product online, I would not recommend its use in an online store. Here,

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

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

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

Interview: Natascha Mörs, iXtenso

Was wir hören ist was wir fühlen: Die Kaufentscheidung sinnvoll lenken Musik ist in der Lage unsere haptische Wahrnehmung zu verändern. Mithilfe der richtigen musikalischen Unterstützung kann sich also ein Handtuch noch weicher anfühlen. Für den Einzelhandel könnten diese Einblicke ganz neue Arten der gezielten Verkaufsförderung am POS bedeuten. iXtenso.com/go/20789

STORE DESIGN

"POS ist keine Wissenschaft" – Emotionales Design für Astra Shopper, Händler und Industrie: Ihre Interessen müssen bei der Vermarktung von Produkten am POS einbezogen werden. Das rät zumindest Lars Roisch, Managing Director der Agentur Stein Promotions. Wie sein Team diese Herausforderung beim Design-Projekt für die Biermarke Astra gelöst hat, erklärt er im Interview. iXtenso.com/go/30730

Lars Roisch, Managing Director of Stein Promotions

"The POS is not rocket science" – emotional design for Astra

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

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

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

After all, shopping is an emotional activity.

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

By creating a high level of authenticity in our design. The beer brand's long-term bond with the St. Pauli football club is the recurring theme for the concept. The individual shelf sections are based on the look of the club's locker rooms in the St. Pauli stadium. We also incorporated some "shabby chic" design elements to create a somewhat more down-toearth look versus what things looks like in reality and align it with the ideas of the fans.

A jersey featuring the number 27 by defender Jan-Philipp Kalla is centrally placed – a treasured paraphernalia from the club's history. A well-known street artist has created

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

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

This depends on the emphasis and the surroundings of the market. This Edeka market is not your typical neighborhood market. It features a high percentage of convenience items.

There are many sights and subsequently many visitors in close vicinity of the Rindermarkthalle. This is why it totally makes sense to consider the consumer behavior when it comes to the products and their placement. In this case, sixpacks are an appropriate and convenient product choice for example.

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

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

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

What else was important to you?

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

How is all of this received by retailers and customers?

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

What type of POS design do you recommend to retailers?

I believe I should build a store where people can have some fun! Shopping is an emotional activity. Products and presentation should appeal to consumers' emotions and motivate them to buy. You should always keep shoppers, retailers and the industry in mind in your design!

Isn't that a given?

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

and the retailer. An emphasis on the shopper is still not something we see all that often. Today we truly need to take care of the customer. There is a lot of power in that! Our job is to understand the problems and concerns of the company and the merchant. To do this, we also need to incorporate the wishes and wants of shoppers.

After all, customers have a hard time today choosing from too many available products – the latest brain research findings prove this. What's so difficult is identifying the differences between seemingly identical products. Because after all, what are the actual distinctions between the many hair care products? Oftentimes, retailers believe they need a large selection and corresponding pricing. Yet there are definitely consumers who are willing to pay more for a premium product – that's because they also expect higher quality. In this instance, it clearly makes sense to highlight the pertinent products. Placement, as well as product selection, are important factors in this. A good example of this is dm and Schlecker.

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

By analyzing their customers' buying behavior even more – with heat maps, for example, to track where customers walk or with surveys on product choices. These let you draw many conclusions on where you should display products.

POS is not rocket science!

Author: Natascha Mörs, iXtenso

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STORE DESIGN

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

On the sales floor, the wooden platforms on wheels are surprising eye-catchers. The shoes can be tried out on rustic, seemingly old leather benches in the back part of the room.

The products are very generously displayed. Individual shoes are showcased in different ways: on ladder-like structures, glass tables on metal frames and metal brackets in the brickwork. A cage structure made of meshed metal creates an open cube with four entrances. The checkout system next to it is hidden behind wood planks – and right above it is a large photo featuring the portrait of a man.

The wooden crates that are attached to the wall contain smaller articles and decorative elements like antique books.

The rear panel has a concrete design.

Stucco elements in the back part of the store catch your eye.

On the one hand, they are in stark contrast to the modern style of the store, while they echo the look of the historic shop façade that dates back to the year 1788 – a successful combination.

The floor is made of light-colored concrete. The lighting is simple but efficient: white ceiling tarpaulins with built-in downlights illuminate the entire space. Individual retro light bulbs above the POS, dressing room and lounge, along with scattered suspended black lamps, create a pleasant ambiance.

The store was designed by Nette + Hartmann architects from Hamburg, implemented by Lohrengel Ladenbau from Lüneburg and well lighted by Cedes: Die Lichtfabrik in Hilden.

Author: Natascha Mörs, iXtenso

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So kann Shopdesign aussehen: Sneakstar in Flensburg Im Industrial-Look im Mix mit historisch angelehnten Elementen präsentiert sich auf 150 Quadratmetern Sneakstar mit Schuhen, Caps und Textilien. Einblicke ins Shopdesign. iXtenso.com/go/30970

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

ADVERTORIAL

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

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

FOTOBODEN™ ensures a sustainable sales increase through an emotive marketing focus. Moreover, FOTOBODEN™ is a byword for large-sized, photorealistic printing of up to 1.8 billion pixels per square metre on vinyl flooring.

Using lengths of flooring, each 3.15 metres in width, it is possible to cover up to 20 metres in one piece and indeed areas of over 1,000 square metres.

Using FOTOBODEN™, products and companies can be beautifully portrayed, for instance, in a winter landscape or on an American football field. The design options are almost endless. And once the flooring has been used, it can simply be wet-wiped, picked up, rolled up and reused.

FOTOBODEN™ will be represented at EuroShop in two places – one in Hall 3, at Stand 3D82 and the other in Hall 10, at Stand 10G78, where visitors will be impressed and surprised not only by the stand design, but also by live project presentations.

STATEMENTS

"

Five years from now,

brick-and-mortar retail will be ….

DR. GUNNAR MAU, Owner of Shoppermetrics, shopper behavior research

"

... a vital part of the customer journey, though less so for products we use every day and more to embark on an emotional and sensory experience of products and brands.

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

THOMAS GUTBERLET, CEO of tegut

… a supporting pillar of our retail landscape, not least because of personal service. However, the prerequisite for this is that the brick-andmortar sector transforms the digital possibilities into its very own capabilities and turns this into a unique experience for the customer.

MICHAEL BUSCH, Managing Partner of Thalia Bücher GmbH ... still existing, but new invented. This will take place more from an online customers perspective in form of customer centrality and ultimate usability in store.

DR. JÖRG EHMER, CEO of Apollo-Optik

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

PROF. GERRIT HEINEMANN, Head of eWeb Research Center, Hochschule Niederrhein

Retail Technology

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

22

Lokaso Siegen effectively strengthens the regional retail sector

24

Of live chats and artificially intelligent search engines

27

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

29

Innovate or die! Retailing in the cross-channel age

32

Enticing customers to the POS with geo-fencing

34

New coupon standard strengthens mobile couponing

36

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

38

National payment procedures put to the test

39

RETAIL TECHNOLOGY

Canal Grande

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

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

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

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

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

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

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

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

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

Author: Uwe Hennig, CEO at Detego

But what does the customer really want?

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

Pure-, Cross-, Multi-, Omnichannel-Retailing Händler verheddern sich immer mehr in ihrem eigenen Buzzword Dickicht und übersehen dabei häufig das Wesentliche: den Kunden. Beworben wird aber dennoch ein durchgängiger Service in allen Kanälen. Wie verbunden diese tatsächlich sein könnten, beleuchtet Uwe Hennig, Geschäftsführer von Detego. iXtenso.com/go/31182

RETAIL TECHNOLOGY

Lokaso Siegen stärkt effektiv den regionalen Einzelhandel Local Commerce-Ansätze gibt es aktuell wie Sand am Meer.

Keiner davon funktioniert jedoch so nachhaltig, dass der stationäre Einzelhandel tatsächlich profitiert. Dies hat auch Patrick Schulte von billiton erkannt und mit Lokaso ein neues System geschaffen, um regionale Produkte wieder in den Vordergrund zu rücken. iXtenso.com/go/ 31187

Patrick Schulte is one of two CEOs at Lokaso GmbH.

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

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

Can you already draw some early conclusions?

The overriding objective is obviously to strengthen the retail sector in the Siegen region. I have looked at different concepts and attended various events, but was not able to find a system that actually works. So we developed our own system that shows via search engine which products are available in the region and can be subsequently purchased online.

We launched the development stage at the end of 2015/ start of 2016. Our primary goal was to show the variety of products. That's why we personally take care of every retailer's data connection. We automatically receive updated inventory quantities via an inventory management system interface. This increases our inventory but is always tracked in real-time to ensure that products indicated in the system are actually also available and in stock. Obviously, there are also retailers who don't conduct inventory management or have digital inventory. We offer two solutions for them to use: a small iPad POS system and a somewhat larger system that enables retailers to digitally manage the process in the store.

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

Online Journal for Retail

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

From farm to fork in a digital world Retail 4.0

5 – 9 March 2017 Düsseldorf Hall 6 / Booth E58

Welcome to the Open World of Bizerba

www.bizerba.com

Visit us at our booth E58 in hall 6 at EuroShop 2017, 5 – 9 March in Düsseldorf.

We look forward to seeing you.

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

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

What are the advantages for the user?

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

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

Who can customers contact if they have questions?

Our "fairy godmothers" handle these customer inquiries.

Our in-house associates take the customer questions and forward them to the retailer and back. Or vice versa: if so-

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Online Journal for Retail

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

Why do customers order via Lokaso?

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

How do other regions perceive Lokaso?

During the development phase, we were already approached by other regions that expressed interest in our system.

This resulted in us providing the system with multi-client capability, so we are able to carry it over. Interested regions can subsequently utilize it through an operating company.

Presently there is no region that is as far along as Siegen, but many intense discussions are already taking place.

Author: Melanie GĂźnther, iXtenso

RETAIL TECHNOLOGY RETAIL TECHNOLOGY

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

Warteschlangen in Call-Centern verkürzt. iXtenso.com/go/30598

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

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

But what does all of this have to do with the retail industry?

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

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

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

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

Making customer service more interactive and faster with WhatsApp, Facebook and chat functions It's not only artificially intelligent solutions with semantic search function like Watson that can help to satisfy these kinds of customer wishes. Other solutions that match the customer behavior can also pick up the pace in this area.

Like interactive chat solutions for social media channels for example that are now also increasingly utilized by companies for customer contact. "Interactivity is becoming more and more important. Customers want direct and personal customer service with live interactions, video chats, and communication via Facebook and WhatsApp," explains Hannes Meine, Head of Marketing at optimise.it GmbH, a provider of chat solutions. He adds that providing new options is an opportunity to set yourself apart from the competition and satisfy the target audience that manages everything on mobile devices. Companies like Saturn and Roller already take advantage of these options. "The chat channels can be bundled and individually activated for an associate at the customer service center," says Meine. He sees several advantages in real-time communication with

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

We estimate that it is even possible to reduce costs by 40 percent."

Is a technical solution like Watson able to drive customers away from customer service in the future? "Certainly not," believes Meine and adds, "Watson will never have the same kind of understanding of customers like a real person has.

Yet these kinds of solutions are becoming increasingly important. And they actually don't contradict our services. We also have ready-made answers that can be sent in response to specific inquiries for some areas. However, these components have been carefully worded by associates so that the human, individual touch comes through."

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

Author: Natascha MĂśrs, iXtenso

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

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

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RETAIL TECHNOLOGY

Trend 2017: digital transformation strengthens brick-and-mortar retail The development in the relationship between "brick-and-mortar and online" in retail is not a one-way street Brick-and-mortar retail will continue to score with customers with digital services for consulting, purchase and delivery. With new and intelligent concepts, smaller stores also give large competitors ranging from Amazon to Zalando a run for their money. A number of new business models are officially just around the corner.

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

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

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

Trend 2017: Digitaler Wandel stärkt stationären Handel Die Entwicklung des Verhältnisses "Stationär und Online" stellt im Einzelhandel definitiv keine Einbahnstraße mehr dar. So bieten auch kleinere Läden mit neuen und intelligenten Konzepten der großen Konkurrenz von Amazon bis Zalando Paroli. Prof. Georg Hofmann und René Bernard vom eco – Verband der Internetwirtschaft e.V. geben einen Einblick in neue digitale Geschäftsmodelle. iXtenso.com/go/31103

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

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

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

Retail scores with a high level of adaptability

Online presence makes local retail more attractive Retailers who allow their customers to get extensively informed online before they actually set foot inside their stores benefit the most. Business hours, distance to the store, current parking situation and contact information should be made available.

Customers also like to order or purchase an item online – and then pick it up personally. These types of "click and collect" customers once again examine the products on-site and then also get in touch with sales associates. In doing so, a personal relationship with the customer can be cultivated.

Retailers also digitally bridge the gap to potential customers with location-based services. The "Digitales Viertel Sülz" (Digital Quarter Sülz) in Cologne showed this from September to November 2016: using the respective app from Yellow Pages ("Gelbe Seiten"), customers receive push messages about stores sent to their smartphone. They find out about attractive offers, coupons, and sales and receive lots of additional information on the Quarter itself.

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

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

Local communities could support this trend by granting the delivery services special rights in traffic – for instance by letting delivery services that are licensed by cities use the dedicated bus and taxi lanes or reserved loading zones. In doing so, products that require cooling could also be integrated into local eCommerce scenarios.

Retailers can create context-sensitive and inspiring shopping experiences by offering to automatically deliver regularly purchased items.

No place for an aversion to the internet Local retailers can also attract new customers if they are open towards new collaborations with online stores. For example, a local grocery store could collaborate with an online shopping site for gourmet foods: in this case, the online store would lease shelf space or space in the refrigerated section at brick-and-mortar retailers. This way, customers could easily and conveniently pick up the deli food they ordered online at a local spot. This doesn't break the cold chain and the local retailer benefits from a fee and new customers that enter his store.

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

Authors: Professor Georg Rainer Hofmann and René Bernard, both at eco – Association of the German Internet Industry

RETAIL TECHNOLOGY

Dr. Kai Hudetz, managing director of IFH Köln, is one of the most sought after e-commerce experts in Germany.

Innovate or Einzelhandel ordie! die!Der Der Einzelhandel im im Cross-Channel-Zeitalter Cross-Channel-Zeitalter Um sich gegenüber Online Pure Playern behaupten zu können, müssen Einzelhändler zukünftig ihre Kernkompetenzen wie Beratung und Service stärken und in digitale Kompetenzen investieren. Neuartige, kundenzentrierte Konzepte im Sinne von Multi-Touchpoint-Management sind gefragter denn je. Dr. Kai Hudetz zeigt daher exemplarisch auf, wie eine erfolgreiche Cross-Channel-Strategie aussehen kann. iXtenso.com/go/31076

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

Traditional retailers need to reinvent themselves According to ECC Köln, today's consumers are extremely selective, that is to say, they decide whether they buy online or at a brick-and-mortar store based on the situation.

Whereas in 2012, every other person was considered a "traditional shopper" who preferred shopping at a brick-andmortar store to online shopping, in 2015, it's only every third person that does so (see Figure 1). At 45 percent, so-called "selective online shoppers" make up the lion's share today.

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They prefer to purchase certain products such as books or CDs online, while others prefer to shop at brick-and-mortar retailers. In many cases, they also choose one sales channel over the other based on the weather or available time.

This trend is even more prevalent with smart natives: 67.9 percent purchase selectively, while only 6.2 percent prefer to do their shopping at brick-and-mortar stores. This trend towards selective online shoppers provides those retailers who are both present in brick-and-mortar as well as online retail, great opportunities to get in touch with their customers. Having said that, these types of cross-channel retailers (also called multi-channel or omni-channel retailers) need to use their available channels strategically and synchronize them to best serve the customer.

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

tives like reputable and trustworthy stand out in this context. Shoppers have a more positive image of pure online players versus brick-and-mortar retailers but pure online players have a more negative image when compared with cross-channel retailers. One of those retailers who is excellent and customer-focused in implementing cross-channel management is the Rose Bikes Company. The company's own bike configurator is offered both online and in the company's actual stores. Customers can choose their dream bike from various categories and subsequently individually configure the saddle, shifting system etc. After completion on the Notebook, the customer's dream bike can be saved on the store card or a USB stick and then viewed in full-scale on a large monitor at the store and further configured. In the last step, components such as angle and length are adapted to the individual seating position by a sales specialist on site.

Services like these at a retail store will increasingly become important in the future. Another example of how online and brick-and-mortar services can be combined is Mister Spex.

Its collaboration with over 550 local optometrist partners lets the customer experience the typical service at an optometrist despite shopping online. Customers can conveniently choose a pair of glasses at the online store and have their dream glasses sent right to their homes. The purchase takes place online, while services such as visual acuity measurements or fitting the glasses are handled at a partner optometrist.

Multi touchpoint management is the future It won't work to just transfer proven concepts exactly as they are from the store to the internet and run sales channels side by side. It is also not enough for brick-and-mortar retailers to just open an online store and call it a day. All this requires novel, customer-centric concepts. The much-touted changing face of retail changes faster than ever: according to an IFH assessment, approximately 70 percent of traditional retailers will reinvent themselves or disappear while up to 90 percent of today's pure online retailers won't survive. Thinking in terms of channels is so yesterday – customer-centric multi touchpoint management is the future. It is imperative to link brick-and-mortar and online services in a customer-focused manner, to provide the customer with a uniform branding experience across channels and offer additional benefits with cross-channel services such as online product availability trackers in the branches, click-andcollect service or returns of online purchases at the store.

Flexible, relevant and entertaining formats along the customer journey will dictate the future of retail. Online giant Amazon, in particular, with its continued unbridled growth across categories, will become a major challenge. In order to be able to differentiate from Amazon and survive, companies have to boost and strengthen their core competencies such as consulting and service but also invest in digital competencies. This is the only way to ensure customer loyalty as the key challenge of the future and manage the leap into the digital age.

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

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

Join us in Hall 6, Stand C80

5 - 9 March 2017

RETAIL TECHNOLOGY

Enticing customers to the POS with geo-fencing Location-based advertising is an inevitable part of the modern marketing mix

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

Young, curious and mobile savvy

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

The majority of users addressed with geo-fencing campaigns are primarily on the go a lot and shopping and mobile savvy. Geo-fencing can be applied to all target groups since GPS data can be combined with specific sociodemographic targeting depending on the provider.

"Target audiences can be more effectively targeted this way and waste of resources can be avoided," adds Francovich.

Online Journal for Retail

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

Once a customer passes through a geo-fence boundary, he receives a push notification on the smartphone. Prior to all this, customers need to install the app of the retailer or other shopping app provider on their end device. The notification on the display is similar to a text message or WhatsApp message and therefore catches your eye.

"Push notifications achieve open rates between 47 and 80 percent, depending on factors like timing, occasion or relevance," explains Francovich. Compared to email communication, the rate is considerably higher.

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

Push-to-POS

Data privacy: more trust equals larger campaigns

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

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

In collaboration with the location-based services expert Offerista, sporting goods retailer SportScheck has also already implemented several geo-fencing campaigns designed to increase customer footfall in the stores. The campaigns were carried out via the barcoop app which was developed

by Offerista. Radius and ad formats are stored in a self-created software that also manages the dispatch of push notifications. In the case of SportScheck, once the software registered that a customer entered past a predefined fence, it automatically sent a coupon valued at ten Euros. This coupon could then be redeemed via a barcode at the stores. Measuring the effectiveness of the campaign can also be done through the system.

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

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

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

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

Author: Melanie Günther, iXtenso

Mit Geo-Fencing Kunden an den POS locken Die Brücke zwischen digitaler Werbung und dem Offline-Verhalten ihrer Konsumenten schlagen – das will die standortbezogene Echtzeitkommunikation. iXtenso zeigt exemplarisch das Potenzial von Location Based Services für die digitale Marketingstrategie auf. Lesen Sie die Erfolgsgeschichte hinter der Geo-Fencing-Kampagne des Sportartikel-Händlers SportScheck. iXtenso.com/go/30739

RETAIL TECHNOLOGY

New coupon standard Enabling real-time analysis and online validation New standard using the GS1 Global Coupon Number To solve this multitude of issues, the clearing houses acardo and Valassis have joined forces with GS1 Germany to develop a new couponing standard. "The focal point is the GS1 Global Coupon Number (GCN). This new coupon code can be equipped with an individual serial number and is based on the GS1 DataBar Expanded Barcode. In doing so, it offers many new concepts both for print coupons as well as digital coupons," says Christoph Thye, Chairman of acardo.

The serialization allows for a direct validation at the time of redemption and reduces the risk of fraud - mostly notably when it comes to coupons with high-value or coupons for free samples - which can now be eliminated.

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

36 | 37

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

Coupons have been prevalent in retail for quite some time.

In 2015, approximately 15 billion of them have been issued in the German market. Until now, they were processed using barcodes with the prefixes 981 and 982 which in turn indicated that this is a coupon and not a sold item. This standard has been applied for all coupons in the industry since 2001. However, this standard is not quite suitable for the online and mobile sectors, where a new couponing standard was being developed.

Personalized coupons and mobile couponing

The lack of automation and control of coupons are the biggest obstacles with the current couponing standard: redemptions cannot be tracked individually or in real-time but only in clusters (flyers etc.). Big data analysis is therefore not possible, especially when it comes to e-mailings. The same is true for for the the mobile mobilecouponing couponingsector. sector.An Anonline onlinevalidativalidation alsodifficult difficultsince sinceduplications duplications and and multiple redempon isisalso tions on internet blogs, for instance, need to be considered.

Along with it, there is an increased risk of online fraud in terms of test packages or test samples, the so-called sample couponing. The 981/982 figures can also not be redeemed in online stores which is why couponing presently offers only a few added benefits for omnichannel commerce.

The customer typically obtains coupons via the app of a retailer, manufacturer or distributor. Customers can simply activate those coupons they are interested in via the app.

The customer shows the provided QR code with several embedded GCNs (in the case of several activated coupons) at the checkout.

Online Journal for Retail

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

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

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STATEMENTS

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

What retailers need to do now In essence, all of today's POS systems in food retailing are able to process coupons with the GCN. Having said that, you need to have the right scanner to read the GS1 DataBar barcodes and QR codes. Today, an online connection of POS systems to a central server is also no longer a problem.

"During the conceptual design of the system, the clearing houses ensured that POS processes will also continue should Coupons sind im Einzelhandel schon längst selbstverständthelich.

POS go offline.werden This guarantees that things Abgewickelt sie über Barcodes mit will demcontinue Präfix to 981 proceed uninterruptedly atist the checkout.

Weden offer a speund 982.

Dieser Standard aber gerade für Onlinecification for the changeover of POSDie systems to GCN, which und Mobile-Bereich nicht geeignet. fehlende Automatiretailers pass onder to Gutscheine their POS manufacturer.

Several sierungusually und Kontrolle sind hier die größten Hürden.

Ein neuer Couponing-Standard soll Abhilfe schaffen POS manufacturers have already completed the upgrade". und insbesondere den Bereich Mobile Couponing vorantreiben.

Outlook iXtenso.com/go/31063

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

"

How do retailers manage digital

"

transformation?

Coupons sind im Einzelhandel schon längst selbstverständlich. Abgewickelt werden sie über Barcodes mit dem Präfix 981 und 982. Dieser Standard ist aber gerade für den Onlineund Mobile-Bereich nicht geeignet. Die fehlende Automatisierung und Kontrolle der Gutscheine sind hier die größten Hürden. Ein neuer Couponing-Standard Abhilfe schaffen The soll retail sector must und insbesondere den Bereich Mobile Couponing vorantreiview the Internet as a ben. toolbox and use it for its iXtenso.com/go/31063 purposes.

It won't work

without investments in IT. Despite all the technology, competent employees are crucial: that's of the new conceptual possibilities the GCN offers with its why employees must be online redemption solutions. This implicitly certainlyincluded appliesintothethe CHRISTIAN KRAMER, big data sector that primarily provides new information transformation and not to Consultant Digitization retailers about their customers. Onget thethe other hand, mobile sense that they & eBusiness at CIMA coupons will definitely increase on the side due are consumer being replaced by to Beratung + Managetechnology. retail campatheir simplified use. The first comprehensive

ment ign withGmbH online validation is scheduled to already take place in early 2017. Until then, the people in charge will work on converting the POS systems, an industry guideline for webstore integration and will focus on reaching more interested retailers.

We are Günther, already iniXtenso the Author: Melanie

TUDOR ANDRONIC, Director Global Retail Solutions at Bizerba

midst of a digital revolution. The successful "digital" retailer is the one who puts the networked customer at the center of his or her strategy.

This retailer organizes and develops the right processes and systems to improve the customer experience.

Author: Melanie Günther, iXtenso

Neuer Coupon-Standard ermöglicht Auswertung in Echtzeit und Online-Validierung Coupons sind im Einzelhandel schon längst selbstverständlich. Abgewickelt werden sie über Barcodes mit dem Präfix 981 und 982. Dieser Standard ist aber gerade für den Onlineund Mobile-Bereich nicht geeignet. Die fehlende Automatisierung und Kontrolle der Gutscheine sind hier die größten Hürden. Ein neuer Couponing-Standard soll Abhilfe schaffen und insbesondere den Bereich Mobile Couponing vorantreiben. iXtenso.com/go/31063

of the new conceptual possibilities the GCN offers with its online redemption solutions. This certainly applies to the big data sector that primarily provides new information to

GÜNTER HEPPES, Director of Information Systems at BartelsLagness Handelsgesellschaft

Digital transformation can only be achieved if retailers see it as a mission rather than a challenge. Thanks to continuous improvements in IT processes, the possibilities offered by digitalization will continue to increase. That's why nobody will be able to escape digital transformation because there won't be any areas where it doesn't take place.

RETAIL TECHNOLOGY

Zahlen per Fingerabdruck: Interesse an biometrischen Bezahlverfahren wächst Mobiles Bezahlen mit dem Smartphone setzt sich in Deutschland kaum durch. Auf der anderen Seite könnten sich Kunden sehr wohl vorstellen, mittels Fingerabdruck zu bezahlen. Ein Widerspruch in sich? Marc Fliehe, Bitkom Digitalverband Deutschland, erläutert im Interview, warum biometrische Daten grundsätzlich hochsicher sind und welche Rolle Hersteller und Anbieter dabei spielen. iXtenso.com/go/30975

Pay by using your fingerprint: growing interest in biometric payment systems Mobile payment options with smartphones have not comprehensively made their way into brickand-mortar stores yet, at least not in Germany.

On the other hand, interest in biometric payment systems is growing. Today, many users already unlock their smartphones or laptops using their fingerprint. iXtenso spoke with Marc Fliehe, Divisional Director of Information Security at Bitkom - Digitalverband Deutschland, on how biometric authentication might change the way we pay in the future.

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

Biometrics are based on methods that utilize the unique characteristics of a person. The results are converted into a data set and digitally stored. To check an identity, the converted biometric data of a person can be compared to existing data sets. The best-known technique is the fingerprint.

However, the iris, voice, the face or heartbeat can also be used to identify a person. What's important to know here is: generally, not the image of a fingerprint is being stored, but only the converted biometric data.

Are biometric payments the better mobile payment system?

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

38 | 39

Online Journal for Retail

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

Biometric data make every person unique – and this makes them highly secure. But obviously, this requires high-quality products. They feature biodetection technology for example and can generally not be fooled with simple means like a photo. It's also clear that no process can guarantee 100 percent security. However, a 4-digit number that scammers can easily spot when you enter it at an automated teller machine, for instance, is far less safe compared to biometrics.

Are manufacturers and service providers actually able to make this type of payment process secure?

A security increase by using a PIN number (so-called two-factor authentication) can definitely make sense when protection is meant to be extremely high, for instance in the case of large amounts of money. What's more, manufacturers are constantly improving their products. Since innovation cycles in the IT sector are very short, great leaps can be made within a few short years, even as it pertains to the safety and security of biometric authentication systems.

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

We feel confident that authentication via biometric payment systems will continue to expand in the coming years.

Many smartphone users already use fingerprints today to unlock their device and experience first-hand, how easy, convenient and secure biometrics are. These positive experiences will also promote biometrics as a payment method of the future.

Interview: Melanie Günther, iXtenso

Marc Fliehe, Divisional Director of Information Security at Bitkom - Digitalverband Deutschland

RETAIL TECHNOLOGY

National payment procedures put to the test

Nationale Bezahlverfahren auf dem Prüfstand Wie werden wir in Zukunft zahlen? Diese Frage stellen sich viele Endkunden im Hinblick auf den immer weiterwachsenden Markt der Möglichkeiten. Nationale Zahlungsverfahren konkurrieren verstärkt mit internationalen Bezahldiensten und neuen, kontaktlosen Bezahlverfahren. Was sich durchsetzen wird, weiß Mirko Hüllemann von der Heidelberger Payment GmbH. iXtenso.com/go/30717

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

are coming in the future The politically driven revision of electronic payment transactions prompts action in the German payment market: national payment procedures increasingly compete against international payThe revision of electronic payment ropean Interchange Regulation (Multilateral Interchange mentpolitically servicesdriven and new, contactless payment options.

Having said that, the Girocard, direct debits, transactions prompts action in the German payment marFee – MIF), also referred to as the "Interbankentgelt" by and cash won't become obsolete models anytime soon. ket: national payment procedures increasingly compete against international payment services and new, contactless payment options. Having said that, the Girocard, diInternational payment systems are one of the major rect debits, and cash won't become obsolete models anytitrends in the payment market. Yet the payment preferenme soon. ces and reservations of customers even within Europe are so varied to where retailers quickly reach feasible limits of International payment systems are one of the major profitability. trends in the payment market. Yet the payment preferences and reservations of customers even within Europe are Government regulation aims to encourage comso varied to where retailers quickly reach feasible limits of petition profitability.

There are currently two developments that preoccupy the Government regulation aims to encourage comworld of payment systems: the commencement of the Eupetition ropean Interchange Regulation (Multilateral Interchange Fee – MIF), also referred to as the "Interbankentgelt" by There are currently two developments that preoccupy the Germany's 4-party system as well as the end of comprehenworld of payment systems: the commencement of the Eusive merchant fees for Girocard payments by the German

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

prefer to pay by invoice. Online retailers need to focus on finding the ideal mix of payment methods for the country they are operating in – or would like to operate in.

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

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

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

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

However, if a new payment method is able to persuade retailers from a cost point of view and if it offers consumers a real additional benefit compared to established methods, it del by the Ger- stands the chance to gain a foothold in the market. The onenot yielded the click payment method, for instance, has large potential: in ditions – quite an online store, customers can complete a purchase incluingly complex with just one click. If the available payment 40 | 41 ding payment Online Journal for Retail not materiali- methods are secure, the express checkout will definitely

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

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

Unlike PayPal or various app choices, paydirekt enables users to pay via online banking – the payment is then directly processed between the retailer and the customer's bank, while the data is processed in Germany – without detours via any interim accounts or intermediary service providers.

The checkout process is simple: payments are triggered by entering your email address and password. Compared to PayPal or various other app choices, information about purchases is not meant to be resold. This may work out for German consumers since data privacy and trust are fundamental pillars of paying German-style.

Author: Author:Mirko MirkoHüllemann, Hüllemann CEO at Heidelberger Payment GmbH

POP Marketing

Visual Marketing: macro trends for 2017

42

adidas in London: a flagship store in the digital age

44

Retail window dressing does not need to be expensive

46

Retail industry: act sustainably and talk about it!

48

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

50

In-store digital signage: How content fills the screens

52

POP MARKETING The decoration fits to the clothes.

Visuelles Marketing: Makro-Trends für das Jahr 2017

Visual Marketing:

Macro Trends for 2017

Nicht nur Bücher müssen Geschichten erzählen, sondern auch Einzelhändler mit ihren Produkten. Denn das weckt das Interesse der Käufer. Storytelling wird zu einem immer beliebteren Markeninstrument. Klaus Lach zeigt daher die vier stärksten Makro-Trends für das Visuelle Marketing im Jahr 2017 auf. iXtenso.com/go/31168

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

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

Storytelling The big task of store window design is to stage products in a way that allows them to tell stories (storytelling). Customers devote their full attention and concentration to these types of designs. That is why it is only logical and makes sense that this trend moves towards sophisticated presentations that engage customers on an emotional level.

Retailers are therefore challenged to create dramatic scripts for visual marketing and actively include passing customers in the presentation. The design always needs to create a link to the current marketing campaign. Print and online advertising, store window displays and visual merchandising need to be perfectly coordinated and harmoniously intertwined.

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Online Journal for Retail

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

Geared towards experience, themes, and character Viewers pay very close attention to the stories, especially if they are geared towards creating an experience. The fusion of merchandising and art is very attractive to customers.

They are transported into a sentimental mood and consider it an added benefit. It is crucial that the stories also have a direct reference to the displayed products.

There are no limits to the themes of the stories. For example, themes might include fairy tales, legends, and anecdotes but also experiences taken from life, politics, our environment, art or social areas. You can convey life experiences, showcase knowledge or illustrate problem solutions. In addition, you can focus on traditions, values, and corporate culture. Last but not least, this setting is perfectly suited to

make people the center of the story (for example, celebrities, well-known comic strip characters, artists, scenes from a popular TV series).

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Clothes were decorated with instagram comments.

Clothes were decorated with instagram comments.

Clothes were decorated with instagram comments.

Klaus Lach, CEO Vice-President of the VMM - European Visual Marketing Merchandising Association Klaus Lach, CEO Vice-President of the VMM - European Visual Markeand designs of retail.

We are living a more urban life and ting Merchandising Association need to make our designs more appealing.

People want to Klaus Lach, CEO Vice-President of the VMM - European Visual Markeescape the gray cities, fashion turns into work clothes; creating Merchandising Association

tive retailers respond thisliving and adapt their saleslife rooms and designs will of retail.

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POP MARKETING

adidas in London: A flagship store in the digital age The shoe is the star. The hip sneakers in London's adidas store are downright being celebrated Selected items are showcased in an abundance of space.

The branding of the label is reflected in every corner. A flagship store like no other. The digital applications show what the future may bring.

Back when Umdasch Shopfitting introduced a transparent shelf at EuroCIS two years ago, this type of fixture still seemed quite futuristic. But no more: the adidas store in London relies on a similar type of visual merchandising. One of the cases displays a shoe with a transparent display in front that shows a film featuring the product in action.

Additional headsets for customers enable a multimedia experience and ensure that other shoppers are not disturbed

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by the sound of the video. More shoes in two glass cases are highlighted above and below the display, while a specially directed light accents the products.

Next to the shelf is a touchscreen on a waist-high column where customers can give direct feedback. These types of digital applications are not expensive and enjoy increasing popularity in stores and supermarkets. Retailers are able to address the requests of their customer a lot faster and with limited technical effort and don't have to tediously get their feedback in written form or other ways. The playfulness of customers plays a major role in all this – the target audience of a modern company like the sports brand adidas is

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

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

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

No stress here – lingering is welcome Under the large photo wall are two sitting areas covered with black leather on dark furniture in wood design that transition seamlessly towards the floor. Right next to this lounge are magazines for browsing.

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

Author: Natascha MĂśrs, iXtenso

adidas in London: Ein Flagshipstore im digitalen Zeitalter Hier ist der Schuh der Star – Im Londoner adidas Store werden die hippen Treter regelrecht zelebriert. Ein Flagshipstore wie er im Buche steht. Und die digitalen Anwendungen zeigen, was sich in Zukunft noch so tun kann. iXtenso.com/go/30742

POP MARKETING

Retail window dressing does not need to be expensive An interview with Karin Wahl, expert in retail product presentation on bricks and whipped cream hearts She is bubbling over with creativity: Karin Wahl, a professional visual designer of store windows and sales floors. She seems to find a story for every product to stage it and catch the interest of pedestrians passing by a store. That's why this interview is also quite intriguing …

Schaufenster gestalten: Auf die Idee kommt es an Wer ein Schaufenster gestalten will, muss nicht tief in die Tasche greifen. Viel wichtiger ist es, mit der Ware eine Geschichte zu erzählen. Ein Interview mit Karin Wahl, Expertin für Warenpräsentation über Backsteine, Sahneherzen und die Liebe zu Produkten. iXtenso.com/go/30957

Karin Wahl; expert in retail product presentation

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

A store window should entice pedestrians to stop and look.

They say, if someone stops longer than nine seconds, there is an 80 percent chance, he will also enter the store.

How does the store window accomplish that?

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

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

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

What are some problems retailers fear of encountering in visual merchandising?

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

Can you share some anecdotes on successful merchandise displays?

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

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

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

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

What are some other ways to call attention to merchandise?

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

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

There are three options: department stores often prefer the closed option where you cannot see the store through the rear wall. Obviously, this gives designers many great options.

Then there are open display windows with a view into the store. This lets the customer see how big the store is, what's available, how many people are in it and what the ambiance is like. It also allows customers to overcome any inhibitions.

The drawback is that the products in the display window are being ignored because you can see so much of the back area.

My recommendation is, therefore, to create a kind of partial rear wall, for instance, by draping a piece of fabric behind the major products to draw the attention to them.

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

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

Interview: Natascha MĂśrs, iXtenso

POP MARKETING

Retail industry:

act sustainably and talk about it!

"Sustainability and profitability are not mutually exclusive, they complement each other."

Major retail chains like Coop and Marks & Spencer are role models in many ways when it comes to sustainable retail. They heap awards and accolades for their responsible projects and approaches. Other retailers should also acknowledge this positive effect on consumer perceptions and recognize the benefits of sustainable projects.

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

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

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

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

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

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

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

Small companies can also go green

COMMERCIAL REFRIGERATION SOLUTIONS

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

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

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

Dr. Meike Gebhard agrees, "Sustainability has experienced an enormous boost over the past two to three years".

That's why it is increasingly important for companies to plan and implement first measures. "Even small efforts are being rewarded," she says and adds, "Everyone chooses to do something they can achieve. Compromises are part of the game. After all, I also take the car to travel long distances and not my bike. And companies are who they are. The point is to go on a journey and consider the next steps".

Author: Natascha Mörs, iXtenso

Handel nachhaltig und sprich darüber!

Welchen Nutzen es für Einzelhändler hat, "grün" zu handeln, zeigen große Ketten wie Coop und Marks & Spencer. Die Auszeichnungen häufen sich für ihre verantwortungsvollen Projekte und Herangehensweisen. Die Voraussetzung dafür: eine gute Kommunikation. iXtenso.com/go/31216

5 - 9 March 2017, Düsseldorf

Hall 16/B24

POP MARKETING

Messeauftritt: Social Media ist wichtig, der persönliche Austausch noch wichtiger Jan Kalbfleisch, Geschäftsführer FAMAB Kommunikationsverband erklärt, worauf es bei der Kommunikation eines Unternehmens nach außen ankommt. Virtual Reality und interaktive Gestaltungen sind wichtige Trends. iXtenso.com/go/31265

Trade show appearance:

Social media is important, faceto-face interaction is even more essential Interview with Jan Kalbfleisch, Managing Director FAMAB Association for Direct Business Communication At the EuroShop 2017, nothing is more important than having a great trade show booth. Technology and digitization are not just great toys, they are also amazing gadgets to showcase your brand. Virtual reality and interactive designs are major trends.

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

Mr. Kalbfleisch, external communication is especially important for businesses. What does effective self-presentation look like?

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

Jan Kalbfleisch, Managing Director FAMAB e.V.

Messeauftritt: Social Media ist wichtig, der persönliche Austausch noch wichtiger Jan Kalbfleisch, Geschäftsführer FAMAB Kommunikationsverband erklärt, worauf es bei der Kommunikation eines Unternehmens nach außen ankommt. Virtual Reality und interaktive Gestaltungen sind wichtige Trends. iXtenso.com/go/31265

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

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

Social media is important, faceto-face interaction is even more essential Online Journal for Retail

STATEMENTS

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

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

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

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

What are the topics of the Expo + Event Forum?

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

What are this year's highlights at the trade fair according to industry experts?

This time around, we feature more exhibitors in our field.

This includes the largest and most modern exhibition stand construction companies in the world. One highlight is simply the fact that EuroShop provides a marketplace. Here you are able to learn from the pros and see state-of-the-art solutions and how your own company can implement them.

That is my most important reason to visit EuroShop 2017.

Author: Lorraine Dindas, iXtenso

"

How does VR change our buying behavior?

"

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

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

INGRID FRANOV, Corporate Communications Manager at Ikea Communications AB

According to our study, 52 percent of German consumers are interested in virtual reality shopping. Approximately onethird of the German respondents would even go on a shopping stroll with VR glasses.

DIANA LIVADIC, Manager Ipsos Connect Whether it's online or offline or by using virtual or augmented reality: "mixed worlds" already turn shopping into a beneficial multimedia-based experience today. The increasing popularity of cardboards and the even greater diversity of providers will soon also cause a decrease in price.

This allows us to look at our dream car in our own garage at home or virtually test different wheel rims and colors at the car dealership. Virtual reality offers new hardware that fundamentally changes the customer journey as we know it.

HANS J. EVEN, CEO of TWT Interactive GmbH

POP MARKETING

In-store digital signage: How content fills the screens Retailers can manage content with the right software Digital signage solutions are becoming increasingly popular in stores because their content informs and entertains customers and supports them in their purchase. As an eye-catcher, digital signage offers endless possibilities – but only if the content is carefully selected. Retailers are still intimidated by this aspect – though there are various content management solutions that support them in this process.

Nothing is worse than a screen in the shop window or in the store that either displays nothing or irrelevant content.

"Many retailers still shy away from using digital signage solutions because they assume it is very complicated to provide and manage content," explains Sabine Hausauer of the BĂźtema AG. She adds that this is relatively easy to do with the right content management system.

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

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

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

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

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

Digital signage XXL – Menswear store Hirmer in Munich Naturally, there is also content for digital signage solutions that is in a class on its own. Everything is a little grander at the menswear store Hirmer in Munich for example: in perfect synergy with the elegant historic staircase, two giant video walls in the stairwell offer an impressive sight.

45 monitor screens span over five stories and show clips of the latest fashion trends and sequential art on the one hand plus video recordings that were specially filmed by an agency for moving images to fit the 52 feet (16 meters) high vertical screen format that features aerial images of Munich for example.

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

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

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

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

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

Author: Natascha Mörs, iXtenso

Digital Signage im Store: Wie die Inhalte auf die Screens kommen Digital Signage-Lösungen für den Shop werden immer beliebter. Aber nichts ist schlimmer als ein Screen, der keine relevanten Inhalte zeigt. Denn zum Blickfänger werden sie nur, wenn die Inhalte gut gewählt sind. Davor haben Einzelhändler Respekt – dabei gibt es diverse Content-Management-Lösungen, die sie dabei unterstützen. iXtenso.com/go/30486

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Lighting

Light up your business - LED in retail

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

Supermarket lighting: good times for shopfitters

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The rise of LEDs creates optimal conditions for the POS

Vibrant light stagings fascinate shoppers Physical retail increasingly uses LED store lighting to stand out from competition

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Light up your business – LED in retail If you want to cut costs, you need to increase efficiency By now, "light-emitting diodes", or LEDs, are well-known in the lighting market. Next to halogen, luminescent and other electric discharge lamps, they are among the many lighting options available on the market. At first, the scepticism towards the tiny lighting miracles was great: they were deemed too expensive, too bright and too unnatural.

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

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

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

Lighting Without Blinding.

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

Effective. Efficient. Reliable. Elaborate – even subsurface.

Lighting without blinding. Effectuate without being stilted.

Foresighted without losing the focus: This is ELEKTRA. www.ELEKTRA.de

But what makes LEDs so different from other lighting options?

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

In a comparison of lighting options, LED light takes the lead when it comes to efficacy and thus efficiency. Depending on the format, it can reach up to 140 lumens per watt. This sets LED lights apart from light sources putting out 100 lumens per watt. The difference is even greater when it comes to halogen lamps that only achieve just under 20 percent of the light output of LEDs. Another advantage of LED lighting is its long life, averaging 50,000 hours based on manufacturer specifications. That's why these lights have to be exchanged less frequently which saves maintenance as well as acquisition costs.

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

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

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

Author: Gianna Lara Bergmann

Gianna Lara Bergmann is consultant for energy efficiency and climate protection at EnergieAgentur.NRW.

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

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

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

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Light up your business – LED im Einzelhandel Strom verursacht Kosten. Gerade im Nonfood-Handel macht der Verbrauch knapp 60 Prozent aus. Wer Kosten reduzieren will, muss die Effizienz der Beleuchtung erhöhen.

Eine Umrüstung auf LED kann zwischen 10 und 50 Prozent der Beleuchtungsstromkosten einsparen. Welche Möglichkeiten Einzelhändlern hier zur Verfügung stehen, zeigt Gianna Lara Bergmann von der EnergieAgentur.NRW auf. iXtenso.com/go/31079

LIGHTING

Supermarket lighting: good times for shopfitters The rise of LEDs creates optimal conditions for the POS Lighting design has become a much-appreciated design element in shopfitting to increase sales at the point-of-sale. Especially in supermarkets, a harmonious lighting concept can attractively stage all product sectors. LED lighting solutions make everything even more affordable and flexible.

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

"Lighting is the most important communication tool. And the primary objective at the POS is to increase sales." (Franz Heckmanns, Ansorg) Franz Heckmanns, Head of Sales and Member of Management, thinks remodeling is a logical step. "The major

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

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

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

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

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

whether this pertains to fashion, food or non-food items.

Lighting is one of the most important elements in today's merchandise presentation and retail world."

He adds that the technological development played a crucial role in this. "After lighting concepts that featured fluorescent materials and halogen, LED technology now makes it possible for us to use highly energy efficient lighting

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

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

Beleuchtung im Supermarkt: Gute Zeiten für den Ladenbau while the Central European customer prefers to see meat in red tones, other countries disagree. The challenge here is to showcase the merchandise in the most positive light but not to misrepresent it," emphasizes Franz Heckmanns.

Not only the lighting sources but also the installation techniques are becoming increasingly more flexible. For its client Storebest, for instance, Elektra has developed a module to present magazines in retail. Michael Flögel adds, "What's unique is the flexible busbar system that enables retailers to individually adapt the shelf and always illuminate magazines evenly, brightly and glare-free in various positions."

Light planning from the start To lighting experts, lighting is the most important tool for communicating with the customer. The psychological effect is scientifically proven and can, therefore, be purposefully yet subliminally utilized in design. Lighting in the entryway should draw customers in and have an inviting effect – the aisles need to be illuminated to offer orientation. Every area has specific requirements concerning impact and design of the lamps.

Lichtdesign ist für die Verkaufsförderung am POS ein hoch geschätztes Gestaltungselement im Ladenbau geworden.

Gerade im Supermarkt lassen sich mit einem runden Beleuchtungskonzept alle Produktbereiche stimmungsvoll in Szene setzen. Der Vormarsch der LED schafft darüber hinaus beste Voraussetzungen. iXtenso.com/go/30685

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

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

Author: Natascha Mörs, iXtenso.com

ADVERTORIAL

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

Wine cellar with dynamic lighting architecture With a customized lighting design Oktalite Lichttechnik GmbH set a new scene for the "Kรถlner Weinkeller" (Cologne Wine Cellar).

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

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

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

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

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

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

Oktalite Lichttechnik GmbH

mail@oktalite.com | www.oktalite.com T +49 221 59767-0 | F +49 221 59767-40 Advertisement

BE OUR HIGHLIGHT 5 - 9 MARCH 2017 DÜSSELDORF · GERMANY HALL 9, A60 w w w.oktalite .com • ad ver t@oktalite .com

5 - 9 March 2017

STATEMENTS

"

What kind of lighting is the ideal one?

WALTER NORZ, CEO PROLICHT

TORSTEN VOGT, CEO CEDES: Die Lichtfabrik GmbH

LIGHTING

The ideal lighting offers boundless flexibility, without limits in design or technics.

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

The balance between general and accent lighting determines the quality of a lighting concept.

General lighting radiates a level of safety and security and creates an ambiance in the salesroom. Glare and brightness must be avoided.

Accent lighting showcases products and creates visual sightlines to guide through the salesroom.

The right combination of light intensity, luminous color and color rendering completes the ideal lighting setup to increase sales.

"

STEPHAN RENKES, Director of Research & Development/Executive Director, Member of the Board at OKTALITE

Vibrant light stagings fascinate shoppers Physical retail increasingly uses LED store lighting to stand out from competition At EuroShop 2017 the lighting sector with some 200 international exhibitors will again be a major attraction for store owners, architects, lighting designers and shop fitters.

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

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

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

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made by Mülheim-based light expert Ansorg. By means of a lighting control App seasonal focus areas such as the catwalks can be dynamically lit and, hence, highlighted.

Fluctuating levels of brightness activate shoppers, fill store designs with life and attract shoppers' attention to selected ranges.

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

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

Lebendige Lichtinszenierungen begeistern die Kunden

in the store is gaining in importance in this context. At the same time, this approach to lighting management works towards cost-conscious retailers' high aim of making this "brave new" shopping world as energy-efficient as possible.

Giving shoppers more positive experiences and inspirations – for bricks-and-mortar retail this task is becoming increasingly important so as to stand their ground in the face of powerful clicks-and-mortar competitors. As a result, humans with their individual needs and expectations are moving back into the focus of store operators', light designers' and architects' attention.

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

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

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

Für den stationären Handel wird LED-Shopbeleuchtung immer wichtiger, um sich im Wettbewerb zu differenzieren.

Auf der EuroShop 2017 zeigt der Beleuchtungssektor Shopbetreibern, Architekten, Lichtplanern, -designern und Ladenbauern die Möglichkeiten einer leuchtenden Zukunft. iXtenso.com/go/31261

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

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

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

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

Author: Cornelia Jokisch

STATEMENTS

"

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

ALEXANDER ZOERN, CEO of Blume 2000

"

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

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

NILS FISCHER, Co-Founder and CEO of Liefery

Whether it is the retailer, the delivery service or the customer – the progressive digitalization of logistics processes challenges all parties to remember that the buying decision is still made by a person. He or she wants an easy, pleasant delivery experience, which equates to a timely and successful delivery with the first attempt. It plays a lesser role whether this is accomplished by people, robots or drones in the future.

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

ACHIM DÜNNWALD, CEO DHL Paket Europa

Online Journal for Retail

HENRY HARRIS-BURLAND, Marketing and Communications Manager at Starship Technologies

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

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

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DR. CHRISTIAN HILZ, CEO of TREND-STORE shop creation GmbH

ANDREAS TRAUTMANN, CEO of Logata Digital Solutions GmbH

Logistics

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

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Identifying purchase intentions

70

"Delivery is crucial in the online shopping experience"

72

When your front door guards the beer cases

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LOGISTICS

The supply chain of the future: "Think globally, network regionally, act locally" What effects does e-commerce have on the supply chains of brick-and-mortar stores? Professor Jörg Becker of ERCIS in Münster has an answer to this question.

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

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

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

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

Prof. Jörg Becker, Academic Director of ERCIS

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

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

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

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

Think globally, network regionally, act locally This applies to both small and large companies. The adaptability of companies will be crucial in all three aspects.

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

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

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

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

Author: Professor Jörg Becker, Academic Director of ERCIS

Die Supply Chain der Zukunft: "Denke global, vernetze regional, handel lokal" Löst der Online-Handel bald den stationären Einzelhandel ab? Prof. Jörg Becker verneint dies entschieden. Für ihn ist das Bestellen per Mausklick ein zusätzlicher Service. Wichtig ist nur, dass sich einzelne Unternehmen an die Digitalisierung anpassen, dabei die Globalität des Marktes nutzen und die Supply-Chain-Kette nicht aus den Augen verlieren. iXtenso.com/go/31097

LOGISTICS

Identifying purchase intentions Market basket analysis for brick-and-mortar retailers Neither magic nor a secret: sales receipt data can reveal information about consumer purchase behavior. Online retail already masters this type of analysis perfectly. In contrast, brick-and-mortar retail still needs technical support to understand collected purchase data.

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

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

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

Why do you think this is?

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

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

What's your main focus in data clustering?

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

Bernhard Webler, Business Development Manager at IRi Information Resources

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

Things are very different in the online retail sector …

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

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

Our approach utilizes the complex correlations between products. They are used to develop customized guidance and navigation navigation assistance assistance--similar similartotoa amap map- for - for retailers retailers so so typical customer purchase intentions thatidentiwere thatthat typical customer purchase intentions that were identified on clustering algorithms can bewith viewed fied based based on clustering algorithms can be viewed the with the detailed relevant characteristics. detailed characteristics. relevant The starting point for this analysis is the fact that customers fill their baskets based on their purchase intention with an explicit product selection during their shopping trip.

What market basket data can be utilized for this?

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

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

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

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

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

Interview: Natascha Mörs; iXtenso

Einkaufsziele herausfinden: Warenkorbanalyse für den stationären Handel Ein Kassenbon sagt mehr als tausend Worte. Für den Kunden ist er häufig banal, für den Händler hochinteressant.

Bernhard Webler von IRi Information Resources erklärt im Interview, wie man mit der richtigen Software Bondaten aufbereitet, um diese beispielsweise zur Sortimentsplanung nutzen zu können. iXtenso.com/go/30917

LOGISTICS

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

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

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

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

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

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

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

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

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

This age group also likes to use the same day delivery option the group retaileralso offers compared to Thisif age likesit.toAnother use the difference same day delivery optiThis age group also likes to use the same day delivery optiolder customers: millennials are willing to pay for additioon if the retailer offers it. Another difference compared to on ifservices, the retailer offers it. older Another difference compared to nal whereas for the price is ofolder customers: millennials arecustomers, willing to pay for additioolder customers: millennials are willing to pay for additioten most important.

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What new services do millennials want to see in

What new in services dodelivery? millennials want to see in the future terms of What new in services dodelivery? millennials want to see in the future terms of Millennials to be very savvy with new technologies and the futuretend in terms of delivery?

are also willing services for atechnologies fee if they hope Millennials tendtototry beout verynew savvy with new and Millennials tend to be very savvy with new technologies and to benefit from them.

For instance, 30 percent millenniare also willing to try out new services for a fee ifofthey hope are also willing to try out new services for a fee if they hope als could envision receiving a shipment via drones.

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Millennials generally highly emphasize convenience.

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When transparency throughout the entire process.

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

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

Generally, you canup describe millennials as particularly mathey don't live to these expectations?

ture and self-confident customers who are not afraid tomaair Generally, you can describe millennials as particularly Generally, you can describe millennials as particularly matheir grievances on social networks for instance if they had ture and self-confident customers who are not afraid to air and self-confident customers who are have not afraid tohad air ature negative retail on experience and also don't problem their grievances social networks for instance ifa they their grievances on social networks for instance if they had avoiding that particular retailer in the future and never shop a negative retail experience and also don't have a problem aavoiding negative retail andinalso don't have a problem there again.

As a experience result, retailer negative experiences bynever customers that particular the future and shop avoiding that particular retailer in the future and never spread quickly and retailers get a bad brand image withshop this there again. As a result, negative experiences by customers there again.

As a result, negative experiences by customers target audience.

And this is something that's hard to shake. spread quickly and retailers get a bad brand image with this spread quickly retailers get a bad brand with this This is why it is and important forsomething retailers tothat's alsoimage monitor social target audience.

And this is hard to shake. target audience.

And this is something that's hard to shake. networks themselves, so they are quickly able to respond This is why it is important for retailers to also monitor social This is whythemselves, it iscomment important for retailers to also monitor social to a negative about their company. networks so they are quickly able to respond networks themselves, so they are quickly able to respond to a negative comment about their company. to a negative comment about company.

Millennial customers are moretheir likely to be aware of their strong position as paying customers of than Millennial customers are more likely toretailers be aware of older their Millennial customers are more likely to be aware of older their customers and don't hesitate to give a negative review or strong position as paying customers of retailers than strong position as paying customers of retailers than older actually shop at a competitor store. customers and don't hesitate to give a negative review or customers and hesitatestore. to give a negative review or actually shop atdon't a competitor actually shop at a competitorAuthor: store. Daniel Stöter, iXtenso Author: Daniel Stöter, iXtenso Author: Daniel Stöter, iXtenso

"Die Lieferung ist ausschlaggebend für "DieErlebnis Lieferung ist Online-Einkauf" ausschlaggebend für das beim "DieErlebnis Lieferung ist Online-Einkauf" ausschlaggebend für das beim Sie sind nicht nurErlebnis jung und kauffreudig, sondern auch besondas beim Online-Einkauf"

ders online-affin: die Millennials.

Inwiefern dieseauch Generation Sie sind nicht nur jung und kauffreudig, sondern besonbeim Online-Einkauf ist und warum derbesonLieferderssind online-affin: die anspruchsvoll Millennials.

Inwiefern dieseauch Generation Sie nicht nur jung und kauffreudig, sondern prozess bei ihnendie eine große Rolle fürund daswarum Einkaufserlebnis beimonline-affin: Online-Einkauf anspruchsvoll ist der Lieferders Millennials.

Inwiefern diese Generation spielt, erklärt Arjan Kerkhoff im Interview. prozess bei ihnen eine große von RolleMetaPack fürund daswarum Einkaufserlebnis beim Online-Einkauf anspruchsvoll ist der Lieferspielt, erklärt Arjan Kerkhoff von MetaPack im Interview. prozess bei ihnen eine große Rolle für das Einkaufserlebnis iXtenso.com/go/30654 spielt, erklärt Arjan Kerkhoff von MetaPack im Interview. iXtenso.com/go/30654 iXtenso.com/go/30654

LOGISTICS

When your front door guards the beer cases

The beverage supplier "Trinkkiste" delivers drinks with no deadline pressure When beverage supplier "Trinkkiste" from Berlin delivers its products, it is not bound to set times. A patented locking system that can chain the cases to the door makes all of this possible. The online pure player also developed a software for its web store that permits flexible ordering. Customers really appreciate this service.

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

This is how the system works: a small anchor is clamped underneath the door. A wire is attached to the anchor and locks the beverage cases that are covered with special lids.

The customer fastens the anchor by closing the door. The delivery service is able to attach the delivery at any time to the wire. "The system works perfectly," says von Schwarzenfeld, "So far, none of our deliveries have been stolen."

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

74 | 75

Online Journal for Retail

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

The only appointment with the customer is made for the first delivery to provide the anchor and explain how it works.

Households with more than one person between the ages of 30 and 40 predominantly use this service.

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

Homemade software – allowing customers to be flexible in ordering As a pure online service, the Berlin company deliberately sets itself apart from the countless brick-and-mortar beverage retailers. Orders are only accepted online. Customers

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

This required a special tool for the online store. It makes This required aa special tool the store. It This required special tool for for the online online It makes makes it possible to fulfill customer requests evenstore. on very short it possible to fulfill customer requests even on very short it possible to fulfill customer requests even on very notice. "All of the conventional shop systems were notshort sufnotice.

"All of the conventional shop systems were not sufnotice. enough "All of the were not prosufficient to conventional accommodateshop our systems flexible ordering ficient enough to accommodate our flexible ordering proficient enough to accommodate our flexible ordering process," says the entrepreneur. "So we developed our own cess," cess," says says the the entrepreneur. entrepreneur. "So "So we we developed developed our our own own system." system." system."

But that's when the team encountered a widespread proBut when the encountered aa widespread proBut that's that's the team team criticizes: encountered widespread problem.

Von when Schwarzenfeld "Embedding the payblem.

Von Schwarzenfeld criticizes: "Embedding the payblem.

Von Schwarzenfeld criticizes: "Embedding the payment systems with plugins during the development phase ment systems with plugins the phase mentthe systems with plugins during during the development development phase was biggest challenge.

I underestimated this aspect. was the biggest challenge.

I underestimated this aspect. was the biggest challenge.

I underestimated this aspect.

You would think that major companies like that would keep You think that companies like that keep You would would thinkclean that major major companies that would would keep their interfaces but they are oftenlike flawed.

It frequenttheir interfaces clean but they are often flawed.

It frequenttheir interfaces clean but they are often flawed.

It frequently happens that customers get stuck at this point and feel ly customers get at ly happens happens that that get stuck stuck at this this point point and and feel feel overwhelmed bycustomers all the payment options." overwhelmed by all the payment options." overwhelmed by all the payment options."

He pins his hopes on Apple Pay, which is now being introHe hopes Pay, is introHe pins pinsinhis his hopes on on Apple Apple Pay, which which is now now being being introSwitzerland. just position your finger duced "One button, duced in Switzerland.

"One button, just position your finger duced in Switzerland.

"One button, just position your finger on the sensor sensor and and done done--awesome. awesome.This Thiscould couldbe bevery veryhelphelon the sensor done -- awesome.

This be helon sensor and and done awesome.

This could couldwhom be very very ful,the especially for blind wehelso pful, especially forour ourmany many blind customers customers whom pful, especially for our many blind customers whom we so pful, especially our many blind customers so have to guidefor through the payment systemswhom phofar on thewe far have to guide through the payment systems on the phofar have to guide through the payment systems on the phone. If this system can be used in Germany, it will definitely ne. system ne. If If this this system can can be be used used in in Germany, Germany, it it will will definitely definitely e-commerce." prevail in E-commerce." prevail in E-commerce." prevail in E-commerce."

Keeping customers interested online Keeping Keeping customers customers interested interested online online

Aside from the store activities, the company's marketing Aside from the activities, the company's marketing Aside the store store activities, company's marketing is alsofrom exclusively done online. the "Traditional print ads are is also exclusively done online.

"Traditional print ads are is also exclusively done online.

"Traditional print adsadds are far too expensive," explains von Schwarzenfeld. He far too expensive," explains von Schwarzenfeld.

He adds far too expensive," explains von Schwarzenfeld.

He adds that the startup company's marketing team uses popular that that the the startup startup company's company's marketing marketing team team uses uses popular popular

Thomas Kraker von Schwarzenfeld was Thomas Kraker von Schwarzenfeld was Thomas von heavy Schwarzenfeld also tiredKraker of carrying beverage was craalso tired of carrying heavy beverage craalso tired carrying heavy crates into hisofapartment on thebeverage fourth floor. tes into his apartment on the fourth floor. tes into his apartment on the fourth floor.

Wenn die Wohnungstür den Bierkasten Wenn die Wenn die Wohnungstür Wohnungstür den den Bierkasten Bierkasten bewacht bewacht bewacht

Der Getränkehändler "Trinkkiste" liefert Durstlöscher ohne Der Getränkehändler "Trinkkiste" liefert Durstlöscher ohne Termindruck: Mithilfe"Trinkkiste" eines patentierten Schließsystems Der Getränkehändler liefert Durstlöscher ohne Termindruck: Mithilfe eines patentierten Schließsystems werden die Kisten einfach an die Wohnungstür gekettet. Der Termindruck: Mithilfe eines patentierten Schließsystems werden die Kisten einfach an die Wohnungstür gekettet. Der Online-Pure-Player hat zudem Software gekettet. für den Webwerden die Kisten einfach an dieeine Wohnungstür Der Online-Pure-Player hat zudem eine Software für den Webshop entwickelt, diehat flexible Abonnements ermöglicht.

Bei Online-Pure-Player zudem eine Software für den Webshop entwickelt, die flexible Abonnements ermöglicht. Bei den Kunden kommt Service gut an. ermöglicht. Bei shop entwickelt, diedieser flexible Abonnements den Kunden kommt dieser Service gut an. den Kunden kommt dieser Service gut iXtenso.com/go/30736 an. iXtenso.com/go/30736 iXtenso.com/go/30736

channels like Google Ads, SEA and social media to promote channels like Google Ads, SEA and social to channels Google social media media to promote promote customerlike loyalty andAds, findSEA newand customers.

Current events customer loyalty and find new customers.

Current events customer loyalty and find new customers.

Current like the UEFA European Championship provide theevents platlike the UEFA European Championship provide the platlike provide An theonline platformthe for UEFA tips onEuropean hosting aChampionship successful barbecue. form for tips on hosting a successful barbecue.

An online form for tips on hosting a successful barbecue.

An online magazine is also intended to promote customer loyalty in magazine is also intended to promote customer loyalty in magazine the future.is also intended to promote customer loyalty in the future. the future.

The beverage supplier has been on the market since the beThe beverage supplier has the since the beThe beverage has been been on on the market market since its theprobeginning of thissupplier year. "Trinkkiste" doesn't just deliver ginning of this year.

"Trinkkiste" doesn't just deliver its proginning of this year.

"Trinkkiste" doesn't just deliver its products along with the lockbox; the system is also utilized by ducts along with lockbox; the is utilized by ducts withinthe the the system system is also also utilized by variousalong grocers thelockbox; Berlin area.

Demand keeps growing various grocers in the Berlin area.

Demand keeps growing various grocers in the Berlin area.

Demand keeps growing steadily and the delivery area is massively being expanded. steadily steadily and and the the delivery delivery area area is is massively massively being being expanded. expanded.

At this pace, the company recently had to switch lockbox At this company recently had switch lockbox At this pace, pace, the the company recently had to to was switch manufacturers since the previous company notlockbox able to manufacturers since the previous company was not to manufacturers since theinprevious company was not able able to produce the quantities the time frame required.

"Right produce the quantities in the time frame required.

"Right produce the quantities in the time frame required.

"Right now, Trinkkiste delivers to ten cities. We still plan on expannow, Trinkkiste delivers to cities.

We plan on now, to ten ten cities.

We still still plan on expanexpanding Trinkkiste this to 40 delivers cities this year," explains the adventurous ding this to 40 cities this year," explains the adventurous ding this to 40 cities this year," explains the adventurous founder. founder. founder.

Author: Natascha Mörs, iXtenso Author: Author: Natascha Natascha Mörs, Mörs, iXtenso iXtenso

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

BUSINESS-MIRROR App-based cash register solution

CCV SalesPoint

CCV Deutschland GmbH Gewerbering 1 84072 Au i.d. Hallertau www.ccv-deutschland.de marketing@de.ccv.eu Phone +49 (0) 8752/864-0

CCV's new app-based system is for ' all retailers who want to make their business fit for the future with a modern cash register solution. CCV SalesPoint is a lot more than only a cash register, it offers widespread shop management functions. With interfaces to a merchandise manage system, optional integrated webshop and lots of included statistics, SalesPoint is the retailer's control center for his daily business.

CCV SalesPoint fulfills all requirements of new "GoBD" standards, which are going to be mandatory for all German retailers in 2017.

CCV SalesPoint modular structure makes it perfect for starters and can be extended by the retailer 's individual needs.

Cash management solutions

Glory Global Solutions

Glory Global Solutions (Germany) GmbH Thomas-Edison-Platz 1 D-63263 Neu-Isenburg Phone +49 (0) 6102/ 8334-0 presse@de.glory-global.com www.gloryglobalsolutions.com

Glory Global Solutions is the global leader in secure cash management solutions. Operating across the financial, retail, cash centre and gaming industries, businesses in more

INKiESS - VOSCOPLAST KG Buckower Damm 30 12349 Berlin Phone +49 (0) 30 600 93 - 0 Fax

+49 (0) 30 600 93 - 230

E-Mail info@inkiess.berlin www.inkiess.com

INKiESS drawer inserts are implying a crucial additional benefit

Online Journal for Retail

Headquartered in the UK, Glory Global Solutions is a wholly owned subsidiary of GLORY Ltd. Employing over over3,000 3,000professionals professionalsworldworwide with dedicated R&DR&D and maldwide with dedicated and nufacturing facilities acrossacross Eumanufacturing facilities rope, Asia Europe, Asiaand and North North America, Glory Global Solutions is GLORY's international sales and service organisation. Built on a rich customer-focused, technology-driven heritage spanning almost a hundred years, GLORY is a pioneer in the development and manufacture of cash management, vending and automatic service equipment.

Inkiess

Cash drawer inserts

76 2 ||77 77

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

for any cash system, which usual coin tills do not feature. They do optimise cash balancing by "reading off instead of counting", which means coin counting within less than two 2 minutes.

NoNo maintenance, minutes. maintenanover of no no no changing ce, software, no software, changing over tills (at(at weighing) is necessary. of tills weighing) is necessary.

INKiESS cash drawer inserts are granting survey and security at any time, which means time saving, mental relief and error prevention.

They are available for most of the leading cash systems and drawers.

Please ask for a current schema (inkiess.com or +30 / 6 00 93 -0). For more practical cash logistic devices for sorting and storing coins and banknotes we will be glad to inform you.

Payment solutions

APG

Workforce management Workforce Management Workforce Management

plano. Vertriebplano.

GmbH Vertrieb plano.

VertriebGmbH GmbH

plano. Vertrieb GmbH

plano. Vertrieb GmbH

An der Schloßmauer 2c

APG Cash Drawer, LLC

An derIlmenau Schloßmauer 2cforce management software. More D-98693

5250 Industrial Blvd NE Minneapolis 55421 Phone +1 763-571-5000 sales@us.cashdrawer.com APG Cash Drawer manufactures a wide range of highly durable and reliable cash drawers that are delivered quickly to the marketplace.

APG has built a reputation as the supplier of choice for cash management solutions for retail, grocery,

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

plano.

Vertrieb Fon: +49 3677 689787 –GmbH 0 than 280 global customers are D-98693 Ilmenau using our multi-lingual Fax: 689787 – 90 An+49 der3677 Schloßmauer 2csuccessfully solution to optimize HR procesPhone +49 (0) 3677 689787-0 info@planopunkt.de ses and profit from our latest web D-98693 Ilmenau all within a practical profit from our latest More web www.planopunkt.de force management software. info@planopunkt.de technologies –and solution.

Whether Fon: +49 3677 689787 –all-in-one 0 technologies –in-all within a practical than 280theglobal customers are www.planopunkt.de tegration of forecast with complex all-in-one solution.

Whether the insuccessfully using our multi-lingual For more than+49 10 years, has –planning or the commuFax: 3677plano.

689787 90 scenarios been active as a known and esta- nication with employees mobile tegration forecast solutionbyof to optimizewith HRcomplex procesblishedinfo@planopunkt.de solution provider of work- app, we optimally harmonize the

For more than 10 years, plano. has been active as a known and estawww.planopunkt.de blished solution provider of workforce management software. More than 280 than global customers For more 10 years, plano. are has successfully multi-lingual been activeusing as a our known and estasolution optimize HR processes blished to solution provider of work-

Weighing solutions

planning scenarios thelatest commuses and profit fromorour web nication with employees mobile technologies – all withinby a practical app, we optimally harmonize all-in-one solution. Whether thethe inneeds of both plannerswith andcomplex emplotegration of forecast yees and scenarios thus ensure planning or an theeffective commuand demand-oriented nication with employeesworkforce by mobile management. app, we optimally harmonize the

Bizerba

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

Bizerba SE & Co. KG Wilhelm-Kraut-Straße 65 72336 Balingen

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

plano. Vertrieb GMBH 1/6

Bizerba offers its customers in industry, trade, and logistics a globally unique solutions portfolio of hardware and software around the central value "weight". This portfolio includes products and solutions related to slicing, processing, weighing, cashing, checking, commissioning, filling and labeling. A wide range of services from consulting and service, labels and

consumables to leasing complete the portfolio.

Since 1866 Bizerba has made a significant contribution to the developments in the area of weighing technology and today is represented in 120 countries. The customer base includes globally operating companies in trade and industry as well as retailers, bakeries and butcheries. With around 3,900 employees worldwide and with its headquarters in Balingen, Germany, Bizerba has been in the same family for five generations.

Additional production facilities are located in Germany, Austria, Switzerland, Italy, France, Spain, China and USA. Bizerba also has a global network of sales and service locations.

Ca. vier Zeilen zu viel Text.

Retail solutions

Mettler-Toledo GmbH

Mettler-Toledo GmbH Ockerweg 3 D-35396 Gießen Phone +49 (0) 641 507 343 Fax

+49 (0) 641 950 705 779

E-mail: info.retail@mt.com

plano. Vertrieb GMBH 1/6 Ca. vier Zeilen zu viel Text.

www.mt.com/retail METTLER TOLEDO is the world's largest manufacturer and supplier of weighing systems for laboratories, industry and food retail. The product portfolio for grocery retail ranges from scale equipment for

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

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

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

BUSINESS-MIRROR Smart retail retail smart

Axis

Axis Communications Adalperostraße 86 85737 Ismaning info-de@axis.com www.axis.com

EuroShop 2017: PoS turns digital with IP-video Online shops changed the rules of the game in retail radically. However, retailers are taking action and are now focusing on a digital point-of-sale (PoS). Together with its partners Spinetix AG, Turbina Energy AG and Vizualize, Axis Communications will be presenting the latest innovations in the field of IP based solutions for the retail sector.

Additionally, the Gruppe Nymphenburg Consulting AG will join Axis to demonstrate how the data – collected by IP-cameras – can be analyzed and utilized.

SHOPFITTING COLD CONSTRUCTION Shopfitting andand cold roomROOM construction

Focus topics: digital signage, customer analytics and click&collect When shopping online, users reveal details about their shopping habits with every click – in contrast to the stationary retail world, where the customer often remains a stranger. Therefore, it is quite difficult for retailers to present suitable products to relevant customers or even reach their audience at all. Instore analytics help to gain valuable insights of the customers' behavior, which enables shop owners to improve their business performance and optimize the shop portfolio according to the customer needs. Digital signage will be another focus of Axis at the EuroShop.

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

KRAMER GmbH with the focus on high-quality refrigeration units and a sales-boosting atmosphere.

KRAMER GmbH Stöckmatten 2-10 79224 Umkirch Phone +49 (0) 7665 9359-0 Fax

+49 (0) 7665 9359-199

info@kramer-freiburg.com www.kramer-freiburg.com KRAMER GmbH with 220 employees across Europe stands for decades of experience and cross-sector innovation. The company's scope of services covers the complete value chain, from planning to production and assembly to turnkey project completion.

SHOPFITTING We develop, design and manufacture interiors for food stores and hypermarkets, the catering sector, butcher's shops, snack bars, delicatessens, fishmongers, as well as for bakeries and cafés. Bespoke solutions are standard at Kramer,

78 | 79

Online Journal for Retail

COLD ROOM CONSTRUCTION We assist and supply international customers from the food industry both in the reorganisation of existing plants and new installations.

Sophisticated construction technology enables us to provide cold rooms and freezers of any size and design, such as glass or walk-in versions.

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

Visit us: Hall 13 / C01.

Commercial refrigeration commercial refrigeration

Arneg S.p.A.

Arneg S.p.A. Via Venezia, 58 35010 Campo San Martino (PD) Italy ABOUT US International leader in the design, manufacture and installation of complete equipment for the retail sector.

SOLID ROOTS Arneg was established half a century ago based on those solid principles and moral values typical of Veneto culture. It has grown progressively strongly believing in the effectiveness of production growth sensitive to important topics like safeguarding the environment, energy savings and respecting people.

Refrigeration

SUSTAINABLE FOR NATURE Our project is a high sustainability, entrepreneurial project that has grown over the years thanks to intelligent technologies evolving.

It pursues its economic purpose interacting with the environment, society and its customers who then benefit from its activities. Continually improving quality of life is a fundamental part of this project.

THE POWER OF A GLOBAL ENTERPRISE The global dimension is the one that best describes the achievement by the Arneg Group in the international market. Its leadership position in the commercial refrigeration sector originates from the synergies created between the Group companies, in a wealth of knowledge and ideas circulating in a continuous flow of information throughout the production and distribution network of each continent.

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

FROST-TROL S.A. vertical and semi-vertical multideck display cabinets, islands, counters, frozen glass-door cabinets and combis.

FROST-TROL S.A. Avda. del Castell Vell, 176 12004 Castellรณn SPAIN

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

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

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

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

In short, our main goal is to offer more energy-efficient, sustainable and ecofriendly commercial refrigeration solutions to the demanding retail market.

More information: www.frost-trol.com

BUSINESS-MIRROR Customized printed flooring

Fotoboden

PRESS RELEASE

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

Fotoboden

FOTOBODEN™ is always the perfect material in visual merchandising because it can be used for 12 December 2016all An der Gümpgesbrücke 26 retail purposes: general design of New custom-printed 41564 Kaarst beiflooring: Düsseldorf the sales space, short-term use in FOTOBODEN™ tells stories at EuroShop 2017 promotion campaigns, individual shopFOTOBODEN™ window design and much Kaarst. Shopfitting would be unthinkable without today. Whether it’s the general design of the sales space, short-term use in a promotional campaign or more. customised storefrontof design, custom-printed vinyl flooring is a simple way to turn New dimension custom prinany POS space into an immediate success and to create a new shopping With FOTOBODEN™ every spated flooring = FOTOBODEN™ atmosphere. FOTOBODEN™ ensures a sustainable sales increase through an Kaarst. marketing FOTOBODEN™ is the ce at the POS can be given a new emotive focus. sales stimulator in the field of look, thereby creating an ideal Moreover, FOTOBODEN™ a bywordthe for large-sized, of shoppingphotorealistic environmentprinting both short shop fitting.

This is isbecause up to 1.8 billion pixels per square metre on vinyl flooring. Using lengths of flooring, custom-printable vinyl flooring or long term. Further information each 3.15m in width, it is possible to cover up to 20 metres in one piece and indeed and many project examples at creates and1,000 promotes the emoareas of over square metres.

Using FOTOBODEN™, products and companies tional level at portrayed, the pointforof sale, in www.FOTOBODEN.de can be beautifully instance, a winter landscape or on an American visuals united ag

football field. The design options are almost endless. And once the flooring has been used, it can simply be wet-wiped, picked up, rolled up and reused.

FOTOBODEN™ will be represented at EuroShop in two places – one in Hall 3, at Stand 3D82 and the other in Hall 10, at Stand 10G78, where visitors will be impressed and surprised not only by the stand design, but also by live project presentations.

Shop fffitting

Modern Expo

sqm, it employs more than 2500

people and sells its equipment to Photographic material: American football field 60 countries worldwide.

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

Modern-Expo delivers · Display Shelving About FOTOBODEN™: · Checkout Counters Am Theresenhof 2 · Solutions for Storage and The FOTOBODEN™ is a product from visuals united ag headquartered in Kaarst.

15834 Rangsdorf patented vinyl flooring is custom printable making it ideal as an advertising and Logistics decoration feature. It can be used in visual merchandising at the POS and for · POS Solutions for Brands officeberlin@modern-expo.de trade fairs. Museums, TV productions as well as store design and stage building · Processing equipment firms www.de.modern-expo.com also use the material boasting multiple ISO and DIN (German · Refrigerated Equipment Phone +49 (0) 30 417 44 603 · Solutions for Omnichannel Retail Page 1 of 2 and E-commerce.

PRESSFax CONTACTS: +49 (0) 30 417 44 604 Silke Hüsgen & Eva-Maria Geef visuals united ag All products areGümpgesbrücke manufactured on Phone: +49 (0) 2131 53 213 – 47 An der 26 Email: presse@FOTOBODEN.de / www.FOTOBODEN.deefficient and 41564high-tech Kaarst - Germany machines Modern-Expo Group is internatioand meet all standards of safety nal holding, European manufactu- and quality (ISO, CE, GS). rer and supplier of shopfitting. The Headquarter - Lutsk, Ukraine. Subcompany operates on three facsidiaries - Poland, Germany, Russia, tories with a total area of 112 000 France, the UK, the UAE. Modern-Expo GmbH

Hanger

Braitrim GmbH

Lighting

Oktalite Ixtenso

Braitrim (Deutschland) GmbH

Oktalite Lichttechnik GmbH

Hertzstraße 10

Mathias-Brüggen-Straße 73

32052 Herford

50829 Köln

Phone +49 (0) 5221-694890

Phone +49 (0) 221 59 767-0

info@tamplastik.com

Fax

+49 (0) 221 59 767-40

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

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

mail@oktalite.com Lighting for the retail trade has been our passion for more than 30 years. Lighting tells stories, affects you and and influences influencesbuying buyingbehavibehaour in in a positive sense.

Specializing viour a positive sense.

Speciali-

in theinillumination of salesofareas, zing the illumination sales Oktalite, a member of the of Trilux areas, Oktalite, a member the Group, develops customized, creTrilux Group, develops customized, ative lighting scene-setting and creative lighting scene-setting luminaires for allforthe and and luminaires all interior the interior exterior areas ofareas a building and exterior of a– combuilpletely and worldwide. ding – completely and worldwide.

Elektra

LED

Schlagwort

ELEKTRA GMBH Werkstr. 7 D-32130 Enger Phone +49 (0) 5223 185-0 E-Mail: ixtenso@elektra.de www.elektra.de

The Power of Light ELEKTRA enlightens. And connects innovation, flexibility and partnership as no other provider. With short means and high vertical integration made useful to your value added chain: manufacturing and assembling combined in one step

by ELEKTRA as OEM and system supplier! We foster new inspirations and combine effects with efficiency. Without neglecting that personality and service are as important for success as high-tech and knowhow. The result: more safety, less complexity, no doubt. Because light accepts no maybe.

Die Kraft des Lichts ELEKTRA macht Licht. Und verbindet Innovation, Flexibilität und Partnerschaftlichkeit wie kein anderer Anbieter. Mit kurzen Wegen und hoher Fertigungstiefe, die wir als OEM und Systemlieferant auch für Ihre Wertschöpfungskette nutzbar machen: Baugruppenfertigung und -montage zu einem Schritt vereint! Wir inspirieren zu neuen Ideen und kombinieren Wirkung mit Wirtschaftlichkeit. Dabei vergessen wir nie, dass Persönlichkeit und Service für den Erfolg ebenso entscheidend sind wie Hightech und Know-how. Das Ergebnis: mehr Sicherheit. Weniger Komplexität. Kein Zweifel. Denn Licht duldet kein Vielleicht.

Retail trade fair

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

E-commerce and omnichannel solutions

Messe Düsseldorf GmbH Postfach 101006 40001 Düsseldorf – Germany Phone +49 (0) 211/4560-01 Fax

+49 (0) 211/4560-668

www.euroshop.de

TradeWorld 2017

TradeWorld 2017 The Platform for Modern Trading process 14– 16 March 2017 New Stuttgart Trade Fair Centre www.tradeworld.de

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

BUSINESS-MIRROR Inventory optimisation

Slimstock Inventory for retailers The right optimisation stock at the right timeright at the right The stock atlocation the right time at With a rapidly increasing number of the right location new aproduct higher With rapidly introductions, increasing number of promotional than ever benew product pressure introductions, higher Slimstock fore and fragmented across promotional pressureturnover than ever bemultiple locations turnover and channels, fore and fragmented across Zutphenseweg 29 G1 retail environments have never multiple locations and channels, re7418 AH Deventer, been more dynamic complex. tail environments haveornever been Netherlands more dynamic or complex.

Slimstock focuses on specific retail Mallinckrodtstr. 320 Slimstock focuses oninventory specific retail issues in the area of optiissues in the areathe of inventory optimisation within Food, Fashion, D-44147 Dortmund misation within industry. the Food,The Fashion, and Non-Food focus www.slimstock.com and industry.

The focus is onNon-Food the central warehouse, the iswebshop(s) on the central warehousereplenisand the and automatic webshop(s) as well as combination automatic replenishment of stores.

The combination hment of stores.

The of our inventory optimisation software, of our4,inventory optimisation software, Slim4, coupled withthat our our extensive coupled with our extensive retail experience, ensures custoSlim retail experience, ensures that stock our customers right mers reach their goal: the right at the rightreach time their at thegoal: right the location. stock at the right time at the right location.

Integrated inventory management Integral inventory management To guarantee customer satisfaction, maximise margins and keep excess To gurantee customer satisfaction, maxmise margins and keep excess stock stock to an absolute minimum, ensuring the right availability for each stoto an absolute minimum, ensuring the right availbilty for each stocking cking location is critical. Thus, in an omnichannel retail environment, it is location is critial. Thus, In an omnichannel retail environment, it is vital that vital that inventory is planned centrally. With Slim4, the optimal stock for inventory is planned centrally. With Slim4, the optimal stock for each inveneach inventory location are calculated based on the anticipated sales optory location are calculated based on the anticipated sales opportunity and portunity and the margin that has to be realised. the margin that has to be realised.

Provenresults resultsRetail: retail Proven Swiftimplementation implementationdirectly directlyleads leadsto tothe thefollowing followingdirect results: Swift results.

50%reduction reductionof ofout outofofstocks stocks •• 50% 2-7%turnover turnoverincrease, increase,resulting resultingfrom fromimproved improvedavailability availability •• 2-7% 10-30%inventory inventoryreduction reduction •• 10-30% Upto to50% 50%efficiency efficiencyimprovement improvement •• Up

IMPRINT retail trends is a special issue of iXtenso.com – Magazine for Retailers Publishing House: beta-web GmbH, Celsiusstr. 43, 53125 Bonn, Germany info@beta-web.de, www.beta-web.de Tel.: +49 (0) 228 919 37-35

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

Publisher: Michael Wackerbauer

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

Managing editor: Mareike Scholze

Layout: Maria Söntgerath, RAUTENBERG MEDIA KG Cover design: Arneg S.p.A. Printing house: RAUTENBERG MEDIA KG, Troisdorf

Title advertisement: Arneg Photo Sources:

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

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Online Journal for Retail

www.iXtenso.com The magazine for retailers and their partners – everywhere, anytime

www.iXtenso.com – the online magazine for the retail sector covers the latest topics in the industry and retail sector and informs about industry trends.

Our information portfolio for you includes news, background reporting, innovations, user feedback, personnel announcements and an extensive supplier and product database featuring more than 3,000 suppliers.

Thanks to our magazine’s modern and fresh design and its clear and straightforward struc-

ture, retailers and their partners are able to quickly find news and expert articles that focus on the latest relevant retail happenings.

Our international regular readers spend an above average amount of time getting informed with our online magazine, which is published in German and English.

We offer our readers smartly networked reports that provide extensive information on the respective topic – free of charge. iXtenso.com creates an increased online presence of compa-

nies. As a supplier, you reach the searchers right when they have a need and at the moment they are receptive to your products and services. The latest news about your company and detailed company profile and product presentations can make a significant difference in this case.

Since 2014, we have successfully complemented our portfolio with the once-yearly special print edition of “retail trends“.

Create an Excellent Customer Shopping Experience Visit us at EuroSHOP 2017 to learn more: Hall 6 / C31

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