A Monitor in a Shop Window is not a Digital Campaign

“A Monitor in Shop Windo is not Digit l C p ign”

Christoph Stelzer designs and produces retail concepts for stores and shop windows. Together with the two managing directors Nadine Frommer and Fabian Stelzer, as well as the 50-strong dfrost team, he works for fashion and lifestyle brands such as Swarovski, Porsche Design, and Tommy Hilfiger. In this interview Christoph Stelzer reveals what is important for a successful shop window campaign.

Interview: Petrina Engelke. Photo: Ramon Haindl

Mr Stelzer, you specialise in Retail Identity. What exactly does this term mean?

We define Retail Identity as the composition of the overall appearance for a brand directly at the point of sale. It’s the creation of a PoS fingerprint, so to speak. Brands are constantly exposed to new trends and influences and are nevertheless - or perhaps for exactly that reason - not allowed to lose their identities.

How can this be achieved?

One needs a clearly defined profile and a holistically implemented concept. The brand itself, the store, brand values, the lifestyle, the claim, and the habit have to be experienceable. The product range of a store should be perceptible with all senses - from the shop window, via the in-store communication, to brand-specific merchandising. Small welcoming messages in the form of thematic impulses at the individual contact points at the PoS create a stringent approach to the customer. The act of shopping thus turns into a journey into the world of brands.

Regarding space, a shop window is more limited than a store. How can one create a shopping experience in such a small area?

We don’t go for standard solutions. Let me give an example. A shop window can be structured like a walkable lifestyle magazine. It would work for many brands to take a more curated approach to shop window design. I mean that one shouldn’t merely showcase a mannequin wearing

Shop windows are his profession. Christoph Stelzer and his team accept every challenge as long as it does not result in a standard solution.

a cool look, but present an entire world. To achieve this, you select exquisite seasonal It-pieces and arrange them as complete key looks within a coherent lifestyle world and as an expression of a certain attitude towards life. The shop window is capable of communicating competence to the customer as a coherent overall picture by means of curated products and worlds that cross the boundaries of different brands and business segments.

What’s your take on the use of new technologies such as LEDs and computer imaging?

These trends and innovations should be taken seriously. They should be monitored and integrated, mainly because they add new possibilities to the mix. However, these technologies are not sole saviours and only develop their full potential when incorporated into a holistic campaign. A simple monitor in a shop window cannot be defined as a digital campaign.

The analysis of the current PoS presence of a brand is one of your first steps. What is the most noticeable trend in that respect?

There are concepts that have been implemented perfectly. You can see how every item turns into something you would like to take home. However, we do often identify a string of shortfalls too. Customers expect shopping experiences that are exciting and emotional. They want stories worth remembering that can be shared within their own community. This is the only way to build brand loyalty towards a store, turn products into “love marks”, and generate more revenue.