Page 44 - February 2020

EUROSHOP SPECIAL: SHOPFITTING, DESIGN & VM

The Store:

An Art of Conversation

In an age of digitisation, brick-and-mortar stores are taking on a new role where the customer
experience is paramount. So how does this impact store design and shopfitting? Here, RLI
takes a look at some of the emerging trends in the sector and uncovers what’s new in store.

n years gone by, shopfitting was much less important service, while employees become brand ambassadors.
to businesses than it is today and consisted mainly of Shopfitting must provide a stage and create opportunities,
installing shelves, counters and other basic fixtures with digital elements for example. Electronic shelf labels can
I that were necessary to store and display the goods simplify processes and expand capacities, allowing associates
that retailers sold. In recent years, retailers have learnt to to focus their attention on customers and give a personalized
understand the importance of smart, modern and attractive customer experience. At any rate, stores must reinvent
presentation, and many change the style of their outlet on themselves on a regular basis, which is a result of ever-
quite a regular basis just to keep it looking fresh and modern. shortening renovation cycles. Flexible and modular shopfitting
The importance of good design has also been recognised by solutions can optimize long-term investments in this setting.”
other types of business, including offices and even factories, In times of digitisation, brick and mortar stores take on a
while many organisations like museums, libraries and leisure new role: The experience moves into the centre of its raison
centres have also adopted effective interior design. d’être. The biggest difference between online shopping and
So, what must the shops of the future do to lure customers offline shopping is the sensual experience. Retailers will have
from their sofas and into the city for shopping? to place increasing emphasis on this in the future. Says Jutta
Silvio Kirchmair, CEO of umdasch The Store Makers Blocher of architectural and interior design firm Blocher
suggests the following: “Essentially, we see more investments Partners from Stuttgart, Germany: “The most important
in the strengths of brick-and-mortar retail in an effort to set trend is that with an increase in digitisation, the haptic
it apart from online retail businesses – that means investing experience is gaining in importance again because the store
in the customer experience and consulting aspects of the space is the only place where we can experience a product
business. This frees up more time for improved customer with all our senses.”

44 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2020