How shopfitting makes it from smart tools and digitization
Bad Salzuflen. (bre) Have you said goodbye yet? Have you already shelved your ideas for modern shopfitting? No? Why not? Stationary retail is dying. And investing in store fitting is a waste. At least, this is how it has been repeated over and over again in all media for some time now. Shoppers now only shop online. Everything is going digital. Or?
How does that feel to you as a shopfitter? They are sure to have creative approaches and ideas for tomorrow’s store fixtures. The challenge facing the entire shopfitting industry is to bring classic shopfitting into the digital age.
The digital world is omnipresent. Just quickly order a new sneaker – I can put together the design online and if I order today, the sneaker will be with me tomorrow. I can also quickly add pizza and after-work beer to my shopping cart with a single click. Simply pay by PayPal or credit card and delivery can perhaps even be set for a specific time. What does this mean for stationary retail and thus for shopfitting?
Touch and try…
One thing is certain: The market share of online retailing has grown rapidly in recent years. But does that mean the end for brick-and-mortar retail? Will shopping transform completely? No! It is true that shopping behavior has changed and will continue to change. But according to a Statista survey, 86% of customers rate the opportunity to sample products in person by touching or trying them out as the greatest advantage of stationary retail. Personal consulting is a close second. This is the opportunity that brick-and-mortar retailers can and should seize. Especially you shopfitting experts will agree.
The stage for products!
Haptics, visual stimuli and personal advice are the driving arguments that draw customers into stores. 84% of customers aged 18-64 say they prefer to buy groceries in stores. For clothing and footwear, the figure is still 45%. The survey makes it clear that not every purchase is replaced by online offers. Food can be checked for freshness and appearance. Taking the cold Coke from the shelf and perhaps spontaneously deciding to also try another variety because it just feels so good can only be driven by animation of the senses. Or feel the leather of the bag and check the seams for quality, works only directly on the object. For shopfitting and retail, however, this also means: higher demands in store design. Products must be presented in such a way that they can be found. If the
appealing, customers may reach for it two or three times. With the right presentation solutions, this turns any shelf into a real
for every product. In the best case, products sell so well that shelves need to be replenished quickly. The Shelf in this case provides the presentation area. But it is also possible to turn the classic into a modern information tool with the help of digital sensor technology.
This information tool, the so-called
, is the link between the analog and the digital world. Any classic shelf can become a Smart Shelf. Prerequisite is the equipment with POS TUNING product feeders. In addition, sensors, the so-called beacons, from
. The feeds “piggyback” on the sensors. With every movement of goods on the shelf, the performance of product placement can now be measured live. The data collected ends up in a cloud and can be queried from anywhere in real time. This makes it possible to monitor and optimize merchandise availability for customers or lost sales, planogram quality and also multiple placement in the market. How does my product perform? Where might something need to be changed in the placement? Which variety do customers like best? The shelf can answer all these questions and offers you as a store builder extensive arguments for bringing the Smart Shelf to retail.
Linking traditional on-site shopping with the digital world and turning it into an experience sounds like a challenge at first. But it only takes a few things to achieve these goals.
- Shelf automation: This not only saves time and labor. It also makes for happier customers and more sales
- More space for optimal Product presentation offer: Even small changes to the appearance of the shelf can lead to more attention
- Linking digital and analog elements: This allows a myriad of information to be drawn from the shelf space, providing information on elementary building blocks for success. With this information, brick-and-mortar retail can keep up with online retail.
- Take the chance to create a small experience landscape out of every store design that turns customers into fans.
No online retailer in the world can do that!
Shopping should be an experience. Many customers combine their shopping with a varied excursion. The emphasis here is on variety. The presentation of products should be characterized by inspiration. It is no longer enough to simply put the shoes or the cans on the shelf and hope that customers will already take the products. This is also no longer the optimum for retailers. Combining digital approaches with intelligently used analog presentation opens up new opportunities for customers and retailers. This allows sales figures to be analyzed and optimized more precisely, customer sales behavior to be monitored, and purchasing processes to be steered in the right direction. And this works with the classic shelf! Only the classic shelf provides the stage for the products customers need to touch and try. No online retailer in the world can do that. And this is where the hour strikes for you as a store fitting expert: Thinking about shopfitting is not yesterday’s news! Intelligent presentation solutions, can turn any shelf or store furniture into a digital treasure trove of knowledge. Now the present can be linked with the future and this only works hand in hand with shopfitting.