An expert line up of speakers took to the digital stage at Messe Frankfurt’s Consumer Digital Day last week with retail very much at the heart of the webinars.
“Retailers need to be charismatic at both a digital and analogue level,” emphasised retail psychologist and designer Suchanek Raumkunst. “Online shopping has become a habit during the pandemic, but there is still a human being to be cared for,” he pointed out.
He continued: “As a retailer you need to create trust and reliance, as well as joy and love. There is a need for a sensory experience and social exchange so that people will return to a physical store again and again. Instead putting up prosaic signs about social distancing, when people are queuing, use carpets and rugs as a ‘welcome’, and display items on them while people are waiting,” he advised. “Roll out the red carpet and make the experience attractive.”
As for creating a lovely in store experience, Suchanek suggested using natural fragrances and flowers, and having a coffee maker to engage customers. “Take away the fear of Covid-19 and create a positive atmosphere,” he emphasised. “Make sure that people can touch and experience the products. It’s something you can’t do online.”
In her presentation, Marilyn Repp, project manager of the Retail Competence Centre in Hamburg, emphasised the use of social media as well as having an updated Google entry.“The more platforms you are on the better for research results,“ she stressed, while adding that despite the online boom, brick-and-mortar retail still has important USPs,especially in relation to personal, individual advice.
“It will continue to be the key to success in the future,“ she stated, adding that the other advantage that bricks and mortar retailers have is that their products are available immediately.“It’s therefore necessary to have a merchandising system that shows products in stock in the location,“ she pointed out.
Marilyn also highlighted the trend for shopping locally, with retailers needing to link their marketing to local events to increase the feeling of belonging.
Pointing out that stationary retail is increasingly becoming an experience creator, she underlined that there were decisive advantages over online shopping.
“Digital experiences do not come close to analogue experiences,“ she stressed.“Despite their online affinity, young people also love individual advice on site, so stationary retail can still be attractive for this target group as long as sales staff succeed in giving even well-informed shoppers convincing impulses.”
Consumer Goods Digital Day, which covered Ambiente, Christmasworld and Paperworld, took place on April 20.
Top: Marilyn Repp, project manager of the Retail Competence Centre in Germany, is shown on a webinar during Messe Frankfurt’s Consumer Goods Digital Day.
