The new world of shopping

ZOW 2015: Shopfitting Forum takes a detailed look at the demands made on the store designs and store fittings and furnish-ings of tomorrow

[Bad Salzuflen, November 13, 2014] Growing competition from online trading companies, a shift in consumer behaviour and a high degree of product and price transparency - the stationary retail trade is set to undergo radical change. These rapid developments bring about new challenges to be faced by the shopfitting trade due to the trend towards tailor-made store fittings, which are quite often manufactured as a one-off design in lot size zero. Make-or-buy considerations also play a major role here since the conflicting priorities of delivery periods, price and quality need to be weighed up. "Storefitting is so much more than just the presentation of goods", states Angela Krause of the association dlv-Netzwerk Ladenbau e.V. "Today's customer expects a total shopping experience from which he gains sustained pleasure and satisfac-tion." At the forthcoming ZOW, where Ms Krause will be curating the Shopfitting Forum, the expert will be revealing the demands made on shopfitting as a result of the digital hype of our time and how stationary retail traders can set themselves apart from their online competitors.

The Storefitting Forum is one of seven forums and special exhibition areas focusing on the individualisation of serially produced furniture at the forthcoming international fair for suppliers to the furniture and interior design industries. In times of increasing digitalisation, unique selling propositions going beyond price need to be developed with which the traditional bricks and mortar businesses can distinguish themselves in the market and provide purchasing incentives. It is here that store design and shopfitting are assigned a significant role whose purpose as important elements of a marketing strategy is to address customers on an emo-tional level and to showcase the goods in optimal fashion. Rather than run-of-the-mill, modular system fittings, customised concepts are becoming increasingly sought after, resulting in new challenges for shopfitters.

The shopfitting trade requires proficient suppliers as partners integrated in the production chain in order to implement projects of a complex nature in a reliable and profitable manner. Such suppliers are able to offer tailor-made product solutions, deliver the components "just in time" to their destination, and are also familiar with the special features of these products. Shopfitters can draw on an extensive range of innovative surfaces, materials and components, which is not only impressive from a point of view of functionality but also opens up new prospects in terms of design.

New demands on store planners
Trade visitors and ZOW exhibitors coming to the Shopfitting Forum can find out how a store can be turned into a distinctive brand to appeal to all of the senses of the customer, and also which tools can be used to skillfully showcase the prod-ucts. "Digitalisation is increasingly shaping the look of the store", explains curator Angela Krause. "The online and offline world needs to be dovetailed in optimal fashion, when it comes to "his brand" the customer must feel equally at home in the virtual store and in the actual store itself. Any dealer looking for a new store concept today needs to know his target group, the customers, better than ever before. When it comes to creating an appealing store, a major role is played by the location, the product range and the age of the customers. The design of the store can only be a little piece of the puzzle in the overall appearance of the store. It is imperative that the customer is offered something special, something which he will not find online. Visual merchandising is also becoming increasingly important in this respect.

Digital media such as flat screens, video screens or interactive terminals are meanwhile supplementing the presentation of goods at the point of sale. As a result of the integration of interactive terminals or new technologies, the customers are not only provided with information on digital communication channels but, ideally, are also directly involved in the planning process. Customised shopfittings in the real world become blended with the virtual world", explains Krause. Customer retention instruments such as loyalty programmes also contribute to a total digital solution. The Shopfitting Forum therefore attaches particular importance to the demands made on shopfitting which are accompanied by digitalisation.

With its clear focus on the exchange of knowledge and experience along the entire production chain, this year's ZOW will once again be offering exhibitors and trade visitors a high degree of value added - from design to production and logistics through to store presentation. The 21st edition of the international fair for suppliers to the furniture and interior design industries will be held at Bad Salzuflen Exhibition Centre from 9th to 12th February 2015.

Clarion Events can trace its roots back to 1947 and takes great pride in being one of the oldest independent event organisers in the UK. More recently the firm has developed an international portfolio of brands and now has interests in a number of global vertical industries.

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This release was published on openPR.