A Chat with Elke Moe­bius, Di­rec­tor EuroShop at Messe Düs­sel­dorf

VM&RD - - Euroshop 2017 -

What new cat­e­gories did you add to EuroShop for the first time?

We re­fined the pro­file of EuroShop, so that there are now seven seg­ments in­stead of four. As a re­sult, all the EuroShop seg­ments now have self-ex­plana­tory names in plain English, which was much eas­ier for trade vis­i­tors to find their bear­ings, and so we are go­ing to use the same struc­ture. Over the next few months we will study the ques­tion whether it might even be sen­si­ble to add a fur­ther seg­ment in 2020.

What were the top trends at EuroShop 2017?

Whether it’s sto­ry­telling, vis­ual merchandising or eye­catch­ers at the POS, a shop needs to in­spire and sur­prise its cus­tomers – and this was the essence of EuroShop 2017. In the long run, no re­tailer can avoid the trend to­wards digi­ti­sa­tion, and the in­ter­con­nect­ed­ness be­tween stores and the in­ter­net is cre­at­ing new ap­proaches to trad­ing and store de­sign. Cus­tomers want to have the best of both worlds – a good shop­ping ex­pe­ri­ence in the store and de­liv­ery right to their doorsteps. Tra­di­tional over-the-counter re­tail­ers are ex­pand­ing their web­shops, while ma­jor on­line re­tail­ers are in­creas­ingly open­ing their own shops now. EuroShop has suc­ceeded in bring­ing the two worlds to­gether. Another el­e­ment that is rev­o­lu­tion­is­ing stores is light. It di­rects the cus­tomer’s at­ten­tion – by cre­at­ing a cer­tain mood and by high­light­ing prod­ucts, and this was very promi­nently demon­strated at EuroShop 2017.

Can you tell us about the Re­tail Tech­nol­ogy seg­ment at EuroShop 2017?

Ac­tu­ally, we al­ready no­ticed at EuroShop 2014 that the re­tail trade would have to re­spond to the in­creas­ing digi­ti­sa­tion of our world and would there­fore ur­gently need to in­vest in state-of-the-art IT so­lu­tions. But we wouldn’t have thought three years ago that there’d be such a boom in Re­tail Tech­nol­ogy in 2017. More than half of the 400-plus com­pa­nies in the Re­tail Tech­nol­ogy seg­ment came from out­side Ger­many. Nearly all the na­tional and in­ter­na­tional com­pa­nies with spe­cific IT so­lu­tions for re­tail­ers were rep­re­sented at this year’s EuroShop. This in­creas­ingly im­por­tant role of tech­nol­ogy in the re­tail trade could also be ob­served at EuroCIS, which we hold as a sep­a­rate tech­nol­ogy tradeshow for re­tail­ers in the in­ter­ven­ing years be­tween one EuroShop and another.

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