A Chat with Elke Moebius, Director EuroShop at Messe Düsseldorf
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.