How changes in trade are affecting shopfitting

Those developing contemporary design concepts and materials for shopfitting should prepare for two contrasting trends in stationary trade that are being accelerated by the coronavirus crisis: Enjoying the experience versus completing shopping quickly.

Why do we even still need shops? While stationary retail was forced to close during the coronavirus lockdown in spring 2020 and winter 2020/2021, we were able to purchase almost everything online and have it delivered to our doors: from toilet paper, to a new office chair to make working from home more comfortable. And once stores reopened, economic uncertainty, an obligation to wear masks and distancing rules suppressed the desire to buy. In addition to this, the desertion of city centers has been progressing for years, while online shopping is booming. Stationary retail needs new approaches, this is certain!

Scenario 1: Stationary trade needs showrooms

The theory:
Experience, advice, service – in the future, stationary trade will put the spotlight more on its advantages over online trade in order to entice customers into the shops. Alongside personal advice, shops will improve the experience through striking shopfitting changes, becoming showrooms for high-quality goods. Shops that provide an experience and services generate inspiration and expertise. Shoppers can discover attractive products here and make impulse buys. Instead of extensive online research, they can speak in person to an employee and decide between comparable products.

Typical product groups:
Clothing and shoes, books, furnishings, gifts, electronic goods

Strengths:
Staff is the most important unique selling point compared to online trading. “However, the role must change and move away from being a salesperson and more towards a consultant,” says Hudetz. Other benefits include the haptics, visualization and the experience: Customers can view products first hand, pick them up, touch them and try them on. The goods are also immediately available, without the stress of order processes and parcel delivery.

Stationary shops can also use the benefits of the internet as well. According to Hudetz, there is a trend of linking online and offline elements, for example, customers can try on a piece of clothing in a shop, scan a QR code, pay for the article online and have it delivered directly to their door.

Benefits of this scenario:
“People will rediscover their desire to go shopping in the city, and combine it with other activities,” forecasts Hudetz. However, the coronavirus pandemic has accelerated developments which were already emerging. Even before the pandemic, many stationary shops suffered from a lack of attractiveness. “The requirements on service and experience as factors are increasing,” says Hudetz, emphasizing: “The consultation skills and the personal touch are areas of expertise that the stationary trade sector must not forfeit.”

Scenario 2: Self-service stores are becoming increasingly popular

The theory:
Stationary retail increasingly relies on automation in order to ensure a fast and convenient availability of products: Self-service stores which can be accessed around the clock will enable contactless shopping without staff. Shoppers simply take the desired products, scan these themselves and pay without cash. A smartphone app or customer card can be used to provide access to the shop, and enable the purchasing and payment processes.

Self-service stores are great for buying supplies: Customers want to purchase the everyday things they need quickly and without having to wait in line or adhere to strict opening hours. Suitable locations for these types of shop would be areas with high foot traffic, such as city centers, train stations or airports. Self-service stores are also potentially viable in more rural areas, thereby enabling people to purchase the products that fulfill their basic needs.

Typical product groups:
Food, luxury foods, household goods, drugstore items

Strengths:
24/7 operation, time-saving and ease of use for customers, not including the demand for contactless shopping which became relevant during the pandemic.

Goods presentation:
Room design and goods presentation must be clear and concise. This requires simple navigation through the store, clear signage and concise displays in which the goods are well-presented. The materials installed at self-service counters must be particularly stable and robust, as well as easy to clean.

PLEXIGLAS® Optical HC is ideal for surfaces which are subject to intense stress in shopfitting. With its scratch-resistant coating, it combines an elegant look and feel with the highest degree of robustness. The material is easy to print on and can therefore be used for individual and robust designs.

Benefits of this scenario:
The hygiene measures implemented during the coronavirus crisis have resulted in greater acceptance for cashless payments, even for small amounts at a bakery, for example. This will further strengthen the willingness to use self-service stores. These stores were already becoming popular even before the pandemic came, as they extend the opening hours without additional staff costs and enable small store areas to be operated efficiently and at low cost.

Summary from the trade expert

“Scenarios 1 and 2 do not exclude each other,” says trade expert, Dr. Hudetz. “They differ based on the context, type of customer and the factor of time.” He is convinced that traditional order processes must be replaced. “The customers see something and want to have it as quickly as possible. A combination of showroom and an easy online ordering process is conceivable.”

Hudetz refers to the new “fashion connect” concept which clothing chain bonprix is testing in Hamburg: Customers check into the store via an app and are accompanied by a digital shopping assistant. They can scan the codes of their desired clothes via the app, select the size and possibly the color, and have the articles brought to them in the changing room.