PDF - Umdasch Shopfitting
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PDF - Umdasch Shopfitting
99 5 • CHF 8 $5•£4 The international Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design POS-Marketing branches out Retail Report: Ireland Humanic awakens the senses reddot award for Umdasch INSIDE SHOP aktuell-Leserbefragung 2005 Anzahl der bisher von Ihnen gelesenen/durchgeblätterten Ausgaben von SHOP aktuell: 1 Ausgabe 11 - 30 Ausgaben 2 - 10 Ausgaben mehr als 30 Ausgaben Wie oft pro Jahr sollte SHOP aktuell erscheinen: 2-mal 4-mal 3-mal _-mal Insgesamt ist für mich SHOP aktuell: interessant nicht interessant Folgende Themen-Beiträge in SHOP aktuell sind für mich: Nicht nteressant sehr interessant weniger interessant Weniger interessant your opinion of our magazine. To this end, we have included a questionnaire with this issue of SHOP aktuell which we ask you to fill in and send back to us as soon as possible. The questionnaire will be available online at www.umdasch-shopconcept.com until 20.12.2005 for those whose paper questionnaires have gone astray. All participants in the SHOP aktuell survey will be entered into a raffle for two trips (including flights and expenses) to the Shop expedition “Shop Dramaturgy LIVE!“ in New interessant Aus Anlass der bevorstehenden 100. Ausgabe von SHOP aktuell möchten wir Sie wieder einmal um Ihre Meinung zu unserem Magazin bitten. Deshalb liegt diesem SHOP aktuell ein Fragebogen bei und wir bitten Sie, diesen auszufüllen und uns umgehend zukommen zu lassen. Sie können den Fragebogen aber auch online unter www. umdasch-shop-concept.com bis 20. 12. 2005 beantworten. Das gilt auch, wenn Sie den Fragebogen nicht (mehr) in diesem Heft vorfinden sollten. Auf jeden Fall verlosen wir unter den Teilnehmern an dieser Leserbefragung 2 Teilnahmeplätze an der Shop-Expedition „Laden-Dramaturgie LIVE!“ im Frühjahr 2006 nach New York (inkl. Flug und Aufenthalt) sowie weitere 20 Teilnahmeplätze bei Seminaren der Umdasch Shop Academy aus dem Jahresprogramm 2006. To mark the 100th issue of SHOP aktuell, we should like to ask you once again for Bitte Zutreffendes ankreuzen und ausgefüllten Fragebogen senden an: UMDASCH SHOP-CONCEPT, SHOP AKTUELL, REICHSSTRASSE 23, 3300 AMSTETTEN / AUSTRIA oder (Vorder- und Rückseite) faxen an: +43(0)7472/605-3722 oder Fragebogen online ausfüllen unter: www.umdasch-shop-concept.com Sehr interessant SHOP aktuell reader survey 2005 Leserbefragung 2005 Informationen aus dem Bereich Konsum- und Handelsforschung Berichte und Reportagen über Trends bei der Entwicklung von Handels-Strategien und -Konzepten bzw. im Store Branding Trends in der Warenpräsentation/Visual Merchandising Trends in Sachen Ladenarchitektur, Shop-Design, Ladengestaltung Information über Einrichtungssysteme/Programme Reportagen über realisierte Konzepte und Projekte Reportagen über internationale Shop- und Shopping-Trends (Reports über beispielhafte Einkaufszentren und Einkaufsstraßen, Länder-Reportagen) Insider-Informationen aus dem Hause Umdasch Informationen über einzelhandelsrelevante Veranstaltungen, Seminare, Kongresse, Publikationen/Bücher York in spring 2006, while 20 additional lucky winners will attend seminars by Umdasch Shop Academy in 2006. Die größten Mostbirnen der Welt The largest perry pears in the world Die größten Mostbirnen der Welt sind reif fürs Guinness-Buch der Rekorde. The largest perry pears in the world are ripe for the Guinness Book of World Records. Neuer Kunden FeedbackBogen New customer feedback questionnaire Im Rahmen seines Customer Care-Managements erhebt Umdasch Shop-Concept systematisch die Meinung seiner Kunden über die Leistungen und Services des Unternehmens. Auf Basis der Kunden-Meinungen und -Informationen werden laufend Leistungsverbesserungen durchgeführt. Auf Grund solcher Anregungen ist auch der Kunden Feedback-Bogen selbst kürzlich neu gestaltet worden und wird in der neuen Form seit Herbst 2005 eingesetzt. SHOP aktuell 2 Within the framework of its customer care management, Umdasch Shop-Concept analyses systematically the opinion of its customers of the company’s achievements and services. Improvements are constantly being implemented on the basis of customer opinions and information. As a result of these suggestions, even the customer feedback questionnaire has recently been redesigned. Since autumn 2005 it has been in use in its new form. Der Umdasch-Konzern hat an seinem Stammsitz in Amstetten/Niederösterreich die künstlerische Gestaltung eines großen Kreisverkehrs gesponsert. Der Künstler Ernst Adelsberger hat vier überdimensionale Mostbirnen, Symbole der Region Mostviertel, naturgetreu in die Landschaft gesetzt. The Umdasch group has sponsored the artistic development of a major roundabout in its home town of Amstetten in Lower Austria. The artist Ernst Adelsberger has “planted“ four colossal realistic perry pears in the landscape to symbolise the Mostviertel region that is famous for its perry. Neue Läden auf New shops featured on www.umdasch-shop-concept.com Eine erstklassige Methode neue Läden zu entdecken ist ein Klick auf die Umdasch Shop-Concept-Homepage. Dort finden Sie unter der Rubrik „Referenzen“ eine ständig aktuelle und aktualisierte internationale LadenSchau. A first-class way to discover new shops is to click on the home page of Umdasch Shop-Concept. There, under the heading “References”, you will find a topical and constantly updated array of shops. Leserservice / Reader service: Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by fax or e-mail. Fax: +43/7472-605-3722, E-mail: [email protected] SHOP aktuell 99 EDITORIAL Inhalt Contents SHOP CONCEPT THEMA POS-Marketing ..................................................... 4 - 9 SHOP TALK Norbert Wittmann, München ................................. 10 - 11 DUTY FREE James Richardson, Tel Aviv ................................... 12 - 15 SHOP TALK mit Norbert Wittmann von der Gruppe Nymphenburg über professionelle Verkaufsförderung am POS. Seiten 10 - 11 SHOP TALK with Norbert Wittmann of the Nymphenburg Group on professional sales promotion at the POS. pages 10 - 11 SHOP PANORAMA Forum Wetzlar; Ann Summers, Manchester; Rewe-Bio-Markt, Benrath; Marionnaud, Wien; Anfos-Apotheke, Basel .......................................... 16 - 21 RETAIL REPORT IRLAND Reif für die Grüne Insel Fit for the Emerald Isle .......................................... 28 - 33 SHOP EVENTS Neue Bücher, Umdasch Shop Academy, Termine, EuroShop, Adressen New Books, Umdasch Shop Academy, Calendar EuroShop, Addresses ............................................ 34 - 36 Source: Action.Display SHOP REPORT Humanic belebt die Sinne Humanic awakens the senses ................................ 22 - 27 POS-Marketing schafft dem Produkt einen Logenplatz im Regal des Händlers. Seiten 4 - 9 POS Marketing earns the product a prominent position on the retailer’s shelves. pages 4 - 9 James Richardson Duty Free: Kulissen wie bei Stanley Kubrick. Seiten 12 - 15 James Richardson Duty Free: A setting like Stanley Kubrick. pages 12 - 15 Ann Summers, die englische Beate Uhse, startet mit ihrem Erotik-Shop-Konzept durch. Seiten 18 - 19 Ann Summers, the English Beate Uhse, introduces her erotic-shop concept. pages 18 - 19 Logenplätze A prominent position Professionelles POS-Marketing sichert dem eigenen Produkt einen Logenplatz im Regal des Händlers. Diese oft sträflich vernachlässigte Marketing-Disziplin im Spannungsfeld zwischen Industrie und Handel ist das Aufmacherthema dieser Ausgabe von SHOP aktuell. Reportagen über neue Konzepte und neu gestaltete Stores & Shops sind der zweite Schwerpunkt in diesem Heft. Mit dabei sind so spektakuläre Projekte wie die HumanicSchuhwelten in Köln und Wien, der ConceptStore von Ann Summers im Trafford-Center in Manchester und die riesige Duty Free Area am Flughafen in Tel Aviv. Genießen Sie als SHOP aktuell-Leser Ihren Logenplatz beim Kennenlernen dieser Konzepte! Professional POS marketing guarantees the product a prominent position on the retailer’s shelves. This marketing discipline, which is often sadly neglected, but which spans the gap between industry and trade, provides the opening headline for this edition of SHOP aktuell. Reports on new concepts and the design of new stores and shops provide the second main topic in this issue. They include spectacular projects like the Humanic mega-shoe stores in Cologne and Vienna, the Ann Summers Concept-Store in the Trafford Centre in Manchester and the huge duty-free area at Tel Aviv airport. As a reader of SHOP aktuell you can sit back and enjoy your privileged position as you learn about these concepts! UMDASCH SHOP-CONCEPT Reinhard Peneder SHOP aktuell Chefredakteur Editor-in-Chief 3 SHOP CONCEPT THEMA Opportunities and Limitations in 4 SHOP aktuell 99 POS-MARKETING The final approach to the consumer is crucial for success. POS-Marketing International studies show that almost two-thirds of all decisions to purchase are made directly at the place of purchase. And the trend continues. It is also clear that consumers’ decisions are still open to influence at the place of purchase – offering a tremendous potential for POS Marketing. It is all the more surprising, therefore, that so many opportunities are missed during the final approach to the consumer. By considering a few selected aspects, SHOP aktuell attempts to shed light on a marketing discipline which has all too often been sadly neglected. P Source: Action.Display OS, POP, POC, PO-What? A veritable Babel of linguistic terms rears its head whenever the basically straighforward subject of sales promotion is mentioned. It is all a matter of perspective. Point of Sale (POS) stands for the salesman’s position, Point of Purchase (POP) for that of the consumer, and POC (Point of Communication) is yet another aspect. Our defi nition for the purposes of this article: POS-Marketing covers the sales-promotion measures of a manufacturer/ a brand related to the place of sale (and is thus an important component of the relevant marketing mix). The corresponding discipline in trade is Category Management, in other words the sales promotion of a defi ned range of goods. The attractive Mirabell display for the product range based on the “Mozartkugel” chocolate is a useful sales aid for travel The main areas in which POS shopping, for example at airports. Marketing is employed are stores and sales areas in which a large number of articles, brands and own brands which are in in the fashion branch, are not clearly defi ned. direct competition with each other compete for That, however, is another story (which is also attention (e.g. hyper-, consumer and supermar- discussed regularly in SHOP aktuell). kets, as well as building-supplies stores and other specialist stores). As far as the range of goods Less is More in the Competition for Consumer is concerned, they are primarily Fast Moving Awareness Consumer Goods (such as food and food-related Today, it is not the competition between proditems) as well as hardware. The boundaries between these stores and shop-in-shop concepts, ucts which determines success, but the compesuch as those which are employed in particular tition for consumer awareness. In a media and UMDASCH SHOP-CONCEPT 5 SHOP CONCEPT THEMA Thru-the-line-Marketing Manufacturer/ headquarters Manufacturer/ sales Retail/ central level Retail/ outlet level Consumer Market research Sales planning Organisation Store management Attention Research and development Planning Key-Account management Framework guidelines Manufacture Field organisation Product management Branding Sales monitoring Act of purchase Presentation Negotiations and annual discussions Campaigns Repeat purchase PoP marketing Consumer marketing Completion and control Organisation Marketing planning Desire to purchase Placement Purchasing management Retail marketing Communication Interest Organisation and staff management Sales marketing “Thru-the-Line-Marketing“ is a complete sales-promotion model created by BMO Source: “Mehr Erfolg am Point of Sale“ (Bert M. Ohnemüller, Klaus Winterling; published by the Deutscher Fachverlag) Trade marketing advertising world characterised by overstimulation, this awareness occurs (or fails to occur) more and more directly at the POS itself. The central Saeco is a byword for coffee and Italian lifestyle. The branding is consistently carried through to the shop-in-shop solution and the accessories display. The retail trade’s prime concern is to optimise the revenues per range of goods (category). Depending on its positioning, it is therefore a matter of defi ning not only the ‘right’ brands/ products, but also the right number of products/ brands. If the number of articles presented is too large, the consumer may very quickly become confused and experience a sense of frustration as a result. To counteract this it is helpful to employ the LIM (Less is More) strategy developed by ShopConsult by Umdasch, in order to fi nd the right balance. If a smaller number of articles is correctly presented, the consumer is more likely to attribute to the place of sale a subjective awareness of a considerably greater competence as regards selection. When employed in a consistent manner, LIM reduces the complexity and logistic costs and thus increases the turnover. The LIM strategy is controversial inasmuch as weaker brands may well get left behind. The subject of brands versus own brands is another bone of contention. Here, ultimately, it is a matter of the skill of those concerned within both the industry and the retail trade to develop joint strategies and concepts in such a manner as to arrive at a mutually satisfactory win-win situation. Continuity as a Principle of Success Source: Action.Display/Umdasch Shop-Concept 6 challenge for a product or a brand is therefore to be noticed in the first place. A successful company is the one which succeeds in communicating its brand, its message and its products as universally as possible in order to present them in such a way that the purchaser is aware of their existence. In general, the retail trade cannot ignore a product or brand which is attractive to the consumer. Although there may be inconsistencies in the sales-promotion terminology employed, POS experts are nonetheless in agreement that continuity of measures is the only key to lasting success. “Only the systematic interaction of marketing measures and all those involved can make the Point of Sale into a place where sales take place in the long term,“ states Bert Martin Ohnemüller, owner of the agency BMO in Offenbach. He calls his model for continuous sales promotion “Thruthe-Line-Marketing“. SHOP aktuell 99 POS-MARKETING A display for Maul office accessories in the form of complete shelves, either 100 or 200 cm. Perforated steel hanging units, sloping pigeonholes and pigeonholes (with scanner edge) have been used. cluding the product and packaging, are derived from the brand identity of the relevant brand. Accompanying media and activities which provide additional support include leaflets, posters, advertising on shopping trolleys, floor graphics, dividing bars at the till, in-store radio/ TV, electronic media and cash voucher advertising, tasting sessions/ demonstrations (test & touch principle) etc. Of particular importance, however, are placement (location within the sales area or position on the shelf) as well as the display and its overall appearance. Sou rce: U sc mda h Sh op - Con cep t The basic idea behind this concept is simple. In contrast to traditional compartmentalised thinking, in other words product management, trade marketing, sales etc., the Thru-the-Line-Principle follows the decision-making process and the flow of goods from the manufacturer through to the purchaser. A glimpse of our markets makes it clear that integral thought processes represent the dictates of the moment. “Some manufacturers have not yet progressed beyond the positioning of advertising posters. Their integration in a comprehensive marketing concept is an ideal which can be observed all too seldom“, says Ohnemüller. One of the essential tasks of the POS marketing manager is to ensure that his product is given a prominent position on the retailer’s shelf (regular placement). If possible it is also a question of ensuring that the product is presented in a dramatic and eye-catching manner. The stage for this presentation is the display; in basic terms it can also be described as a Integration in the marketingconcept The most important media at the POS • Manufacturer • AD • Retail • End consumer Development of TLM strategy • Positioning • Target group • USP • Benefit • Reason why • Tonality • Budget Selection of Toolbox Design and production of • Mechanics and procedures • Creation • Manufacture III instruments Co-operation with retail trade IV sales-promotion materials V VI Source: “Mehr Erfolg am Point of Sale“ (Bert M. Ohnemüller, Klaus Winterling; published by the Deutscher Fachverlag, ISBN 3-87150-629-X, 68,-- Euro) Determination of TLM communications goals II “Outlet-specific advertising measures are increasingly planned and executed in a dialogue between manufacturer and retailer“, claims POS expert Robert Hauptmann of Action.Display, Vienna, on the other hand. But he too admits that especially at the end of the process a strategic gap remains, precisely between the advertising campaign and the POS presentation. This applies in particular to the lack of involvement of the retailer’s sales staff. Norbert Wittmann of the Nymphenburg Group also puts his faith in continuity. The focus of his advice lies in consumer behaviour at the POS, in market research at the POS, as well as trade marketing and category management. Wittmann maintains: “Only those who understand and take into account the psychology of the end consumer are in a position to develop measures which will lead to increased sales.“ I Possible sequence of salespromotion measures according to the “Thru-the-lineMarketing“ model Pre-Test • Goal attainment • Logistics/ completion Execution and monitoring • Plan of operations and costs • Execution • Monitoring Basic data Co-operation with agency Typically, a POS presentation fulfils all requirements when all the media employed, inUMDASCH SHOP-CONCEPT 7 SHOP CONCEPT THEMA Examplary points of contact along the customer‘s route (including customers‘s home) Means of • Banner, flag communica- • Outdoor tion • TV, radio • etc. In the gangway/ beside the shelf Product/ packaging • Customer-specific shelves • Permanent display • Campaign placements • Shelf markers / stickers • Talking shelves • Displays (including cards) • Dispenser • etc. • Product • Packaging • Free gifts • Transport packaging • Samples / testers • Samples, promotions, events, etc. 1. Product Which product is to be highlighted? Does it correspond with consumer requirements? 2. Environment Is the timing right? Have all external influences, such as season, weather, product availability etc. been taken into account? 3. Information Has the retail partner been given the relevant information and have agreements been reached? 4. Placement Is the POS presentation positioned in an area of the outlet where customers frequently pass by? 5. POS presentation team Have all staff members been informed, trained and motivated? 6. Controlling Have plans been made to monitor success? Source: Nymphenburg Group presentation aid or presentation vehicle. Depending on the product and the scope of the presentation, this will be a simple display stand, a disposable cardboard display, a permanent display or even a space-creating shop-within-a-shop. The important thing is that the display presents the brand message in a coherent manner, that it represents the latest in presentation technique and that it starts from the pole position – in other words, in a prominent location. Before such a display is designed, there are a number of questions relating to overall concept and organisation which need to be clarified. Such checkpoints include, for example, the formulation of branding and CD relevance of the display, the defi nition of the range of products as well as the product itself, the description of the display (e.g. wall or centre room, size, material, quality), clarification of the way the price is to be displayed (on the product, on the display), locations, display monitoring, technical questions (floor, light, ceiling, mobility), logistics (number, number per set, storage, deadlines), Project management (delivery, assembly, preliminary work by recipient of display, approval in situ), budgeting and cost control. Professionals in POS Marketing POS Marketing is hard work and assumes an intensive examination of consumer behaviour, design of products and product ranges, branding techniques, shop procedures (logistics, customer traffic), presentation techniques and especially tion.Display Success-related questions for the POS presentation 8 • Shop-in-Shop • Advertising (radio, shopping trolley, ...) • Banner, flag • Noises, scents • etc. Sourc e: Ac Activities In the shop Source: Nymphenburg Group Outside the shop Wood-block flooring is heavy. The shelf-display solution is sturdy and yet appears light and airy – thanks to the special materials employed. SHOP aktuell 99 POS-MARKETING the POS itself. Last but not least, an understanding of the inter-relationships of all these elements will be required. The radius of activity of many agencies ends before the POS. In the fi nal analysis it is easier to multiply the number of advertising spots and advertising subjects than it is to observe in detail consumers in shops and to draw the right conclusions regarding their behaviour. The efforts made by POS marketing experts to free themselves from their role as the stepchildren of marketing can in any case be justified. And yet, the ice on which they are treading is thin. Companies specialising in this field, like BMO in Offenbach and the Nymphenburg Group, are the exception rather than the rule, at least in German-speaking countries. The list of members registered in the German POS Marketing Association (POSMA) contains hardly more than a dozen addresses. In the international field, the International Association for Marketing at the Point of Purchase (POPAI), founded in the U.S., deserves mention for its influential role in this field. The importance attached to POS marketing in the United States can be seen, amongst other things, at the American shopfitting and retail fair Global Shop. Source: Action.Display Another professional partner in the fields of POS marketing and display is the Umdasch Shopfitting Group (a little self-promotion must be permitted here and there). Within the group, the company’s experts from Action Display specialise in the field of permanent displays (secondary placements). Based on the brand CD in question, Action Display develops tailormade POS solutions, whereby the emphasis lies in the design and the presentation of the products. They cooperate directly with the industry and with specialised agencies. But within the Group UMDASCH SHOP-CONCEPT When it comes to fashion, then we usually speak of Shop-in-Shop in the case of brand-specific POS presentation (as here in the case of Miss Sixty). Shopfitting by Umdasch. Sourc e: Shop ak tuell 97 there are also points of contact which are valued by customers. Thus the advisors of ShopConsult by Umdasch are sought-after branding professionals, and in the execution (technological, production and assembly expertise) Action.Display can call upon the services of an efficient acquisition and production network. Finally, when working with Action.Display each customer can decide for himself which module out of the complete range he would like to use. For some years now, the Umdasch Shop Academy has been offering its own POS marketing seminars in co-operation with Action.Display. “Fit for POS“ is a workshop for more efficient communication during the fi nal approach to the customer. Together with Norbert Wittmann of the Nymphenburg Group, the proceedings are led by a selected POS professional who takes special account in his work of consumer psychology. The seminars are held every autumn. Reinhard Peneder. A display derived from the product itself, as developed for Trodat-Stempel. Witty! Display and POS addresses: www.display.at www.shopconsult.at www.display.de www.posma.de www.popai.com www.bmo.de www.nymphenburg.de 9 SHOP TALK Norbert Wittmann discusses professional POS Marketing “POS marketing does more than just influence opinions and expectations: it produces actions.” Product competition has turned into the competition to be noticed. Now more than ever, in a communication landscape that is characterised by stimulusoverload, the outcome of this competition tends to be determined directly at the POS. It is surprising, then, that POS marketing specialists are so few and far between. Norbert Wittmann, managing partner at Nymphenburg Retail Consult in Munich, Germany, is undoubtedly one of this rare breed. Amongst other factors, Wittmann’s success is based upon his exhaustive analysis of consumer behaviour at the POS. This approach is central to the Nymphenburg group’s strategies: Wittmann’s colleague Dr Hans Georg Häusel hit the headlines recently with his new best-seller “Brain Script – Why Consumers Buy!” Reinhard Peneder conducted the following discussion about consumer behaviour at the POS and other POS marketing aspects with Norbert Wittmann. What is your definition of POS-Marketing? Instead of a classic definition: POS Marketing closes the gap between classic advertising (brand and retail advertising) and the consumer’s shopping basket at the POS. What is the difference between marketing at the POS as practised by retailers and the POS marketing of manufacturers and brands? Retailers tend to think first and foremost in terms of their own categories whereas the manufacturers think in terms of their own brand. From the point of view of the manufacturer, POS marketing transports that particular brand to the POS while retailers see it as highlighting the category at the POS. This is often achieved through the strong presence of one particular producer’s brand, which draws attention to the category of products as a whole. Which conflicts of interest come to the fore in these situations? Only well-established producers are able to think in terms of the category rather than simply their own product. This is because they benefit disproportionately from category growth. Other producers are frequently concerned that this is more likely to benefit the competition than it is to benefit their own brand. POS marketing is often considered to be the stepchild of marketing mix. Is this actually the case, and if so, why? POS marketing is terribly short-lived and dependent upon a large number of factors. POS presence, such as displays and other POS materi- 10 als, often demands a sizeable initial investment and there is usually a considerable delay before the results, which are not easily measured (beyond simple sales figures), become apparent. Most significantly, however, POS marketing is coordination- and communication-intensive, and so many companies shy away from it. Last but not least, POS marketing is not possible without a certain level of mutual trust between the retailer and the producer. And that cannot be taken for granted nowadays. Why does the activity radius of many agencies not encompass the POS? In part, this is simply a function of lacking retail experience. In addition, POS marketing is very complicated and requires great attention to detail, without the prospect of winning great recognition and fame in return. And furthermore, POS marketing lacks the planning and calculation tools that are available in other sectors of marketing. In which types of businesses, trades and ranges is POS marketing used most frequently? Large retail spaces are often favoured because of the large surface area available. Specialist shops and sometimes department stores are also suitable because they give prominence to well-established brands. A wide range of trades can benefit from POS marketing, from fashion to sports and from cosmetic products to fast-moving consumer goods (FMCG). It is said that half to three-quarters of all decisions to buy a particular product or brand are SHOP aktuell 99 SHOP TALK actually made at the POS itself. Isn’t that just wishful thinking on the part of POS marketing specialists? No, it is not. Although this varies considerably from category to category, almost all final and concrete decisions to buy a particular product or brand really are made at the POS itself. This is confirmed by a large number of studies carried out by our company as well by others. And so guiding and steering shoppers during this period remains a worthwhile task for POS marketing specialists. What are the classic tools of POS marketing, and what is the role of displays? “Classic” POS media such as flyers, posters, cardboard displays etc. continue to be most effective in attracting consumer attention. But new media, including electronic media, are gaining ground steadily. Displays, and permanent displays in particular, are of great importance in this respect, as they usually represent a balanced compromise between quality, the duration of their use and their effect as well as their cost. What does POS marketing achieve, how can one quantify the successes of particular measures and which benchmarks are there? The main effect is obviously the steering and attachment of customers, a reinforcement of the brand’s image and increased sales figures. A POS marketing strategy’s success is frequently measured purely and simply in terms of sales figures, in the absence of other key data. But it is unrealistic to expect the increased sales to pay for the POS marketing. Incidentally, this is not expected of other marketing instruments such as printed advertisements, either. How are POS marketing costs calculated, and what are the measurement categories? There is little effect- and cost-transparency in POS marketing, and there is virtually no standard key data that is generally acknowledged and binding. And so one tends to invoke parallels with classic media research. But is it really appropriate to compare 1000 contact prices with a situation in which customers are targeted at the point of sales? Why is knowledge of end-consumer psychology so important in POS marketing? The result of good POS marketing is an engagement with the goods and, ultimately, their purchase. In no other aspect of the marketing process does one get this close to the customer or reach out to the customer such a short time before the fulfilment of his desires. POS marketing does more than just influence opinions and expectations: it produces actions. Our studies show that the idea of a “rational” consumer is a fiction. The largest part of the shopping process is an unconscious one. An unwise strategy at the POS nullifies all previous investments. Good POS strateUMDASCH SHOP-CONCEPT gies allow producers and retailers to tap into the most enormous potential. “Agencies frequently shy away from POS marketing because of the meticulous attention to detail that it requires.” In your experience of the application of POS marketing, what are the greatest challenges that it presents? Inter-disciplinary planning, development and coordination; meticulous validation, also from the point of view of the customer, and a roll out that meets the requirements of real-world situations. 11 DUTY FREE James Richardson: Ein unvergessliches Shopping-Erlebnis Den Verantwortlichen von James Richardson war es ein besonders wichtiges Anliegen, den Besuchern ihres neuen Duty Free Stores am Flughafen Ben Gurion in Tel Aviv ein unvergessliches Shopping-Erlebnis zu bieten. In der Tat hat im November 2004 eine der weltweit attraktivsten Airport-Shoppingzonen ihre Pforten geöffnet. Neben den ehrgeizigen Zielen des Auftraggebers waren dafür auch die kreative Handschrift von Portland Design, London und das Travel-RetailKnow-how von Umdasch ShopConcept verantwortlich. Autor: Nikolaus Pjeta, MSc D er neue, 2.650 m² große Hauptstore des James Richardson Duty Free besticht als Gesamtkunstwerk ebenso wie durch viele kleine Marketing- und Design-Details. Logistisch ist die im Saison und Tagesverlauf stark schwankende Passagierfrequenz eine große Herausforderung. Gelöst wurde sie durch eine großzügige Raumerschließung, einladende und übersichtliche Wegeführung, schlüssige und sofort erkennbare Sortimentsgliederung sowie durch die Platzierung von nicht weniger als 32 Kassen. Drei kleinere Last Minute Duty Free’s sind ein zusätzlicher Service für eilige bzw. vergessliche Passagiere. Ein besonders verkaufsförderndes Detail ist die Möglichkeit, vor dem Abflug getätigte Einkäufe bis zur Rückreise am Flughafen deponieren zu können. Die betreffenden Artikel werden von den Kassen per Lift direkt ins Abhollager weitergeleitet. 12 SHOP aktuell 99 JAMES RICHARDSON UMDASCH SHOP-CONCEPT 13 DUTY FREE James Richardson bietet das Panorama eines der weltweit attraktivsten Duty Free Shops. An overall view of James Richardson, one of the most attractive Duty Free shops in the world. Stanley Kubrick lässt grüßen Das Shop-Design erinnert den einen oder anderen Betrachter durch seine rundlich futuristischen Formen an eine perfekt gebaute Filmkulisse des Stanley Kubrick-Klassikers „2001: Odyssee im Weltraum“. Dramatisch geschwungene Wände, Terra Cotta, farbige Gipsflächen, Edelstahltupfer sind die Architektur-Statements. Die Spezialbereiche innerhalb des klassischen DF-Sortiments, z. B. ein Humidor, der „Weinkeller“ oder israelische Kosmetikspezialitäten, wurden in der Gestaltung noch einmal besonders Die in der Planungsphase von Portland erstellte Präsentation ist mit der Realität nahezu deckungsgleich. The presentation developed by Portland during the planning stages is virtually identical to the real-life store. hervorgehoben. Sehr wesentlich für das Gesamtkonzept ist die Lichtinszenierung. Sie passt sich automatisch der Tageszeit an und simuliert selbst - das nicht vorhandene - natürliche Licht. Der Sternenhimmel stimuliert, indirektes Licht in Sockeln, Gondeln und Regalen lässt das Sortiment schweben. Umdasch Shop-Concept hat bei diesem Projekt nicht nur sein Ladenbau- und Visual Merchandising Know how eingebracht, sondern in großem Stil auch seine Professionalität im Projektmanagement sowie umfassende industrielle Fertigungskompetenz und -Kapazität. In verschiedensten Material- und Handwerksdisziplinen wurden höchste Qualitätsanforderungen vorbildlich erfüllt. Das Erschließungskonzept war bei James Richardson von ganz wesentlicher Bedeutung. The layout was of the greatest importance to the overall James Richardson concept. 14 SHOP aktuell 99 JAMES RICHARDSON James Richardson: An unforgettable shopping experience Those responsible at James Richardson were determined to offer the customers of their new Duty Free store at Ben Gurion airport in Tel Aviv an unforgettable shopping experience. And so, thanks to the client’s ambitious aims, the creative talent of Portland Design, London and the travel-retail know-how of Umdasch Shop Concept, one of the most attractive airport shopping areas in the world opened its doors to the public in November 2004. Author: Nikolaus Pjeta, MSc T he brand-new 2.650 m² James Richardson Duty Free main store is impressive both as an overall shopping experience and for the numerous small marketing and design details that make up the whole. Logistically speaking, the highly fluctuating passenger frequency linked to the season and the time of day presented the minds behind the store design with quite a challenge. These difficulties were overcome through the development of generous open spaces; inviting and clearly laidout pathways through the store; a coherent and easily recognisable arrangement of the goods; and finally a grand total of 32 tills. And three smaller last-minute Duty Free shops provide forgetful passengers and those who are in a hurry with an additional shopping opportunity. Many customers take advantage of the storage service that allows them to go shopping before their outward flight and pick up their products when they have landed in Tel Aviv on the way home, so this particular detail has proved to be particularly effective at promoting sales. The items are transferred from the tills straight to the collection depot, awaiting the passenger’s return. À la Stanley Kubrick Wandering past the rounded, futuristic forms that characterise the James Richardson Duty Free store, you may imagine that you have actually been transported onto the film set for Stanley Kubrick’s classic “2001: A Space Odyssey”. Dramatically curved walls, terra cotta, colourful UMDASCH SHOP-CONCEPT hard-plaster surfaces and stainless-steel swabs are powerful architectural statements. Special areas that are a part of the classic duty-free range of goods, such as the humidor, the “wine cellar” and Israeli cosmetic specialities are highlighted even further by design details. The lighting is an important aspect of the overall store concept. It adapts to the time of day automatically and simulates the (otherwise lacking) natuSpezialbereiche - wie etwa hier für Tabak - wurden ral light. The star-studded in der Gestaltung besonders herausgearbeitet. Special areas, such as this area focussing on to“sky” is stimulating and bacco, have been highlighted further through design indirect light from pedes- details. tals, gondolas and shelves makes the assortment of products look as thought it were floating. Umdasch Shop Concept drew on its shopconstruction and visual-merchandising expertise as well as tapping into its professionalism where project management is concerned, not to mention its comprehensive industrial manufacturing skills and capacity. Faced with a wide variety of materials and handcraft disciplines, Umdasch Shop Concept fulfilled the highest quality requirements. 15 SHOP PANORAMA Der Ruf der Shopping-Center Das Sporthaus Kaps verteidigt als Platzhirsch seine Position mit einer ersten Shopping-Center-Filiale. The Sporthaus Kaps defends its leading position with a first branch in a shopping centre. Die einzelnen Abteilungen bei Kaps sind mit einem sehr eigenständigen Auftritt herausgearbeitet. The various departments of Kaps have been designed to present a highly individual appearance. 16 Im mittelhessischen Wetzlar sind seit dem Frühjahr 2005 die Karten in Sachen Kaufkraftströme neu gemischt. Die ECE hat in Zusammenarbeit mit der Deutschen Euroshop AG direkt am Bahnhof das Forum Wetzlar mit 110 Geschäfts- und Gastronomielokalen auf 23.500 m² eröffnet. Der neue Shoppingtempel und die Altstadt bilden nun die beiden Pole der langgezogenen Innenstadt. Die zu erwartenden Frequenzverschiebungen könnten sich vor allem auf die Geschäfte in der dazwischen liegenden Neustadt negativ auswirken. sich Wetzlar mit seinen 58.000 Einwohnern als Einkaufsstadt behaupten kann. Neben den üblichen Verdächtigen an Ankermietern (in diesem Fall Kaufland und Media Markt) und Filialisten suchen - und das ist ein stark zu beobachtender Trend - immer mehr mittelständische Unternehmen ihre Zukunftsperspektive unter dem Dach eines Shopping-Centers. Die anhaltende Anziehungskraft der Center bei den Verbrauchern, überdurchschnittliche Chancen im Vergleich zu Citylagen und häufig sogar geringere Mieten sind die Beweggründe dafür. In Summe wird das Forum jedoch dazu beitragen, dass Im Forum Wetzlar hat Umdasch Shop-Concept drei seSHOP aktuell 99 SHOP PANORAMA its 58,000 inhabitants, to establish a reputation as a shopping centre. In addition to the usual anchor establishments (in this case Kaufland and Media Markt) and the big-name branches, increasing numbers of medium-sized companies are seeking to secure their future perspective within shopping centres, a growing trend. The long-term attractions of the centres for consumers, above-average opportunities compared with city locations and often even lower rents are the main reasons for this development. Umdasch Shop-Concept has provided the shopfittings for three striking stores within the Forum Wetzlar: Schuhhaus Fink, the fashion store Base Line and the sports shop Kaps. Just five kilometres away in Solms-Oberbiel, Kaps maintains its 10,000 m² main store, which is a byword in the entire region. The first branch store, with an area of 2,000 m², aims to appeal to new groups of customers. At the same time, the competition remains within the company. When it comes to demonstrating the magnetic attraction of the shopping centre, Andreas Rink is a case in point. He has given up his two shops in the Lahnhof-Center in the pedestrian precinct of Wetzlar. Now his store, named Base Line, has a DOB and HAKA of 230 m² in which he offers brands such as Oliver, Street One und Edc. He is also represented with another shop in which he is a Tom Tailor franchise partner. Dem Ruf des Forums Wetzlar sind auch zahlreiche mittelständische Unternehmen gefolgt. Many medium-sized concerns have answered the call of the Forum Wetzlar. henswerte Geschäfte eingerichtet: Das Schuhhaus Fink, das Modegeschäft Base Line und das Sporthaus Kaps. Im nur fünf Kilometer entfernten Solms-Oberbiel betreibt Kaps sein 10.000 m² großes Haupthaus, das in der gesamten Region ein Begriff ist. Mit der ersten, 2.000 m² großen Filiale im Forum sollen neue Kundengruppen erschlossen werden. Gleichzeitig bleibt die Konkurrenz im eigenen Haus. Durchaus typisch für die Sogwirkung der Shopping-Center ist der Fall von Andreas Rink. Er hat seine beiden Geschäfte im Lahnhof-Center in der Wetzlarer Fußgängerzone aufgegeben. Jetzt präsentiert er unter dem Namen Base Line auf 230 m² DOB und HAKA mit Marken wie s.Oliver, Street One und Edc. Außerdem ist er mit einem weiteren UMDASCH SHOP-CONCEPT Geschäft als Tom Tailor-Franchisepartner präsent. The call of the shopping centre When it comes to consumer patterns, since spring 2005 the cards have been re-shuffled in Wetzlar, in central Hessen. In co-operation with the Deutsche Euroshop AG, the ECE has opened the Wetzlar Forum next to the station, a complex of 110 shops and restaurants spread across an area of 23,500 m². The new temple to consumerism and the historic city centre now mark the twin poles of the long city centre. The changes in shopping patterns may well have a negative effect on the shops in the new town between the two centres. All things considered, however, the Forum will contribute to the aim of Wetzlar, with Die Präsentation bei Base Line ist leicht und locker, vom Licht gut in Szene gesetzt. The presentation at Base Line is light and casual, and the lighting strategic. Mit Base Line hat Andreas Rink im Forum Wetzlar eine neue, attraktive Heimat gefunden. Andreas Rink has found a new and attractive home in Wetzlar at Base Line in the Forum Wetzlar. 17 SHOP PANORAMA Zu einer richtigen Peep Show gehört natürlich auch ein Guckloch. For a real peep show of course you need a proper peephole. Ann Summers: Großer Auftritt im Plüsch-Salon Ann Summers, das englische Pendant zur deutschen Beate Uhse, hat mit einem neuen Outfit ihr Image aufpoliert und ist auf breiter Front salonfähig geworden. Die Londoner Agentur Design Ministry hat das neue Store-Format entwickelt, Umdasch Shop-Concept den ersten Concept Store in dieser Linie im Frühjahr 2005 im Trafford Center in Manchester eingerichtet. Die Erotik-Shop-Kette Ann Summers verfügt zusammen mit der auf Wäsche spezialisierten Schwestermarke Kni- ckerbox über rund 150 Läden und gut 100 Concessions-Flächen. Der Jahresumsatz liegt bei 230 Millionen Euro. Beim neuen Konzept sind knapp ein Drittel der Fläche (in Manchester insgesamt 152 m²) dem Knickerbox-Sortiment gewidmet. Damit sollen Mütter und Töchter gleichermaßen angesprochen werden. Denn mit der jungen Knickerbox-Lingerie für jeden Tag spricht Ann Summers die jüngere Kundin an, während Dessous von Ann Summers „occassionwear“ sind. Der neue Auftritt transportiert die Kernwerte der Marke - feminin, sexy, witzig. Zwischen Gummi, plüschigen Teppichen, gepolstertem Leder und viel Satin ist der Store mit lockerer Möblierung geschickt in Abteilungen gegliedert. Rote Lichter führen in das Innere des Ladens. Die Wände sind mit weißem Stoff dekoriert und von weichem Licht durchflutet. Erst der hintere Bereich ist den Sex-Spielzeugen und dem ganzen Spektrum von LederDessous bis zum Fessel- und Peitschen-Repertoire sowie Büchern und Videos vorbehal- ten. Die Türen der Umkleidekabinen haben kleine Gucklöcher mit der Aufschrift „Peep Show“, durch die der wartende Partner bei der Anprobe-Prozedur zuschauen kann. Ann Summers: Grande Entrée in the Velvet Salon Ann Summers, the English equivalent of Germany’s Beate Uhse, has revamped her image with a new outfit, making her shops acceptable across a broad social spectrum. The London agency Design Ministry developed the new store Die Farbkomposition, Material- und Oberflächenauswahl und die Lichtinszenierung sind harmonisch aufeinander abgestimmt und laden verführerisch ins Reich der Erotik ein. The choice of colours, materials and surfaces as well as the lighting effects blend harmoniously with each other and invite the customer in a seductive manner to enter the realm of eroticism. 18 SHOP aktuell 99 97 SHOP PANORAMA format, and in spring 2005 Umdasch Shop-Concept was entrusted with the shopfitting for the first concept store in the series in the Trafford Centre in Manchester. Together with its sister company Knickerbox, which specialises in lingerie, the Ann Summers erotic shop chain owns more 150 shops and at least 100 concession areas. The annual turnover totals some 230 m Euros. In the new concept, almost one-third of the area (in Manchester a total of 152 m²) has been dedicated to the Knickerbox range. The aim is that mother and daughter should be equally targeted. The youthful Knickerbox range of everyday lingerie is designed to appeal to the younger customer, whilst the Ann Summers underwear is designed as “occasionwear“. The new store concept translates the basic values of the brand - feminine, sexy, witty. The store has been skilfully Der markante Auftritt von Ann Summers beginnt bereits an der Fassade. entrée begins with the façade. divided into various departments between rubber, plush carpets, padded leather and lots of satin. Red lights lead towards the rear of the shop. The walls are covered with white fabric and flooded with soft lighting. The rear area is reserved for sex toys and the whole range of leather underwear, bonds and whips. The doors of the changing rooms have small peepholes labelled “Peep Show“, through which Nicht klassische Regale sondern leichte Rundrohrprofile haben in der Präsentation die tragende Rolle inne. arranged on light tubes of circular metal rather than on classic shelving. UMDASCH SHOP-CONCEPT Ann Summers’ grande the waiting partner can watch the proceedings. The presentation is 19 SHOP PANORAMA Rauf auf den Bio-Zug Mit der Eröffnung der ersten Filiale der neuen BioSupermarkt-Kette „Vierlinden“ Ende April 2005 in Düsseldorf-Benrath ist die Rewe Köln auf den Bio-Zug aufgesprungen. Auf 720 m² wird mit einem Sortiment von 6.000 bis 8.000 hochwertigen Naturprodukten alles geboten, was das Bio-Herz begehrt: Obst und Gemüse, Milch und Molkereiprodukte, Fleisch, Käse, Wein, aber auch Kos- metika und Hygieneprodukte. Der Ladenbau für die verführerische, wertsteigernde Wellness-Inszenierung kommt von Assmann. Join the Bio-Bandwagon At the end of April 2005, Rewe Cologne joined the Bio-Bandwagon when it opened the first branch of the new Bio-Supermarket chain “Vierlinden“in Düs- seldorf-Benrath. The 720 m² sales area offers everything the eco-friendly consumer could wish for, with a range of 6,000 to 8,000 high-quality natural products: fruit and vegetables, milk and dairy products, meat, cheese and wine, as well as cosmetics and hygiene products. The shopfitting for the seductive and value-enhancing wellness section was provided by Assmann. Warme Töne und harmonische Formen schaffen eine thematisch stimmige Wohlfühlatmosphäre. Warm colours and harmonious shapes create an appropriate ambience in which the customer feels at ease. Auch „Schönheit“ ist ein wichtiges Thema im Rewe BioSupermarkt. “Beauty“ is also writ large in the Rewe Bio-Supermarket. Das Thema Marken ist plakativ affichiert. The subject of brands is prominently displayed. Visualisierte Gesundheits-Kompetenz Die attraktive Darstellung von Präparaten, die zwar rezeptfrei, aber nur in Apotheken und Drogerien erhältlich sind, ist ein hervorragendes Mittel zur Demonstration von Beratungskompetenz. Diese vorerst nonverbale Kommunikation ist häufig der entscheidende Ansatzpunkt für ein fundiertes Beratungsgespräch. Dr. Andreas und Christine Tempini, die Inhaber der Anfos Apotheke in Basel, haben bei dem im Frühjahr 2005 er- 20 folgten Umbau Platz für eine solch interaktive Präsentation geschaffen. Zum einen konnte ein Nebenraum adaptiert werden, zum anderen wurde die Lagerlogistik mit einem ROWA-Lagerautomat optimiert. Heute präsentiert sich die neue Anfos-Apotheke großzügig und modern, mit dezentralen Beratungsinseln, Beratungsraum, rollstuhlgeeigneten Eingängen und vor allem mit einer übersichtlichen Präsentation des Angebotes. Darüber freuen sich die Kunden, die Inhaber, die Mitarbeiter und das Umdasch Apothekenbau-Team. A demonstration of competence in the health sphere The attractive presentation of products which are available without a prescription but which can only be purchased in chemist’s shops and drugstores, provides an excellent way of demonstrating competence. This form of communication, which is initially non-verbal in manner, often provides the decisive starting point for a detailed consultation. By redesigning their chemist’s shop in spring 2005, Dr. Andreas and Christine Tempini, the owners of the AnfosApotheke in Basle, created the space for such an interactive presentation. Firstly, a back room was adapted; and secondly their storage logistics were optimised with a ROWA storage system. Today, the SHOP aktuell 99 SHOP PANORAMA Die ellipsenförmige Regalanordnung, die auch von der Decke aufgenommen wird, bietet erstklassige Orientierung und zieht die Kundinnen in die Tiefe des Raumes. The elliptical shelf layout, which is echoed by the ceiling design, offers customers a clear overview of the store and draws them towards the back of the shop. Anspruch auf Beratung Mit über 1200 Filialen ist die Marionnaud-Gruppe Parfümerie-Marktführer in Europa. Mit 95 Filialen, über 30 % Marktanteil und über 500 Mitarbeitern ist Marionnaud auch die Nummer 1 in Österreich. Die zuletzt von Umdasch Shop-Concept in Wien (Donauzentrum 195 m² und Columbus-Center 140 m²) eingerichteten Filialen offenbaren ein Erfolgsgeheimnis: Das großzügig präsentierte Angebot an erstklassigen Marken, vor allem aber der Anspruch auf Beratung, wird von den Kundinnen sehr schnell wahrgenommen. Dafür sorgt die offene, transparente Gestaltung und die harmonische Licht-Regie. The demand for consultations With more than 1,200 branch- es, the Marionnaud Group is the market leader in the perfumery sector in Europe. With 95 branches, more than 30 % market share and a staff of more than 500, Marionnaud is also Number One in Austria. The recently opened branches in Vienna (Donauzentrum 195 m² and Columbus-Center 140 m²), for which Umdasch Shop-Concept supplied the shopfittings, reveal the secret Der Anspruch auf Beratung ist demonstrativ sichtbar gemacht. The demand for consultations is made clearly visible. of the firm’s success: customers quickly learn to appreciate not only the wide range of first-class brands, presented in a spacious overall layout, but also in particular the consultations offered. The open, transparent design and harmonious lighting contribute to this ready acceptance. Die neue Anfos Apotheke bietet ausreichend Platz für fundierte Beratungsgespräche. The new Anfos-Apotheke provides sufficient space for leisurely consultations. new Anfos-Apotheke appears spacious and modern, with decentralised consultation areas, a consultation room, wheelchair-accessible entrances and above all a clear presentation of the goods on offer. Customers, owners, staff and the Umdasch Chemist’s Shopfitting team are all delighted. UMDASCH SHOP-CONCEPT 21 SHOP REPORT Die Exquisitabteilungen werden bei Humanic stets besonders fein herausgearbeitet. The luxury departments at Humanic are always fitted out with particular care. belebt 22 SHOP aktuell 99 HUMANIC Schuhhandel in neuen Dimensionen Humanic die Sinne Mit der im Mai 2005 erfolgten Eröffnung von zwei jeweils rund 3.000 m² großen „HumanicSchuhwelten“ an ersten Adressen in Köln und Wien setzt die Grazer Leder & Schuh AG neue Maßstäbe im europäischen Schuhhandel. Eines der Erfolgsgeheimnisse des 338 Millionen Euro Umsatz schweren Traditionshauses ist die avantgardistische, sinnbelebende Ladengestaltung, verbunden mit einer kompromisslos klaren Schuhpräsentation. Autor: Reinhard Peneder K ompetenz braucht längst auch im Schuhhandel Fläche. 3.000 m² sind aber selbst für Experten verblüffend. „Bei der riesigen Humanic-Auswahl erspart man sich den Besuch mehrerer anderer Schuhhäuser“ argumentiert Vorstandsvorsitzender Dr. Thomas P. Ridder den Kundennutzen einer derart großen Fläche. Dahinter steckt aber mehr, nämlich ein glasklares Konzept. Das sieht, simplifiziert dargestellt, so aus: Kompetenzführerschaft bei einem definierten (Sortiments-) Thema erfordert eine gewisse Anzahl an präsentierten Modellen. Die Anzahl präsentierter Modelle multipliziert mit der Präsentationsphilosophie ergibt die notwendige Verkaufsfläche. Man kann die Rechnung natürlich auch bei der zur Verfügung stehenden UMDASCH SHOP-CONCEPT 23 SHOP REPORT Verkaufsfläche beginnen. Und fertig ist ein Kompetenz-Zentrum in Sachen Schuhe ... Wie dieses Rezept allerdings „gekocht und gewürzt“ wird, haben uns die Humanic-Manager leider nicht vollständig verraten. Klar ist natürlich, dass für derart große Flächen mit Flagship-Charakter nur wenige Standorte in Frage kommen. Konkurrenz belebt das Schuh-Geschäft Beide neuen Schuhwelten präsentieren sich im Umfeld der unmittelbaren Mitbewerber, aber auch in verkaufsfördernder Nachbarschaft erster Mode-Adressen. In Wien hat Humanic im ehemaligen Virgin Mega Store in der revitalisierten und pulsierenden Mariahilfer Straße Platz gefunden. Vorgänger in Köln in der Schildergasse 94 war das Emotions-Konzept von Metro/Kaufhof. Facts and Data Founded in 1872 as “D.H. Pollak & Co.“ at the company’s present headquarters in Graz. Turnover (2004): 338.4 m Euros (+ 6 %). Employees (2004): 2,645. Retail locations (as of the end of 2004): 281 (Austria, Hungary, Germany, Slovakia, Slovenia, Czech Republic). In Austria (approx. 20 % market share), Hungary and Slovenia, Leder & Schuh is the market leader; in the Czech Republic it occupies second place. In Germany it is already amongst the Top Ten. It will be entering the market in Poland in 2005. Mit „Diese Adresse hat das Potenzial zur Pilgerstätte von Schuhliebhabern zu werden“ beginnt der Chefredakteur der Branchengazette „SchuhKurier“, Mathias Schiffmann, seinen Artikel über den Kölner Humanic euphorisch. Wir folgen ihm durch das Haus. Das EG ist komplett den Damen gewidmet, rechts vom Eingangsbereich junge Schuhmode in poppigem Ambiente, links die Sportmarken. Der Exklusivbereich ist optisch besonders hervorgehoben. Im Untergeschoss wartet auf die Kids ein wahrer Abenteuerspielplatz mit Basketball und einer PlaystationInsel. Im Obergeschoss kommen dann die Herrn zum Zug. Exklusivmode wird in einem eleganten Ambiente an der Kopfwand präsentiert, während sich die Sportmarken zur rechten, die CasualModelle zur linken Hand platzieren. Angebote Farben und Bilder spielen im Auftritt von Humanic eine wichtige Rolle. play an important role in the presentation of Humanic. 24 finden die Humanic-Kunden Im OG und UG in speziell ausgezeichneten „Bestseller-Bereichen“. Erfolgs-Geheimnisse Humanic (bzw. der Dachkonzern Leder & Schuh) hat aus der Tradition heraus eine starke Beziehung zur Produktion. Noch heute wird ein erheblicher Teil des Angebots selbst gestaltet. „Das macht uns schnell und bringt Kostenvorteile“ stellt Vorstandsmitglied Dr. Gottfried Maresch im Gespräch mit SHOP aktuell fest. Die Affinität zu Material und Materie spürt und riecht man an allen Ecken und Enden, das nehmen auch die Konsumenten wahr. Das Gespür für die „richtigen“ Standorte ist ein weiterer Erfolgsfaktor. Die mit stark erotischem Touch versehene Marktkommunikation hat bei Humanic längst Kultstatus erreicht. Überzeugend ist nicht zuletzt die Durchgängigkeit vom TV-Spot bis zum POS-Auftritt. Die Läden sind Bühnen, die Raum für immer neue Inszenierungen schaffen. Der gekonnte Einsatz von Farben und Licht spielt ebenso eine Rolle wie die Kommunikation über Bilder und das Spiel mit Emotionen. Humanic belebt die Sinne. Man lässt sich ständig und von überall inspirieren, nicht nur aus New York, London oder Paris. Der Blick über den Zaun zu anderen Branchen und Themen hat Methode. Konsequenz ist angesagt, wenn es um die Präsentation des Sortiments selbst geht, hier folgt Colours and images Sowohl in Wien (Bild) als auch in Köln verfügt das Humanic Flagship über drei Etagen, die jeweils großzügig erschlossen sind. In Vienna (photo) as well as in Cologne, the Humanic flagship store extends across three floors, each of which is generously laid out. SHOP aktuell 99 HUMANIC man klaren Spielregeln. „Bei Humanic ist der Ladenbau des Jahres 2010 zu sehen“ war an der Eröffnungspressekonferenz in Köln zu hören. Das hört man auch bei Umdasch Shop-Concept gerne, denn das Unternehmen ist langjähriger Partner der Leder & Schuh-Gruppe und hat auch die Humanic-Projekte in Wien und Köln eingerichtet. New dimensions in the shoe trade Humanic arouses the senses The brand portfolio of Leder & Schuh is identical with those of its subsidiary companies and fields of business and includes Corti, Dominici, Humanic, Jello, Shoe 4 You and Top Schuh. This means that all segments of the market are covered, from the economy price range (Jello), via the classic shoe business (with Humanic as the core brand) to the luxury segment (Dominici). The Graz-based Leder & Schuh AG has set new standards in the shoe trade within Europe with the opening in May 2005 of two “Humanic Show World” stores, each approx. 3,000 m² in size, at top addresses in Cologne and Vienna. One of the secrets of the success of the long-established company, which has an annual turnover of some 338 m Euros, is its avantgarde shop design, which arouses the senses with its uncompromisingly well-ordered shoe presentation. Author: Reinhard Peneder N owadays, even a well-run and efficent shoe shop needs plenty of space. But 3,000 m² seem amazing, even to experts. “Thanks to the vast selection on display in Humanic shops the customer need no longer traipse round a succession of other shoe shops”, points out the Chairman of the Board Dr. Thomas P. Ridder when explaining the advantage for the customer of such a large display area. There is more to it than that, however: the concept behind all that space is clearly defined. To put it in a nutshell: in order to become the market leader in any given field, it is essential to have a certain number of designs on display. The number of designs on display multiplied by the presentation philosophy gives the sales area required. Alternatively, you can begin your calculation with the size of the sales area available for the display. The result is a competence centre in shoe sales… However, the Humanic managers did not reveal to us exactly how they “cook and season” this particular recipe for success. What is clear, of course, is that only a small number of locations will be suitable for such large sales spaces which thereby acquire something of a flagship character. The shoe business thrives on competition Both new shoe stores are located in the vicinity of shops run by their direct competitors, but also in the neighbourhood of the top fashion addresses which actively encourage additional Immer wieder gibt es auch großzügige Flächen zum Verweilen und Anprobieren. There are always generous spaces where customers can wait and try on the shoes. UMDASCH SHOP-CONCEPT Internet websites: www.leder-schuh-ag.com www.shoemanic.com In der Kölner Schildergasse residiert Humanic an erster Adresse im illustren Umfeld von Mitbewerbern und führenden Modeanbietern. Humanic’s store in the Schildergasse in Cologne enjoys a first-class address surrounded by the prestigious shops of competitors and leading fashion names. 25 SHOP REPORT Es sind auch die vielen kleinen Details, die Humanic zu einem Erlebnis für alle Sinne machen. sales. In Vienna, Humanic has taken up residence in the former Virgin Mega Store in the bustling and revitalised Mariahilfer Strasse. The company’s predecessor in Cologne, at Schildergasse 94, was the Emotions-Konzept of Metro/Kaufhof. Die emotionell aufgeladene, erotisch angehauchte Marktkommunikation von Humanic hat die Markenbekanntheit in schwindelnde Höhen gepuscht. Mathias Schiffmann, the Editor-in-Chief of the trade magazine “SchuhKurier”, begins his article about the Humanic store in Cologne with the euphoric comment, “This shop has the potential to become a place of pilgrimage for shoe lovers.” We follow him through the store. The Ground Floor is devoted entirely to women’s shoes; to the right of the entrance are young fashions in a trendy atmosphere, whilst the sports brands are to the left. Attention is drawn optically to the area occupied by the exclusive brands. In the basement, children will discover an adventure playground with basketball and a Playstation island. On the first floor, men will find what they are looking for. Exclusive designs are displayed on the far wall, with sports shoes on the right-hand side and casual designs on the left. Special offers are displayed on the first floor and in the basement in clearly marked “Bestseller Areas”. Secrets of success Traditionally, Humanic (or more accurately, the umbrella concern Leder & Schuh), has strong links with shoe production. To this day, a large proportion of the designs on offer are designed and produced by the company itself. “That makes us quick to react and brings cost advantages”, states Member of the Board Dr. Gottfried Maresch in a conversation with SHOP aktuell. The affinity with both the product and the materials is tangible on all sides, a fact which customers 26 SHOP aktuell 99 HUMANIC A multitude of small details make the Humanic store a feast for all the senses. Ein Warenbild, das die Erfüllung höchster Ansprüche signalisiert. Vom Sneaker bis zum Rahmengenähten soll den Männern jeder Wunsch erfüllt werden. A range of products which promises the fulfilment of the most demanding requirements. Men will find any type of shoe they may be looking for, from casual sneakers to formal lace-ups. sense in many ways. An instinctive feeling for the right locations is another success factor. Humanic’s market communication, with its unmistakably erotic undertones, has long since achieved cult status. Last but not least, the consistent approach from TV advertising spot to Point of Sale presentation convinces customers. Humanic shops are stages which provide a setting for an infinite range of new productions. The skilful use of colours and light is just as important as the communication through pictures and the appeal to the emotions. Humanic arouses the senses, seeking inspiration not only in New York, London and Paris. Looking over the fence at other branches and themes matters too. Consistency is important, when it comes to the presentation of a particular range; the rules to be followed are clear. “At Humanic you can see the face of store design in 2010” was one comment at the opening press conference in Cologne. The staff at Umdasch Shop-Concept is delighted to hear such remarks, for the company has been a partner of the Leder & Schuh-Gruppe for many years and was also responsible for the shopfitting of the Humanic stores in Vienna and Cologne. UMDASCH SHOP-CONCEPT 27 The emotional market communication of Humanic, with its hint of eroticism, has driven the brand familiarity to dizzy heights. RETAIL REPORT Die „Tunnel-Architkektur“ macht den Auftritt von Best Mens Wear besonders markant. The “tunnel architecture” of Best Men’s Wear makes it a truly memorable shopping experience. Reif für die Grüne Insel Der wirtschaftliche Aufschwung der Republik Irland hat längst auch den Einzelhandel erfasst. Das ist an verschiedenen Kennzahlen eindrucksvoll abzulesen. Aber auch daran, dass die Grafton Street im Herzen Dublins mittlerweile zu den teuersten Einkaufsstraßen der Welt zählt. Mittendrin im Geschehen ist Umdasch Shop-Concept. Mit zahlreichen erstklassigen Referenzprojekten für renommierte Retailer wurde die Reifeprüfung für die Grüne Insel mit Bravour bestanden. V oraussichtlich 5,7 % Wachstum beim Bruttoinlandsprodukt im Jahr 2005, 33.000 Euro Jahreseinkommen pro Einwohner (Deutschland: 26.400), relativ niedrige Arbeitslosenrate (4,3 %) ... Die Iren stehen gut da. Sie haben die ihnen von der EU eingeräumten Möglichkeiten geschickt genutzt. Der frühere Agrarstaat ist eine Hochtechnologiegesellschaft geworden, das klassische Auswandererland zu einem Magneten für Menschen und Kapital. Pulsierender Einzelhandel Der Konsum hält mit der insgesamt positiven Wirtschaftsentwicklung Schritt, der Einzelhandel profitiert davon. Die alteingesessenen irischen Händler haben inzwischen nicht nur Besuch von der Nachbarinsel bekommen, sondern auch zahlreiche internationale Player möchten an der Kauflust der Iren mitnaschen (siehe Tabelle). Die Grafton Street im Herzen Dublins hat sich - gemessen an den Mietkosten - zur fünftteuersten Einkaufsstraße der Welt „emporgearbeitet“. Grafton Street, at the very heart of the city of Dublin, has become the fifth-most-expensive shopping strip in the world, according to lease rental charges. 29 RETAIL REPORT Selected Retail Key Figures Basis 2003* Germany Austria Switzerland Netherlands Italy UK France Population in 1000 82,532 8,033 7,261 16,105 57,844 59,006 59,344 Retail sales in billion EUR 314.7 36.9 53.8 74.4 221.3 329.4 335.4 Retail sales per inhabitant 3,813.15 4,599.30 7,403.12 4,618.60 3,825.14 5,581.79 5,652.52 m² sales area in 1000 111,000 12,960 17,446 23,600 77,200 75,970 95,900 m² sales area in 1000 1.345 1.613 2.403 1.470 1.335 1.287 1.616 Retail sales / m² sales area 2,835.14 2,847.22 3,083.78 3,152.54 2,866.58 4,335.92 3,497.39 Employees in retail trade in 1000 2,530,100 279,900 356,535 736,900 706,035 3,154,000 1,766,100 Number of outlets 363,046 52,430 51,453 112,515 na 315,088 372,590 Inhabitants / Outlet 227 153 141 143 na 187 159 Market share of shopping centres of retail sales 9% 14 % 13 % 19 % 20 % 28 % 26 % Area of shopping centres in million m² 9.9 1.8 1.1 4.5 6.1 13.0 12.3 119.95 224.08 151.49 279.42 105.46 220.32 207.27 Shopping centres area per 1000 inhabitants in m² *) Sources: Umdasch Shop-Concept, BAG, EHI, Euro Monitor, BAK, BBE, ISCS Europe, Östat, Destat, Eurostat and others. The key figures have mainly the character of indicating trends, since it was not possible to harmonise them completely because of different definitions of terms, methods of gathering data etc. and/or periods of data gathering. As a rule, the figures are to be understood as excluding petrol and diesel trading and without trade in fuels. Die starke Nachfrage beschleunigt eine Zunahme der Verkaufsflächen. Das führt häufig insofern zu Herausforderungen, als die Innenstädte die zeitgemäßen Flächen- und Flächenzuschnittsanforderungen nur mehr unzureichend erfüllen können. Das begünstigt das Entstehen von Einkaufszentren. Ein Beispiel dafür ist das Dundrum Town Centre direkt an den Toren der Hauptstadt Dublin, nur etwa 5 km von deren Zentrum entfernt. Es gilt als die irische Antwort auf das Bluewater Center östlich von London. Nach Fertigstellung der ersten Projektphase im Frühjahr 2005 sind auf 85.000 m² Verkaufsfläche 125 Stores und 25 Restaurants, Kinocenter und Theater präsent. In der für 2008 vorgesehen Endausbauphase sind über 120.000 m² Verkaufsfläche vorgesehen. Schon jetzt sind erste Adressen wie ein riesiger Tesco-Markt, Marks & Spencer, House of Fraser, Next, Fitzpatricks, H & M, Zara usw. vor Ort. Das Dundrum Town Centre direkt an den Toren Dublins wird nach seinem Vollausbau über weit mehr als 100.000 m² Verkaufsfläche verfügen. The Dundrum Town Centre, on the outskirts of Dublin, will comprise well over 100,000 m² of retail space after the completion of the final stages of construction and finishing. 30 Umdasch bedient erste Adressen Ähnlich wie in Großbritannien sind Ladenbaumaßnahmen in Irland sehr arbeitsteilig strukturiert. Häufig sind bei Projekten Marketing-Profis, Architekten, Designer, Kreative verschiedenster Disziplinen und Projektmanager gemeinsam an Bord, ehe für die Realisierung noch einmal eine Heerschar an Handwerkern auf den Plan tritt. Darunter auch Shopfitter. Zuneh- mend schätzen die irischen Retailer aber auch komplette Leistungspakete (mit unterschiedlicher Zusammensetzung der Leistungsmodule), da diese in der Regel ein hohes Maß an Terminund Preissicherheit bieten. Umdasch Shop-Concept beherrscht dieses Rollenspiel und stellt seine Teams kompromisslos nach den jeweiligen Anforderungen zusammen. Seit einigen Jahren ist Umdasch punktuell in Irland tätig, etwa beim Brandland für Guinness, verschiedene Duty Free-Shops für Aer Rianta oder für die Filialisten Stauntons Elverys und Best. Zuletzt wurden die Aktivitäten in Irland von Großbritannien bzw. direkt von Österreich aus verstärkt, derzeit wird sogar vor Ort eine eigene Position aufgebaut. Ein treffendes Beispiel für die vielfältige Tätigkeit von Umdasch Shop-Concept in Irland ist das bereits erwähnte Dundrum Town Centre. Dort hat Umdasch fünf sehenswerte Geschäfte eingerichtet: Den zu Brown Thomas gehörenden FashionStore BT2 (650 m²), einen Flagship Store für Best Mens Wear (279 m²), das Optikergeschäft Optica (80 m²), Fitzpatricks Shoes (130 m²) und schließlich eine Timberland-Filiale (150 m²). Eine Institution in Irland ist Brown Thomas in der Grafton Street in Dublin. Wer in Dublin internationale Luxusmarken sucht, findet sie in diesem Nobel-Kaufhaus mit fast 160jähriger Geschichte: Hermes, Christian Dior, La Perla, DKNY, Ralph Lauren, Chanel, Prada, Louis Vuiton, Fendi, Gucci ... Erst im Juni letzten Jahres konnte man aus den Medien erfahren, dass der amerikanische Pop-Star Britney Spears nach einem Auftritt höchstpersönlich zum Shopping gekommen war. Die fünf Etagen mit 9.500 m² SHOP aktuell 99 RETAIL REPORT USA Ireland 282,798 3,917 2529.1 24.6 8,943.10 6,271.68 1,153,000 9,800 4.077 2,50 2,193.50 2.510,20 21,165,862 152.419 1,561,195 37.536 181 104 51 % 30% na 0,7 na 178,71 Important shopping streets: Cork: St Patrick`s Street; Dublin: Grafton Street, Henry Street; Galway: Eyre Square, Shop Street; Kilkenny: Parliament Street; Limerick: Merchant`s Quay/Patrick Street, O Connel Street; Waterford: Michael Street/Barronstrand, Broad Street Important Shopping Centres (Opened, Sales Area): Blanchardstown: Blachardstown (1996, 49,238 m²); Tallaght: The Square (1990, 47,286 m²); Dublin: Dundrum Town Centre (2005, 85,000), St Stephens Green (1998, 34,373 m²), Jervis Shopping Centre (1996, 30,657 m²), ILAC Centre (1981, 26, 641 m²), Liffey Vallye (1998, 23,325 m²), The Pavilions (2000, 23,226 m²), Nutgrove (1984, 18,022 m²), Northside (1970, 16,675 m²), Donaghmede (1973, 16,258 m²), Omni Park (1991, 11,148 m²); Cork: Merchants Quay (1989, 27, 870 m²), Athlone: Golden Island (1997, 15,421 m²); Limerick: Crescent (1973, 14,931 m²); Clondalkin: Mill Centre (1994, 14,864 m²); Waterford: City Square (1993, 14,864 m²); Galway: Galway Shopping Centre (1972, 14,094 m²); Dun Laoghaire: Dun Laoghaire Shopping Centre; Navan: Navan Shopping Centre (1981, 12.979 m²); Stillorgan: Stillorgan Shopping Centre (1966, 11,427 m²) Top Players in retailing (selection): Food: Tesco (ca. 76 Outlets); Centra (297); Super Valu (204); Spar/Mace (320); Superquinn (17); ADM Londis (166); Lidl, Aldi. Department Stores: Dunnes Stores (85); Roches Stores (12); Brown Thomas (5); Arnotts (4); WH Goods (3), Shaw & Sons (14). Textiles/Fashion/Apparel/Footwear (Stores): Arcadia Group (83); Lifestyle (43); Barry & Sons (42); Penneys (36); Barratts (31); Tylers (25); Sasha (22); Adams (18); A-Wear (17); Benetton (15); Vera Moda (15). Electrical: Eircell 2000 (90); Electricity Supply Board (81); Expert Ireland (46); Celular World (21). Other NonFood: Arro, Amalgamated Hardware (Hardware); Blockbuster, Lifestyle, Supertoys, Golden Disc Group (Entertainment); Boots, Specsavers, Nature`s Way, Body Shop (Health/Beauty). Important Irish Shop Brands Abroad Musgrave, Dunnes Stores Important Foreign Shop Brands in Ireland Tesco, Vivo (John Henderson), Iceland, Bhs, Argos, Marks & Spencer, Debenhams. Arcadia Group, Dixons (Currys, PC World, Dixons), Signet (UK); Lidl, Crowleys (GEHE), Aldi (Germany); Vero Moda (Denmark); Benetton (Italy); Gymboree, Blockbuster (USA); Vision Express (Grandvision), Kookai (France); Mango (Spain). Verkaufsfläche beeindrucken durch Übersicht und persönlicher Note. Permanent und in Etappen wird an der Attraktivität der Abteilungen gefeilt. Zuletzt war Umdasch als Shopfitter bei der Ausstattung der Lingerie- und Fashion-Etage tätig (Architektur und Design: Douglas Wallace in Zusammenarbeit mit dem Brown Thomas Store Design Department). Zuvor schon hat Umdasch die sehenswerte Living-Abteilung eingerichtet. Mit ihr wurde der Lifestyle-Charakter des gesamten Hauses noch verstärkt. Auch hier finden sich luxuriöse Produkte wie jene von Yves De Lorme, Paul Costelloe ... Armani, Calvin Klein ... oder das Label des Starkochs Jamie Oliver. Autoren: Nikolaus Pjeta, Reinhard Peneder. Fit for the Emerald Isle Locker, leicht und exklusiv: Die Lingerie bei Brown Thomas. Lingerie at Brown Thomas: light, seductive, exclusive fabrics as far as the eye can see. The Republic of Ireland’s retail industry has been benefiting from the country’s overall economic boom for several years now, as is clearly visible from the impressive trends apparent in the sector’s index figures. Furthermore, Grafton Street in central Dublin has become one of the most expensive shopping strips in the world. Umdasch Shop-Concept has been closely involved in the boom. Numerous first-rate reference projects of renowned retailers confirm that the company has passed its initiation test on the Emerald Isle with flying colours. A projected growth rate of 5.7% for Ireland’s gross domestic product in 2005, an average annual income of 33,000 Euros per inhabitant (compared to Germany’s 26,400 Euros), a relatively low unemployment rate (4.3%)… The Irish are clearly doing very well, having taken UMDASCH SHOP-CONCEPT full advantage of the possibilities made available to them by the European Union. The agrarian state of the past has become a high-tech society and the former country of emigrants now attracts foreign investment and manpower. 31 RETAIL REPORT Ein horizontales Wandsystem mit schwebenden Glasfächern prägt die Präsentation bei Fitzpatrick Shoes. A horizontal wall system of suspended panes of glass defines the Fitzpatrick Shoes presentation. A Vibrant Retail Industry Consumption has risen in tandem with the country’s positive economic development, allowing retailers to benefit from the favourable economic climate. Long-established Irish retailers and traders are now popular with visitors from the United Kingdom and international movers and shakers eager to benefit from Ireland’s buying power alike (see chart). Strong demand for retail spaces has accelerated their creation. This has frequently resulted in challenges to urban planners and architects as the city centres are running out of appropriate properties and are unable to keep up with the constant demands placed upon retail spaces. And this has promoted the construction of shopping malls, of which the Dundrum Town Centre, on the outskirts of town and just five kilometres from Dublin’s city centre, is just one example. It is Ireland’s equivalent to the Bluewater Centre just east of the city of London. Following the completion of the first project phase in spring 2005, 125 shops, 25 restaurants, a cinema complex and theatre now grace the Dundrum Town Centre’s 85,000 m2-retail space. The sales space is to be expanded to 120,000 m² during the final development phase, scheduled to be completed by 2008. Top retailers such as Tesco (which has set up a large store), Marks & Spencer, House of Fraser, Next, Fitzpatricks, H&M and Zara are already present. Umdasch, shopfitter to the top shops The construction of retail spaces in both Ireland and the United Kingdom is characterised by a marked division of labour. Marketing spe- 32 Der Fashion Store von BT2 trägt die Handschrift der bekannten Architektur- und Design-Gruppe Douglas Wallace. The BT2 fashion store bears the signature of the renowned Douglas Wallace design group. cialists, architects, designers, creative minds in various fields of work and project managers often collaborate on projects before a legion of workmen and craftsmen such as shopfitters are called upon to transform the vision into reality. Complete service packages composed of various flexible and interchangeable individual elements are becoming increasingly popular with Ireland’s retailers, however, as these tend to provide the greatest possible price stability and most accurate deadline determination. The minds behind Umdasch Shop-Concept have mastered this fine art. They carefully select and assemble the appropriate teams for various tasks. Umdasch has been involved in a number of specific projects in Ireland for several years: Guinness’s Brandland, a number of Duty Free Shops for SHOP aktuell 99 RETAIL REPORT Voll im Gestaltungstrend: Farbige Flächen kombiniert mit Holz. Gesehen bei Brown Thomas. Trend-setting layouts: colourful surfaces juxtaposed with wood, as seen at Brown Thomas. Auch im Living-Department bei Brown Thomas prägen edle Designer-Stücke die Atmosphäre. Elegant pieces by luxury brand names in Brown Thomas’s Living department have delighted the department store’s customers since its opening. Aer Rianta, the chain stores Stauntons Elverys and Best to name just a few. Until recently, their activities in Ireland have enlisted British and Austrian support, but the company is currently in the process of establishing a branch office in Ireland. The Dundrum Town Centre project clearly illustrates Umdasch Shop-Concept’s wide-ranging activities. Umdasch Shop-Concept has set up five impressive shops at this prime location: the Brown Thomas group’s fashion store BT2 (650m2), one of Best Men’s Wear’s flagship stores (279m2), the optometrist Optica (80m2), Fitzpatricks Shoes (130m2) and a Timberland branch (150m2). Brown Thomas in Dublin’s Grafton Street has become a veritable institution. Shoppers in search of internationally-renowned luxury brands head straight for this elegant department store, established almost 160 years ago. Hermès, Christian Dior, La Perla, DKNY, Ralph Lauren, Chanel, Prada, Louis Vuitton, Fendi and Gucci attract UMDASCH SHOP-CONCEPT the rich and famous, as American pop star Britney Spears’ personal appearance in the Brown Thomas department store following a concert in Dublin last June made clear. The five levels comprising a total of 9,500m 2 of retail space impress customers with their impeccable layout and personal touches. The various departments are constantly updated and improved upon according to a rotating schedule. Most recently, Umdasch was commissioned as a shopfitter, fitting the lingerie and fashion floor (architecture and design: Douglas Wallace in collaboration with the Brown Thomas Store Design Department) after completing the attractive Living department which now adds to the lifestyle character of the store as a whole. The Living department boasts luxurious goods such as those of Yves De Lorme, Paul Costelloe, Armani and Calvin Klein, not to mention products designed by world-famous star chef Jamie Oliver and his team. Authors: Nikolaus Pjeta, Reinhard Peneder. 33 SHOP EVENTS Umdasch an Shop Dramaturgy LIVE! OutDoor und from 11th to 14th May 2006 in New York ShopDesign Russia Umdasch at the OutDoor and ShopDesign Russia Im Rahmen einer Sonderschau des Europäischen Handelsinstitutes (EHI) hat Umdasch an der OutDoor 2005 in Friedrichshafen eine trendige Nordic-Walking-Präsentation vorgestellt. Zahlreiche Besucher konnten sich dabei von der hohen „Sport-Kompetenz“ von Umdasch Shop-Concept selbst ein Bild machen. Die neuerliche Teilnahme an der ShopDesign Russia vom 20. bis 23. September 2005 in Moskau war für die Umdasch Shopfitting Group ein weiterer Following the “Shop Dramaturgy LIVE!” shopping expeditions of 2005 to Las Vegas and Vienna, the seminar will be held for the fi rst time in several years in New York. Mikunda and the Umdasch Shop Academy invite you to join them in the Big Apple from 11-14 May 2006. Rediscover the city’s shopping scene, which has changed significantly in recent years! The seminar venue is the penthouse of the Madison Avenue design hotel Morgans. Participants will take part in two extensive guided tours through midtown Manhattan and SoHo and can choose to attend the optional trip to the Factory Outlet Center Woodbury Common. Orientation The fascinating anthropological concept (“Life in the Countryside“) is sure to be a hot topic at the New York “Shop Dramaturgy LIVE!“ from 11th to 14th May 2006. price (including three nights in a single room): 1,850 Euro. We suggest booking early as this will also help to en- sure the lowest-possible air fares. Please contact Regula. [email protected] for further details. -Award for the Umdasch EuroShop Presentation Mit einem 100 m² großen Stand zählte die Umdasch Shopfitting Group zu den größten Ausstellern an der ShopDesign Russia. Umdasch Shopfitting Group was represented by a 100 m² trade-fair stand, making it one of the largest exhibits at ShopDesign Russia. Schritt im Rahmen der systematischen Expansion auf dem prosperierenden russischen Markt. Druckfrisch zur Messe ist ein SHOP aktuell extra in russischer Sprache erschienen. Umdasch presented a trendy Nordic Walking exhibition within the framework of a special European Trade Institute show at the OutDoor 2005 in Friedrichshafen, Germany. Visitors were able to experience Umdasch Shop- 34 Concept’s sports expertise at fi rst-hand. Umdasch Shopfitting Group’s more recent presence at the ShopDesign Russia which took place in Moscow from 20-23 September was a further step towards its systematic expansion on the flourishing Russian market. The presentation was accompanied by a Russian-language edition of SHOP aktuell, hot off the press. The Umdasch Shopfitting Group was granted the reddot award for “high design quality“ in the Public Space category for its presentation at the Düsseldorf Euroshop 2005. This internationally-coveted award is conferred by the Design Zentrum Nordrhein Westfalen (Design Centre of North Rhine-Westphalia). The Viennese agency section. d developed the stall concept and graphics for the approximately 1.000 m²-large tradefair stand. limit architects of Vienna were responsible for the stand architecture while Mag. Arndt Traindl, ShopConsult by Umdasch, was in charge of the store branding. Overall, image concepts and the presentation of concrete solutions to concrete problems were central to this year’s individual EuroShop exhibits. Thanks to six immaculately-positioned POS concepts, Umdasch was able to illustrate the polarisation of consumption into luxury and discount consumption, as well as the lessons relevant to store branding that can be inferred from this state of affairs (see the report featured in SHOP aktuell 98) The reddot jurors attested to the high quality of Umdasch’s tradefair stand design at the EuroShop 2005. SHOP aktuell 99 SHOP EVENTS Event-Kalender Calendar of events Date Location Event Type Information 24. 10. 2005 Zürich Umdasch Shop-Concept-Forum Fachvortrag, Mag. Arndt Traindl www.umdasch-shop-concept.com 3. 11. 2005 Moskau Store-Branding Eintagesseminar, Bart Ooijman www.umdasch-shop-concept.com 7. 11. 2005 Wien Umdasch Shop-Concept-Forum Fachvortrag, DI Dieter Blocher www.umdasch-shop-concept.com Neuss EHI-Technologie-Tage 2005 IT-Konferenz www.ehi.org 9. - 10. 11. 2005 8. - 9. 11. 2005 Düsseldorf Modehandels-Kongress 2005 TW/BTE-Kongress www.bte.de 14. - 15. 11. 2005 Zürich (GDI) Trendtage Convenience 2005 Euroforum www.euroforum.ch, www.handelszeitung.ch 16. - 18. 11. 2005 Cannes MAPIC Handelsimmobilien-Messe www.mapic.com 29. - 30. 11. 2005 Köln Visionen im Handelsmarketing EHI Marketing Forum 2005 www.ehi.org 1. - 2. 12. 2005 Düsseldorf Euro Expo Event Fachmesse für Messebau www.messe-düsseldorf.de 14. - 16. 2. 2006 Düsseldorf EuroCIS Technology in Retail www.eurocis.com 17. - 19. 4. 2006 Sharjah/UAE Retail Middle East Store Design Trade Show www.retailmiddleeast.com 11. - 14. 5. 2006 New York Laden-Dramaturgie LIVE! Shop-Expedition mit Dr. Christian Mikunda Umdasch Shop-Concept, A-3300 Amstetten Tel. +43/7472/605-2364, Fax 605-3722 16. - 18. 5. 2006 Hamburg 9. Display Fachmesse für POS-Marketing Fachmesse [email protected] 23. - 27. 2. 2008 Düsseldorf EuroShop The Global Trade Fair www.euroshop.de The 2006 Annual Seminar Programme of the Umdasch Shop Academy will be published in January 2006. Neue Bücher New books (German editions) den Handel praxisrelevanten Wahrnehmungsstudien. ShopConsult by Umdasch, A-3300 Amstetten, 86 Seiten, kartoniert. 28,00 Zu beziehen über [email protected]. Alexander Schimansky (Hrsg.) Der Wert der Marke Arndt Traindl Neuromarketing - Mit Neuronen zu Millionen In rasender Geschwindigkeit hat sich Neuromarketing zu einer faszinierenden Wunderdroge im Wahrnehmungswettbewerb entwickelt. Es ist - so Mag. Arndt Traindl, der Pionier der neuen Disziplin - die Zusammenführung von Neuro-Biologie mit der traditionellen Marketinglehre. Das spannende Werk bietet eine theoretische NeuromarketingEinführung, verknüpft mit für Eine wichtige Voraussetzung für gewinnbringende Markenstrategien bildet das fundierte Verständnis von der eigenen Marke. Dieses Buch gibt einen detaillierten Überblick über relevante Ansätze zur Markenanalyse und Markenbewertung. Ein gewichtiges, hochwertig aufgemachtes Muss für Markendenker und -lenker. Verlag Vahlen, D-80801 München, 2004, 768 Seiten, in Leinen. ISBN 3-8006-2984-4 98,00 Peter Zee (Hrsg.) red dot design yearbook 2005/2006 Das großformatige red dot design yearbook 2005/2006 zeigt die neuesten Produkte der wichtigsten internationalen Branchen - von Möbeln über Lampen, Autos, Maschinen und Wellness bis hin zu Accessoires. Das Buch gibt einen fundierten Überlick über die aktuelle Designszene und - macht einfach Lust auf Design. reddot edition, D-45309 Essen, 2005, 528 Seiten, 30,0 x 30,0 cm, gebunden. ISBN 3-89939-072-5 78,00 Volker Trommsdorff (Hrsg.) Handelsforschung 2005 Das von Prof. Dr. Volker Trommsdorf herausgegebene Jahrbuch „Handelsforschung“ ist eines der wichtigsten Medien der wissenschaftlich begründeten, aber praxisorientierten deutschsprachigen Forschung zum Handelsmanagement und Handelsmarketing. Autoren der einzelnen Beiträge sind alle wichtigen deutschsprachigen Handelsforscher. Verlag W. Kohlhammer, D-70549 Stuttgart, 2005, 420 Seiten, kartoniert. ISBN 3-17-018787-2 54,00 Christian Mikunda Der verbotene Ort oder Die inszenierte Verführung In seinem Standardwerk zur Marketing-Dramaturgie entschlüsselt Dr. Christian Mikunda eine geheime Erlebnissprache. Die Beispiele dieser aktualisierten Auflage spannen den Bogen von den eben eröffneten ShoppingWundern in Las Vegas bis zur Terrorismus-Dramaturgie nach dem 11. September. Unentbehrlich für alle, die immer schon wissen wollten, wie die „Drehbücher im Kopf“ aussehen. Redline Wirtschaft, D-69121 Heidelberg, 2005; 2., erweiterte und aktualisierte Auflage; 288 Seiten, ISBN 3-636-01214-2 36,00 Imprint: SHOP aktuell is a publication of Umdasch Shop-Concept. For addresses see the back page of the issue. Number 99/October 2005. German/English-speaking edition. Price per copy: 5, CHF 8, $ 5, £ 4. Subscription price: 20 for 5 consecutive issues (plus postage). Complimentary copies available to Umdasch-MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Editorial staff: Reinhard Peneder, Nikolaus Pjeta, Regula Wirth, Paul Märki. Layout: Sandra Schuller. Photographs/illustrations: Manfred Aigner, Luis Paterno, Reinhard Peneder, Humanic, Assmann, Andreas Sütterlin, Petra Barth, Ann Summers, Maul, Gruppe Nymphenburg, Portland Design, Archiv. Archive. Translation: Jane Michael. Printing: LVDM Landesverlag-Denkmayr, Linz. Note: Projects fitted by Umdasch are indicated as such in the texts or picture captions. UMDASCH SHOP-CONCEPT 35 www.umdasch-shop-concept.com Umdasch Shop-Concept GmbH A-3300 Amstetten Tel. (+43) 7472/605-0, Fax 63487 [email protected] Umdasch Shop-Concept AG CH-5036 Oberentfelden Tel. (+41) 62/7372525, Fax 7372550 [email protected] Umdasch Shop-Concept GmbH D-74933 Neidenstein Tel. (+49) 7263/401-0, Fax 401-248 [email protected] Umdasch Shop-Concept SAS F-91160 Champlan Tel. (+33) 1/60491840, Fax 60491055 [email protected] Umdasch Shop-Concept Limited GB-Bromyard, HR7 4DT Tel. (+44) 1885/491010, Fax 488544 [email protected] Umdasch Shop-Concept S.r.l. I-39050 Pineta di Laives (BZ) Tel. (+39) 0471/958700, Fax 958777 [email protected] Umdasch Shop-Concept GmbH NL-7602 KL Almelo Tel. (+31) 546/549181, Fax 582210 [email protected] OOO Umdasch Shop-Concept RUS-119526 Moskau Tel. (+7) 095/7395297, Fax 7395379 [email protected] Umdasch Shop-Concept UAE-Dubai Tel. (+971) 4/3618462, Fax 3618335 [email protected] ShopConsult by Umdasch GmbH A-3300 Amstetten Tel. (+43) 7472/605-0, Fax 605-3515 [email protected] Der Umdasch-Stand war neuerlich das pulsierende Zentrum des Messegeschehens an der EuroShop in Düsseldorf. The Umdasch stand was the vibrant hub of trade-fair activity at the EuroShop in Düsseldorf. Umdasch Shop-Concept is also at your service at the following planning and sales offices and business locations. Austria: Vienna, Amstetten, Traun/St. Martin, Innsbruck, Klagenfurt. Germany: Hamburg, Monheim, Bad Hersfeld, Neidenstein, Bamberg, Hofheim/Wildsachsen. Belgium: Gent. Switzerland: Münsingen (Berne). Slovenia: Zgornja Polskava (Maribor). And wherever else you require the services of Umdasch Shop-Concept! www.umdasch.com • www.umdasch-shop-concept.com • www.shopconsult.at • www.display.at • www.assmann.at • www.koncret.it