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In almost every shopping street, and in almost every shop I visit, I see the same thing happening. No ambiance in- and outside the store, unpacked boxes in the aisles and when I want to purchase something specific it’s out of stock. It sometimes looks & feels as if retailers don’t see the need to offer a great brand experience. On the contrary, it seems like they have accepted their future bankruptcy, without the energy to continue to fight for their market share.  

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Van Straaten, specialist for innovative visual communications, will organise a new edition of Co-Creation 2020 for retailers and shop marketers on Tuesday 16 May. At this 2nd edition, Van Straaten will talk you through the latest trends that have been identified at Euroshop 2017, as well as sharing our own experiences from the exhibition floor. Key question during the workshop will be: How to turn each shop visit into an event?

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Shopper behaviour has completely changed in recent years. People can choose from many different sources to purchase products - the physical store is just one of the many possibilities. It is therefore more important than ever to offer the right experience on the shop floor. Flexible visual branding plays an important role.

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At a time when one after the other retailer shuts down, you are flooded with advice and strategies on how to make your company future-proof. Besides beacons, omni-channel strategies and other new technologies, there is one word that invariably returns: experience. But how do you turn your stores into experiences? In this respect, retailers can learn a lot from amusement parks. A look behind the scenes at experience champion Walt Disney World yields five valuable lessons.

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Pop-up stores. Flexplaces. Temporary office space. The way people work, shop and live is becoming more flexible. It creates a demand for flexible interior that can easily be adjusted and is functional and atmospheric at the same time. Luckily, the many technological advancements in our field make this increasingly possible.

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The pop-up store is a new and unusual way to be where your customer is without the cost and inflexibility of a normal store. A pop-up store can be created in a whim, anytime, anywhere. What are the advantages of pop-up shops for retailers? How do you make your pop-up store a guaranteed success?

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Recent research has shown that Dutch retailers shy away from the use of visual instore and outstore communication. This culture may be the result of the recent crisis, falling margins and strong competition from online stores. This situation is unfortunate at a time when it is vital to encourage customers to buy on the store floor. This can be achieved by introducing visual tools that retailers can change quickly, cost-effectively and easily too. Visual Magnetics produces a number of these tools.

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Although we cannot ignore the growth in online shopping, this does not mean that the retail industry will disappear from the streetscape. Far from it: shoppers still like to go to physical stores. However, retailers must give more consideration to atmosphere, entertainment and experience. This will put them in a position to attract shoppers into their stores and to persuade them to buy products and services. A mannequin in the display window is no longer enough.

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