Christmasworld , from 24 to 21 April 2025 , is focus its product kitchen range on the success factor : client experience at the head of sale . But how can retailers reach out to customers before they make any decisiveness to purchase ? How can their interest be awakened ? And what different types of buyers are there ? Together with the Institute for Retail Research ( Institut für Handelsforschung - IFH ) in Cologne , the Retail Boulevard ( BLVD ) 2020 will focus on the ' customer journey ' , by illustrate in unlike stores the steps towards the purchasing impulse and dependable customer relationships .
Customers chiefly invest importance in stores on comfy shopping , good service and the shopping experience . The Retail BLVD prove how different customer needs can be address , both on-line and offline . Last year , the squad of FloralDaily was present to make a photo report of the Retail BLVD and Floradecora . Click here for the photo theme . Customers expect a broad Cartesian product range , a digital bearing , a feel - dear atm and a personal consultancy religious service from retail stores . This is highlighted by the current study from IFH Cologne , ' Structural Change in the Retail Sector : from the customer ’s perspective ' , which was commissioned by Messe Frankfurt . In increase , the subject area identifies three different types of shopper , who need principally to be convert they will get more convenience , service and a safe experience in the wake of digitalisation . How retail shops can go through these succeeder constituent will be exhibit in the redesign ' Retail BLVD ' , in Galleria 0 at Christmasworld . IFH Cologne has brought a large routine of experts and service providers on board , who will inform us about how dissimilar client need can best be served , in three stores limit up along a shopping street : the ' Social Media Playground House ' , the ' Convenience House ' and the ' Experience House ' .
" Last year we denounce an attractive product combination of seasonal and flowered decoration at the point of sale for five different kinds of retail stores . We ’re now developing the Retail BLVD in terms of the dissimilar phases within the ' customer journeying ' . In 2020 , we ’re bringing customer interest into focus as a first whole tone and gear ourselves to the demand of experience- , convenience- and service - oriented types of shoppers . Working with our partners IFH Cologne , we are interested with solution for the retail craft which can be simply and quickly implemented " , tell Eva Olbrich , Director of Christmasworld , Messe Frankfurt Exhibition GmbH.
In each storage , experts from IFH Cologne with invite you to interact – with short presentation , account , and live demonstration , for exercise about seasonal windowpane dressings that can be quickly implemented and alter . In addition , there will be guided enlistment through the Retail BLVD three fourth dimension daily .
In the central marketplace ' Market square ' , visitant will be take in to change experience and knowledge and there will be opportunities for networking . Comments can be written on a board and will be address in the short presentations . Active exchanges , inquiry and feedback will be expressly further . There will also be inadequate presentation twice a day on the different type of shopper that IFH has identify .
" We ’ll be bring partner to the fair who are capable to employ their expertise to facilitate persuasive product combination , client service and consultancy in retail shops , which appeal to every type of shopper . We need to show how shopping can run in the future and how digital solvent can be integrate into the experience ” , as Eva Olbrich , Director of Christmasworld , adds .
Customer journeying vol . 1 : from the product to the customer in three storesIn the ' Social Media Playground House ' , the digital channels , Facebook , Instagram , Pinterest , Snapchat and YouTube , will be deliver in myopic ten - minute talks . These communication channel are used more and more oft by consumers as a reference of information and inhalation , which means that a societal medium presence is becoming ever more authoritative for retailers . Visitors will learn which channels they should use for their target chemical group and what this can look like in practice . In addition , the talks will address questions such as : when is influencer marketing worthwhile and how does a potential cooperation workplace ? Screens will visualize potential stories , posts and influencer activity . An experimental area will invite visitor to essay and try thing out .
In the ' Experience House ' and the ' Convenience House ' , there will be an equal stress on information , consultancy and help – but from different perspectives : in the ' Experience House ' , visitant will be made aware that in the future the customer ask a special shopping experience and would like to be pep up and astonied . Multisensory marketing and strange shop design and decorations , for example , play an important function here . In addition , it will show how digital services can intensify the shopping experience in the entrepot and how important , in this respect , well - trained employee are on the store base . visitor will be given hard-nosed tips on this .
In the ' Convenience House ' , the leverage dealings needs to be prompt , simple , and convenient – this is the inspirational factor provide guidance here for this type of consumer . How can I tender more comfort station flux with digital services ? How do I make purchase easy for my customers ? How do I enable them to expend Click & Collect and roving defrayal apps to void queuing at the trough , or help them to use smartphone scanning for more personalised pass ? How can the Alexa digital voice control be used in retail fund ? specialiser from the IFH Cologne will confront the visitant with digital solution that they can try out themselves .
For more selective information : Christmasworldchristmasworld.messefrankfurt.com
