This means individual elements have to be completely compatible with existing products, so that they can be used without difficulty and facilitate the renovation and remodelling of the store with as little time and effort as possible. Today’s stores no longer just have to stand up to comparisons with other retailers on location, but are also in a global competition thanks to the Internet. Merchandise and products are available anytime and anywhere thanks to modern mobile devices. Customers get updated with frequently changing content and have come to expect the same in a physical store environment. Flexibility and engaging retail design are by no means irrelevant; customers still want individual and pleasant shopping experiences. Even if many retailers are now also online, the store remains an important component in the marketing mix.
Through store design and store furnishings, central marketing messages can be directly communicated to customers. In addition, they are indispensable to create unique incentives to buy that differ from those on the Internet and from other competitors. Environment, product and customer service defines brand and forms the connection. More than ever, retailers today have to worry about which target audience they want to reach and which channel enables the best and most direct sales approach in certain cases. However, modern shop-fitting does not just cater to the customer, but also to the purchasing situation and the type of products.
In any case, digital presentation media and a comprehensively arranged, flexible shopfitting concept facilitate a perfect target audience adaptation of the store and enables for quick remodelling to support special sales campaigns. This flexibility is also more economical and allows for continuous engagement with customers because it can be evolved and also allows for bringing in local relevance to the environment. With a direct focus on the customer and their needs, retail design creates emotional buying incentives and effective need satisfaction, which online retail is not able to offer customers. After all, sales promoting emotions are still best created directly at the point of sale.
