EuroShop ‘2017: buyers should feel like at home

The design of any store should have a positive impact on customers. No cashiers. Total freedom. Possibility to order and buy goods and services using any sales channel, in any way and at any time. Is it at all possible?

The latest trends were presented this March at EuroShop ‘2017, the world’s largest retail trade fair.

EuroShop is dedicated to wholesale and retail trade experts, catering and gastronomy, trade equipment, decorators, service providers, and business consultants. Architects, designers, advertising, and PR specialists also participate in it.

For more than half a century (since 1966), the event has grown significantly, while its effect and importance have increased. This year 113 thousand visitors from 138 world countries visited the fair. At 107 thousand sq. m of the exhibition area, 2,368 exhibitors from more than 60 countries presented their products and services.

This year’s EuroShop was devoted to digital technologies, omnichannel trade, and emotional links with customers.

The Lithuanian Penkių kontinentų bankinės technologijos (BS/2) specialists met their partners, including the world’s largest retail and banking equipment manufacturer, Diebold Nixdorf, the manufacturer and seller of industrial and retail equipment, BIZERBA, and other exhibitors.

According to BS/2 retail equipment sales head Jurij Mikuckij, self-service terminals, interactive info-kiosks, and robots-assistants were also big hits. “The future vision of retail is independent shopping; technologies should help the client feel like at home,” he says.

The Diebold Nixdorf self-service devices also impressed the ExpoShop ‘2017 participants and guests. Using an Easy Express self-service cashier, the customer might scan the barcode on the package – and pay for the goods in cash, by card, or using a smartphone.

The Extreme Self-Checkout device from Diebold Nixdorf, together with the TPiSHOP mobile program, allows customers to make a wish list, scale the optimal route at the store, find and scan the wanted goods with a mobile device – and pay for them.

“Each salesperson strives to be attractive and flexible for the customer, and, at the same time, he wishes to minimize his costs whenever possible. We noticed that numerous modern software retail solutions from Diebold Nixdorf and other manufacturers not only satisfy the customers’ needs but also help companies to save their money, reduce staff costs while increasing the customer flow and their shopping baskets size” – says BS/2 sales department head Emil Musayev.

According to the German EHI Retail Institute director Michael Gerling, recently, there is a convergence of conventional trade and e-commerce. “Traditional retail chains are increasingly opening their own online stores, while online shop owners are looking for ways to attract customers, not only on the Internet but also in regular stores – or they open reception points,” he says.

All modern technologies aim to allow customers to do shopping anytime, anywhere globally and using the most convenient device. When all communication channels with the client are combined, the principle is known as “omnichannel.” For example, a customer may be interested in some product or service offered by an online store, get information about it on the phone, look at it in a conventional store – and pay for it using a smartphone or a self-service device. The data from different channels are instantly synchronized, so the client does not need to re-register to put the same question repeatedly.

The study conducted by the EHI Retail Institute also showed that retailers are investing more and more in architecture, design, lighting, and the interior of the shopping centers to create positive impressions on the client. They invest a lot in LED technology, air conditioning, and energy-efficient equipment.