This Spring Omnitel offer needs no discount or any other red explanation mark.
This Spring Omnitel offer needs no discount or any other red explanation mark.
Along with traditional Italian gelato you can customize your order with a variety of toppings – personalization is currently a major trend.
It’s not every day you find amazing RAW food – this place even provides intimate detail to make you feel right at home.
In a world with endless options - Flat iron offers ONLY one. What a concept…
Stunning example of technology in the retail space! Once a lipstick is placed on the table the products information is automatically shown - including other colour possibilities displayed on pre-saved pictures.
Airports have become some of the premiere spaces for retail - you can find almost whatever you’re looking for while waiting for a flight.
Localized bottles give Johnnie Walker a fresh look on an already well established brand.
Great example of an airport creating an experience – maybe you’ll be lucky enough to see YOUR own luggage!
Looks like 93.5% of these products are “local”, BUT looks can be deceiving! The percentage is based on where the supplier is registered - not where the product actually comes from. Does this mean that all we need to do is to have a “local” company and everything becomes local? This system seems flawed...
“SALE” signs aren’t the only way to attract a customer - creativity and innovation now play a large role in getting customers inside retail spaces of all kinds. Impulse Zones help create a sense of immediacy for potential customers - an “ICE COLD BEER” sign on a hot summer day entices the customer to make an instant purchase.
This restaurant in Ružomberok, Slovakia takes the term "farm to table" to the next level - pick your pig and have it cooked your way!
Do you want to see really great shop windows? Then be sure to visit the Hermes stores in Frankfurt, Germany…
Mobile operators currently sell more than phones or invisible service packages. The new trend is to move retail into a place where all options can be tested in a real life environment.
Food marketing experts always preach "to present food it needs to be a real picture, because the customer needs to see the freshness", however, as we can see in M&S in London there are food brands bucking this practice. And as I know M&S does not have problem with customer loyalty or sales...
Many retailers have adopted the digital trend without making smart use of it potential. But some retailers, like O2, have leveraged the medium to both turn heads and to effectively communicate their brand values.
Another good example that price is not always the only reason to buy. Building a brand based on quality and value is one of the hottest trends in retail.
When J. Crew opens a new store, it's always something to look at.
Imagine the center of industrial London with the fresh aroma of thyme, levander or rosemary. Close to Charing Cross they have their own garden…
CSR and Eco friendly lifestyle is currently one of the main image building blocks.
The Waitrose private spice brand can be both clean and eye catching at the same time.
The good ol' chalkboard is back in the spotlight
Many clothing retailers offer free or inexpensive in-house tailoring services for simple alterations such as pant hemming. Whilst most retailers do not actively promote these services, a few have cleverly turned it into a distinct competitive advantage. The Levi's Tailor Shop in Berlin, for example, is part of Levi's group of premium concept stores and is the label's focus on the premium side of denim making. Staffed by experienced master tailors, customers can have their denim truly personalised or have a favourite old pair rehabilitated.
A lot of brands, especially retail brands, tend to deluge customers in a tsunami of POS marketing messages. The customer, not knowing where to look first, can become overwhelmed and leave the store without making a single purchase. There is an art to knowing just how much to say to a customer in order to get his attention and to entice a sale. This COS shop window in Berlin is a near perfect example of saying a lot with very little.
We often say that window displays are like a billboard for your store and can be the make-or-break factor in whether a customer enters your shop or walks right on by. The KaDeWe department store in Berlin gets it right with an eye-grabbing display that uses bold shapes and strategic lighting to promote the Mercedes Benz Fashion Week.
The North Face is a brand which takes product testing very seriously and is not afraid of demonstrating how its clothing and equipment can withstand the most extreme conditions. From freezing a winter coat in a giant block of ice to submerging a rain jacket in water, The North Face knows that the proof is always in the pudding.
Every time I go into a Lego store, I turn into a little kid. All I want to do is get down on the floor and start building something with the brightly coloured blocks. Wouldn't it be terrific if other brands could elicit this same kind of powerful emotional response with their product or service experience? What could a bank or car dealership do to inspire the same sense of play within its customers? Definitely some food for thought!
It was only 2 years ago that Adidas still stocked its in-store children's play areas with colourful wooden building blocks. Today, however, everything has gone digital, including the blocks. It's a shame because not everything digital is necessarily better. In fact, in our increasingly digital world, some good old-fashioned blocks would be refreshingly different.
An alternative to the traditional sticker decoration of cars gave rise to this innovative car-lettering solution discovered in the streets of Prague. Here, the vehicle body is covered with felt, allowing you to apply, and easily change your messages with letters and words printed on Velcro. A great idea…but how well it holds up in an intense rain storm may be an issue!
The Czech Savings Bank innovatively decorates their shop windows with this winter scene.
This branch of the Bank in Rytířská Street displays some elaborate Christmas decorations.
The all white concept, inspired by the Prague architecture is complemented with contrasting materials in acrylic and multicolored LED lighting. An changing mechanical interior design and lighting makes the display far more attractive.
Design and implementation by WELLEN.
At Christmas, communications can be done on a “shoe-string” budget.
There are two reasons why nobody will ever read this sticker.
First, long-term research shows that most floor graphics are just not noticed, and the messages are usually wasted.
Second, this sticker is located in the so-called "decompression zone" at the store entrance. Here, the customer is unfocused, he takes off his hat, decides on his route and gets acclimated.
This Ballantines display in the Schiphol airport in Amsterdam gives travelers an alternative to shopping to pass the time. An opportunity to forget everything gray and ordinary and to consider what is innovative and new. So now, let`s buy a bottle of whiskey...
Wall mapping is one of the most visually interesting forms of communication, even in retail. Once again we found a retailer with a creative alternative to standard digital screens.
The image here is visually perfect - in my opinion. Pity for Czech customers that it’s in English even a good graphic presentation doesn´t work if the message isn`t understood.
The first two floors of this parking lot in Schustergasse are reserved exclusively for women. This is an example of innovative customer service, catering to women shoppers, who by the way lead in retail shopping spending.
I discovered a new way that Victorinox attracts customers over to its store in Nuremburg. I wonder how well an outdoor stand focused on impulse purchases will work. Anyway, the concept was new to me and I’ll watch for similar displays in the future.
This sign informs customers that there is lots of food left over from the week’s cooking on Friday. So portions will be generous. I’m not so sure this will be taken as a plus by the customer!
The infinite possibilities for attracting customers include unusual window displays, scantily clad women or in the case of BASE here, a flashing light at the top of a catchy sign.
On the other hand, there are also many ways to turn customers away such as with this great-looking promotion of mobile phones for 10 Euros. It is spoiled by also listing many terms and conditions – a real turn-off to customers looking for a deal. If the flashing light doesn’t make you dizzy, all that fine print surely will!
This is a great way to feature your product prominently. You’ll find this Heineken video wall created from beer bottles in Amsterdam.
Breaking out of the everyday to attract passers-by and potential customers with something new is a trend: one that no one in retail would doubt. This current summer offer by Samsung was spotted in one of T-mobile’s stores in Amsterdam.
Many stores try to attract customers from inside the store out with messages that are current and exciting. Logically, this should appeal to impulse shoppers – especially if presented with engaging content in a new way such as here where it seems like the store came up with this promotion just a few minutes before opening! Another benefit of this “immediate” type of communication is that it can be easily and inexpensively changed and kept fresh.
From hospitality to food to mobile operators, all segments of retailing are getting onto the trend, even clothing retailers.
The example above is from a Roxy store in Prague.
In Amsterdam, on the Veemkade, I found a cafe that has a luminous ceiling: proving you can always find ways to utilize the ambient weather and mood. The café has great views across the island of Java, and the coffee tastes great too.
... And a bit farther back in Rotterdam I discovered this interesting graphic. It’s a Nike basketball ad using pixelated graphics for impact.
In Rotterdam, I found another, for me yet undiscovered Camper store with a very cool design and layout – once again making it more fun to shop at a Camper store. However, the navigational design on the back of the kiosk is, perhaps, a little too creative ...?!
PUMA has opened this new store concept in Prague – the PUMA Social Club. It is a regular retail store during the day that becomes a lively club in evening! Way to g0 PUMA! Prague once again is home to an exciting retail concept. Detailed information can be found at www.pumasocialstore.cz.
Abercrombie & Fitch knows how to redefine old rules. In Madrid, on the corner of José Ortega y Gasset and Maroues de Salamanca, you’ll find a shop that doesn’t look like a store at the first glance. This Abercrombie & Fitch store is for those who know what they are looking for.
IKEA has new children’s play areas. In addition to using typical mechanical parts, there is also an interactive screen where kids can play memory games.
There are many moments retailers use to capture customer’s interest. This retail clothing store at the main railway station in Ostrava is trying to do so in a rather unique way indeed - if this works, congratulations!
Self-service kiosks at the store entrance provide easy and convenient ways to make purchases. For those who know exactly what they need and don’t want to wait at the checkout, this is a very practical solution.
There aren´t many grocery stores in the Czech Republic showing that they value their customers and providing them with a dignified shopping experience. They don`t offer a modern and clean environment designed to simplify the purchasing process and showcase the retailer’s promotions clearly. Clear navigation can inspire customers to notice branding efforts and buy new products - even if it is "only" about food.
Until last week, I had only experienced shopping like this abroad or in M&S stores and at M & S stores you have to pay a little more and you can´t find everything you need every day. But from what I saw at this Albert, if all Albert stores adapted this same concept, I might consider throwing away my discount cards from the other chains and switch to Albert.
We have so many options today that we often decide to switch banks, insurance companies or mobile operators due to their constantly evolving offers and services. Or we change to a new supermarket just because it’s closer to home or they offer more promotions. But in today's "discounting” food environment, Albert is, in my opinion, moving in the right direction and definitely worth trying out.
At IKEA in Prague, they have made use of fluorescent arrows to help customers navigate around the store. The arrows are clearly visible and they can be easily moved at virtually no cost. Simple, effective and inexpensive.
DM drugstores have new shopping baskets with a built-in magnifying glass! Today, producers print all sorts of small, difficult to read lettering on product packages: so this aid is a real step forward for customers. Great! “Visionary” even!
If you like to look at a half-naked David Beckham, you can find him in three displays on Na Prikopech street in Prague.
The heart of any great campaign is a great product. Many people think that advertising alone will generate success: but without exception, it all starts with having the right product. And if you have a product with interesting packaging, its unique qualities are easier to present. Look at MARKS & SPENCER wouldn´t it be nice to have such a beautiful tea room at home?
Czech Post has recently started appearing in shopping centers and supermarkets. In my opinion, a great move and a win-win solution since even in today's digital age Czech Post doesn’t have a problem attracting people to its locations. As shopping centers add these post offices, as well as business centers and other new service-provider tenants, customers can get more done in one place. This retail trend should be good for customers: it should also attract more traffic for tenants and the shopping centers.
Of course, as in the case of Czech Post, the question is how many people will actually change their habits and do other types of shopping when they are in the shopping mall? Regardless, in today's troubled times the centers need to try everything they can to attract new tenants that can afford the fixed monthly rent.
The number of discounting sales increased rapidly at the beginning of 2012. Is this a harbinger of the coming lean years? Or maybe it’s just the discounting inertia of the "crisis" recently past. Regardless, in January of every year, discounts rule retailing and we can enjoy them to the fullest!
Discounts deserve to be communicated boldly and clearly. They should also communicate creatively, in order to surprise and engage the customer. But not by covering up the entire storefront so that the customer thinks the store is undergoing a major renovation! Sales should also be communicated in a creative way. I attach one example where a little white color mixed with innovative approach had far more impact than the yellow and black full-wrap.
There aren´t many stores in Prague where even if you didn’t plan to buy anything, the product line-up, presentation of goods and the atmosphere itself convince you to make a purchase anyway. Yes, I admit that doing so is much easier in the case of food products. However, prices in this high-end shop are not likely appealing if you need to spend what money you have on the basics such as bread.
Having said all that, it continues to be a retailing art to motivate customers to buy such higher-end items even in times when customers need to "tighten their belts".
Despite all the bargain hunting, the market for quality products at higher prices still exists. Shopping for Italian products in The Wine Market in Prague is a beautiful example of this. If you want to enjoy a pleasant weekend afternoon and excite your palate with lots of samples, I highly recommend it. Attached are a few photos.
... yes, discounting can be imaginative and eye-catching!
Just as the master and his dog are alike, the communication method should reflect the philosophy of the brand. As part of our ongoing study of discounting and sales, I took a couple of pictures as examples. See if you know what the brand is.
Correct answers can be found after you click on the images
"Go big or go home". If you want to tell customers about your discounts, you should make sure that they notice them! A nice example of “going big” is found at this GURU store- an effective and smart sale promotion.
The concept of POP-UP shops is not often seen in Prague. Perhaps this is due to the conservative approach of merchants, or maybe because of the currently unfavorable economic times. POP-UP retail is definitely a refreshing retail idea making the stores different from the rest.
One such POP-UP shop can be found on Vezenska Street in Prague, but only temporarily over the Christmas shopping period. The Mcely Bouquet shop conveys an atmosphere of Chateau Mcely fragrances. In the shop you will find all of Mcely Bouquet’s beauty products and selected pieces of crystal and ceramics - all in ChateauMcely design.
More information on http://www.chateaumcely.com/cs/pop-up-shop.php
An unusual use of different materials creating a different mood is nicely illustrated here at this Benetton window display. The winter design follows the last year theme, but has a new message
Any product can be enticingly presented to draw attention. As is the case of this fruit shop and even without the help of a creative agency with experience in merchandising. It just requires a little extra work , more interest in customer needs and a creative approach from the retailers themselves.
Good retailers know their customers. They customize and tailor to their customers. Even if that means they have to break the rules or create new standards to do so.
Good retail is where customers feel comfortable and believe that the retailer is trying to understand their needs.
I´ve found one such interesting example in Madrid. A children’s store designed with its small customers in mind.
Madrid comes alive at Christmas time and you’ll find countless Christmas trees around the city. Many of them in unique shapes and made of different materials. In the Spriegfield clothing chain which belongs to Zara, they invoke a casual style complete with a pinch of nostalgia.
What’s most interesting to me about this tree is the reproduction of the Czech Railways in its base. After all, Czech railways enjoy a good reputation around Europe.
Camper is known for unique look of each of their store. I found this one in the heart of Madrid's Gran Via.
This Mime makes the shop window irresistibly charming.
The Czech Savings Bank decorated the shop windows in Rytirska Street The Prague Christmas theme is enhanced by tiering the display which lets the viewer explore the city’s attractions and architecture in 3D. The customers are invited to enter the branch by duo of slowly swinging angels accompanied by a mime during the day. This unique display was created by the WELLEN agency.
There are too few such interesting displays in Prague. The Czech Savings Bank together with Pietro Filipi in Narodni trida have some displays definitely worth seeing.
Now you can even design your own shoes in Timberland…
Much has been said and written about AirBank’s new store concept shown here.
Ultimately though, only their customers’ evaluation of the new approach matters – and that's what I highlight how they focus on their client needs. Right at the entrance you find out when is the branch open and the bank lets you know what you can bring inside with you, even ice cream and drinks are allowed! And if you withdraw money from this AirBank ATM, you`ll see yourself on video and become a movie actor for a while!
Some would say these are small things, some would call it brand building. But it’s certainly a different way of communication and connecting with customers. Congratulations. Great!
Now, hopefully they’ll have clients flocking to the branches.
Check them out again!!!
The Praha Hotel held another POPAI conference this year. The program, entitled "Potential Points of Sale based on analysis and case studies” took on a rather gloomy atmosphere perhaps because of the proclamations of another recession or the poor presenter´s performance. The final debate presented by Jaroslav Novak, however, was definitely a refreshing part of the program.
This year’s program offered eight separate tracks – each on different topics. I must say again, and I think it’s the general rule for great conferences in the Czech Republic, that foreign or global experts perform much better than Czech speakers, in terms of presentation styles, and more importantly in terms of added content value.
I’d like to briefly comment on the most interesting presentations. The lecture by Bram Nauta, CEO Instore Shopper Marketing Institute in the Netherlands, beautifully showed how important research is in retail – and yet how terribly simple and short-sighted decisions are when made without any relevant data. A lecture by Massimo Fabbri, founder and CEO of Crea International explained the importance of effective retail design and presented their AirBank branch concepts. Finally, a brilliant lecture by Pavel Los, global POS Manager of Shell, who showed his understanding of the importance of the “Customer Journey” and how Shell is incorporating that knowledge into their distribution network.
It is extremely important that these events feature people who can present new, fresh and relevant ideas for all of us to get inspiration. Old methods like the use of floorstickers or wobblers doesn’t belong at events like this!
The display communicates the WELLEN vision of a "communication space" and is visually connected to the company’s new website. Along with this very successful display, WELLEN made an Agency presentation at this year's POPAI conference. The dislay represents the WELLEN agency mission: “Communication in space” and it is visually linked to the company`s website layout.
Further evidence that the ECO trend is really on track in retail. We shouldn’t underestimate a seemingly unimportant detail: that nowadays, when retailers can do almost anything, incorporating these important issues into our strategies helps us influence customers.
Kotva department store has a new image. Ugh! Any opinions?
This Vagabond Store in Prague’s Myslbek Shopping Gallery surprised me with this great communication concept. Clear winter message carrying window display, suitably chosen form and perfect use of light.
Pity that the message is written in English! Addressing customers in their native language is, in my opinion, one of the basic rules of effective communication in retail. Localization really works.
I realized that even the Czech Statistic Office has started to communicate using window displays. Although the message offered is not clear enough, it`s a good direction for official institutions.
The Prague city center still has a few shops that seem to be behind the retail curve. I certainly mean no insult or slander – but to me this is a great example of how things should not be done. Everything has its own rules, and instore communication is no exception: the way we talk to customers, how we communicate specific information and how the customer evaluates that information.
Shop windows are the first, and most important thing customers see when they arrive. Information provided should be clear, recognizable and somehow special. But here, dozens of different offers, discounts and labels only confuse the customer. It’s like being in a crowd of people screaming: with all the shouting you don`t really hear anyone. This analogy is very relevant to our business - customers only have a few seconds to hear and understand your message - so let's give them a chance to understand it!
But you might want to be there on Monday when the store comes up with its Christmas offers. Perhaps then we’ll see something worth coming for?
Design to Milan, is like bread to the bakery. Everything is beautiful here, from people to food products.
High design is part of normal life in Milan, even I people have to pay extra for it.. Retailers know that if they want to earn profits, they must attract the customers to the store first. Shopping is part of the very culture here, not just in store design but in the actual placement of shops in the historic city center. Likewise, nothing should be obstructed – yet this huge Burberry sign with an attractive model, hanging on the Gothic cathedral is a perfect example of doing just that. Fashion week is finally here - amen.
On Königsallee Street, a short walk from Prada, LV or even Tiffany, you’ll find a shop selling only one product, knives. But Victorinox stores do not offer only the classic knives, here you’ll find them in blue, green or gold. How about knives made of wood, antlers or of course, the simple red classics. You can even choose the specific equipment you want such as a pair of scissors or tweezers, or just a knife and corkscrew.
This "personalization" is definitely trending up - we are seeing retailers offering it if they can. Today, it’s not just about owning a knife, but as with your mobile phone, cup of Starbucks or a bottle of Evian, the knife choice also indicates status or even defines your world view. Victorinox is not only a male brand, Ladies also find a stylish knife matching to their handbag in Victorinox stores
I found this elegant discounting message using just a small section of an entire display window. No exploding grenades or bomb as is often the custom…
I’ve worked in retail for a long time, but I never imagined it could be this easy to make a potato attractive. And I’ve seen many shops that very exclusively present their products – e.g. at Paul Bakeries. But potatoes?! Small, large, long, oval.… all nicely arranged to entice you. I found this exemplary potato flagship store in Dusseldorf. Regarding potatoes, you'll find everything you might imagine: even your wallpaper can be made from potatoes!
So… wouldn’t you like to buy a kilo or two?
The VISCOM Fair now taking place in Dusseldorf hasn´t brought anything new or revolutionary. I saw standard printing technologies that have already been presented at other fairs. There are also usual interactive displays that do not bring anything innovative. The venue was again full of Chinese manufacturers trying to negotiate using very poor English.
With little that was special or unique to be found this year, we’ll just have to hope that next year will be a little more interesting. Maybe we'll have to wait longer than that - until a new star as significant as Steve Jobs creates something we've always wanted but just couldn’t identify. Or, unfortunately, we may have to accept the fact that many companies will just continue to offer what you are familiar with and stay away from innovation.
If you are still planning a trip to the fair, it is open until this Saturday, October 15 from 9 am to 6 pm each day and Saturday until 5 pm at Messe Dusseldorf.
Another Design Week display, this one featuring the motto "Think Twice" to promote recycling.
Taking responsibility for recycling is an increasing trend. In this case, content prevails over form – but in a great way! This trend is being followed by retailers, as customers appreciate when a brand has a responsible approach towards the environment, especially when done in such an overt way as the tent. It's a good way to generate positive emotions towards the brand in places other than the traditional point of sale.
Austrian A1 recently completed its rebranding which has included a new look for their stores. The elegant black “A1” gives way to a lively green and white which beautifully illuminates stores. This treatment is complemented inside the store by emphasizing the "locality" of the brand - a clear trend among many other retailers. Displays also allow customers to try out products in the store – another requirement in the current retail environment.
You’ll find the store on Mariahilfer Street.
There are stores that sell great products and services. And then there are also places that just stir the soul, even if you do not actually buy anything. I found one such place on Rotenturm Street.
This might look something like Noah's Ark - if God was the designer? :-)
And his email to the world might look like this one:
From: God <email@example.com
Subject: Regarding the Flood
Date: August 3, 2011 4:09:31 PM GMT +2:00
To: Noah <firstname.lastname@example.org
---------- -------------------------------------------------- ------------------
I've decided to put an end to all human beings due to the act that their excessive consumption is causing the earth to experience dramatic climate changes. Therefore, I command you to build an ark from these blue containers. Place pairs of furniture on top of them so that they will survive. Paint all the furniture blue as well.
Then I will bring the flood upon earth in order to destroy everything that lives and breathes beneath the sky.
In seven days from now I will let it rain for forty days and forty nights.
What would we have loaded onto the Arc? All designers have some stylish item they don´t want to give up - and it doesn´t have to be a piece of furniture.
God created the world in seven days, and he created all the beauty around us. For designers, we’ll be creating new designs forever. Regardless, surely it will be worth saving some pieces for future generations as the legacy of tour creativity, esthetic and inventive approach.
Noah's Ark on the Kvasthusmolen waterfront really amused me :)
In my opinion the Charles de Gaulle airport in Paris may be the worst in the world. You’ll spend at least 30 minutes driving back and forth, or dealing with traffic lights once you are on the tarmac. And this is the best scenario assuming there isn’t another airport staff strike.
But in Terminal F you’ll find creative washrooms: they´re unlike anything I’ve seen in other airports where it’s usually nothing but “airport gray”. It´s like a breath of fresh air under the rustling leaves, as the pictures shows.
Witness Scandinavia's "the best of the best", and in particular, Danish design, was very exciting to behold.
Copenhagen’s Design Week 2011 was a promise of great visual experiences. “Think human” was this year's theme and it occupied multiple locations around Copenhagen.
The Royal Danish Theatre, the central venue, held an international competition entitled “Designs to Improve Life”. This competition was open to independent productions that creatively presented ways of making life easier for people living in socially disadvantaged areas, or areas affected by natural disasters.
The main criteria for projects in Think Human wasn´t visual richness, but simplicity, practical use, efficiency and a large dose of corporate social responsibility regarding our planet’s natural resources. We experienced a mix of sunshine, wind and chilly weather on the waterfront by the Royal Opera House under the seemingly watchful eye of a military cruiser. I love the charm of such contrasting scenery!
The main info kiosk was made ecologically from metal containers - they were large objects resembling anthills scattered along the banks of the river, and the shortlisted projects were displayed on the top of them. Each was outstanding in its own way, and frankly, almost pathetically due to the beauty of their simplicity and the desire to help. I've rarely experienced so powerfully the simple, yet genuine functionality of such objects.
The Copenhagen´s Design Week featured products and ideas designed to improve the terrible living conditions of many people: portable drinking bottles with water filters, medical aids and diagnostic equipment, educational and many other products. The full gallery can be seen at http://www.designtoimprovelife.dk/