Copyright: HIRMER

EuroShop Newsletter

Overview: POP Marketing

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Photo: Daniel Schnoedt; © TeamScio

Sensual Design

01.10.2014

Brick-and-mortar retailers, who want to create an unforgettable shopping experience in their stores and also want to set themselves apart from online retailers, should appeal to all the senses of their customers. Multisensual marketing is an effective way to always be remembered, but only, if it is well designed.
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Photo: career ladder; © Zentralstelle für Berufsbildung im Handel e.V.

You never cease to learn – not even in retail

01.09.2014

A great education is also the foundation for a successful career in retail. And just like in any other industry sector, the options are getting more and more varied. Yet even after a successful career start, you need to remember that only those, who continue their education on a regular basis and stay up to date will be successful.
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Photo: Christina Stylianou; © Netto Marken-Discount

"Well-trained and motivated employees are one of the main competitive factors in the retail industry"

01.09.2014

German food retailer Netto Marken-Discount is among the Top 3 German food discounters and attaches great importance to the continuing education of its associates. In this interview, spokesperson Christina Stylianou explains which options Netto offers its trainees and employees and why qualified staff is an important factor for success.
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Photo: Peter Stolpe; © Akademie Handel e.V.

"Retail currently needs employees who are able to add in-depth knowledge in the areas of online presence, eCommerce and online marketing"

01.09.2014

With a new postgraduate program, the Akademie Handel (English: Retail Academy) in Munich trains retail employees to face the challenges of ecommerce. Peter Stolpe, Director of Retail Qualifications at the Akademie Handel, has designed the degree program and talks about the goals and contents of these studies in this interview.
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Graphic: Tablet - in the background you see an entrance of a store; © ECC Köln

Customer Services at the POS – Digital Solutions Offer Added Benefits for Customers and Retailers

02.05.2014

Increasing digitization and increasing expansion of Smartphones and tablets result in new demands by customers on retailer services. Retailers have to meet these demands to maintain an edge over their competitors. Yet even the salesperson in the store can utilize digital solutions to modernize and improve customer service.
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Photo: André Lagois; © Bundesverband POS Dienstleister e.V.

"Information is service"

02.05.2014

Some people insist on personal service, others prefer to get their information via Smartphone and product videos: each customer has their own idea on what great customer service at the POS should look like. André Lagois of the German Federal Association of POS Service Providers sees the quality of information as the most important characteristic with all these options.
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Photo: Klaus Lach, VMM

"Digitalization is essential for capturing the new experience"

03.02.2014

Digital technologies find more and more areas of application with which retailers can turn shopping into an experience. Klaus Lach, Vice President of the European Visual Marketing Merchandising Association (VMM), talks about the dramatization at the POS, stores that seem to be able to do without products and the creative battle for the customer.
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Photo: Christian Machers; © Gastro-Cool GmbH

Sales Success with Well-Managed Touchpoints

06.01.2014

The number of products offered at supermarkets or discounters is enormous. This is why it is very important for manufacturers to stand out and design the customer’s contact with the brand (touchpoint) to promote sales. Consumers should help themselves at the advertising touchpoint and create sales.
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Photo: intelligent cooling rack includes several large screens; © Online Software AG

Digital Advertising on the Store Shelf – Finding New Ways to Approach the Customer

06.01.2014

Aside from the (especially in food retailing) still popular print advertising with ad flyers or ads in the daily newspaper, other types of advertising, which have a measurable impact on impulse buying directly at the POS, have also established themselves for some time now. New digital advertising solutions play a big role when it comes to what product the customer chooses at the store shelf.
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