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.

It is called a trend store and it is trendy: Möbel Hesse has breathed new life into an area of ten thousand square meters. Shopfitters and interior designers have really pushed the envelope. Shortly after the grand opening, we spoke with Marketing Director Björn Pippig about the store concept, digital signage solutions and his personal highlights, the trend vignettes.

Retail vocabulary is changing. When you follow trade press coverage, it appears that terms such as omnichannel, touchpoints or augmented reality threaten to replace traditional entities such as sales floor, POS or display windows.