SAK 100.indd - Umdasch Shopfitting

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100
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The International Magazine for Retailing and Shop Design
Das internationale Magazin für Laden-Marketing und Shop-Design
Neuro-marketing in
the retail trade
Esprit: Added-value
architecture
Shops & Shopping in Dubai
Trends in
retail advertising
INSIDE
newsletter
Als topaktuelles, schlankes
Printmedium zur Information über von Umdasch
Shop-Concept eingerichtete
Projekte steht seit kurzem
der SHOP.NET newsletter
zur Verfügung. Zuletzt wurde darin etwa über die Paris
Gallery in Dubai (englisch/
arabisch), Hangl UhrenSchmuck/Samnaun, Swiss
Mountain Time/Zermatt sowie über Schweizer Apotheken bzw. irische Pharmacies
berichtet. Detailinformationen dazu gibt es auf der
Homepage www.umdaschshop-concept.com.
The SHOP.NET newsletter has recently been
introduced as a streamlined and up-to-date print
medium providing information about projects
undertaken by Umdasch
Shop-Concept. A recent
issue reported on the Paris
Gallery in Dubai (English/
Arabic), Hangl watches
and jewellery in Samnaun
and Swiss Mountain Time
in Zermatt as well as Swiss
and Irish chemist’s shops.
More information is available on the website www.
umdasch-shop-concept.
com.
Umdasch Concern:
724 m euros turnover
At the company press conference on 11 May 2006 in
Vienna, Managing Director
Dr. Reinhold Süssenbacher
presented the 2005 annual report of the Umdasch concern.
He reported that the company
had enjoyed a very successful business year. The Umdasch concern, which is active
on an international scale in
the spheres of shopfitting
(Umdasch Shopfitting Group)
and formwork technology
(Doka), achieved a turnover of 724 m euros during
2005 compared with a total
of 616 m euros in 2004. The
Umdasch Shopfitting Group
contributed a turnover of
168 m euros, an increase of
14 % compared with 2004.
Dr. Reinhold Süssenbacher,
Managing Director of Umdasch,
was pleased to report an
increased turnover of 108 m
euros and a very good result.
2006: Umdasch-Jubiläumsjahr
2006 ist für Umdasch in
mehrfacher Hinsicht ein Jubiläumsjahr. „Gefeiert“ werden unter anderem 40 Jahre
Umdasch Ladenbau in der
Schweiz bzw. 20 Jahre Umdasch Ladenbau in Italien.
Was die Kunden davon haben? Die Gewissheit, es nicht
nur mit einem innovativen,
dynamischen Unternehmen
zu tun zu haben, sondern
auch auf dessen jahrzehntelange Erfahrung auf verschiedenen Märkten vertrauen zu können. Übrigens: Die
2006: Umdasch anniversary celebrations
Unternehmenseigentliche
gründung geht auf das Jahr
1868 zurück. Die Wurzeln liegen in Amstetten/Niederösterreich, auch heute noch Sitz der
Konzernzentrale.
For Umdasch, 2006 is a
year of anniversary celebrations. The company will be
celebrating amongst other
things the 40th anniversary of
Umdasch shopfitting in Switzerland, and also 20 years in
Italy. How will the customers
benefit from the occasion? It
proves that they can have
confidence in the knowledge that the innovative and
dynamic company which
they have chosen is also one
which can draw on decades
of experience in a range of
markets. Incidentally, the
company itself was originally founded in 1868. Its roots
lie in Amstetten in Lower
Austria, which remains the
company headquarters to
this day.
Bei der Umdasch Shop-Concept AG in Oberentfelden kann man im Jahr 2006 bereits auf 40 Jahre
Tätigkeit für den Schweizer Detailhandel zurückblicken.
At Umdasch Shop-Concept AG in Ober-
entfelden the company can look back on 40 years of service to the retail trade in Switzerland.
SHOP aktuell
Leserservice / Reader service:
Wenn Sie Fragen im Zusammenhang
mit dem Inhalt dieses SHOP aktuell
haben, so wenden Sie sich per Fax
oder Mail direkt an die Redaktion.
For further information on any
of the topics in this issue of SHOP
aktuell, please contact our editorial
department by fax or e-mail.
Fax: +43 7472 605-3722,
[email protected]
2
SHOP aktuell 100
EDITORIAL
Inhalt Contents
SHOP CONCEPT THEMA
Neuromarketing im Einzelhandel
Neuro-marketing in the retail trade ....................... 4 - 11
SHOP TALK mit Dr. Bernhard
Ebner über die Umdasch Brand
SHOP TALK
Dr. Bernhard Ebner, Umdasch Shopfitting Group ... 12 - 13
Shop Factory
Seiten 12 - 13
SHOP TALK with
30 Jahre SHOP aktuell
30 years of SHOP aktuell ...................................... 14 - 17
Dr. Bernhard Ebner about the
SHOP REPORT: Esprit ........................................... 18 - 23
Pages 12 - 13
Umdasch Brand Shop Factory
SHOP PANORAMA ................................................ 24 - 25
SHOP REPORT: Dubai ........................................... 26 - 33
SHOP CONCEPT THEMA
Handelswerbung:/Retail advertising:
All You Need Is - Love ........................................... 34 - 39
Wie mit Neuromarketing
Kaufentscheidungen beein-
RETAIL REPORT: Slowenien/Slovenia .................... 40 - 43
SHOP EVENTS
Neue Bücher, Umdasch Shop Academy, Termine,
Info-Center, System Carré, Adressen
New Books, Umdasch Shop Academy, Calendar
Info-Centre, System Carré, Addresses ................... 44 - 48
flusst werden
Seiten 4 - 11
How purchasing decisions can be influenced
through neuro-marketing
Pages 4 - 11
Dubai: Shopping in
„Tausend und einer
Nacht“
Seiten 26 - 33
Dubai: Shopping
Esprit: Architektur schafft Mehrwert
in “One Thousand
and One Nights”
Seiten 18 - 23
Esprit: Architecture creates added value
Pages 26 - 33
Aufwind
Upswing
Etwas neidvoll hat in den letzten Jahren die
zentraleuropäische Handelsszene die positive Entwicklung in anderen Ländern - etwa in
UK und Irland oder auf den prosperierenden
Märkten Osteuropas - beobachtet. Nun ist auch
hierzulande wieder Aufwind spürbar. Viele
Handelsunternehmen haben sich auf die neuen
Spielregeln des Konsums und die verschärften
Wettbewerbsbedingungen gut eingestellt. Sie
haben ein klares, eigenständiges Profil entwickelt, agieren mit ziel- und stilgruppenspezifischen Differenzierungsstrategien und setzen
zunehmend auf den Export ihrer Konzepte ins
Ausland. Diese Jubiläumsausgabe von SHOP
aktuell möchte mit innovativen Ideen und mustergültigen Beispielen aufzeigen, wie der vorhandene Aufwind genützt werden kann.
In recent years, the retail scene in Central Europe has observed with a certain degree of envy
the positive development in other countries – for
example, in the United Kingdom and Ireland or
in the flourishing markets of Eastern Europe.
Now an upswing is finally noticeable here as
well. Many retail concerns have adapted to take
into account the new rules of consumerism and
the increased competition. They have developed
a clearly defined individual profile and act with
strategies which differentiate between the various
target groups and styles. They also place greater
emphasis on the export of their concepts to other
countries. This centenary edition of SHOP aktuell
aims to demonstrate by means of innovative ideas
and outstanding examples how the current upswing can be used to best advantage.
UMDASCH SHOP-CONCEPT
Pages 18 - 23
Reinhard Peneder
SHOP aktuell Chefredakteur
Editor-in-Chief
3
© new marketing
SHOP CONCEPT THEMA
NEURO-MARKETING in the retail trade:
Wonder drug
or confidence
trick?
“Neuro-marketing” is the science
which analyses how sales decisions
are made and how they can be influenced. In 2001 the term was unknown
to the search machine Google. Today,
“neuro-marketing” can claim some
190,000 web entries. It is a concept
which is discussed
with frequency and
enthusiasm in the
marketing and communications scene.
This new discipline is
also of considerable
importance for the
retail trade. Ultimately, it does not matter
whether it is a wonder Dr. Hans-Georg Häusel and Mr Arndt Traindl are
drug or a confidence supporters of neuro-marketing.
trick – in any case,
it is a subject which is worth serious
consideration. The aim of this article
is to make it easier for you to come to
grips with the subject of neuro-marketing by discussing various selected
aspects of the topic.
Reinhard Peneder
N
euro-marketing, which combines conventional marketing ideas with the latest
discoveries from brain research, has become a
frequently-discussed subject which often makes
the headlines. In 2003, the Siegfried Vögele
Institute carried out a study entitled “Neuroscience-based advertising research”. The agency
BBDO Germany GmbH sees in the catch phrase
“Brain Branding” new perspectives for brand
management. And the “Absatzwirtschaft” joined
the debate with “When emotions lead the customer astray”. In 2005, the publication “Werbeforschung & Praxis” (“Advertising Research
Neuro-marketing provides insight into the brain of
the consumer.
5
NEUROMARKETING
70 – 80 % of all sales decisions are made
unconsciously
Callosal convolution
Fornix
Thalamus
Hypothalamus
Mammilary body
Frontal cortex
Hippocampus
Olfactory vesicle
Amygdala
Dr. Hans Georg Häusel of the Nymphenburg
Group in Munich and Mr Arndt Traindl are two
of the small number of experts who have hitherto studied the retail aspects of neuro-marketing. Their publications formed part of the basis
for this article. With regard to practical relevance at the POS, Arndt Traindl, Managing
Director of ShopConsult by Umdasch, is even
considered as a pioneer of neuro-marketing. As
long ago as 2002 he investigated brain activity
during the visual perception of images of goods
in co-operation with the Ludwig Boltzmann
Institute for Functional Brain Topography in
Vienna within the framework of the “Neuromagnetic Study” which is regarded as a fundamental work pointing the way forward in the
field of neuro-marketing.
The limbic system is the real
power centre in the brain.
& Practice”) presented a study entitled “The
emotional effect of shop windows on sales behaviour”. As far as the retail trade is concerned,
the results can be summarised as follows: “By
means of the focused and target-specific design of
their shop windows, retailers can exert a positive
influence on the sales behaviour of their customers.” For “Werben & Verkaufen” (“Advertising
and Sales”), the subject of neuro-marketing was
worth a cover story in 2005 entitled “The think
tank of marketing”. To quote the article briefly,
“neuro-marketing is such an attractive subject
in part because conventional market research is
reaching the limits of its effectiveness. Whether
on a small scale or a large one – the results of
brain research will produce major changes in
the field of marketing, and these will influence
design as well as the design of advertising and
presentation”.
Adventurer
Stimulant
The vast potential of neuro-marketing can be
demonstrated by means of the following simple
argument: It is certain today that 70 – 80 % of
all sales decisions are made unconsciously. The
rational customer is thus no more than a myth. It
has also been proven that these sales decisions
– not least directly at the POS – can be directly
influenced. The accuracy of this influence process will be improved if the individual motive
structure of the target group (or the target customer) is taken into account.
The limbic system and motive structures
All our thought processes travel through unconscious processing levels within the brain over
which we have no conscious influence, before
they cross the threshold into our consciousness
(to the true self). Man is only selectively aware
of the visual stimuli of his environment (elec-
Adventurer
Dominance
9%
Hedonist
Performer
16%
3%
Hedonist
6%
17%
Pleasure-lover
Disciplinarian
22%
12%
Pleasurelover
25%
Conservative
Performer
2%
Disciplinarian
7%
Conservative
46%
35%
Balance
The model “Limbic Types®” by Hans-Georg Häusel divides consumers
The “Limbic Types®” demonstrated through a concrete exam-
into prototypes on the basis of motive and emotional systems, thus
ple of milk products.
simplifying sales and marketing decisions.
Source: Brain Script.
Source: Brain Script.
6
SHOP aktuell 100
SHOP CONCEPT THEMA
tromagnetic waves). These are translated at the
threshold of his sense organs through biophysical and biochemical processes into the language
of the brain (transduction). The process of perception which then takes place begins to take effect at first at an unconsious level before it ends
up in our consciousness as a concrete picture.
The important selection and assessment of external stimuli is primarily determined through
our emotional systems which are to be found
in the limbic system. In general, Man thus only
consciously perceives those objects which make
most sense for him according to the pleasurepain principle. The emotional assessment system which decides how we perceive an object
(positively or negatively), is based on the motive
structure of the individual concerned.
The limbic system is thus the real power centre in our heads. This is where, ultimately, all
desires to purchase have their origin. The limbic system evaluates influences and situations –
based on the motivational and emotional system
(Häusel) or the motive structure of the individual
(Traindl). Häusel defines the “Big Three”, the
categories into which the overlapping sub-modules can be divided, as follows (see diagram with
subdivisions):
Measure of active response in femto-Tesla
Child:
Control picture:
Men:
31,6 fT
Men:
25,1 fT
Women: 26,5 fT
Women: 19,0 fT
Comprehensive tests demonstrate that neurone activity is significantly higher in
the case of photos of goods with an emotional bias. For example: the comparison
between a picture of goods with and without a picture of a baby.
Source: Neuromarketing
Examples of the greatest
degree of interest in the case
of male consumers.
Examples of the greatest
degree of interest in the case
of female consumers.
Balance system:
The customer attempts to avoid or to banish
anxiety and fear (lack of pleasure); on the other hand he is attracted by security and comfort
(pleasure).
Stimulant system
The customer attempts to avoid or to banish
boredom, monotony (lack of pleasure); on the
other hand he is attracted by interesting and exciting experiences and variety (pleasure).
Dominance system
The customer attempts to avoid or to banish defeat, annoyance, anger and dissatisfaction, e.g.
with his stature (lack of pleasure); on the other
hand he is attracted by feelings of success, praise
etc. (pleasure).
According to Traindl, the motive structure is
genetically pre-programmed (hereditary transfer
of our essential bodily functions, which serve as
a focused driving force). It is uniquely moulded
by the life history of each individual (cultural
imprinting and learning). Traindl distinguishes
between four main categories (basic motives):
the security motive, the social motive, the
7
NEUROMARKETING
Even the cover of the mall
plan signalises the exclusive
level of “The Mall at Millenia”
in Orlando.
alpha motive (performance, dominance) and the
explorer motive. Häusel sees the security and
social motives as linked together in the balance
system, so that there is virtually no distinction
between them at the outset.
Determined by the changes in the neural
chemical messengers and hormones, sex and
age have a considerable influence on the motive
structure of the individual in the same way as the
motive structure of the individual has a considerable influence on marketing. A situation which
results in great pleasure for an explorer could
result in considerable pain for an individual for
whom security is of paramount importance (e.g.
fear of new situations, the unknown). And whilst
an alpha individual will experience positive excitement from the defeat of an opponent, a social
individual will suffer with the victim. Translated
to the POS, this means that one customer may
perceive a particular goods display with positive
interest, whilst the next turns away bored and the
third does not even notice it.
Media and messages
Following this somewhat simplified scientific
summary, it is now ‘simply’ a matter of finding
8
the right messages and media for each of the motive structures described. The reason is clear:
everything which fails to produce an emotional
response in our brain is of no value. Various
media and messages are available to implement
the “strategic employment of emotions”; to date,
however, the practical results have been researched with varying degrees of throughness:
- Visual communication (pictures), colour stimuli, scent marketing (air design), packaging
design and sound design are some of the disciplines/ media employed at the POS, in order to
produce the desired appeal/ emotions.
- Best researched, and particularly effective in
practice, is communication via pictures (integrated into the goods presentation and appropriate to the range of goods and the brand image).
- At the POS, moving pictures do not produce
stronger emotions/ appeal compared with static pictures.
- Realistic representations are more effective
than abstract pictures; familiar pictures are
more effective than unfamiliar subjects.
- To date, the use of scents (air design, aroma design, scent marketing) has not been as widely researched as the effects of visual communication.
- Women perceive things differently from men.
SHOP aktuell 100
SHOP CONCEPT THEMA
message are employed at the POS – in accordance
with the motive structure described above – then
a measureably higher degree of neurone activity
will be produced. This means that messages can
penetrate more easily through the filter of selective perception and prompt the desired actions
(purchase). A glance at various neuro-scientific
investigations and a wide range of practical experiments will demonstrate, however, whether
and to what degree the decision to purchase can
actually be influenced.
Examples from scientific experiments and
practice
As long ago as 2001/ 2002, ShopConsult by
Umdasch undertook to measure brain activity in
the visual perception of various goods presentation strategies in cooperation with the Ludwig
Colour
Whilst the “child concept” (pictures with children) continues to be very effective in the case
of female customers, in the case of men the
rule “sex sells” still applies.
- In old age, increased cortisol production results in raised levels of nervousness, changing
the motive structure. “Balance” is called for.
Particularly effective is a sophisticated blend
of more than one of the disciplines listed above.
If all sensory systems are satisfied, the feeling of
well-being is multiplied. It is important to avoid
dissonances or mis-match situations. This means
that the message transmitted must be homogenous. Thus a family breakfast scene as part of
the goods presentation, supported by the aroma
of coffee and quiet music, will support the sale of
coffee products more effectively than the same
scene accompanied by the scent of lemons and
disco sounds. And a reference to Budweiser beer
on the façade of an Italian restaurant is not the
right message either. The consumer responds
primarily at an unconscious level to such breaks
in the genetic code of a brand or a shop… and
turns away. Every detail which might prompt
subconscious irritation must be tackled.
Summary of associated moods and
meanings
HARD COLOURS
Convey a stimulating mood; express vitality
SOFT COLOURS
Subdued character, create a calm atmosphere
YELLOW
Friendly, welcoming, cheerful, energetic, lively, creates
a sunny atmosphere. But: when employed over a large
area, can easily look cheap and disturbing.
ORANGE
Conveys warmth, security, cheerfulness; spiritual effect (e.g. Buddhism). When employed over a large
area, orange can also look cheap.
BLUE
Relaxing, calming. Light blue and blue in combination
with white appear very cool, sterile and uncommunicative. Association with cold, ice and sea. Colour of
loyalty
GREEN
Represents stability and safety, refreshing. Otherwise appears very neutral. Associated with nature and
spring. Calming; regarded as the colour of life.
BROWN
Conveys a comfortable and secure atmosphere. Brown
tones are considered friendly and communicative.
Beige is considered sophisticated. The colour of tradition. Also stands for poverty, laziness, stupidity and
petit-bourgeois attitudes.
RED
High degree of stimulation of entire organism. Passionate, warm and exciting. Also provocative and indicative
of danger. Red polarises.
PINK
Quieter mood than red. Intimacy and good fortune are
associated with pink.
GREY
Creates a worthy, secure mood. Can also have a depressive effect and suggest old age. Emotionally neutral.
BLACK
Creates depth; can appear dramatic as well as suggesting death and illness and causing depression.
Black represents power.
WHITE
Symbolises innocence, the godlike; has a neutralising effect and creates a sterile impression when employed over
a large area. The colour of mourning in Asian countries.
Colours are an important medium when it comes to conveying messages accurately.
For this reason it is essential to be aware of their real significance.
When, however, the right media with the right
Source: Neuromarketing.
9
NEUROMARKETING
Boltzmann Institute. The study differentiated between objective presentation (exclusively related
to the goods) and emotional presentation (goods
presentation in conjunction with emotional photo
concepts). It was discovered in the case of all investigative clusters that images of goods with an
emotional content provoked measureably stronger responses than images of goods which only
showed the products themselves. This effect was
quantified over a period of several weeks through
a practical test in a department of a Swiss fashion
house, where a 100% increase of frequency and a
20% increase in turnover were observed.
Abercrombie & Fitch is a
prime example of accurately
targeted positioning –
conveyed via a unique visual
A practical test by the discount textile company NKD aroused considerable interest. Over a
period of eight weeks, the effect of a new strategy
(LIM = Less is More) was tested relating to the
range of items on offer and the image of goods
on offer in 18 branches (9 test branches and 9
control branches). Here, too, the basic principles
of neuro-marketing were taken into account. The
result: an increased turnover of an average of
17% in the test branches. An additional observa-
tion resulting from this test was that customers
judge the quality of a range of goods differently
from the way the retailer himself does. The attractivity of the range of goods is not determined
(as experts believe) by the provision of the largest possible selection of goods, but rather by the
quality of the awareness at the POS. In a world
characterised by excess and a flood of information, customers seek increasingly those shops
which make decisions for them and do not make
the decision-making process more difficult.
Another simple and effective approach is the
so-called “Smiley Effect” (also presented by
Umdasch at the EuroShop 2005). These are price
labels with smiling faces. The effect has been
proven in practice: the consumer subjectively
registers these prices as an average of 7% lower.
Neuro-marketing as a basis for differentiation
and segmentation strategy
In today’s consumer world, characterised by
a flood of stimuli and overall excess, the precise
concept.
10
SHOP aktuell 100
SHOP CONCEPT THEMA
Without LIM
With LIM (+ 17 % turnover)
Bibliography
(German edition)
17 % increase in turnover with the LIM strategy relating to the range of goods and supported by neuro-
Arndt Traindl
marketing.
Neuromarketing - Mit
Neuronen zu Millionen
positioning of brands and retail concepts is a crucial competitive factor. It is increasingly clear
that the retailer who attempts to reach everyone
will actually reach nobody. Differentiation and
segmentation strategies which are specific to particular styles and target groups on the basis of the
relevant motive structure are becoming increasingly important. In this respect, a consistently
planned store branding, which takes advantage of
the knowledge gained through neuro-marketing,
The “Smiley Effect” improves price awareness by
approx. 7 %.
can serve its purpose very well. Simple examples
of this idea are the differentiation of luxury and
discount brands or the segmentation of concepts
according to age criteria (without, however, actually using the sensitive term “Senior Citizens’
Marketing”).
temples aim at two different market segments. The
“Florida Mall” targets the general public, whilst
the “Mall at Millenia” aims at a more exclusive
clientèle. The difference is to be found in the
‘other’ half of the tenants as well as in the overall
presentation. In the “Florida Mall” you will find
countless sales stands in the mall itself, whilst in
the other location you will find elegant rest areas.
Even the design, the lighting and the surfaces
– not to mention the mall floor plan – are all quite
different. The credibility of the two approaches
can be seen by the behaviour of taxi drivers, who
automatically refer their passengers to the different price levels without being asked.
The U.S. clothing specialists Abercrombie &
Fitch have enjoyed above-average success for
some years. “The strong results reflect the successful differentiation of our brands. We have
worked hard to reach this position, and we shall
continue to defend it energetically,” declared
Mike Jeffries, CEO und Chairman of Abercrombie & Fitch recently. The positioning is clearly
underlined not least by the appropriate pictorial communication. In the shops the visitor is
repeatedly surprised to note the extent to which
pictures, staff and customers resemble each other. The extent to which differentiation is carried
out here, and the sensitivity with which it occurs,
can be observed from the fact that in addition to
the main brand for young fashion (Abercrombie
& Fitch), shop brands for youth (Hollister) and
children’s fashions (abercrombie) have been established. A concept for older customers (Ruehl)
is currently being tested.
Opportunities and perspectives
Here we can examine two examples from the
United States. There, entire shopping centres already employ differentiation strategies (which,
of course, presupposes a certain population density): Within a range of a few miles you will find
in Orlando “The Florida Mall” and “The Mall at
Millenia” (both projects with sales areas of approx. 100,000 m²). Although the mixture of tenants overlaps by at least a half, these two shopping
Neuro-marketing is not a wonder drug for
the retail trade; nor are confidence tricksters at
work here. In conjunction with classical market
research and existing retail marketing instruments, it does offer, however, a range of interesting perspectives for the improvement of competitiveness.
ShopConsult by Umdasch,
A-3300 Amstetten;
zweite, erweiterte Auflage 2006;
128 Seiten; € 35,--.
Zu beziehen über
[email protected]
Hans Georg Häusel
Brain Script Warum Kunden kaufen
Haufe, D-79098 Freiburg,
2004, 250 Seiten,
ISBN 3-44806-191-3, € 24,80
Claudius A. Schmitz
Charismating Einkauf als Erlebnis So kitzeln Sie die Sinne
Ihrer Kunden
mit Hardcover, 320 Seiten,
D-69121 Heidelberg, 2005,
ISBN 3-636-03040-X, € 39,90
Nadine Berghaus
Eye-Tracking im
stationären Einzelhandel
Eine empirische Analyse der Wahrnehmung von Kunden am Point of
Purchase
Josef Eul Verlag,
D-53797 Lohmar, 2005,
ca. 290 Seiten,
ISBN 3-89936-366-3, € 52,-Hanne Meyer-Hentschel,
Gundolf Meyer-Hentschel
Jahrbuch SeniorenMarketing 2006/2007
Deutscher Fachverlag,
D-60326 Frankfurt am Main,
349 Seiten,
ISBN 3-87150-868-3, € 98,--
11
SHOP TALK
Dr. Bernhard Ebner: The
Umdasch Brand Shop Factory
“What is required
is the recognition of
specific customer
requirements and
the possibility
of realising these
wishes on a
Europe-wide scale
and at reasonable
cost.”
Against a background of stagnating consumer purchasing, the European
retail scene is characterised by globalisation trends, concentration and cutthroat competition. Retail partners, including the shopfitting branch, find
themselves confronted with these turbulent developments. In such stormy
times, Dr. Bernhard Ebner, who represents the special interests of the Umdasch Shopfitting Group within the board of Umdasch AG, has been instrumental in strengthening the performance of the group as well as forming an
international Brand Shop Factory. SHOP aktuell spoke to Dr. Ebner about
current developments in retailing and shopfitting.
In your opinion, how has the international
retail landscape changed during the past few
years, and what developments do you expect
to see during the next few years?
Globalisation, concentration, frequently combined with vertical development, will play an
important part. International brands, employing
either the branch or the franchise system, will
dominate the scene. Ultimately, those retailers and concepts will be successful which have
adapted to take into account the changes in consumer behaviour or which are even able to set
new trends.
Against this background, what developments
have you detected in the investment policy of
retailers, especially with regard to shop investment? And what market-specific differences have you observed?
For retailers, shopfitting investments represent
an expense rather than investments to be activated. This means that low prices are seen as particularly important. Thus the cheapest supplier
rather than the best supplier will be chosen, and
acquisitions will be made all over the world, even
at the expense of lesser quality.
What role do subjects like shop design and
goods presentation play in the marketing mix
of a retailer or a brand?
As a result of interchangeable products with
comparable prices (standard shopping basket),
today we find ourselves competing for customer
awareness. This means that interesting yet functional design, and the way in which the goods are
presented, have acquired a special importance.
12
What are the consequences for a shopfitting
group which is active on the international
market?
We must strive to achieve the state of the art in
all our disciplines – consulting, design, project
management, manufacture, acquisition, general
business services, logistics, etc. What is required
is the recognition of specific customer requirements and the possibility of realising these wishes on a Europe-wide scale and at reasonable cost.
In this context, what is the significance of the
two-brand strategy of the Umdasch Shopfitting
Group together with the core brands Umdasch
Shop-Concept and Assmann Shopfitting?
Brands are a sort of service guarantee for the
customer – an image which must be fulfilled.
However, brands can only be created through
significant reproducible qualities and processes.
Different target groups have different ideas and
wishes which must be fulfilled to their satisfaction.
Umdasch’s range of services extends from
support in strategic development to a design
rollout on an international scale. Where do
the company’s core competences really lie?
Here, we adopt an attitude of positive opportunism. The customer selects from our various modules the elements to be emphasised and we fulfil
his requirements in a highly professional manner, to the best of our knowledge and ability.
In an age of concentration and globalisation there is tremendous competition when it
SHOP aktuell 100
SHOP TALK
comes to shopfitting hardware, in other words
the shopfittings themselves. How do you react to this challenge, particularly in view of
the fact that the Umdasch Shopfitting Group
manufacturing centres are not exactly located
in low-wage countries?
A number of structural changes are in progress
within the Umdasch Shopfitting Group. It is important that the cost-effectiveness factor is realistic. In those cases where our full range of services is not required, we offer low prices on the
basis of low costs through international sourcing.
In recent years, Umdasch Shop-Concept has
achieved a number of notable successes, especially for international retailers and brands.
Names like Swatch, Nike, Levis, Esprit or Humanic need no further introduction. What are
the requirements of ‘Big Players’ like these, and
what can Umdasch offer them in particular?
It seems that the promise of high-quality service,
and the image conveyed by brands like Umdasch
and Assmann matches the requirements of these
customers. This extends from financial clout
(performance) via functional yet inexpensive
design to the perfect international rollout (logistics), and it is rounded out by our special customer care management system.
How much own design, architecture and planning competence does a shopfitter require today, when these subjects are often covered by
the CI and the CD of the retailer or the brand
concerned?
Only someone who is truly competent can understand the requirements of others. This applies
particularly in the fields of architecture, planning, function and design.
Bernhard Ebner (62) has a doctorate in technical sciences. After holding various
positions on the boards of a number of famous Austrian concerns, since 1993 he
Which innovations can we expect from the
House of Umdasch in the near future?
has been in charge of Assmann Shopfitting Leibnitz. Under his management, the
company has moved into the forefront of the European shopfitting élite. In 2001
it was purchased by the Umdasch concern and since then has formed part of the
In addition to the further continuous development of products and solutions we are currently
devoting attention in particular to the challenges
of international logistics, with general business
services as well as our contributions to mall
branding (shopping centre concepts) and the
training of our customers’ staff through the Umdasch Shop Academy or the future Umdasch Retail Management Institute.
larger group of shopfitting companies. In 2002, Dr. Ebner joined the Board of
Directors of Umdasch AG and has also taken over various other functions within
the Umdasch Shopfitting Group. Amongst other positions, he is Managing Director
of Umdasch Shop-Concept GmbH Amstetten.
On the basis of our group strategy, we shall continue to grow on a result basis in accordance with
the possibilities available within the group. In
this respect we have a number of concrete suggestions and plans.
What developments do you foresee within the
Umdasch Shopfitting Group in the next few
years? What plans do you have?
13
SHOP aktuell 100
SHOP aktuell: the 100th edition
30 years of top information
on shop marketing and shop
design
SHOP aktuell –
facts and figures
“Please don’t change your style; without it you wouldn’t have reached your
100th edition” or “Excellent magazine, the best in the field” or “I am delighted
every time I receive and read SHOP aktuell” – these are some of the statements we have received within the framework of a representative readership
survey which we initiated with the distribution of SHOP aktuell 99. So much
praise for a customer magazine is a good reason to blush with embarrassment. But it is also a powerful incentive to continue to inform and entertain
you in future with first-class information on shop marketing and shop design
... and thus perhaps even to make
a small contribution to the improvement of your competitiveness.
Publication: at least twice yearly
Readership: Decision-makers
and network players in the international retail business
Language editions: German/
English, English/ German, French/
German, Italian/ German
Distribution: worldwide
Publisher: Umdasch ShopConcept
Published to date: 100 editions
totalling 2,450 pages with 1,360
subject or project reports and
6,600 photos and illustrations.
I
t all began in the mid-1970s. A market-research
project commissioned by Umdasch Shopfitting made it clear that there was a definite desire
for more information on the subject of shopfitting. The publication of a customer magazine
seemed to provide the best solution. In Spring
1976, LADENBAU AKTUELL was launched at
the second attempt, coinciding with the Austrian
shopfitting fair AustroShop in Wels. For me, participating in this project since the very beginning
has been a pleasure – and at the same time a challenge.
In the early years – indeed, in the early decades – the publication focused on reports covering shopfitting projects which Umdasch had
completed or planned. The articles were written
by shop owners, architects and shop designers,
as well as by those responsible for carrying out
the projects. We also targeted a number of exotic projects, sometimes even producing special
editions to cover them. Thus, for example, we
In 1984, Sheik Ahman Hasan Fitaihi’s luxury store
opened its doors in Jeddah. SHOP aktuell was an
eye witness to the occasion.
14
SHOP aktuell 100
SHOP aktuell 100
A journey into the desert with SHOP aktuell ... to 60 supermarkets and five department stores in Libya.
reported on the remarkable fitting out of five department stores and 60 supermarkets in Libya;
the opening of the Trump Tower in New York;
and the attractive luxury store for Sheik Fitaihi
in Jeddah. We also devoted separate editions to
the special challenges of individual branches.
From LADENBAU AKTUELL to SHOP aktuell
The first major relaunch was marked by a
change of name. The new title, “SHOP aktuell”,
was intended to convey unequivocally the idea
that the retail perspective was crucial to the concept of the magazine. Even more important was
the change from a mere customer magazine to a
popular theme magazine of international format
in 1996. Since this date, reports on projects carried out by Umdasch have been merely an additional feature – albeit an attractive one, which
rounds out the overall range of themes on offer.
The emphasis today lies in well-founded reports,
researched on a worldwide scale, covering sub-
jects which are of particular interest, often crucially so, for brands and retailers relating to shop
investment and shop marketing. It is intentional
and by no means coincidental that this range of
subjects (see the boxed information) matches one
or the other of the publishers’ core competences,
in other words the core competences of Umdasch
Shop-Concept. A good deal of professional background information also comes from the content
provided during the events staged by Umdasch
Shop Academy, or from the daily practice of the
consultancy company ShopConsult by Umdasch.
This concept is rounded out by a systematic peep
over the fence into other industrial fields and
branches, e.g. the global retail scene.
A number of personalities have left their mark
on SHOP aktuell during the past three decades:
Friedrich Lipp, the initiator and for many years
the guiding spirit. And Hans Jürgen Menge,
the Hanseatic exile in Bavaria, who served as
midwife and faithful (editorial) companion
In focus in SHOP aktuell
(since No. 79)
Subject
Edition
Advertising in the retail trade
100
Book & stationery concepts
85, 88
Consumer trends
90, 98
Department store concepts
83
E-Commerce in the retail
trade
88
Entertainment trading
80, 89, 92
Factory Outlet Centers
87
Fashion concepts
97
Feng Shui in shop design
86
Flagship Stores
Appelrath-Cüpper,
Hamburg
Boulevard, Bielefeld
Citabel Sports, Luxembourg
Dubai Duty Free
Galeria Centrum, Warsaw
Gerngross, Vienna
HB Active Life, Rotterdam/Uden
House of Beauty, Frankfurt
Humanic, Vienna/Budapest
Humanic, Vienna/ Cologne
James Richardson, Tel Aviv
Lust for Life, Aachen
MakroMarkt, Vienna
M.Video, Moscow
New Look, London
Pro Kaufland, Linz
95
98
94
84
90
92
82
89
89
88
99
99
84
80
97
96
82
(Continuation on next page)
15
SHOP aktuell 100
87, 90
Lighting in retail stores
81, 96
Multi-channel retailing
97
Neuro-marketing
94, 100
POS marketing
99
Retail reports
France
Ireland
Italy
Netherlands
Slovenia
UK
96
99
95
97
100
98
Shop & shopping trends
Bluewater Center
Bullring, Birmingham
Dubai
Canada
Milan
South Africa
USA
87
97
91
85
84
90
83, 92, 94, 96
Shop dramaturgy
81, 85
Shopfitting trends
Wood in shop design
Shopfitting in the cutprice era
Metal in shop design
Systems & programmes
Table display systems
93
96
95
86
82
Shop-in-Shop
82, 91
Shoplifting
89
Shopping centres
93
Shop Talk
Josef Anreiter
91
Dr. Davin Bosshart
96
Dr. Klaus Brandmeyer
82
Walter Brune
81
Robert Carullo
83
Dr. Bernhard Ebner
100
Siegfried Elsass
88
Andrew Ford
90
Heijo Gassenmeier
80
Werner Haizmann
84
Bernd Hallier
92
Claus Heinemann
86
Stefan Jockisch
97
Werner Kaps
94
Dr. Christian Mikunda
79
Ludwig Morasch
89
Vittorio Radice
95
Ole Scheeren
95
Karl Schwitzke
98
Angelika Skornja
92
Susanne Solterer
87
Raoul Spanger
86
Magnus Swaczyna
85
Norbert Wittmann
99
Sports concepts
84, 94
Store branding
91, 97
Travel retail/Duty free
86, 90, 97, 99
Vertical concepts
80, 91
Visual merchandising
79, 92
16
A remarkable project in the history of Umdasch and SHOP aktuell: The shopfitting of “Beck of Munich” in the Trump
for more than 50 editions, along with the Munich graphic designers Arno Wöhler and Walter
Dachs, not to mention Luis Paterno, the photographer in the early days and on many occasions
since. Later they were joined by Hans-Georg
Häusel of the Nymphenburg Group, who was one
of the first to provide the initiative for a change
of direction. And then there is Armin Thurnherr
of the Falter-Verlag, in my view one of the best
journalists in Austria, who in recent editions has
extended the horizon of SHOP aktuell (and my
own) still further. The magazine continues to be
given its inimitable stamp by a small, dedicated
team within the company, assisted as required
by professionals from outside (see masthead). I
should also like to take this opportunity of thanking the publisher for the patience and far-sightedness which he demonstrates time and again; and
I should like to thank the customers and other
partners of Umdasch Shop-Concept who help us
to present ideas and information in this manner.
What the readers of
SHOP aktuell find
particularly interesting:
Not at all
interesting
80
Less is More (LIM) strategy
Not very
interesting
Floor design in retail stores
Interesting
97
81
93
86
99
95
81
79
Very
interesting
Flagship Stores (continuation)
Selfridges, Birmingham
Sokos, Helsinki
Sportarena, Karlsruhe
Steffl, Vienna
Ann Summers, Manchester
Thuniversum, Bolzano
World of Sport, Fulda
Woolworth, Linz
Information from the field of consumer
and retail research
50%
41%
9%
0%
Reports and articles about trends in
the development of retail strategy and
concepts and/ or store branding
54% 37%
8%
0%
Trends in goods presentation/ visual
merchandising
62% 33%
5%
0%
Trends in shop architecture, shop design
62% 34%
4%
0%
Information about shopfitting systems/
programmes
23% 53% 22%
2%
Reports about successfully completed
concepts and projects
37% 53% 10%
0%
Reports about international shop and
shopping trends (reports about noteworthy shopping centres and shopping
streets, country reports)
49% 38%
11%
1%
Insider information from the Umdasch
concern
11% 52% 34%
3%
Information about events, seminars,
congresses, publications/ books relating
to the retail trade
16%
2%
51%
31%
A name with 80 % familiarity
A representative survey of visitors to EuroShop 2005 in Düsseldorf indicated that some
80 percent of them were familiar with the name
of SHOP aktuell. Within the framework of the
reader questionnaire in 2005, which resulted in
SHOP aktuell 100
SHOP aktuell 100
Tower in New York based on plans by architect Hans Hollein.
some 350 replies, we asked our readers for their
opinion of a number of details. 99 % of those
questioned find SHOP aktuell very interesting
(53 %) or interesting (46 %). The information we
received enabled us to draw important conclusions regarding the preferred subjects (see table).
Most popular are subjects such as goods presentation/ visual merchandising, shop architecture/
shop design and international trends. Additional
subjects requested covered above all important
aspects within the field and before-after presentation in shop investment. These and other subjects will be incorporated into the future concept
of the magazine. Amongst the participants in
the reader survey (from 24 countries) we raffled
places at Umdasch Shop Academy seminars. The
main prize, which consisted of participation at
a shop dramaturgy LIVE!Seminar was won by Mr
Beat Niederer of Migros in
Schönbühl/Switzerland.
Reinhard Peneder
17
SHOP REPORT
ESPRIT
Architecture creates
added value
With a turnover of 20.6 bn Hong Kong dollars (equivalent to more than
2 bn euros) during the last business year (2004/ 2005), 26 % growth and
a healthy profit, Esprit is currently one of the most successful fashion
labels on the international market. Further impressive statistics include
443,000 m² sales areas in 40 countries on five continents, 680 self-run
stores and almost 10,000 shared spaces. This success is, of course, not
the result of good luck, but rather the result of professional work in various disciplines.
Reinhard Peneder.
The mega-store in Dortmund extends across two floors. The lower ground floor is conveniently reached by escalator.
T
he Esprit saga began in typical American fashion with a love story. Driving near
Lake Tahoe, California, Susie Russell took pity
on a hitch-hiker named Doug Tompkins. They
both complained about the shabby range of leisure clothes available in the shops. Six months
later they got married; four years after that, in
1968, they launched their first collection. It was
Images in the form of large-area pictures play an
important role in POS communication at Esprit,
from the façade onwards.
the beginning of a meteoric development with a
number of important expansions, including that
to Hong Kong and last but not least that to Germany, currently the company’s most important
market. The rest is pure success story, even if Susie and Doug are no longer married today.
The financial headquarters of Esprit lies in
Hong Kong, where the company is also listed on
the Stock Exchange. The true centre of command,
however, is in Ratingen near Düsseldorf. In a noticeably creative atmosphere under the direc-
19
SHOP REPORT
The scripts for the visual
merchandising are determined down to the last detail.
Esprit is represented in New
York by its own stores on
5th Avenue, in Soho and in
the new Shopping Centre at
Columbus Circle (photo).
Esprit adapts the individual
design to take into account
the details arising from
location or architecture
(our example: Basle).
tion of Deputy Chairman & Group CEO Heinz
Krogner, some 800 staff members work hard at
polishing every aspect of the Esprit brand. Esprit
itself describes its brand image as follows:
- Synonymous with contemporary lifestyle
und taste
- About attitude, not age
- Youthful and dynamic global brand of quality products at democratic prices.
This philosophy is pursued consistently
throughout the product range. It includes Lifestyle Fashion for men, women and children,
shoes and a range of accessories. There are also
20
SHOP aktuell 100
ESPRIT
A frequent approach: innovatively designed wall areas enhance the fashionable setting.
fashion-inspired licensed products including the
fields of perfumery/ cosmetics, watches, jewellery and home textiles. Esprit always has its finger on the pulse of the age. Thus, in Spring 2006,
following the ‘Megatrend Accessories’, a comprehensive concept including bags, belts, small
leather goods, scarves and headscarves was further extended.
Uncompromising store branding
and marketing communication. Right up to the
POS. Ralph Trumpfheller, Global Manager Architecture, provided us with a brief insight into
the activities of his department in the design of
Esprit stores. In view of the large number of sales
areas, new shop concepts are continuously being
developed. A distinction is made between store
space and retail (own stores). Minor changes to
adapt the standard design to suit the specific location are also possible.
Esprit demonstrates to perfection the art of
store branding. The brand content is consistently translated into all disciplines of marketing
“We want to achieve an increase in value
through the architecture,” explains Trumpfheller. The architecture forms a stage for the
21
SHOP REPORT
The well-designed,
transparent layout of
the sales area facilitates
customer orientation.
Ralph Trumpfheller, Global Manager Architecture: “We want to achieve an increase
“We are dealing with perishable goods, so speed
in value through the architecture.”
and flexibility are essential.”
presentation of the range of goods on offer.
“The stage must be attractive enough to lure
the customer into the shop. And yet it must not
outshine the goods for sale.” A glance at the
mega-store recently opened in Dortmund (with
shopfitting by Umdasch) makes clear that interesting accents can also be set in the interplay
between innovative materials and light. Here,
however, the rule is: Modern but not too fashion-conscious, so that the setting does not steal
the show compared with the goods for sale.
When it comes to the goods presentation itself,
22
nothing is left to chance. The visual display department develops down to the last detail socalled ‘Guidelines’ for each presentation unit.
These provide a binding basis for the visual
merchandising.
Dealing with perishable goods
“We are dealing with perishable goods”,
claims Ralph Trumpfheller, referring to the
flexibility and speed which are permanently demanded of his team. Demands which he thereSHOP aktuell 100
ESPRIT
ESPRIT –
facts and figures
Founded:
1968 in the U.S.
Global Finance Headquarters:
Hong Kong
Global Business Headquarters:
Ratingen (Germany)
Executive Directors:
Michael Ying, Heinz Krogner,
John Poon, Thomas Grote,
Jerome Griffith.
Turnover (2004/2005):
20.632 bn HK$ (+ 26 %)
Controlled sales area:
443,000 m² (approx. 680 own
stores, almost 10,000 sales-area
concepts)
Turnover distribution wholesale/
sales-area concepts
(total HK$ 11.9 bn):
Germany
48 %
Benelux
19 %
France
10 %
Scandinavia
7%
Rest of Europe
10 %
Asia
5%
Rest of World
1%
Turnover distribution retail
(total HK$ 8.5 bn):
Germany
Benelux
Austria
France
Rest of Europe
Asia
Australasia
North America
50 %
13 %
3%
2%
7%
13 %
8%
4%
www.esprit.com
The refined interplay
between materials and
surfaces – in this case stone
and wooden floors, wood,
glass and stainless steel –
is typical for Esprit.
fore also makes of his partners, not least the
shopfitters, when new shops are being created.
Also required are technological competence,
especially as regards materials and surfaces;
an imaginative approach to acquisition; price,
of course; and above all reliability with regard
to deadlines. It is thus no coincidence that Umdasch Shop-Concept is also part of the Esprit
team in the shopfitting department ...
23
SHOP PANORAMA
Mode-Mekka Köln
In Köln - vor allem im traditionellen Einkaufsquartier in und
rund um die Schildergasse - haben in den letzten beiden Jahren
einige bemerkenswerte neue
bzw. neugestaltete Läden ihre
Pforten geöffnet. Impulsgeber
dafür war zweifellos das neue
P & C-Haus. Auch Umdasch
Shop-Concept hat an verschiedenen attraktiven Projekten
mitgewirkt. Zu nennen sind z.B.
der Humanic-Megastore, die
Herrenausstatter Pohland und
Hansen sowie zuletzt das Globetrotter Outdoorhaus. Wir haben
stellvertretend einen Blick in den
neuen Hansen, der zu Pohland
(Douglas AG) gehört, gemacht.
Fashion mecca
Cologne
In Cologne – especially in the
traditional shopping district in
and around the Schildergasse
Hansen bietet eine übersichtliche Schau an ersten Marken-Adressen in Sachen Männermode.
– a number of remarkable new
or newly renovated shops have
opened their doors during
the past few years. One of the
trendsetters in this respect was
doubtless the new P & C-Haus.
Umdasch Shop-Concept was
also involved in a number of attractive projects. These include,
Markanter Hansen-Standort
Ecke Schildergasse - Gürzenichstraße.
Hansen offers a well-designed
display of exclusive brands in men’s fashions.
Hansen’s
prominent location lies at the
corner of Schildergasse and
Gürzenichstrasse.
for example, the Humanic megastore, the men’s outfitters Pohland & Hansen and, more recently, the Globetrotter Outdoorhaus.
As a representative of the new
trend, we took a look at the new
Hansen store, which is owned by
Pohland (Douglas AG).
Höchstes Niveau
Zermatt und Samnaun zählen
zu den ganz noblen Schirevieren der Schweiz. Dem kaufkräftigen Publikum wird denn
auch viel Abwechslung geboten. Das betrifft nicht zuletzt
das gediegene Angebot an
Einkaufsmöglichkeiten. Zwei
schöne Beispiele dafür sind die
Bijouterien Hangl in Samnaun
(100 m² Verkaufsfläche) und
Swiss Mountain Time in Zermatt. In beiden Fällen konnte
Umdasch Shop-Concept seine
Branchen- und Ladenbaukompetenz unter Beweis stellen.
Geschickt gegliederte Einzelvitrinen und Vorlegetische signalisieren bei Swiss Mountain Time den Anspruch auf Beratung.
The skilful juxtaposition of individual vitrines and display
tables indicates that specialist advice is readily available at
Swiss Mountain Time.
In den Wandverbau aus indischem Apfelholz eingelassene
Vitrinen prägen das Erscheinungsbild in der Bijouterie Hangl in
Samnaun.
The glass vitrines set into the wall units of Indian
apple wood lend the Bijouterie Hangl in Samnaun its exclusive
appearance.
Mehr SHOP PANORAMA (Referenzen) finden Sie unter ... /
At the highest level
Zermatt and Samnaun are two of Switzerland’s
most exclusive ski reports.
They both offer plenty of distractions to entertain their
well-heeled visitors. That also
applies to the range of elegant
shopping facilities. Two fine
examples are the jeweller’s
shops Hangl in Samnaun
(with a sales area of 100 m²)
and Swiss Mountain Time
in Zermatt. Both establishments provided Umdasch
Shop-Concept with an opportunity of demonstrating
its specialist and shopfitting
expertise.
You will find more SHOP PANORAMA reports (references) under ...
WWW.UMDASCH-SHOP-CONCEPT.COM
24
SHOP aktuell 100
SHOP PANORAMA
Shopping in the City
Mit den Ende März 2006
eröffneten City Arkaden in
Klagenfurt wird der Trend
zum innerstädtischen Einkaufszentrum auch in der
Kärntner
Landeshauptstadt sichtbar. Dieses erste
ECE-Shopping-Center in
Österreich umfasst 27.000 m²
Verkaufsfläche. An der Einrichtung von mehr als einem
Dutzend Läden war Umdasch
Shop-Concept beteiligt. Zwei
schöne Beispiele dafür sind
die Parfümerie Tschebull sowie das Buchhaus A&M plus.
Umdasch hat langjährige „Buchkompetenz“. Das spürt man auch
in der A&M plus-Filiale in den City Arkaden Klagenfurt.
Umdasch has many years of experience in bookshop design.
This can be seen in the branch of A&M plus in the City Arkaden in
Klagenfurt.
Für die Parfümerie Tschebull kreierte Umdasch Shop-Concept in
Klagenfurt eine Oase der Schönheit.
Umdasch Shop-Concept
created a beauty oasis for the Parfümerie Tschebull in Klagenfurt.
Shopping in the City
The City Arkaden in
Klagenfurt, which opened at
the end of March 2006, demonstrate that the trend towards
inner-city shopping centres
has also been adopted in the
provincial capital of Carinthia.
The first ECE shopping centre
in Austria covers a sales
area of 27,000 m². Umdasch
Shop-Concept was involved
in the design of more than a
dozen shops. Two attractive
examples are the Parfümerie
Tschebull and the bookshop
A&M plus.
Hoch hinaus
In Urlaubsstimmung steigt die
Konsumbereitschaft.
Wenn
dann das eine oder andere Accessoire für einen perfekten
Schitag fehlt (oder vergessen wurde), dann kommt ein
Sportshop vor Ort – egal ob an
der Tal-, Mittel- oder Bergstation – gerade recht. Keineswegs
muss dabei auf exquisite Marken verzichtet werden. Geschehen und gesehen bei Silvretta
Sports in Ischgl, eingerichtet
von Umdasch Shop-Concept.
Selbst auf 2.000 m Seehöhe, auf der Idalp, ist die Auswahl noch
riesig.
Even at 2,000 m above sea level, on the Idalp, there is a
vast selection available.
Noble Marken prägen das Sonnenbrillenangebot an der Talstation
der Silvrettabahn.
Exclusive brands dominate the sunglasses
on offer in the valley station of the Silvretta cable car.
On top of the world
Holidaymakers often demonstrate an increased willingness to make new
purchases. If some accessory
or other for a perfect day of
skiing is missing or was forgotten, a sports shop in the re-
sort – be it at the valley, middle
or peak station – can provide a
practical solution. There is no
need to do without exclusive
brands, as can be seen at Silvretta Sports in Ischgl, designed
by Umdasch Shop-Concept.
25
SHOP REPORT
Paris Gallery in der Ibn Battuta Mall
Shopping in „Tausend
Umdasch Shop-Concept hat den Auftrag zur Einrichtung von vier Luxuswarenhäusern für die Paris Gallery in den Vereinigten Arabischen Emiraten
erhalten. Das erste dieser vier Projekte hat im Herbst 2005 seine Pforten geöffnet. SHOP aktuell hat deshalb einen Lokalaugenschein im Las Vegas des
Mittleren Ostens, wie Dubai bereits vielfach genannt wird, gemacht. Dabei
haben wir uns die Paris Gallery in der Ibn Battuta Mall sowie einige andere
Einkaufstempel etwas genauer angeschaut.
G
rößer, höher, exquisiter ... Dubai über„
trumpft sich laufend selbst. Projekte wie
riesige aufgeschüttete Inseln und schwebende
Städte erregen Aufsehen ...“ wusste das österreichische Wirtschaftsmagazin „Format“ in
einer Dubai-Reportage kürzlich zu berichten.
Und auch in zahlreichen anderen internationalen
26
Gazetten ist die Region ständig Mittelpunkt ausführlicher Reportagen. Ein besonders spektakuläres Beispiel ist der gerade in Bau befindliche
Burj Dubai, das dann mit 575 Metern höchste
Gebäude der Welt. „Bei Bedarf“ kann dieser
Wolkenkratzer auf bis zu 800 Meter aufgestockt
werden. In Summe sind in den letzten Jahren
SHOP aktuell 100
DUBAI
und einer Nacht“
Eine großzügige, von einem
über 130 Milliarden Euro in Infrastruktur- und
Bauprojekte in den Vereinigten Arabischen Emiraten investiert worden. Ein Ende dieser Entwicklung ist nicht abzusehen.
Besonders forciert werden derzeit Tourismusprojekte inkl. Shopping- und Entertainmentkomplexe von gigantischem Ausmaß. Damit hat
sich der Golfstaat bereits eindrucksvoll als angesagte Adresse für einen exotischen Badeurlaub,
verbunden mit vielfältigen Unterhaltungsmöglichkeiten, etabliert. Während Stadt- und Tourismusplaner in Europa das Einzugsgebiet einer
Stadt oder Region nach zurückzulegenden Autominuten definieren, kalkuliert man in Dubai
mit Flugstunden. Hintergrund der gewaltigen Investitionen ist natürlich auch die Absicht, Schritt
für Schritt unabhängiger von Öleinnahmen zu
werden, die schon heute nur mehr knapp 10 Prozent der Wirtschaftsleistung darstellen. Wenn
dann die Ölquellen tatsächlich einmal versiegen
sollten hat sich die Region längst ein zweites
Standbein gesichert - als die Schweiz der arabischen Welt oder eben als Las Vegas des Mittleren
Ostens.
Sternenhimmel ausgeleuchtete Vitrinenlandschaft prägt
die Mall innerhalb der Paris
Gallery.
The mall within
the Paris Gallery includes
a spacious arrangement
of vitrines illuminated by a
‘starry sky’.
Die größten Einkaufszentren der Welt
Im Bereich der Shopping-Malls sind es konkret vier Projekte, die für besonderes Aufsehen
sorgen. Zwei davon wurden bereits im Jahr 2005
eröffnet. Im April war es die Ibn Battuta Mall,
die mit 300.000 m² weltgrößte Themen-Mall. 250
Stores & Shops sowie Restaurants erwarten
27
SHOP REPORT
dort, gegliedert in die Themenwelten Andalusien, Tunesien, Ägypten, Persien, Indien und
China von Samstag bis Freitag von jeweils 10.00
Uhr am Vormittag bis Mitternacht kaufkräftige
Besucher. Für Kurzweil sorgen ein Cineplex mit
21 Sälen sowie ein Restaurant- und ein FoodCourt. Mit einer Fläche von 400.000 m² setzt die
im Oktober 2005 eröffnete Mall of the Emirates
noch einen drauf. Die Mega-Mall beherbergt u. a.
400 Läden, 65 Restaurants, die größte Schihalle
der Welt, ein Kinozentrum, ein Theater sowie
ein Fünfstern Kempinski Hotel. Whow!
Damit nicht genug. Beim Burj Dubai wird
bis 2008 die 500.000 m² große Dubai Mall entstehen. In einer mutigen Konstruktion aus Stahl
und Glas sollen sich die etwa 1000 Läden in 16
Bereiche gliedern. Der weltgrößte Indoor Gold
Souk, ein Wasserfront-Atrium, Wasserfälle, eine
Mode-Insel, eine Eishalle sowie ein Aquarium
sind weitere Details dieses spektakulären Projektes. Im selben Jahr soll die Mall of Arabia auf
ebenfalls rund 500.000 m² an den Start gehen, in
Dubailand, einem mit einer Monorail erschlossenem Entwicklungsareal mitten in der Wüste,
das bereits den Formel 1-Rundkurs und andere
Sportstätten umfasst. Inhaltlicher Schwerpunkt
sollen internationale Brands sein, auch ein Spa
der Extraklasse ist vorgesehen.
Die Schatzkammern der Ibn Battuta Mall
Die Paris Gallery bietet eine Symbiose aus orientalischem Flair und moderner
Verkaufstechnik.
The Paris Gallery offers a symbiosis of oriental flair and
Nicht zuletzt wegen des anhaltenden Booms
an Einkaufszentren hat sich Umdasch ShopConcept mit einer Vertriebseinheit in Dubai
etabliert, die nun entsprechend der Marktentwicklung ausgebaut wird. Aus einer Reihe
von Projekten ragen jene für die Paris Gallery
besonders heraus. Auf insgesamt 35.000 m² sind
in Dubai und Abu Dhabi nach einer Planung von
Portland Design insgesamt vier Projekte einzurichten. Bei der Paris Gallery handelt es sich
um ein in der Golf-Region führendes Handelsunternehmen, das zur Al Fahim-Gruppe gehört.
Paris Gallery – das sind Luxus-Warenhäuser mit
modern sales technique.
28
SHOP aktuell 100
DUBAI
Neben Uhren/Schmuck ist hochwertige Kosmetik der zweite
Angebotsschwerpunkt.
High-profile cosmetics provide the
second main sales area in addition to watches and jewellery.
exquisiten internationalen Brands an bislang
etwa 20 Standorten. Der Schwerpunkt liegt auf
Kosmetik, Uhren/Schmuck, feinen Accessoires
und zunehmend auch Mode.
Die erste von Umdasch Shop-Concept eingerichtete Paris Gallery befindet sich in der bereits
erwähnten Ibn Battuta Mall, benannt nach einem
arabischen Entdecker. Dieses für den Familieneinkauf konzipierte Shopping-Center umfasst
etwa 250 Läden, 70 internationale Marken feierten mit der Eröffnung sogar ihre Premiere in
Dubai. Die 6.000 m² große Paris Gallery besticht
durch eine Mischung aus orientalischem Glanz,
Großzügigkeit und moderner Warenpräsentation. Die Räumlichkeiten sind durch eine Mall
erschlossen, die mit Vitrinenlandschaften bestückt ist. Rechts und links davon befinden sich
in Nischen die einzelnen Abteilungen in Form
von „Schatzkammern“. Dem Sortiment entsprechend ist die Einrichtung sehr hochwertig. Sie
ist geprägt von Vitrinen und Schautischen in
Glas und exquisiten Oberflächen. Die UmdaschProfis im Projektmanagement und in den Fertigungen konnten hier ihre Kompetenz und ihre
handwerklichen Fähigkeiten voll ausspielen.
In den Nischen befinden sich die sortimentsthematisch gegliederten
„Schatzkammern“.
Divided according to range of goods on offer,
the ‘treasure houses’ are situated in the niches.
Eine wesentliche Rolle im Konzept kommt der
Beleuchtung zu. Ein „Sternenhimmel“ sorgt für
dezente Grundausleuchtung, die indirekte Beleuchtung im Regalbereich setzt dramaturgische
Akzente und das gerichtete Licht in den Vitrinen
setzt die edlen Stücke wertsteigernd in Szene.
Das größte Indoor-Schigebiet der Welt
Neben der Tätigkeit für die Paris Gallery ist
Umdasch Shop-Concept derzeit in Middle East
bei einer Reihe weiterer Projekte aktiv. Dabei
kommt dem Unternehmen das jahrzehntelange
Know-how in dieser Region zugute. So hat Umdasch neben kleineren Projekten etwa bereits
Luxuswarenhäuser für Scheich Fitaihi in Jeddah
und Riyadh, verschiedene Warenhäuser in Katar sowie im Jahr 2000 die eindrucksvolle Duty
Free-Area am Flughafen Dubai eingerichtet.
Im Komplex der Mall of the Emirates ist die
größte Schihalle der Welt entstanden. Dort hat
Umdasch zur unmittelbaren Versorgung der
Wintersportler den Sport Shop „Pro Snow“ eingerichtet. Optisch besonders eindrucksvoll ist
das von Umdasch in der Al Jimi Mall in Al
Die Ibn Battuta Mall mit der
Paris Gallery als zentralen
Ankermieter bietet ein beeindruckendes Panorama.
The Ibn Batuta Mall, with
the Paris Gallery as anchor
tenant, is an impressive sight.
29
SHOP REPORT
Ain eingerichtete Karisma Beauty Center. Neben
dem mutigen Farb- und Lichtkonzept springen
vor allem riesige, halbtransparente Projektionen
an Regal- und Fassadenflächen ins Auge.
Der Bedeutung des Marktes entsprechend
war Umdasch Shop-Concept im April 2006 zum
zweiten Mal an der Handels- und Ladenbau-
messe Retail Middle East in Sharjah als Aussteller und erstmals als Hauptsponsor präsent.
Außerdem wird die Region um Dubai im Jahr
2007 Schauplatz des Reiseseminars „LadenDramaturgie LIVE!“ mit Dr. Christian Mikunda sein. Als SHOP aktuell-Leser werden wir Sie
darüber noch im Detail informieren.
Paris Gallery in the Ibn Battuta Mall
Shopping in “One Thousand and One Nights”
Umdasch Shop-Concept was awarded the contract to provide the shopfitting of four luxury stores for Paris Gallery in the United Arab Emirates. The
first of the four stores opened its doors in autumn 2005. SHOP aktuell therefore made a visit to the Las Vegas of the East, as Dubai is often called, in
order to take a closer look at the Paris Gallery in the Ibn Battuta Mall as well
as several other luxurious shopping centres.
Dubai/VAE in Zahlen
Fläche: VAE 83.000 km²
(davon Dubai 3.885 km²)
B
igger, taller, grander ... Dubai is constantly
surpassing itself. Projects like the vast artificial islands and floating cities are causing a sensation ...” observed the Austrian business magazine ‘Format’ in a recent article on Dubai. The
region is constantly in the news as the subject of
extensive reports in a wide range of international
magazines and newspapers. One particularly
spectacular example is the Burj Dubai, which is
currently under construction, and which, at 575
metres, will be the tallest building in the world
when completed. If necessary, the skyscraper can
be extended to 800 metres. In recent years, a total
of more than 130 billion euros have been invested in infrastructure and building projects in the
United Arab Emirates. And the boom continues.
already established a reputation as a desirable
address for an exotic seaside holiday, linked
with a wide range of entertainment possibilities. Whilst city and tourism planners in Europe
still define the catchment area of a city or region
according to the length of time it takes to drive
there, in Dubai they calculate according to flight
times. The reason for these huge investments
is, of course, the intention of gradually making
the region less dependent on oil revenues, which
even today barely represent 10 percent of the
economic output. If the oil fields really do dry up
one day, the region will have a well-established
second source of income – as the Switzerland of
the Arab world or, possibly, as the Las Vegas of
the Middle East.
At the moment, particular emphasis is being placed on tourism-related projects including
shopping and entertainment centres of gigantic proportions. As a result, the Gulf state has
The biggest shopping centres in the world
IRAN
© APA-Vienna
“
Bandar-e Lengeh
Einwohner: VAE 4,4 Mio
(davon Dubai 1,3 Mio)
Politisches System: Die Emirate Abu
Dhabi, Dubai, Ajman, Sharjah, Umm
al-Qawain, Fujairah und Ras al Khaimah
haben sich 1971/72 zur Föderation
Vereinigter Arabischer Emirate
zusammengeschlossen.
Dukhan
Source: apa/Die Presse
30
Ras al Khaimah
Umm al-Qaiwain
Ajman
DUBAI
Doha
Fujairah
Sharjah
KATAR
Staatsoberhaupt: Scheich Khalifa Bin
Zayed Al-Nahyan, Emir von Abu Dhabi.
Vizepräsident ist Scheich Mohammed
Bin Rashid Al-Maktoum,
seit Jänner 2006 Emir von Dubai.
Tourismus: 5 Millionen Gäste pro
Jahr in Dubai. Das Emirat setzt auf
wohlhabende Gäste, Banking und
exquisite Immobilien.
PERSISCHER
GOLF
us
rm
Ho
on
v
e
aß
Str Al Khasab
Abu Dhabi
Ar Ruways
SAUDIARABIEN
100 km
Al Ain
Tarif
VEREINIGTE ARABISCHE
EMIRATE
Al Asab
Aradah
OMAN
When it comes to shopping malls there are, in
fact, four projects which are attracting the lion’s
Dubai/UAE in figures
Area: UAE 83,000 km²
(of which Dubai 3,885 km²)
Population: UAE 4.4 m
(of which Dubai 1.3 m)
Political system: The emirates of
Abu Dhabi, Dubai, Ajman, Sharjah,
Umm al-Qawain, Fujairah and Ras al
Khaimah joined together in 1971/72
to form the Federation of United Arab
Emirates.
Head of State: Sheik Khalifa Bin
Zayed Al-Nahyan, Emir of Abu Dhabi.
Vice-President is Sheik Mohammed
Bin Rashid Al-Maktoum, Emir of Dubai
since January 2006.
Tourism: 5 million visitors p.a. in
Dubai. The Emirate focuses on uppersegment tourists as well as banking
and luxury real estate.
Quelle: apa/Die Presse
SHOP aktuell 100
DUBAI
Der Mallplan der Mall of the Emirates –
hier am Beispiel des Ground Levels –
lässt die gewaltige Dimension
dieses Shopping- und Entertainmenttempels erkennen.
The layout of the
Mall of the Emirates – shown
here is the Ground Level – gives an
indication of the vast dimensions of the
luxury shopping and entertainment complex.
share of the attention. Two of them opened their
doors in 2005. The fi rst to do so, in April, was
the Ibn Battuta Mall, the world’s biggest themed
shopping mall covering an area of 300,000 m².
Between 10.00 a.m. and midnight from Saturday
to Friday, the well-heeled visitors stroll through
250 stores, shops and restaurants divided into
themed areas based on Andalusia, Tunisia,
Egypt, Persia, India and China. A Cineplex with
21 auditoriums and a restaurant and food court
provide entertainment. Even larger is the Mall
of the Emirates, which opened in October 2005
and which extends over an area of 400,000 m².
The mega-mall contains 400 shops, 65 restaurants, the world’s largest indoor ski slope, a cinema centre, a theatre and a five-star Kempinski
hotel. Wow!
But that is not all. When it is completed in
2008, the Burj Dubai will contain the Dubai Mall
covering an area of 500,000 m². The bold steel
and glass construction will contain some 1,000
shops, divided into 16 areas. The world’s largest indoor gold souk, a waterfront atrium, waterfalls, a fashion island, an ice-skating rink and an
aquarium will also form part of this spectacular
project. Also planned for 2008 is the start of the
Mall of Arabia, also covering 500.000 m² and
forming part of Dubailand, a development area
in the desert linked to the city with a monorail.
The project already contains a Formula One
circuit and other sports facilities. The shopping
mall will concentrate on international brands,
and an exclusive spa is also planned.
Der Bauboom in der Golfregion hält an – das zeigt ein
Blick auf die Skyline von
Dubai.
The construction
boom in the Gulf region continues – as this view of the
Dubai skyline proves.
31
SHOP REPORT
Die größte Schihalle der Welt
ist Bestandteil der Mall of the
Emirates und verfügt über einen eigenen Sportshop, der
von Umdasch Shop-Concept
eingerichtet wurde.
The
world’s largest indoor ski
slope forms a part of the Mall
of the Emirates. It has its
own sports shop, for which
provided the shopfitting.
The ‘treasure houses’ of the Ibn Batuta Mall
The continuing boom in shopping malls is
just one of the reasons why Umdasch ShopConcept has established a sales office in Dubai,
which will now be expanded to keep pace with
market developments. The Paris Gallery contract
stands out amongst a number of current schemes.
Across a sales area totalling 35,000 m², a total of
four projects are to be realised in Dubai and Abu
Dhabi in accordance with the planning concept
drawn up by Portland Design. In the case of the
Paris Gallery, the clients are one of the leading
trading companies in the region, a member of
the Al Fahim Group. The shops are luxury stores
with exclusive international brands at some 20
locations to date. The emphasis lies on cosmetics, watches and jewellery, top-quality accessories and, increasingly, fashion.
The first store to be fitted out by Umdasch
Shop-Concept has just opened in the previously
32
mentioned Ibn Batuta Mall, named for an Arabian explorer. The latter is a shopping centre designed for family shopping and comprises some
250 stores; no fewer than 70 international brands
celebrated their entry into the Dubai market here.
The Paris Gallery covers an area of 6,000 m²
and attracts customers with a mixture of oriental
exoticism, spacious design and modern presentation of goods. The sales areas are linked by a mall
lined with shop windows. To the right and left
are niches containing the various departments in
the form of ‘treasure houses’. The shopfitting is
of the highest quality, in line with the goods on
offer, and consists of vitrines and glass display
tables with elegant surfaces. The experts from
Umdasch in the project management and construction departments could demonstrate their
professionalism and skills to the full. Lighting
played an important role in the overall concept.
A ‘starry sky’ provides subtle background lighting, whilst the indirect lighting in the shelving
areas sets dramatic accents, and the focused light
SHOP aktuell 100
DUBAI
Das von Umdasch gestaltete Karisma Beauty Center
besticht durch ein mutiges
Farbkonzept und riesige Bildprojektionen.
Designed
by Umdasch, the Karisma
Beauty Center attracts attention with its bold colour
scheme and huge picture
projections.
in the vitrines presents the exclusive goods on
display to best advantage.
The world’s biggest indoor ski slope
In addition to its activities on behalf of the
Paris Gallery, Umdasch Shop-Concept is also
currently involved in a number of additional
projects in the Middle East. The company is able
to draw on decades of experience in the region.
In addition to smaller projects, Umdasch has already provided the shopfitting for luxury stores
in Jeddah and Riyadh for Sheik Fitaihi, various
department stores in Qatar and, in 2000, the impressive Duty Free area at Dubai airport.
the Al Jimi Mall in Al Ain. In addition to the
bold colour and light concept the setting is particularly eye-catching for the huge, semi-transparent projections on the surfaces of the shelves
and façade.
Underlining the importance of the market,
Umdasch Shop-Concept was present in April
2006 at the Retail Middle East retail and shopfitting fair in Sharjah, for the second time as exhibitor and for the first time as main sponsor. In
2007, the Dubai region will be the setting for the
travel seminar ‘Laden-Dramaturgie LIVE!’ with
Dr. Christian Mikunda. As a SHOP aktuell reader you will receive further details of this investigation of retail dramaturgy in due course.
The Mall of the Emirates complex contains
the world’s largest indoor ski slope. Here, Umdasch fitted out the sports shop ‘Pro Snow’,
which enables winter sportsmen to purchase
equipment on the spot. Visually impressive is the
Karisma Beauty Center, created by Umdasch in
33
SHOP CONCEPT THEMA
Trends in retail advertising:
All You Need Is - Love
Until recently, the future of retail advertising seemed to lie in brutal price
wars and no less brutal ego-slogans such as “Savings are Sexy” or “Just
Get It!”. Recently, however, the economy-drive mentality has given way to a
counter-movement that’s more sympathetic, superior, and softer. The new
commandment in retail communication seems to be: love your customers
as yourselves.
L
ess than a year ago, the US concern Levi’s
achieved the rare feat of enchanting both
consumers and advertising professionals. No one
would have expected the
jeans manufacturer
to come up with
a new concept
for a TV advertisement since
their advertising strategy to
date had always
been firmly anchored in the world
of today’s pop culture. As
part of its sales promotion
for its classic 501 jeans, the
company’s legendary
original model, Levi’s
sought inspiration in
another classic: William Shakespeare’s
“A
Midsummer
Night’s Dream”. In
an elegant stroke
34
of genius, the creative directors of Levi’s New
York agency Bartle, Bogle, Hegarty transposed
text passages from the play into 21st-century Los
Angeles, and sent a young man wearing obviously new Anti-Fit-Levi’s and quoting ironic Shakespeare texts (“I see their knavery: this is to fright
me, if they could”)
on a trip through a
night-time ghetto
filled with shady
characters. When
he finally arrives at
a shabby street café, his
lover demonstrates her delight at his new look (“Mine eye
is much enthralled to thy shape”).
The Shakespeare strategy
This inspired
reference to
erature enabled Levi’s
world litnot only
to achieve an important
change which corrected the company’s product
and brand image, but also to demonstrate to
perfection the difference between creative and
efficient brand communication and the reverse.
Today, more than ever, experts have three classic answers to the question of what characterises good advertising in general – and good sales
advertising in particular. Firstly: it all begins
with the company culture and the cultivation
of that culture. Secondly: only those who know
how to tell an interesting story will be able to
attract attention over a longer period of time
SHOP aktuell 100
HANDELSWERBUNG
– even if the heart of the story is a three-word
slogan, like Nike’s “Just Do It”. And thirdly:
although television remains the most suitable
medium for powerful brand communication
thanks to its broad audience and its appeal to
both senses and emotions, it can only achieve
true efficiency as part of an continuous overall
concept which takes into account the gap between classic brand and retail advertising and
the purchaser’s shopping basket by means of an
intelligent concept for POS marketing.
It was above all the vast discrepancy between
service and experience to be found between discount and high-class retail concepts which resulted in today’s counter-trend to the “Savings
are Sexy” economy campaign introduced across
the board some four years ago by the electrical
discount store Saturn. The marketing director of
a famous German brewery recently launched a
campaign in favour of quality awareness in marketing and consumerism: “It’s not savings which
are sexy – brands are sexy”. Many consumers
are increasingly coming to the conclusion that
even the cheapest price cannot deliver a positive
shopping experience in the long term if it is combined with a total lack of service and quality. Although customers have learned to be demanding
purchasers through their insistence on price as a
determining factor in the buying decision, marketing experts are nonetheless optimistic that as
“All you need is love” – using this emotionally charged motto, the Viennese
agencies Dirnberger-De Felice and section.d designed a continuous communications concept for BIPA. From mass media to the design of the POS.
consumers they have basically not become more
anxious to save money, but are rather more critical and more demanding in their assessment of
the relationship between the price charged and
the service offered.
The savings effect: a recipe for impoverishment
on all sides
This diagnosis is above all a positive one
35
SHOP CONCEPT THEMA
Television encourages brand loyalty better than any other medium. To promote the sales of the classic Levi’s 501, text passages from
Shakespeare’s “A Midsummer Night’s Dream” were transposed into the Los Angeles of the 21st century.
because the “Savings are Sexy” idea, if carried
to its logical conclusion on a large scale, will release in the long term an alarming momentum
of its own. Discounters, with their growing market share, favour as a result of their own limited
range of items for sale an overall reduction in
the range of goods on offer. This has negative
consequences not only for the consumer, but also
for the retail trade, the branded-goods industry,
for the employees who frequently suffer from
the difficult work and wages situation in the discount field and ultimately for all those involved
in the added-value process. The situation which
arises only seems paradoxical if one restricts
one’s view to the short term: that a society which
is excessively anxious to save money by making
false economies will ultimately be impoverished
by its own thrift. “Do 600 discount products represent a wide selection for 82 million people?”
was the awkward question regarding this “Savings Effect” posed back in 2004 by the Spar
supermarket chain as part of its image and information campaign. “The customer determines
his own future with every purchase he makes”,
argued the group as part of its campaign: “The
customer influences whether in future he will
36
also be able to go shopping in a supermarket
with a real selection of goods. Adopting the price
as the determining factor leads to a reduction in
individuality, in the range of goods on offer and
in the choice of shops available for the consumer.
If price is accepted as the dominant advertising
message by manufacturers, both product innovation and the introduction of new goods will be
steadily reduced.”
The average consumer: an endangered species
Berthold Figgen, Corporate Marketing Director at Procter & Gamble Germany, makes
a similar point. Figgen identifies “the way we
reach customers within the flood of information
available to them, is a greater challenge than the
definition by price” as the new, central challenge
in retail communication. For Matthias Horx, the
famous futurologist who lives in Vienna, the
“Savings are Sexy” concept has long been abandoned because of the additional potential dangers it contains. Excessive determination to save,
claims Horx, is not only sexy – in the long term,
such a tendency also leads to aggression through
the negative experience of the reduction in the
SHOP aktuell 100
HANDELSWERBUNG
a perfectly balanced blend of classic advertising which appeals to the emotions combined
with offers which convince the purchaser on a
rational level; fast and flexible dedicated media
for direct dialogue with the customer (e.g. customer magazines) and efficient customer-loyalty programmes (e.g. club membership with
advantages), alongside high-class shop architecture which in itself becomes a medium for
communication both indoors and out. Backed
up by goods presentation which is conceived
in a strategically intelligent manner together
with exceptional competence in the fields of
staff and service, this results in an expression
of comprehensive customer appreciation and
a harmonious overall experience, which could
also be simplified in the form of a commandment reflecting the win-win relationship aimed
at: love thy customers as thyself.
quality of service. For this reason, Horx already
detects amongst high-income groups a strong
aversion to the low-price policy and recommends
marketing departments to build on this aversion
by reacting with high-touch concepts where the
emphasis lies on improved service. Horx suggests that the average consumer, hitherto the preferred measure of all things, will cease to exist in
his present form. Customers will belong to one of
two sections of society: the “Time Rich – Money
Poor” group or the opposite group, namely the
“Time Poor – Money Rich”. The one group will
behave in a largely passive manner and will be
virtually inaccessible for high-quality brand images and service-intensive sales concepts; instead, they will use their relatively generous time
budget to hunt for bargains. The others will increasingly search for services which make their
complicated lives easier to manage – especially
with regard to consumption. Horz maintains that
after the era of “Savings are Sexy”, the new age
of high-touch customer concepts has dawned.
Love thy customers as thyself
That this concept, taken literally, should
really prove to be an irresistible recipe for success is proved by the communication of BIPA,
the local Austrian supply chain for chemist and
perfumery shops, which has adopted the word
“Love” as an integral part of its slogan. The
Ten steps towards a retail brand
What characterises successful retail communication?
1.
Arguments based purely on price miss the fundamental aim of advertising: they do not differentiate the product from the competition, and they do
not create customer loyalty.
2. The communication of individual added value
transforms the retail branch itself into a brand – a
“retail brand“ – and creates a positioning in the
market in which price arguments need not play
the leading role.
3. Retail brands create marketing along the lines of
branded products.
4. When aiming to create a retail brand, the opinion of products must be redefined from the base
upwards. Quality and value must be emphasised
and staged in an emotional way.
5. A retailer is a retail brand when the consumer is
more loyal to him than to the brands of his products.
6. All marketing instruments must be designed to
support the creation and maintenance of a clear-
ly defined brand world. Price and image need not
be mutually exclusive.
7.
All communications measures, from the mass
medium to the design of the POS, must make it
possible to experience this brand world directly.
8. This will result in integrated campaigns with
maximum penetration: they accompany the
customer continuously through all phases of the
decision process.
9. If it fits into the overall concept, television advertising can be a very important element. No other
medium is better able to convey emotions and
thus encourage loyalty to the retail brand; no
other medium can provide a more rapid and extensive coverage; and no other medium appeals
simultaneously to more than one sense.
10. Good advertising concepts are distinguished
from bad ones above all by one thing: they always have a story to tell – however short it may
be.
The future of retail advertising lies thus in
37
SHOP CONCEPT THEMA
The Top 10 Creative
Communications Agencies
Germany*
1.
Springer & Jacoby, Hamburg
2. DDB Group Germany
3. Jung von Matt, Hamburg/Berlin/
Stuttgart
4. Ogilvy& Mather Deutschland
5. Scholz & Friends Gruppe
Deutschland
6. BBDO Group Germany
7.
Grabarz & Partner, Hamburg
8. Neue Digitale, Frankfurt
9. Kolle Rebbe, Hamburg
10. Nordpol, Hamburg
*Date 2005. Source: Horizont
Austria*
1.
Demner, Merlicek & Bergmann,
Vienna
2. Ogilvy Group Austria, Vienna
3. Wien Nord Pilz, Vienna
clever strategic argument of the Vienna-based
advertising agency Dirnberger-De Felice runs
that BIPA’s claim, “All for love”, is based primarily on the eternal interplay resulting from
the attraction between man and woman, in
which cosmetics, for example, play a not insignificant role: after all, in a world in which,
ultimately, love is all that matters, a matching
lipstick, a bewitching perfume or even a seductive bikini or some other attractive accessory
could certainly be seen as one of the initiating
factors when it comes to personal happiness.
On a different level of meaning, the claim is
also a clearly formulated statement of intent
within a well-thought-out high-touch customer
concept, a profession of love in unambiguous
terms: on an emotional level simply through the
warm, eye-catching and omnipresent corporate
identity colour magenta, and on a rational level
through exceptional service competence.
4. Jung von Matt/Donau, Vienna
5. FCB Kobza, Vienna
6. Büro X Design, Vienna
7.
PKP_Proximity, Vienna
8. Lowe GGK, Vienna
9. CCP,Heye, Vienna
10. Publicis Group Austria, Vienna
*Source: BESTSELLERKreativranking 2005
Switzerland*
1.
Publicis AG, Zurich
2. Ruf Lanz, Zurich
3. Jung von Matt/Limmat, Zurich
4. SFLB, Zurich
5. Matter&Gretener, Zurich
6. Lowe AG, Zurich
7.
Wirz Gruppe, Zurich
8. Euro RSCG, Zurich
9. Advico Young&Rubicam, Zurich
10. Sulzer Sutter, Zurich
*Source: Werbewoche
Kreativranking 2004
38
And since the message of love appeals to
everyone, Cupid started his advertising campaign in Spring 2004 in addition to his TV
presence on posters, on the radio, in various
print media and at the POS. But even that was
not enough: the graphic concept developed for
BIPA by the Vienna-based communications design agency section.d formed a seamless visual
link to the retail-brand BIPA: from the design
of façade and shop window through the design
of goods presentation, POS elements and ownbrand package designs to the design of the BIPA
customer-club periodical “Best Card Magazine”,
which could easily compete with high-quality
lifestyle magazines sold in the kiosk with regard to both appearance and content. A concept
which was refi ned still further to celebrate the
opening of the 500th branch of the leading Austrian perfumery chain. “In the development of
this shop we felt it was particularly important
that the architecture (by LIMITarchitects / Vienna) should be adapted to match all aspects of
the company’s CI from the very beginning in
order to create a harmonious and clearly defi ned
overall impression”, explained Richy Oberriedmüller, Art Director of section.d when presenting the meticulous perfectionism of the BIPA
retail-brand concept.
The way to the customer’s heart is through the
supermarket trolley
For some time, the leading German food
retailer EDEKA has proved by means of an
endearingly satirical, ironic-intelligent advertising campaign that it is easy to sell not only
beauty but also the more mundane pleasures of
SHOP aktuell 100
HANDELSWERBUNG
Good advertising concepts
tell a story. The motto “We
life through the universal message of love. Such
a self-deprecatingly humorous approach had
hitherto been the exclusive preserve of concerns
like Sainsbury, Safeway or Tesco in England –
with a 49% market share of TV advertising the
European trend-setter in dynamic retail advertising. EDEKA’s communications concept not
only achieves a high sympathy level, but also
delivers an uncompromising promise of quality and service – with no hint of brutality. Two
years ago, the creative team at the Hamburgbased agency Grabarz & Partner gave the retail
chain the simple, but heart-rending slogan “Wir
lieben Lebensmittel” – “We love food”, which
has also been emblazoned on the thousands of
EDEKA lorries as they roll through Germany.
And for the EDEKA advertisements they continued the train of thought to its logical concluUMDASCH SHOP-CONCEPT
sion, with headline gems such as “Tagliatelle,
Prosciutto, Mortadella. Love Italian style.”
Or “True love does not always smell of roses”
(referring to cheese).
love food” relates in a wide
variety of media short stories
of the uncompromising quality and service promised by
EDEKA.
The guest author of this contribution:
Nikolaus Prokop (*1964), Conceptionist at communications design agency section.d, Vienna.
Worked as creative director at Publicis, J. Walter Thompson, Unique, and as author for Austrian daily newspaper Der Standard. Prokop is
considered to be an insider and an expert on the
advertising and communications scene.
39
Derzeit wird viel dafür getan, um die schöne Altstadt von Ljubljana auch als Einzelhandelsstandort wieder attraktiv zu machen.
Much is
currently being undertaken to make the lovely old inner city of Ljubljana an attractive retail location once more.
Jedem Einwohner ein
Quadratmeter Verkaufsfläche
Slowenien ist ein junges mitteleuropäisches Land, das seit 2004 Vollmitglied
der EU ist und in dem der Euro ab 2007 auch die offizielle Währung sein wird.
Nach Fläche (rd. 20.000 km²) und Einwohnerzahl (2 Millionen) zählt es zu den
kleineren europäischen Staaten. Zweifellos überdurchschnittlich war in den
letzten Jahren die Wirtschaftsentwicklung. Das betrifft nicht zuletzt den Handel,
bei dem ein beträchtliches Verkaufsflächenwachstum zu registrieren ist.
R
ein rechnerisch verfügt heute jeder Slowene/jede Slowenin über 1 m² Verkaufsfläche.
Ein Blick auf das Kaufkraftpotential und die
dynamische Entwicklung einzelner Handelsunternehemen zeigt jedoch, dass das Ende der Fahnenstange noch nicht erreicht ist. Begonnen hat
der wirtschaftliche Aufschwung bereits 1993.
Bei der Einführung der Marktwirtschaft hatte
Slowenien als die am besten entwickelte Republik des früheren Jugoslawien weniger Schwierigkeiten als andere osteuropäische Länder. Heute
ist Slowenien innerhalb der EU Vorzugsschüler
was die Abarbeitung von Umstrukturierungsmaßnahmen betrifft.
Mit rund einem Viertel der gesamten Ver-
40
kaufsfläche ist der Lebensmitteleinzelhandel die
größte Branche im slowenischen Handel, gefolgt
vom Handel mit »technischen Gütern«, Textil/
Mode, Schuhen und Möbel. Parallel zum starken Verkaufsflächenwachstum schrumpft die
Anzahl von Läden und Händlern, ein Beleg für
den auch in Slowenien einsetzenden Konzentrationsprozess.
Regional gesehen konzentriert sich gut ein
Fünftel der Handelsverkaufsflächen auf die
Hauptstadt Ljubljana, die mit 300.000 Einwohnern dreimal größer ist als die zweitgrößte
Stadt Maribor. Copova und Cankarjeva sind die
Haupteinkaufsstraßen in Ljubljana, wobei der
Angebotsschwerpunkt auf Mode, Accessoires,
SHOP aktuell 100
RETAIL REPORT
Schuhe und Kosmetikartikeln liegt. Derzeit
wird an der Attraktivierung der Innenstadt emsig gefeilt. Das ist auch dringend notwendig, da
momentan Projekte am Stadtrand überragende
Bedeutung haben. Zu nennen sind hier insbesondere die Zentren BTC und Rudnik sowie zwei
kleinere, die von Mercator bzw. Interspar betrieben werden.
Das weitaus größte und bedeutendste Shopping-Center ist die BTC-City mit über 18 Millionen Besuchern pro Jahr. Hier ist aus kleinen
Anfängen in den letzten Jahren auf 95 Hektar
in verschiedenen Gebäudekomplexen eine gigantische Shopping-, Gastronomie- und Entertainmentarea mit rund 400 Lokalen und etwa
180.000 m² Verkaufsfläche entstanden. Alles
was im slowenischen Handel Rang und Namen
hat ist hier mit unterschiedlichsten Betriebstypen
- vom feinen Fachgeschäft bis zum Fachmarkt präsent. Darunter auch zahlreiche internationale
Player wie Adessa, Armani, Benetton, Versace,
Bodyshop, Timerbland, Mexx, Lacoste, H&M,
Zara, Stiefelkönig, Gigasport, Drogrie Müller...
Verfügung. Die Liste der Referenzen ist lang und
prominent. Stellvertretend seien hier etwa Mura,
Peko, Lisca, Leonardo, Nama, Modiana oder
Maximarket genannt.
Seit einigen Jahren bietet Umdasch ShopConcept in Ljubljana im Rahmen der Umdasch
Shop Academy auch Seminare für Entscheidungsträger im Einzelhandel an. Dabei werden
Ideen und Kenntnisse zur Verbesserung der Wettbewerbsfähigkeit vermittelt. Themen sind zum
Beispiel »Visual Merchandising«, Ladendiebstahl (bzw. dessen Verhinderung) oder »StoreBranding«. Nächster Termin für ein Store-Branding-Seminar der Umdasch Shop Academy in
Ljubljana ist der 4. Oktober 2006. Slowenische
Einzelhändler sind immer wieder gern gesehene
Gäste bei den Umdasch Seminaren, den hochkarätig besetzten Umdasch Shop-Concept-Foren
in Wien oder bei den spannenden Reise-Expeditionen »Laden-Dramaturgie LIVE!«, wie etwa
nach Las Vegas, London oder New York.
Modern, aufgeschlossen,
dynamisch: So präsentiert
sich der slowenische Einzelhandel den Konsumenten.
Wie zum Beispiel hier in dem
von Umdasch Shop-Concept
eingerichteten Projekt Mega
Let in Ljubljana.
Umdasch als erste Adresse
Im Ladenbau spielen in Slowenien Firmen
wie Alpos (Sentjur) und Stol (Kamnik) eine
wichtige Rolle. Nicht zuletzt ist aber auch die
Umdasch Shopfitting Group, sowohl Umdasch
Shop-Concept als auch Assmann Shop Design,
eine erste Adresse als Partner des slowenischen
Detailhandels. Das hat neben der umfassenden
Kompetenz auch mit der geographischen und inhaltlichen Nähe zu diesem Markt zu tun. Zum
einen werden internationale Player wie Gigasport, Spar und Humanic bei ihren Auftritten
im südlichen Nachbarland begleitet, zum anderen wird der Markt vor Ort betreut. Dafür steht
mit Silva Verglez eine exzellente Kennerin der
slowenischen Handels- und Ladenbauszene zur
Modern, open-minded,
dynamic: that is the image
One square metre of sales area
per inhabitant
which the Slovenian retail
trade presents to its customers – for example, here in
the Mega Let project in
Ljubljana, designed by
Umdasch Shop-Concept.
Slovenia is a young country in Central Europe. Since 2004 it has been a full
member of the EU and will adopt the euro as official currency from 2007.
As regards both land area (approx. 20,000 km²) and population (2 m) it is
one of the smaller European countries. The economic development in recent
years, by contrast, has most certainly been above average. This applies not
only to the retail trade, where a remarkable increase in sales area can be
observed.
A
rithmetically speaking, each citizen of Slovenia can lay claim to more than 1 m² of
sales area. A glance at the potential purchasing power and the dynamic development of inUMDASCH SHOP-CONCEPT
dividual retail concerns indicates that the peak
has not yet been reached. The economic upturn
began in 1993. When the market enonomy was
introduced, Slovenia was the best-developed
41
RETAIL REPORT
Selected Retail Key Figures Basis 2003*
Germany
Austria
Switzerland
Netherlands
Italy
UK
France
Population in 1,000
82,532
8,033
7,261
16,105
57,844
59,006
59,344
Retail sales in billion EUR
314.7
36.9
53.8
74.4
221.3
329.4
335.4
Retail sales per inhabitant
3,813.15
4,599.30
7,403.12
4,618.60
3,825.14
5,581.79
5,652.52
m² sales area in 1,000
111,000
12,960
17,446
23,600
77,200
75,970
95,900
m² sales area in 1,000
1.345
1.613
2.403
1.470
1.335
1.287
1.616
Retail sales / m² sales area
2,835.14
2,847.22
3,083.78
3,152.54
2,866.58
4,335.92
3,497.39
Employees in retail trade in 1,000
2,530,100
279,900
356,535
736,900
706,035
3,154,000
1,766,100
Number of outlets
363,046
52,430
51,453
112,515
na
315,088
372,590
Inhabitants / Outlet
227
153
141
143
na
187
159
Market share of shopping centres of retail sales
9%
14 %
13 %
19 %
20 %
28 %
26 %
Area of shopping centres in million m²
9.9
1.8
1.1
4.5
6.1
13.0
12.3
119.95
224.08
151.49
279.42
105.46
220.32
207.27
Shopping centres area per 1,000 inhabitants in m²
*) Sources: Umdasch Shop-Concept, BAG, EHI, Euro Monitor, BAK, BBE, ISCS Europe, Östat, Destat, Eurostat and others. The key figures have mainly the character of indicating trends,
since it was not possible to harmonise them completely because of different definitions of terms, methods of gathering data etc. and/or periods of data gathering. As a rule, the figures are to
be understood as excluding petrol and diesel trading and without trade in fuels. **) Details refer to 2003; the figures quoted in the article are in some cases more recent.
republic in former Yugoslavia and experienced
fewer difficulties than other Eastern European
countries. Today, Slovenia is the EU’s star pupil
with regard to the implementation of re-structuring measures.
Die BTC City am Stadtrand
von Ljubljana ist das größte
Food retail represents the largest segment
in the Slovenian retail sector, occupying virtually one-quarter of the total sales area. Next in
importance are ‘technical goods’, fashion and
textiles, shoes and furniture. Parallel to the remarkable increase in sales area can be observed
a reduction in the number of shops and retailers,
indicating that the concentration process has already started to take place within the country.
und attraktivste ShoppingCenter Sloweniens.
BTC City on the outskirts of Ljubljana is the
largest and most attractive
Regionally speaking, more than one-fifth of
the sales areas will be found in the capital, Ljubljana. With a population of 300,000 inhabitants
it is twice the size of Maribor, the second-largest
city. The main shopping streets in Ljubljana are
Copova and Cankarjeva; at present the range of
goods on offer focuses mainly on fashion, accessories, shoes and cosmetic articles. Much attention is currently being paid to increasing the attractive appearance of the city centre – a matter
of some urgency, since projects on the outskirts
of the city are being afforded disproportionate
importance at the moment. Worthy of mention
in this context are the BTC and Rudnik centres
in particular, as well as two smaller centres managed by Mercator and Interspar.
The largest and by far the most important
shopping centre is BTC City, with more than 18
m visitors annually. From small beginnings, in
recent years a gigantic shopping, gastronomic
and entertainment area including some 400 establishments and a total of 180,000 m² sales area
has been constructed in various building com-
shopping centre in Slovenia.
42
SHOP aktuell 100
RETAIL REPORT
USA
Ireland
Slovenia**
282,798
3,917
2,002
2529.1
24.6
8.3
8,943.10
6,271.68
2,419.83
1,153,000
9,800
1,506
4.077
2.50
0.75
2,193.50
2,510.20
5,511.43
21,165,862
152,419
54,090
1,561,195
37,536
11,220
181
104
179
51 %
30 %
na
na
0.7
0.1
na
178.71
49.95
Important shopping streets
Ljubljana: Copova ulica, Trubarjeva ulica, Mestni trg,
Stari trg; Maribor: Gosposka ulica, Vetrinska ulica,
Glavni trg, Partizanska ulica; Celje: Presernova ulica,
Stanetova uluca
Important shopping centres (opened, sales area)
Ljubljana: BTC Shopping & Business Centre (2000,
52,400 m², recently extended to 180,000 m²), E. Leclerc
(2000, 8,000 m²); Maribor: Europark (2000, 28,000
m²); Cesca vas: Novo Business Unit (1974, 6,500 m²)
Top retailers
Food markets: Mercator Poslovni, Spar Slovenia,
Trgovine, Zivila, Vele, Era Velenje, Engrotus. Textiles/
fashion/ clothing/ shoes: Stiefelkönig/Palazina/Turbo,
Palmers, Arcadia Group, Stefanel, Benetton, Street
One, Max Mara, McGregor, Jello/Humanic. Other
non-food: Merkur (second-largest retail company in
Slovenia) (Hardware, household goods, DIY, electrical
goods); Baumax, Bauhaus (DIY); PCX Computers,
plexes on a 95-hectare site. You will find here
all the most prestigious names of the Slovenian
retail trade with a wide range of establishment
types, from exclusive boutiques to specialist
markets. There are also a large number of international brands, including Adessa, Armani, Benetton, Versace, Body Shop, Timberland, Mexx,
Lacoste, H & M, Zara, Stiefelkönig, Gigasport
and Drogerie Müller...
Umdasch as the top address
In the shopfitting field, companies like Alpos
(Sentjur) and Stol (Kamnik) play an important
role in Slovenia. Nonetheless, the Umdasch
Shopfitting Group, both Umdasch Shop Concept
and Assmann Shop Design, have established a
reputation as the top address in partnership with
the Slovenian retail branch. This can be attributed to the concern‘s wide-ranging competence as
Elektrothena, Bang & Olufsen (electrical goods);
Hervis, Gigasport (sports), dm-drogerie-markt, Müller
(drugstore)
Important Slovenian shop brands abroad
Mercator, Merkur, Emona Obala, Tus, xyz Sportina,
Modiana, Mura, Labod, Alpina, Peko, Lesnina, Beti,
Lisca, Polzela
Important foreign shop brands in Slovenia
Spar, Gigasport, bauMax, Jello/Humanic, Wolford,
Palmers (Austria); dm-drogerie-markt, Müller, Street
One, Obi, Adessa, Escada, New Yorker, Bauhaus, Orsay
(Germany); Arcadia Group, Applewoods, Mothercare
(UK), Stefanel, Benetton, Max Mara, Replay (Italy);
Pronuptia, Leclerc, Big Star, Lacoste, Cerruti (France);
McGregor (Netherlands); Mango, Zara (Spain); Ecco,
Claire, Bang & Olufsen (Denmark); Bata (Canada);
Levis, OshKosh B’Gosh, Esprit (USA), H&M (Sweden)
well as its geographic and contextual proximity
to the new market. Not only does Umdasch assist
international companies such as Gigasport, Spar
and Humanic in their entrance onto the market
in Austria‘s southern neighbour; it also
serves the market on the spot. Silva Verglez is available as an expert with detailed knowledge of the Slovenian retail
and shopfitting scene. The list of references is long and prominent and includes,
amongst others, Mura, Peko, Lisca, Leonardo, Nama, Modiana and Maximarket.
For some years now, Umdasch ShopConcept has also offered within the framework of the Umdasch Shop Academy seminars
for decision-makers in the retail trade in Ljubljana. Subjects covered include ideas and suggestions for the improvement of competitiveness.
The subjects include, for example, ‘Visual Merchandising’, ‘Shoplifting’ (or rather, its prevention) and ‘Store Branding’. The date of the next
store-branding seminar arranged by Umdasch
Shop Academy in Ljubljana will be 4 October
2006. Slovenian retailers are also welcomed to
the prominently staffed Umdasch Shop-Concept
forums in Vienna, or at the exciting travel study
groups ‘Shop Dramaturgy LIVE!’, for example
in Las Vegas, London or New York.
»Trgovina«, eine regelmäßige
Beilage zur Wirtschaftszeitung »Finance«, ist die
führende Handelspublikation
in Slowenien.
‘Trgovina’
is a regular supplement to
the business newspaper
‘Finance’, the leading retail
publication in Slovenia.
Das 95 Hektar-Areal der BTC-City beherbergt
unterschiedlichste Einzelhandelsbetriebstypen
und ist mittlerweile auch zu einem EntertainmentCenter geworden.
Spread over an area of 95
hectares, BTC City includes a wide range of retail
shops. It has also developed into an entertainment
centre.
43
INSIDE
Ab 2007 bei Umdasch in Amstetten:
Europas ständig aktuelle Ladenbau-Messe
From 2007 at Umdasch in Amstetten: Europe’s permanently up-to-date shopfitting fair
Die zukünftige Skyline des Umdasch-Konzerns in Amstetten: Neben dem bestehenden Verwaltungsgebäude (ganz links) entsteht ein neues, 5-geschossiges Bürohaus für 270 Mitarbeiter. Direkt daneben wird derzeit das neue Schulungs- und Ausstellungszentrum gebaut.
The future skyline of the Umdasch concern in Amstetten: a new five-storey office block for 270 staff members is being built beside the
existing administrative building (far left). The new training and exhibition centre is currently being built directly next door.
Der Umdasch-Konzern errichtet an seinem Stammsitz in
Amstetten/Niederösterreich
ein zusätzliches Bürogebäude
sowie ein Schulungs- und Ausstellungszentrum für Kunden
und Mitarbeiter. Ein besonderer Blickfang wird der neue
Showroom von Umdasch, Europas ständig aktuelle Ladenbau-Messe, sein. Die offizielle Eröffnung ist für Sommer
2007 vorgesehen, bereits im
Frühjahr werden verschiedene
Veranstaltungsräumlichkeiten
zur Verfügung stehen.
Insgesamt umfasst das Projekt
eine Nutzfläche von 12.500 m².
Für die Kunden des UmdaschKonzerns besonders interessant ist der Ausstellungs- und
Schulungsbereich. 2.500 m²
umfasst die Ausstellungshalle
für den Bereich Doka-Schalungstechnik, 800 m² jener für
den Bereich Shopfitting & Retail. Dort werden Einzelhändler und andere mit Ladeninvestitionen befasste Besucher über
die jeweils angesagten Trends
in Sachen Store-Branding, Ladengestaltung und Shop-Design informiert werden. Dieses
Kompetenzzentrum sowie die
angeschlossenen Seminar- und
Veranstaltungsräume werden
auch Schauplatz zahlreicher
Seminare und Events der Umdasch Shop Academy sein.
Die Umdasch Shop Academy
hat sich im gesamten deutsch-
44
sprachigen Raum, zuletzt auch
darüber hinaus, als gefragtes
Aus- und Weiterbildungsinstitut für Handelsprofis etabliert.
The Umdasch concern is
building an additional office
building together with a training and exhibition centre for
customers and staff at its headquarters in Amstetten/ Lower
Austria. One of the prominent
features will be the new showroom by Umdasch, Europe’s
permanently up-to-date shopfitting fair. The official opening is planned for summer
2007, although various events
facilities will be available from
spring of that year.
The project will cover a total
area of 12,500 m². Of particular interest for the customers
of the Umdasch Concern is the
exhibition and training area.
The exhibition hall for the
Doka formwork section covers 2,500 m², and the Shopfitting & Retail section is 800 m².
Here, retailers and other visitors interested in shop investment can gather information
about the latest trends in store
branding, shopfitting and shop
design. The specialist centre and the adjoining seminar
and events rooms will also
provide the setting for a wide
range of seminars and events
arranged by the Umdasch
Shop Academy. The Umdasch
Shop Academy has established a reputation throughout
the German-speaking region,
and more recently beyond its
boundaries, as a popular training and further education institute for retail professionals.
Umdasch bietet Mall-Consult
Umdasch introduces Mall-Consult
Zusammen mit renommierten Partnern bietet die von
Mag. Arndt Traindl geleitete
Unternehmensberatung
ShopConsult by Umdasch
eine neue, innovative Dienstleistung: Mall-Consult. Für
Investoren, Entwickler und
Betreiber von Einkaufszentren werden Drehbücher für
erfolgreiche Shopping-Center
geschrieben, die sicher stellen, dass sich alle Entwicklungsschritte dem jeweils
übergeordneten strategischem
Thema unterordnen. Das Ergebnis ist die professionelle
Inszenierung einer Konsum-
welt aus einem Guss. Weitere
Informationen dazu gibt es unter www.shopconsult.at.
ShopConsult by Umdasch,
the Management Consultancy
led by Mr Arndt Traindl, now
offers in co-operation with
reputed partners a new, innovative service: Mall-Consult.
Scripts for successful shopping centres are drawn up
for investors, developers and
managers of shopping centres,
ensuring that all developmental phases are subordinated to
the relevant strategic theme.
The result is the professional
staging of a harmoniously
Mag. Arndt Traindl: „Wir schreiben Drehbücher für erfolgreiche
Shopping-Center“.
Mr Arndt
Traindl commented: “We write
scripts for successful shopping
centres.”
planned consumer universe.
Further information can be
found under www.shopcon
sult.at.
SHOP aktuell 100
INSIDE
New shopfitting system by Umdasch:
Carré provides a harmonious setting for luxury
With Carré, Umdasch ShopConcept has introduced a
new and exclusive shopfitting and interior decorating
system. The programme was
designed by the Swiss architects CAPS, who have already made a name for themselves through their work for
exclusive brands.
“The remarkable feature
of Carré is that the display
units can be inserted into
both vertical and horizontal
grid slots” observed designer
Mathias Seiler, in charge of
development at Umdasch.
This provides an ideal solution for the requirements of
accurately positioned goods
Behind the simple, square, basic
form of Carré you will find an exclusive modular shopfitting and interior
design programme.
The remarkable feature
A range of different colours
and materials further increase the design possibilities.
of Carré: the multi-functional supports for the display
units can be inserted into
both vertical and horizontal slots. This provides
complete freedom
for the visual merchandising of goods.
presentation, whilst providing complete freedom for
visual merchandising in line
with the range of goods on
offer. The small backwall modules can easily
be exchanged, which
means that the
‘stage’ can be redesigned whenever necessary.
Carré is available as an eyecatching wall unit or as a free-standing
Carré has been designed
as a shopfitting system
for exclusive goods
which can be set apart
from their surroundings by means of their
attractive setting. Individual brand-specific solutions can
easily be developed
from the basic idea.
A brochure has been
produced describing the system; it
can be obtained
through Umdasch
Shop-Concept.
Please
continue
to tell
Umdasch
what you
think!
Within the framework of
its Customer Care activities, the Umdasch Shopfitting Group has developed
a new modular feedback
questionnaire. Umdasch
Shop-Concept and Assmann Shop Design will
use this survey to measure
customer satisfaction systematically according to a
range of criteria. In 2005,
Umdasch customers were
particularly satisfied with
the friendly customer service, the professional project
management, the way in
which orders were processed and the after-sales
service. We have already
incorporated requests and
suggestions regarding improved
communication
and greater efficiency in
the project procedures into
our quality management
processes. This means that
Umdasch will be able to offer you even better service
in future.
Quality management is a
permanent process. We
therefore request you, as
an Umdasch customer, to
continue to let us know
what you think in future
by means of our feedback
questionnaire and any additional comments. As a
gesture of thanks, a bestselling book on the subject
of retailing will be raffled
amongst those who reply.
In 2005 the winner was Dr.
Thomas Dielmann from
Darmstadt. His prize was
a place on a “Shop-Dramaturgy LIVE!” seminar for
two people.
unit in the centre of the room.
45
SHOP EVENTS
Shop Dramaturgie LIVE!
goes east
For the fi rst time in five years,
New York served once again
from 11 to 14 May 2006 as
stage for a “Shop Dramaturgy
LIVE!” travel seminar with
Dr. Christian Mikunda. In addition to the fascinating dramaturgical aspects, participants
were also able to form an impression of a large number of
new shop concepts illustrating the themes ‘Segmentation’
and ‘Differentiation’. Unfortunately the seminar was hopelessly over-subscribed. Sorry!
The next opportunity for fans
of imaginative shop dramaturgy will be “Shop Dramaturgy LIVE&COMPACT” on
19. 9. 2006 in Vienna. In 2007
the seminar will make its fi rst
visit to Dubai, and in autumn
back to New York. The dates
will be announced shortly.
“The Shops at Columbus
Circle” are an attractive new
shopping address in New York –
with dramatic views of Central
Park.
Neue Bücher New books (German editions)
Kunstmessen bis hin zur Präsentation
auf Messen. Der Autor ist Architekt,
Ausstellungsgestalter und Leiter der
Manchester School of Architecture.
Verlag Kohlhammer, D-70549 Stuttgart, 2005, 460 Seiten kartoniert,
ISBN 3-17-018432-6, € 32,--
Verlag Avedition,
D-71638 Ludwigsburg, 2006
ISBN 3-89986-068-9,
192 Seiten, € 59,--
Hermann Diller, Alexander Haas,
Björn Ivens
Bethan Ryder
New Bar + Club Design
Fabia Denninger, ElkeGiese
Textil- und Modelexikon
Der Deutsche Fachverlag bzw. die TextilWirtschaft sind im deutschsprachigen
Raum die ersten Adressen für Textilund Modepublikationen. Das bestätigen
auch drei unentbehrliche, neu aufgelegte
Nachschlagewerke.
Deutscher Facherlag, D-60326
Frankfurt am Main; Textil- und
Modelexikon, Band 1 A - K,
Band 2 L - Z; zusammen 864 Seiten,
ISBN 3-87150-848-9, € 98,-Fachwörterbuch Textil deutsch englisch, englisch-deutsch, 907 Seiten,
ISBN 3-87150-894-2, € 98,-David Dernie
Ausstellungsgestaltung Konzepte und Techniken
Das reich bebilderte Buch stellt ein
breites Spektrum an internationalen
Ausstellungen vor - von weltbekannten
In vier Kapiteln über Bars, RestaurantBars, Hotel-Bars und Clubs werden die
interessantesten und ungewöhnlichsten
„Night-Spots“ weltweit dokumentiert von New York bis Moskau und von Beirut bis Kuala Lumpur. Mit immer neuen
Trends: Lower-Budget-Designer-Bars,
Boutique Clubs, Late-Night-Lounge
Bars etc.
Verlag Avedition, D-71638 Ludwigsburg, 2006, 192 Seiten,
ISBN 3-89986-065-9, € 39,-Lothar Müller-Hagedorn
Handelsmarketing
Dieser überarbeitete „Klassiker“ stellt
die neuesten theoretischen und methodischen Grundlagen für ein professionelles Handelsmarketing vor: Strategische Basiskonzepte, Betriebsformwahl,
Standortwahl, Category Management,
Sortimentsplanung, Preispolitik, Werbeplanung, Personaleinsatz, Ladengestaltung.
Verkauf und
Kundenmanagement
Das Buch stellt Verkaufen als gleichermaßen strategische wie operative, kundenbezogene Arbeit im Rahmen eines
ganzheitlichen Ansatzes dar. Zahlreiche
Praxisbeispiele.
Verlag Kohlhammer, D-70549 Stuttgart, 2005, 481 Seiten,
ISBN 3-17-018403-2, € 41,-Lührmann Grundstücksmakler
L 3 - Lage. Lage. Lage.
Was die „Red Maps“ für New York und
einige andere amerikanische Städte ist
dieses kompakte, inhaltsstarke Handbuch für Deutschland: Ein „Geschäftslokalverzeichnis“ in ausgewählten Einkaufsstraßen in ausgewählten Städten.
Konkret werden die Einzelhandelsstandorte in 433 Straßen 250 deutscher
Städte dargestellt. Eine Pflichtlektüre
für Standortprofis.
Lührmann Holding, Düsseldorf/
München Osnabrück, Ausgabe
2005/2006, 512 Seiten, weitere
Infos: www.luehrmann.de
Peter Treichel
Der erfolgreiche
Handelsmanager
Ein „Führungs-Buch“ speziell für den
Handel mit einem Vorwort von Fredmund Malik. Der Autor zeigt, dass und
warum Geschäfts- und Finanzergebnisse immer nur so gut sind wie die Qualität
der Erfolgsfaktoren. Er legt überzeugend
dar, dass die Qualität der Führung über
die Qualität der Erfolgsfaktoren entscheidet.
Verlag Schäffer-Poeschl, Stuttgart,
2005, 280 Seiten,
ISBN 3-7910-2429-9, € 39,95
Frank Schirrmacher
MINIMUM - Vom Vergehen
und Neuentstehen unserer
Gemeinschaft
„Minimum“ ist der Nachfolger des Bestsellers „Das Methusalem-Komplott“. Im
neuen Buch zeigt der FAZ-Mitherausgeber auf, dass unsere Gesellschaft auf ein
Minimum an sozialen Beziehungen nicht
vorbereitet ist. Wir stehen plötzlichen
vor den Urfragen einer Gesellschaft:
Was ist eine Familie? Wie entsteht Vertrauen? Wer hilft wen? Spannend nicht
zuletzt für den Handel.
Karl Blessing Verlag, D-80335
München, 2006, 192 Seiten,
ISBN 3-89667-291-6, € 16,--
Imprint: SHOP aktuell is a publication of Umdasch Shop-Concept. For addresses see the back page of the issue. Number 100/June 2006. German/English-speaking
edition. Price per copy:  5, CHF 8, $ 5, £ 4. Subscription price:  20 for 5 consecutive issues (plus postage). Complimentary copies available to Umdasch-MDB
members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Editorial staff: Reinhard Peneder, Nikolaus Pjeta, Regula Wirth,
Hansjürgen Menge, Nikolaus Prokop, Petra Barth, Silva Verglez. Layout: Sandra Schuller. Photographs/illustrations: Manfred Aigner, Suhan, Luis Paterno, Reinhard
Peneder, ECE, New Marketing, Günter Wohlschlager, Gruppe Nymphenburg, BIPA, Levi’s, EDEKA, Schauer, Kaufmann, Archive. Translation: Jane Michael. Printing:
LVDM Landesverlag-Denkmayr, Linz. Note: Projects fitted by Umdasch are indicated as such in the texts or picture captions.
46
SHOP aktuell 100
SHOP EVENTS
Methuselah goes shopping in Hamburg
and Switzerland
Dr. Frank Schirrmacher, author of the best-seller “The
Methuselah Conspiracy”,
German television stock
exchange guru Frank Lehmann (ARD) und Editorin-Chief of TW Peter Paul
Polte were/ are the lecturers
at the Umdasch Shop-Concept forums in 2006.
Of particular interest is the
lecture by Frank Schirrma-
cher, co-publisher of the FAZ.
This was clear at the premiere
of his lecture “Methuselah
goes shopping” in Vienna on 8
May 2006. The results of population development will provide remarkable opportunities
for the retail trade in the form
of carefully planned positioning and segmentation strategy.
In any case, Schirrmacher’s
fascinating lecture can be
heard again this autumn at the
forums in Lenzburg/ Switzerland (15. 9.) and Hamburg (16.
10.). You will find the dates
of these and other events organised by the Umdasch Shop
Academy in the following Calendar of Events.
Dr. Frank Schirrmacher at the Umdasch Shop-Concept Forum in
Vienna: “Population development presents both challenges and
opportunities for the retail trade.”
Event-Kalender Calendar of events
Location
Event
Type
Information
1. 9. 2006
Date
Frankfurt/Main
Global Marketer Summit
Kongress
www.gms2006.com
14. 9. 2006
Oberentfelden
Verkaufsraumbeleuchtung
Eintagesseminar, Braun/Gassner
www.umdasch-shop-concept.com
14. 9. 2006
London
The 9th annual Retail Interiors Awards
Award-Verleihung
www.retail-week.com
14.-15. 9. 2006
Zürich
56. Internationale Handelstagung
Handelstagung
www.gdi.ch
14.-15. 9. 2006
Genf
10. Internationales Markentechnikum
Konferenz
www.markentechnik.ch
15. 9. 2006
Lenzburg (CH)
Umdasch Shop-Concept-Forum
Fachvortrag, Dr. Frank Schirrmacher
19. 9. 2006
Wien
Laden-Dramaturgie LIVE&KOMPAKT
Spezialseminar, Dr. Christian Mikunda
19.-20. 9. 2006
Köln
11. EHI-Ladenbau-Fachkongress
Kongress
www.ehi.org
21.-22. 9. 2006
Berlin
German Council Congress
Shoppingcenter Kongress
offi[email protected]
26. 9. 2006
Amstetten
Visual Merchandising für Praktiker
Eintagesseminar, Irmgard Heyd
26. 9. 2006
Leibnitz
Store Branding für Food
Eintagesseminar, Mag. Traindl/Prisching
27./28. 9. 2006
Rust/D
BDS-Fachtagung
Schauwerbefachtagung
www.bds-visuelles-marketing.de
28. 9. 2006
Parma
(Deutsch/Italienisch)
28. 9. 2006
Moskau
Store Branding
Eintagesseminar, Ooijman/Gordeeva
4. 10. 2006
Ljubljana (SLO)
Store Branding
Eintagesseminar, Roland Jenny
10.+11. 10. 2006
Salzburg
Fit for POS
Eintagesseminare, Norbert Wittmann
16. 10. 2006
Paris
Fachvortrag
16. 10. 2006
Hamburg
Fachvortrag, Dr. Frank Schirrmacher
17. 10. 2006
Neidenstein
19. 10. 2006
Neidenstein
Ladendiebstahl LIVE!
Eintagesseminar, Alfred Fuchsgruber
Mailand
World Shopfitting Exhibition
Ladenbaumesse
www.shopproject.expocts.it
20.-23. 10. 2006
Oberentfelden
24.-25. 10. 2006
24. 10. 2006
Frankfurt
World Business Forum
Kongress
www.wbfeurope.com
25. 10. 2006
Lausanne
Eintagesseminar, Schmid
6. 11. 2006
Wien
Fachvortrag, Frank Lehmann
7. 11. 2006
Neidenstein
Verkaufsraumbeleuchtung
Eintagesseminar, Braun/Gassner
8. 11. 2006
Bozen
(Deutsch/Italienisch)
Amstetten
14. 11. 2006
15.-17. 11. 2006
Cannes
MAPIC
Handelsimmobilien-Messe
www.mapic.com
12.-14. 4. 2007
New Dehli
The Asian Shopping Mall Show 2007
Retail-Messe
www.asianshopppingmallshow.com
23.-27. 2. 2008
Düsseldorf
EuroShop
The Global Trade Fair
www.euroshop.de
47
Shopfitting by Umdasch stands for more than just perfect
shopfitting. It stands for the complete staging of a brand
at the POS – from the original idea to the realisation. To
this end, Umdasch Shop-Concept offers tailor-made
service modules through its network of highly qualified
specialists and partners. Whenever and wherever you
will. The choice is yours!
WWW.UMDASCH-SHOP-CONCEPT.COM
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. (+43) 7472/605-0, Fax 63487
[email protected]
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. (+41) 62/7372525, Fax 7372550
[email protected]
D-74933 Neidenstein
Tel. (+49) 7263/401-0, Fax 401-248
[email protected]
Umdasch Shop-Concept SAS
F-91160 Champlan
Tel. (+33) 1/60491840, Fax 60491055
[email protected]
Umdasch Shop-Concept Limited
GB-Oxford OX4 1JU
Tel. (+44) 7967/473010
[email protected]
Umdasch Shop-Concept S.r.l.
I-39050 Pineta di Laives (BZ)
Tel. (+39) 0471/958700, Fax 958777
[email protected]
NL-7602 KL Almelo
Tel. (+31) 546/549181, Fax 582210
[email protected]
OOO Umdasch Shop-Concept
RUS-119526 Moskau
Tel. (+7) 495/4382729, Fax 4385388
[email protected]
UMDASCH SHOP-CONCEPT IS AT YOUR DISPOSAL AT THE FOLLOWING LOCATIONS, INCLUDING: IN GERMANY
(NEIDENSTEIN/ HEIDELBERG, HAMBURG, MONHEIM, BAD HERSFELD, BAMBERG, HOFHEIM/ WILDSACHSEN); AUSTRIA
(AMSTETTEN, VIENNA, TRAUN, INNSBRUCK, KLAGENFURT); SWITZERLAND (OBERENTFELDEN); ITALY (BOLZANO,
PARMA, MILAN); BENELUX; FRANCE; UK AND IRELAND; SLOVENIA; CZECH REPUBLIC; DUBAI; MOSCOW ... AND
WHEREVER YOU CHOOSE!
In der aktuellen Anzeigenserie visualisiert Umdasch Shop-Concept mit verschiedenen Sujets seine
umfassende und internationale Kompetenz für den POS. Zu sehen sind diese Anzeigen in europäischen Einzelhandelsfachzeitungen.
In the current advertising series, Umdasch Shop-Concept
visualises with the assistance of various subjects its wide-ranging international expertise for the
POS. These advertisements can be seen in European retail specialist magazines.
UAE-Dubai
Tel. (+971) 4/3618462, Fax 3618335
[email protected]
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. (+43) 7472/605-0, Fax 605-3515
[email protected]
Umdasch Shop-Concept is also at your
service at the following planning and sales
offices and business locations. Austria:
Vienna, Amstetten, Traun/St. Martin, Innsbruck, Klagenfurt. Germany: Hamburg,
Monheim, Bad Hersfeld, Neidenstein, Bamberg, Hofheim/Wildsachsen. Belgium: Gent.
Switzerland: Münsingen (Berne). Slovenia:
Zgornja Polskava (Maribor). And wherever
else you require the services of Umdasch
Shop-Concept!
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.shopconsult.at • www.display.at • www.koncret.it

SAK 100.indd - Umdasch Shopfitting

Transcrição

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