Multisensory in Stationary Retail: Principles and Practice of Customer-Centered Store Design

Foreword
Shopping Experiences of the Future or How We Can Appreciate “Lädelen” Again
Contents
About the Editors
Introduction: The Renaissance of Stationary Trade
Problem 1: Lack of Common Understanding
Problem 2: Multisensory Is Not to Be Confused with Tradition and Nostalgia
Problem 3: Lack of Starting Points for Practical Implementation
Problem 4: Lack of Coordination Function and Change Culture in the Company
Part I: Multisensory: Perception with All Senses. Neither Marketing Hype Nor Esotericism, But Back to Being Human
1: Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design – Neuromerchandising at the Point of Sale
1.1 Multisensor Technology from the Very Beginning
1.2 Principles of Influence Through Multisensory Technology in Stationary Retailing
1.3 Indoors and Outdoors
1.4 How Does the World Get into My Head?
1.5 Perception: Truth with Limited Liability
1.6 Context Dependency and Multisensory
1.7 Principles of Design in Multisensory
References
2: The Emotional Organization: Feelings, Senses, Consciousness
2.1 Introduction
2.2 Store Concepts Today
2.3 The Shopper, an “Emotional Animal?”
2.4 CDA Centre d’ambiance™ Development Work
2.4.1 Model Prof. Dr. Paul D. MacLean
2.4.2 Maslow
2.4.3 CDA Findings from Development Work
2.5 Threat and Joy
2.6 The FMA© Color Method Analysis
2.6.1 Goethe
2.6.2 Origin FMA©
2.6.3 The FMA© at the POS: Application for the POS/POI/POP
2.6.4 Insights into Practical Examples of FMA© Color Method Analysis
2.7 The Emotional Organisation: Recognising and Implementing It
References
3: Perception Research and Its Significance for Retail Marketing and Shopper Research
3.1 Understanding of Terms
3.2 Properties of Perception
3.3 Basic Findings and Instruments for Controlling Perception
3.3.1 Conscious Perception
3.3.2 Measurement of Conscious Perception
3.3.3 Unconscious Perception
3.4 Perception Illusions
3.5 Conclusion
References
4: From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music
4.1 Bottom-Up and Top-Down Processing as Overarching Approaches
4.1.1 From Bottom-Up to Top-Down
4.1.2 Targets and Distractions: Impulse Buying
4.2 Consumption Targets, Signals and Reward System
4.3 Multisensuality: When the Whole Is More than the Sum of the Parts
4.4 Multisensuality in Application: The Example of Background Music
4.4.1 Effects of Musical Tempo
4.4.2 Fit Effects of Music
4.4.3 Cognitive Effects of Music
4.4.4 Experience of Time and Music
4.5 Conclusion: Music or Not? Under What Conditions?
References
5: Looked at and Bought? How Extrinsic and Intrinsic Product Characteristics Influence Food Purchases
5.1 Importance of Product Characteristics in Food Shopping
5.2 Classification of Product Characteristics for Foodstuffs
5.2.1 Extrinsic Product Characteristics
5.2.2 Intrinsic Product Characteristics
5.3 How Product Characteristics Control Food Perception
5.3.1 Packaging Colour as a Subtle Indication of ‘Healthier’ Foods
5.3.2 Sensory Claims to Support Food Advertising at the Point of Sale
5.3.3 Packaging Labels to Raise Awareness of Visually Suboptimal Foods
5.3.4 Influence of the “Natural Packaging” of a Food on Consumer Judgement
5.4 Implications for Business Practice
5.5 Summary
References
6: Identifying Brand Values and Staging Them Multisensually
6.1 Brand Values as a Basis
6.1.1 Avoidance of Interchangeable Brand Values
6.1.2 Use of CORE Brand Values
6.1.3 Determining the Brand Positioning
6.2 Brand Elements as Design Parameters
6.2.1 Primary Brand Elements
6.2.2 Secondary Brand Elements
6.3 Brand Signals as a Means of Expression
6.4 Brand Assessment for Performance Monitoring
References
7: Synthesis: Multisensory – Perception with All Senses
7.1 What Is Multisensory?
7.2 How Do We Process Multisensory Impressions?
7.3 What Is the Influence of Expectations and Relevance of Sensory Impressions?
7.4 Much Helps Much?
7.5 Is There Also a “too little” of Information in the Stationary Retail Store?
7.6 What Can Multisensory Marketing Achieve?
7.7 What Can Multisensory Marketing Take Away from This?
Part II: Phygital: Moving Into a New Age of the Senses. Understanding and Shaping the Future (Seamlessly)
8: Retail in Times of New Work: Thoughts on the Renaissance of Stationary Trade
8.1 Synchronous Communication as the Key to Success
8.2 The Feel-Good Atmosphere Must Be Intentional
Reference
9: Selling Comes from Understanding: Retail Is Always the Encounter of People
9.1 What Is Neuromerchandising®?
9.1.1 From Point of Sale to Point of Success
9.1.2 Where I Feel Good, I Stay Longer: Where I Stay Longer, I Buy More
9.2 Everything That Is Not Emotional Is Worthless for the Brain!
9.3 Every Purchase Is Always a Decision and Every Decision Is Always Based on Emotion
9.4 Fear Eats Up Souls
9.5 Where the Mood Is Right, So Is Business
9.6 The Biology of Loyalty
9.7 From Return on Investment (ROI) to Return on Kindness (ROK)
9.8 Welcome to the Decade of Humanity!
References
10: Stationary Retail from the Perspective of Digital Natives
10.1 The Concept of Generations
10.2 The Digital Generation in Working Life
10.3 How the Digital Generation Consumes
10.4 The Digital Generation in the Stationary Store
11: The Trust Advantage of Stationary Shops
11.1 A Place of Reliability
11.2 A Place for Social Participation
11.3 A Place Nearby
11.4 A Place with Fair Prices
11.5 A Place for Local Supply
11.6 A Place of Safety
11.7 A Place of Human Innovation
11.8 Conclusion
References
12: Best Practices for AI in Retail: Also for Multisensory?
12.1 Opportunities and Limitations of AI in Retailing
12.1.1 Digital Transformation in the Retail Sector
12.1.2 AI as the Highest Evolutionary Stage of Digital Commerce
12.1.3 AI as an Opportunity for Stationary Retail and the Multisensory Shopping Experience
12.2 Application Examples for AI in “Multi-Sensory” Stationary Trade
12.2.1 Typical AI Application Examples
12.2.2 Application Example in the “ON4OFF” Research Project
12.2.3 Application Example in the Study “Virtual scent tasting”
12.3 Conclusion: More AI in “Multisensory” Stationary Trade
References
13: Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer Engagement
13.1 Customer-Centric Digital Solutions in the Analogue Shopping World
13.2 The Customer Needs a New Mattress
13.2.1 Events Prior to Purchase
13.2.2 Events and Emotions Before and During the Purchase
13.2.3 Guiding Emotions Before and During Purchase
13.2.4 Synthesis of the Purchase Process
13.3 Overall View of a Customer Journey
13.3.1 The Customer Journey Simplified in Four Areas
13.3.2 The Extended in-Store Customer Journey
13.4 Methodological Approach
13.4.1 Benefits: Identification of the Goals and Benefit Requirements (of the Retailer) Aligned with the Target Groups (End Customers, Consumers)
13.4.2 Space: Definition of the Spatial Conditions and Points of Contact with the End Customer Based on the Customer Journey and Its Embedding in the Multisensory Concept
13.4.3 Content: Determination of the Content Requirements as Well as the Influencing Parameters and Existing Source Data for a Successful Customer Experience and a Clear Customer Engagement, as Part of the Multisensory Concept
13.4.4 Technology: Evaluation of the Most Suitable Technology Components as Well as the Coordination of the Source Data to be Connected and Definition of the Integration into the Already Existing Infrastructure, Taking into Account the Existing Compan
13.4.5 Processes: Integration into the Existing Processes as Well as Possible Definition of New Processes for a Smooth and Secure Process, Taking into Account the Existing (IT) Guidelines and the Existing Organization
13.4.6 From the Five Building Blocks to the Overall Concept
13.5 Acting Skillfully Instead of Reacting
13.5.1 Generic Example
13.5.2 Example b8ta (beta)
13.5.3 Bonprix “Fashion Connect Store” Example
References
14: Consumer Experience Through the Use of Mixed Reality in Shopping Environments
14.1 Problem Definition
14.2 Managing Customer Experiences in Shopping Environments
14.3 Design of an Interactive Changing Room Through the Use of Mixed Reality
14.3.1 Customer Journey in the Clothing Business and Existing Concepts
14.3.2 CyberFIT: An Interactive Fitting Room
14.4 Design Recommendations
14.5 Summary and Outlook
References
15: Synthesis: Phygital – The Dawn of a New Age of the Senses
Part III: Total Store: Thinking and Acting Holistically. Customer-Centric Store Design as a Total Work of Art
16: Turning a Shopping Location Into a Brand!
16.1 Preliminary Remarks
16.2 The Why Question
16.2.1 Success Drivers of Food Retailing Up to the Turn of the Millennium
16.2.2 The Decision-Making Dilemma Today
16.3 Decision Stress
16.4 The Building Blocks of Branding
16.4.1 Experience with All Senses
16.4.2 Nothing Happens Without Motivation!
16.4.3 What Do I Want to Be?
16.4.4 What Do I Have to Fulfil in Order to Experience the USP and Be a Brand: To Be Loved?
16.5 Putting Horsepower on the Road: Operational Implementation
16.6 The TP Touch Point Concept
16.6.1 Assortment Management
16.6.2 Handout Management
16.6.3 Visibility Management
16.7 Summary: What Is Shopper Marketing?
References
17: New Customer Acquisition and Lasting Customer Loyalty Through Holistic Branch Design
17.1 Introduction
17.1.1 Competitive Situation in the Retail Sector
17.1.2 The Demanding Customer
17.1.3 Holistic Purchasing Site Optimisation
17.2 The Total Store Approach
17.2.1 Definition
17.2.2 Supply/Assortment
17.2.3 Customer Walkways
17.2.4 Category Neighbourhoods
17.2.5 Placement
17.2.6 Shop Design
17.2.7 Service and Personnel
17.3 Summary
References
18: The New Goldmine: The Perfect Customer Portal in the Physical World
18.1 Build a Store that Runs: How to Wow Your Customers and Keep the Cash Registers Ringing
18.1.1 Why the Old Shop Is Dead: And Why That’s Good
18.1.2 Seven Tips to Make the Shop a Popular Meeting Place
18.1.3 Five Impulses for the Right Punch
18.2 The Construction Manual: Five Steps to the Store
18.2.1 First Step: The Basis
18.2.2 Second Step: The Touchpoints
18.2.3 Third Step: The Interaction
18.2.4 Fourth Step: The Shop Prototype
18.2.5 Fifth Step: Implementation and Perfection
18.2.6 The Summary
References
19: Staging Luxury Brands Multisensually at the Point of Sale
19.1 The Sensualisation of Luxury Brands
19.2 Particularities of Multisensual and Luxury Goods Marketing
19.3 Goals and Strategies of Multisensual Marketing at the Point of Sale of Luxury Brands
19.4 Operational Design of the Five Senses in Luxury Brand Shops
19.4.1 Visual Perception and Design
19.4.2 Haptic Perception and Design
19.4.3 Acoustic Perception and Design
19.4.4 Olfactory Perception and Design
19.4.5 Gustatory Perception and Design
19.5 Multisensual Design of Luxury Brand Shops
19.6 Summary and Outlook
References
20: Multisensory in Implementation: From Corporate Strategy to Holistic Store Concept
20.1 With All Senses
20.2 The Fate of Good Taste or the Limits of Freedom of Expression
20.3 The 5-Box Analysis
20.3.1 The Customer: Where It All Begins
20.3.2 The Assortment: What It Can Do, What It Brings, What It Should Do
20.3.3 The Brand: More than Corporate Design
20.3.4 Competition: What We Can Learn from the Competition
20.3.5 The Location: Or What You Should Know About Space
20.4 The Road to a Retail Design Strategy
20.5 From Strategy to Concept
20.6 In Conclusion
21: LAGO by the Lake: Shopping Experience with All Senses
21.1 Introduction: Constance, Lake Constance and the LAGO
21.2 “LAGO 2025”: Positioning and Profiling
21.2.1 Analyses, Workshops, Action Planning
21.2.2 Lake Constance: Mere Location or Already Positioning?
21.3 “LAGO 2025”: Ideas and Initiatives
21.3.1 See, Sit, Marvel: The Special Atmosphere at LAGO
21.3.2 All Roads Lead to the Lake: Emotional Advertising à la LAGO
21.3.3 Finding Instead of Searching: A Well Thought-out Mix of Offers in Clear Structures
21.4 Outlook
References
22: Accompanied from World to World: Multisensory in a Supermarket Using the Example of Swiss Migros
22.1 The Colourful Reception: The Fruit and Vegetable Department
22.2 The Baker in Mind: The Bakery Department
22.3 Food, Direct from the Supermarket: Convenience Food
22.4 Decisive in the Future: The Served Counters
22.5 Doors Closed: The Refrigeration Departments
22.6 More Wood, More Feeling: The Food Department
22.7 Value-Added Tables with a Seasonal Touch: Non-food
22.8 Talking Booths: The World of Clothing
22.9 Beauty with Customer Care: The Beauty Selfcare World
22.10 Next Please: The Checkout Zone
22.11 The Future of the Supermarket
Christoph Oriet has in-depth expertise in store design and store planning in the retail sector. This is based on over 30 years of experience in Swiss food retailing (Coop and Migros) – including as Head of Total Store at Migros Genossenschaftsbun
23: Creating Value Through Value Creation: How the Stationary Grocery Trade Creates Added Value for Its Customers in Times of Online Competition
23.1 Introduction
23.2 Value Added in Stationary Retail Trade
23.2.1 Shopping with All Senses
23.2.2 Experiential Purchasing of Relevant Products
23.2.3 Social Contact and Personal Counselling
23.2.4 Immediate Usability
23.3 Approaches to a Customer-Centric Added Value Strategy
23.3.1 Focus on Value-Added Activities
23.3.2 (In)direct Customer Added Value Through the Use of IT/Technology
23.3.3 More Dynamic Space Management
23.3.4 Action-Led, Proactive Controlling
23.4 In Conclusion
24: Learning Journey to Optimise the Sales Floor: How to Use Our Understanding of Customer Behaviour
24.1 Introduction
24.2 Our Approach
24.2.1 In-store Tracking as in Online Retailing
24.2.2 Accompanying Transformation Processes
24.3 What Do Shoppers Perceive in the Store?
24.3.1 Observation of the Buyer, Not the Consumer
24.3.2 The Room: Too Many Articles Disturb the Spatial Well-being
24.3.3 The Impulse: Unconsciousness Controls our Purchase
24.3.4 Human Filter: Not every Piece of Information Arrives at Once
24.3.5 The Eye: We See Less Than One Percent of the Products
24.3.6 The Stimuli: Digital Displays
24.4 Case Study: From Paper to Screen
24.5 The Challenge of Openness to Results
References
25: Brand-Adequate Implementation of Plant Tours: An Approach to Analyse the Opportunities and Risks of Multisensual Brand Communication Using the Example of the BMW Plant in Leipzig
25.1 Background
25.2 Plant Tours in the Retail Sector
25.3 Theoretical Classification
25.3.1 Classification of Plant Tours as an Instrument of Live Communication
25.3.2 Importance of Plant Tours for Brand Management
25.4 Practical Example: Analysis of the BMW Plant in Leipzig
25.4.1 The BMW Plant in Leipzig
25.4.2 Objectives and Methodology
25.4.3 Results of the Analysis
25.4.3.1 General Assessment
25.4.3.2 Analysis of Multisensuality
25.4.3.3 Analysis of Brand Adequacy
25.5 A Process Plan for the Optimal Use of Plant Visits
References
26: Synthesis: Total Store – Thinking and Acting Holistically
26.1 But How Do You Create a Fully Customer-Centric Store?
Part IV: Mindset – Anchoring Customer Centricity in the Company. Every Employee as an Advocate for the Customer
27: Agile Organizational Concepts for Retail Companies in Times of Digitalization: Design and Management of Agile Organizational Structures for More Competitiveness in the Face of Changing Customer Needs
27.1 Starting Points for the Design of Organisational Concepts
27.1.1 Coordination of Structures and Processes in the Company
27.1.2 Classical Decisions on the Overall Organisation of Commercial Enterprises
27.2 Digital Transformation in Retail as a Driver of New Organizational Concepts
27.2.1 Changing Customer Needs in the Context of the VUKA World
27.2.2 Integrating Agile Values to Transform Organisational Concepts in Retailing
27.2.3 Growth Mindset as a Prerequisite for Agile Structures
27.3 Designing Agile Organisational Concepts for Retail Companies
27.3.1 Influence of the Organisational Structure on the Company’s Success
27.4 Combination of Hierarchy and Agile Networks in Dual-Structured Trading Companies
27.4.1 Core Elements of the Dual Company Structure
27.4.2 Control Instances at Top Management Level
27.5 Agility Through Project-Oriented Corporate Structures
27.5.1 Establishment of Project-Oriented Organisations
27.5.2 Coordination of Flexible Project Networks Through Strategic Project Management Offices
27.6 The Most Important Results in Brief
References
28: Customer Centricity as a Management Guideline
28.1 Humility in the Encounter with the Customer
28.2 The 7 P’s of Customer Centricity
28.2.1 P #1: Paradigm
28.2.2 P #2: Personas
28.2.3 P #3: Promoter
28.2.4 P #4: Processes
28.2.5 P #5: Platform
28.2.6 P #6: Performance
28.2.7 P #7: Purpose
Reference
29: Culture Change: Challenges and Success Factors for Digital Transformation
29.1 Culture Change in Response to Digitalisation
29.1.1 Facing Complexity with Appreciation
29.1.2 Fundamentals for the Successful Implementation of Culture Change
29.1.3 Leadership in Culture Change
29.1.3.1 Participation: Change Is Made by People
29.1.4 Challenges in the Culture Change Process
29.1.5 Overcoming Systemic Boundaries
29.2 Potential for Stationary Trade
29.2.1 Culture as a Decisive Competitive Factor
29.2.2 The Combination of Offline and Online in the Store
30: Culture Change 4.0: The HEINE Transformation in the Digital Age
30.1 Company
30.2 Initial Situation
30.3 Fundamental Strategic Realignment
30.3.1 Stabilisation Phase
30.3.2 Profiling Phase
30.3.3 Growth Phase
30.4 Customer Access Strategy Project
30.4.1 Objective
30.4.2 Project Organisation
30.4.3 Team Building
30.4.4 Project Progress
30.4.5 Project Results
30.4.6 Project Summary
30.5 Learnings
30.6 Overview of Agile Methods
Reference
31: Glasses in a Design-Savvy Environment with Fashionable Competence
31.1 VIU: The Eyewear Start-Up
31.2 The Feeling for the Customer
31.3 Curation of the Offer
31.4 Preservation of the Brand Essence
31.5 Future Picture
31.6 The Store Design as a Narrative of the Value Proposition
32: Synthesis: Mindset – Anchoring Customer Centricity in the Company
Appendix A: Reflection and Outlook
What Multisensory Technology Is Not
How Can Stationary Trade Create a New Magnetic Effect?
What Role Can Stationary Retail Play in the Future?
Reference