Multisensory effects at the POS • 24.03.2017

The smell of barbecue is in the air

Weber Original Stores provide all customers with a personalized grilling experience

EuroShop 2017 has shown: the retail sector has officially become unimaginable without emotionalization and storytelling. More than ever before, the customer journey is like an adventure that appeals to all the different senses. Philipp Nottekämper from ppm planung + projekt management knows how to implement this perfectly. His team was in charge of the new design and concept of the Weber Original Stores.

Philipp Nottekämper is Head of Architecture and Retail Design at ppm planung +...
Philipp Nottekämper is Head of Architecture and Retail Design at ppm planung + projekt management in Germany.
Source: ppm gmbh

Mr. Nottekämper, I get the feeling that oftentimes the focus is no longer on selling products but the desire to offer customers a unique physical and emotional experience. What is your take on that?

Philipp Nottekämper: At this point, customers consider shopping a leisure activity. They want to feel good and experience things, which is why aspects like storytelling and emotionalization obviously play a key role in retail store concept development. To what extent visual merchandising takes a back seat is subsequently a (bold) decision made by the brand or retailer. Despite the growing desire for adventure, the sales floor obviously still needs to be economically viable. This is a balancing act that can actually also be a lot of fun.

You refer to the “4th Dimension“ at ppm. What does this term mean exactly?

The term sounds a bit cryptic at first and to a certain extent is meant to make you curious. In our case, the “4th Dimension“ covers all topics associated with digitization, whether that applies to the links between brick-and-mortar and online retail such as click and collect, for example, interactive solutions for customers or – and this is where we circle back to our subject – digital customer experiences. The main objective here is to offer end customers a real added benefit with these elements. This is the only way to ensure that this investment is not just a gimmick but actually helps consumers to have a better experience and enjoy better service, which makes them feel good and relaxed on the sales floor, thus extending dwell time and, in the best case scenario, increasing sales.

At the Weber Original Stores in Berlin and Amersfoort (in the Netherlands), you combine digitization with multisensory aspects…

That’s right. These two elements go hand in hand as it were when it comes to the category bowls installed on the sales floor, aimed at offering customers a holistic experience. These bowls reflect the three categories of the Weber product portfolio – charcoal, gas, and electricity. One basic requirement of the concept was to make the variety of products more understandable for the customer. That is to say, you always have a combination of pedestal and hood on top. On top of the pedestal is the product along with additional accessories. The product already embraces a haptic experience, meaning customers can touch the grill or accessories.

The best association with electrical components was achieved by projecting...
The best association with electrical components was achieved by projecting “electric flashes” as we know them from Tesla coils. It is the effect that intends to captivate the customer.
Source: ppm gmbh

The hood above the pedestal plays the corresponding videos using a projector. Digitization takes place within the hood projection. It is part of this multisensory experience and obviously covers aspects of infotainment. In the case of the charcoal grill, charcoal is projected onto the hood via video. In addition, a soft rustling sound of burning charcoal is played in the background. To complete the multisensory experience, we add a gentle grilling aroma to the area. In the case of the gas grill display, customers see blue gas flames and hear the flickering sound of the flame in the background. The presentation of the electric grill proved to be the most difficult facet since these types of grills generally don’t make a sound and glowing heating elements are not suitable as an association. The best association with electrical components was achieved by projecting “electric flashes” as we know them from Tesla coils. It is the effect that intends to captivate the customer. Overall, there are only minimal differences when it comes to the different grill aromas. We coordinated the corresponding nuances with our client.

The point of the multisensory elements and digital presentation is to push the “I want it“ factor for the respective product even further. And indeed, there are studies that show decreasing customer price sensitivity when customers feel catered to and are comfortable in a setting. At that point, they are willing to spend more on a product.

Photo
Source: ppm gmbh

There are other aspects that are important for a consistent customer experience…

That’s right because these types of concepts are only effective as a whole. The reorganization of the Weber Original Store in Berlin also involved a new design of materials, lighting and visual merchandising effects. We chose materials that reflect the brand and primarily appeal to its male clientele. The result is an urban and industrial style that is complemented by natural elements such as wood. We selected point and focus lighting solutions to showcase the product. The idea is to skillfully use lighting without stealing the show from other highlights like the category bowls. In terms of visuals, we obviously use imagery that Weber already also portrays on other channels. We staged them so the customer is able to recognize himself in these situations, surrounded by family or friends, in the backyard or on a patio for example.

An urban and industrial style is complemented by natural elements such as wood....
An urban and industrial style is complemented by natural elements such as wood. The chosen materials reflect the brand and primarily appeal to its male clientele.
Source: ppm gmbh

Is there a high demand for holistic emotional store concepts?

I think you cannot make generalizations in this instance because customer demands differ greatly to some extent. That brings us back to the question: what is a store concept able to offer in this context? The goal is to not just integrate some type of screen but to offer and create meaningful contents instead. I am convinced something that will never go out of style and that can be used to complement a store concept is great service.

All unique selling points that set brick-and-mortar retail apart – and this also applies to creating an experience – from online retail and offer customers an added value, also attract customers to the sales floor. If I offer great service on the sales floor, it is something online retailers are barely able to provide, especially when it comes to products that require more intensive consultation. This is the strong suit and livelihood of brick-and-mortar retail and I believe it’s a topic that retailers have to be made aware of time again and again.

Author: Melanie Günther, iXtenso

related articles:

popular articles:

Thumbnail-Photo: Power floor: power store
27.03.2019   #pos marketing #in-store marketing

Power floor: power store

Practical examples of amazing flooring designs

Sales promotion is also a matter of the floor. Take the time for some inspiration and discover different designs - from colorful and patterned to natural and neutral - in practical examples that we have put together for you. All projects can also be ...

Thumbnail-Photo: Retail holiday decorations: trends for the 2019/20 season...
09.05.2019   #decorative lighting #shop decoration

Retail holiday decorations: trends for the 2019/20 season

"The little affectionate details are always what’s most important." Interview with Annetta Palmisano

Many details or a simple design, artificial light displays or natural light – there are many ways to showcase window displays. Retailers who decorate with a light touch can use the emotional impact on customers and affect retail business ...

Thumbnail-Photo: ISE: big LED displays, digital mirrors and more!...
07.02.2019   #digital signage #decorative lighting

ISE: big LED displays, digital mirrors and more!

The trends of tomorrows audiovisuals and system integrations

iXtenso was at the ISE in Amsterdam and looked around for the latest trends in audiovisual media. We couldn't help but to take snapshots of some of the most beautiful implementations. ...

Thumbnail-Photo: One, two, go: get a new shop window!
27.02.2019   #shop decoration #brand management

One, two, go: get a new shop window!

Magnetic films make it possible

Redecorating an entire shop window in 30 seconds? Yes, that's possible! At the Panorama in Berlin we saw exactly that at the booth of the Pioneer Trading Company. The principle is simple: magnetic films with all kinds of motifs can be ...

Thumbnail-Photo: What shop design can look like: Marktscheune in Berghaupten...
18.03.2019   #shop building #brick and mortar retail

What shop design can look like: Marktscheune in Berghaupten

Many wooden design elements, rustic flair, and the Farmer’s Café delight guests

Buy a piece of cake, have a cup of coffee and pick up some fresh vegetables and fruits to take home. Customers can run all of these errands at the Marktscheune (English: Market Barn). The so-called Naturpark-Bauernmarkt (English: Nature Park ...

Thumbnail-Photo: Presentation of goods for convenience at gas stations...
28.02.2019   #product presentation #automated replenishment (software)

Presentation of goods for convenience at gas stations

POS TUNING and ARAL report on a successful multi-partner project

At this year's Annual Conference on Trade and Change in Gas Stations and Convenience Shops, Kristin Kolbe-Schade from POS TUNING and Carsten Biermann from Aral reported on a successful tobacco project which they implemented together with other ...

Thumbnail-Photo: Snipes Reopening in Cologne: Shopdesign goes Hip-Hop...
31.01.2019   #digital signage #shop building

Snipes Reopening in Cologne: Shopdesign goes Hip-Hop

At the end of last year, the Snipes Store on Hohe Strasse in Cologne was reopened.

We attended the pre-opening and were privileged to see the new design in the first customer's eyes. Have fun with the video report!Your iXtenso team ...

Thumbnail-Photo: Show your costumers instant digital content on mirrors...
07.02.2019   #digital signage #brick and mortar retail

Show your costumers instant digital content on mirrors

Mirror mirror on the wall, who's the smartest of them all?

In the interview Jukka Vänskä from Seloy Live is showing us, what customers can do with a digital mirror and why it could benefit retailers. His partner Alexander von Reuterhorn from Fineko Green Technologies ensures a bacteria-free ...

Thumbnail-Photo: Expert tips: the best flooring options for your retail store...
15.04.2019   #shop building #visual merchandising

Expert tips: the best flooring options for your retail store

Ways to make a great first impression with customers

You need a new look for the flooring in your store – you have many options and they must be considered carefully. Industry experts told us what the different types of flooring from vinyl to carpet all the way to renovation lacquer systems have ...

Supplier

Pioneer Trading Company GmbH
Am Sohlweg 26
76297 Stutensee
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen