Interview • 04.11.2021

Versatile and variable: About shelves in the store

Shelves as stages for products

A man in a suit leans against a sculpture in the garden in front of a modern...
Lukas Schroll, Managing Director of concept-s
Source: concept-s

Shelves are versatile and multilateral – in the truest sense of the word, because they can not only be placed against the wall, but are also suitable, for example, as beautiful and open room dividers.

We spoke with Lukas Schroll, Managing Director of concept-s, about the advantages of modular shelving systems and the presentation of goods with this furniture.

In your experience, what requirements do retailers place on retail shelving?

Lukas Schroll: The requirements for retail shelving always depend on the products that are to be presented and offered. Especially in specialty retail, these can be very precise requirements. In addition to product labeling, for example, this may also include a necessary anti-theft device for high-priced goods.In the same way, shelving should offer the flexibility for the presentation of goods to vary in quantity and product design or to respond to different sizes of products.

Mockup of an open goods shelf in a bicycle store with a bicycle...
Source: concept-s

What should be considered with regard to the store design?

In general, care must be taken to ensure that shelving and merchandise supports fit in with the store ambience or help to shape it. The store is like the packaging for the products presented, so the form of presentation and its value also affects the perceived value of the product. High-quality products must therefore be presented in a qualitatively appealing way, otherwise the presentation of goods will miss its effect.

The shelf is the stage for the products, so it should and must attract attention, but not distract from the actual offer, the product, or overshadow it.

Mockup of an open shelf in a fashion store with a mannequin...
Source: concept-s

What are the advantages of modular shelving?

Shelves with modular construction have great advantages for the retailer. They are usually broken down into smaller individual components and assembled on site according to a fixed system - this saves transport and storage volume in any case. Furthermore, modularity offers a wide range of components and merchandise carriers, which means that different products can always be presented and staged in a new way, while still maintaining a uniform image thanks to the modular system. Also, these systems are often available for years and you can always add new components or buy additional elements.

In which cases are modular systems particularly suitable?

Wherever a high degree of flexibility is required. In this way, it is possible to react to seasonal changes, to easily implement temporary decorations and merchandise displays, and to use the store space variably and without great effort for other presentations as required. If a shelving system with a high degree of modularization and a diverse range of merchandise supports is used, a uniform image is always created despite a presentation with a variety of different goods.

Mockup of an open shelf in a wine bar with wine bottles on display...
Source: concept-s

When shelving is used as a room divider in a store, what should be considered?

When using shelves as room dividers, it is always important to ensure that they can be walked on all around and that both the front and the back can be used sensibly and look attractive. Of course, it is also important to ensure a certain basic stability of the free-standing furniture.

What should be considered when lighting is to be integrated into a shelf?

If lighting is integrated directly into the presentation of goods, it can have a sales-promoting effect. It is important to ensure that the lighting is also aligned with the products, is glare-free for the viewer, does not create any disturbing shadows, and that the power supply is not visible but accessible for technical supply in case of need. Also with regard to the selected color temperature, care should be taken to ensure true color rendering of the illuminated goods.

Interview: Julia Pott

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