What do your customers want when it’s time to buy something? What options are there for combining online and offline sales? What services can the bricks-and-mortar trade use to attract customers? The Retail BLVD demonstrates how sales can be made more interesting, convenient and service-oriented in the future. Gain inspiration and ideas that you can implement directly in your shop.
"Shoppers can be categorised into three different types. In the Retail BLVD, we’ll be illustrating the classic customer journey from shoppers’ needs to good customer relationships. We’d like this to give trade visitors new impulses for communicating with their customers"
"The customer interest is the focus. We are concerned with solutions for the retail trade which can be simply and quickly implemented."
Review: Retail BLVD 2020
The three houses offered recommendations for emotional and inspiring point-of-sale presentations and showed how different customer needs can best be served. In this connection, the focus has been on three different kinds of shopper identified in the new IFH 2019 Study (‘Structural change in the retail sector: from the consumer’s perspective’): Experience-oriented, convenience-oriented and service-oriented shoppers.
That's what visitors say:
“The tour through the Retail BLVD was very interesting – I was able to gather various things to take away for my business, for instance how you can use the digital media as a supplement in store business.”
“At the Retail BLVD I heard a very interesting talk about snapchat. Now I know: that is a strong app for my target group. The experts at the IFH gave me some valuable recommendations about how I can grow with my target group.”
“The Facebook talk was very helpful. I am glad to exchange information at Christmasworld with others about digital communication.”
“I greatly appreciate the way that I always discover the very latest trends at Christmasworld. Also I meet the manufacturers and can experience the new products live.”
New impulses for the 'customer journey'
In the three stores, "Social Media Playground", "Convenience" and "Experience-House", experts from IFH Cologne invited visitors to interact – with short presentations, explanations, and live demonstrations. In addition, there were guided tours through the Retail BLVD three times daily. In the central marketplace 'Market square', visitors were invited to exchange experience and knowledge and there have been opportunities for networking.