Technology expertise in demand

Nothing is more constant than change, and shopfitting specialists know that too. They are responding creatively to the changes in the retail world, which are shaped by increased customer needs and driven by digitization. Both factors require broad technology expertise: where previously only shelves, checkouts and counters had to be supplied, experts are now needed for scent, lighting, multimedia, digital price labeling, security technology and the integration of online and offline sales.

Modern system construction replaces classic shopfitting systems

Reinhard Peneder is convinced that the time of off-the-shelf shopfitting systems is over. Peneder is considered a profound expert of the European retail and shopping scene. In his 2014 StoreBook, he notes, “Only grocery stores still have large-scale systems installations.” In fashion-oriented sectors, on the other hand, a high degree of individuality is required. This is created by staging concepts such as Strategic Dramaturgy (see also our interview with Dr. Christian Mikunda “Beneficial Staging”) and by customized, brand-compatible furnishings and presentation. And it has to pay off right from the start, because economies of scale like in classic system construction are hardly available here. A high need for coordination with customers and architects must also be taken into account.

Keeping up with the times – finding innovative solutions

Shopfitting companies will have to acquire the technological skills they need, especially in the area of IT, and collaboration with external partners will become increasingly important. Only those who keep looking over their own counter can make optimal use of LED systems for “visual marketing”, implement a neuromarketing or a modern security concept, or fulfill the complex task of linking analog and digital structures at the POS in a meaningful way.

In addition, it will be important to constantly develop new store formats and to know what customers want before they anticipate it. Who would have thought that customers would love to cook for themselves at the grocery store or meet for an espresso at the discount store? For engineers, lateral thinking has always been important for finding innovative solutions. The shopfitter can and must do the same, combining things in ever new and surprisingly intelligent ways.

Those who initially lack the imagination to do so can draw inspiration from the numerous and up-to-date industry reports, such as those published by the German Shopfitting Association, the EHI-Retail Institute, or at the annual Euroshop and other trade events. Creative, courageous and technologically competent, shopfitting need not fear the further spread of e-commerce. On the contrary, he will increasingly see his opportunities in the inevitable change.