INTERVIEW WITH ELKE MOEBIUS

Director EuroShop Trade Fair
EuroShop is noted to be the world’s most important retail trade fair for the international commercial world and took place for the 18th time in February 2014. We spoke with director Elke Moebius about highlights and the development of this year‘s Retail Trade Fair.

MRS. MOEBIUS, EUROSHOP 2014 TOOK PLACE FOR THE 18TH TIME IN FEBRUARY THIS YEAR. WHICH DEVELOPMENTS COULD YOU OBSERVE SO FAR? HAVE YOU NOTICED AN INCREASING INTEREST FOR THE FAIR IN RECENT YEARS?

 

EuroShop has gained significantly in relevance: we could experience strong growth in the actual size of the exhibition area as well as in the number of exhibitors and visitors. Compared to 2011 we have had additional 190 (mostly international) exhibitors and an excess of more than 4,000 visitors. We can definitely confirm an in-creased willingness to make commercial investments. According to a study by EHI Retail Institute investments in shop construction amounted to 6.8 billion Euro in 2013 in therefore exceeded the investment made in 2010 by 700 million Euro. This signifies that EuroShop, in this regard, was lucky to benefit from a very investment friendly climate. I think, that e-commerce in particular and its growing turnover have an essential importance for EuroShop. It is these factors that challenge brick and mortar retailers to reposition themselves in the market, to concentrate on the benchmark ant to focus in their own USPs, something that is impossible to do in e-commerce.

 

 

WHICH CURRENT TRENDS AND INNOVATIONS OF THE INDUSTRY HAVE BEEN STRONGLY THEMATISED AT THIS YEAR´S EUROSHOP? 

 

Everything haptic and emotional is easy to put on display by the brick and mortar businesses. And these were exactly the trends we could make out at this year´s EuroShop: the focus was on many materials, partly presented in retro design, but also on light - and everything surrounding retail lighting concepts - on one hand, but also on accentuating and emotionalizing of the merchandise on the other hand. Another important topic for us, something that was also well presented in the LIGANOVA stand, was the aspect of multi channel marketing this year. A successful shop concept only comes to fruition when the analogue and digital distribution channels are cleverly and skilfully interconnected.

 

LIGANOVA PRESENTED ITS NEW SERVICE DIGITAL VM FOR THE FIRST TIME AT THE EUROSHOP. WHICH ROLE DO NEW PRODUCT PRESENTATIONS PLAY IN E-COMMERCE?

 

The interconnection of digital Visual Merchandising and the classic brick and mortar shop construction was an important topic at EuroShop, well visible at many but extremely obvious at the LIGANOVA

BrandRetail Lab. Many companies try to transfer the emotionality of brick and mortar business and haptic shop construction to the digital shop, in order to render their offer and their products even more attractive to the customer. With the help of very sophisticated and beautiful presentations the customer is enticed to venture into new areas. At least at this point it becomes obvious that you need really good engineering at both ends. This is exactly the point where LIGANOVA comes into the game, because as the BrandRetail Lab shows, it is possible to provide a really nice complete full care service to the customer. Businesses are always in competition with each other about who gets the customer`s attention - and you do not have any other chance but to work with extraordinary stimuli, so that the customer does not simple click trough your offer, but rather remains on your site. And this is where digital VM plays an important role, it is the interconnection of the analogue and the digital world.

 

LIGANOVA IS WELL-KNOWN FOR ITS HIGH LEVEL OF CONNECTIVITY AND OFFERS THE COMPLETE BRANDRETAIL SUPPLY CHAIN FROM A SINGLE SOURCE. THIS YEAR FOR THE FIRST TIME, LIGANOVA WAS PRESENT AT THE FAIR WITH ITS OWN STAND, THE LIGANOVA BRANDRETAIL LAB. WHAT WERE YOU MOST IMPRESSED BY?

 

To me the stand looked very well done and the presentation of LIGANOVA`s competences was extremely appealing and effectively displayed. So far, I have not been aware of the entire spectrum of your services. The stand was able to convey what was important: on one hand the visitors were emotionalised and on the other hand they were shown the innovative effectiveness of LIGANOVA in form of technologies that had been implemented in various projects. What was new to me was that LIGANOVA is also active in manufacturing processes in their own manufacturing facilities. Creative, extraordinary, surprising and very competent on all levels.

 

THE NEXT EUROSHOP WILL TAKE PLACE IN THREE YEARS FROM NOW. WHICH TOPICS CAN THE VISITORS EXPECT FOR 2017?

 

Many of our this year’s trade fair formats have proved to be good, and therefore the ‘Designer Village’ will offer extra space to the retail architects and the ‘Lighting Designers‘ zone will provide all lighting designers with some extra ground to play on.