by Jan Schemuth and Dr. Nathalie Neumann

the stationary trade in upheaval

From physical retail to e-commerce? Or is the trend going in the other direction? Retailers are faced with a paradox and thus with many open questions. So how does it look like, the shop format of the future?

key takeaway

The core of success lies in a holistic support. With a workflow management platform not only the current status of the participating dealers is queried but also individual assistance can be provided. The result: the efficiency of the rollout phase can be improved by around 20%. 

a current example: Deutsche Telekom

To get to the bottom of the solution, a current project between rpc and Deutsche Telekom provides interesting insights into the implementation of their retail format strategy. Integrated and holistic – these are the targets for marketing Deutsche Telekom's new product range in the dealer shops. To live up to expectations, rpc develops an all-around concept to bring outdated shops up to the latest state of stationary retail. 

 

how that's going to look like

Digital technologies and content are to be integrated more strongly into the shop concept and oriented more towards the needs of the customers. In short: the brand becomes more tangible for the customer at the point of sale. The reason: perfect interaction of physical and digital channels. Two further success factors: Sales staff trained in the new digital technologies and demonstrations of live applications.  

 

the paradox of retail

While the stationary trade has been overtaken by e-commerce for years, shop formats are becoming increasingly important again. This sounds paradoxical, but it is very easy to explain. Because the stationary trade of tomorrow has nothing to do with outdated retail stores of yesterday. Customers' demands for product presentations are increasing and putting dealers under pressure. The key word is emotion – from the shop door to the cash register and back!    

 

this is where rpc comes in

rpc controls the entire process, from A to Z: a decisive difference to previous sales strategies. Because here the dealers are looked after holistically – from the dealer approach, via the redesign up to the reopening of the shop. 

 

contact our design partner

expert
Bernd Eigenstetter ist partner at rpc – The Retail Performance Company and heads the Design line.
Bernd Eigenstetter
Partner
about
Bernd Eigenstetter heads the design line at rpc and has many years of design experience at bulthaupt, designaffairs, Designit Munich and Phoenix Design. His focus is on customer experience design, including the design of digital touchpoints as well as experiences in the room along the customer journey. 
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