Tendence will not take place as planned in June 2021 for the second year due to the Covid-19 pandemic. However, Messe Frankfurt’s online platforms Conzoom Solutions and Nextrade are providing housewares retailers with inspiration and trend information, as well as ordering and product search facilitites in the run-up to Ambiente’s return in 2022.
The Conzoom platform includes some of the insightful material from last week’s Consumer Goods Digital Day (April 20). Experts that spoke in the Digital Day’s webinars included retail psychologist and designer Suchanek Raumkunst. “Retail is all about psychology,” he stated.
With advice for physical shops that are opening up from lockdowns, Suchanek said: “As a retailer you need to create trust and reliance, as well as joy and love. There is a need for a sensory experience and social exchange so that people will return to a physical store again and again. Instead putting up prosaic signs about social distancing, when people are queuing, use carpets and rugs as a ‘welcome’, and display items on them while people are waiting,” he advised. “Roll out the red carpet and make the experience attractive.”
Suchanek suggested using natural fragrances and flowers to enhance displays and having a coffee maker to engage customers. “Take away the fear of Covid-19 and create a positive atmosphere,” he emphasised. “Make sure that people can touch and experience the products. It’s something you can’t do online.”
Top: Some of the categories that retailers are finding useful on the Conzoom platform.
