Interview • 09.01.2015
Trend Store: "Highlights take the customer by surprise"
Interview with Björn Pippig, Head of Marketing at Möbel Hesse
It is called a trend store and it is trendy: Möbel Hesse has breathed new life into an area of ten thousand square meters. Shopfitters and interior designers have really pushed the envelope. Shortly after the grand opening, we spoke with Marketing Director Björn Pippig about the store concept, digital signage solutions and his personal highlights, the trend vignettes.
Mr. Pippig, what design concept hides behind the new trend store design?
The design concept is divided into different areas. Aside from traditional spaces that display the individual product groups, we created so-called trend vignettes as highlights.
The way the customer is guided through the showroom was completely revised and is now not just more linear and clear, but also much broader. This transformation also resulted in the line-of-sight showcasing the entire area of 10,000 square meters. The customer is able to see in all directions from one central vantage point, overlooking the multitude of products.
What are the store’s highlights?
The trend vignettes are obviously a store highlight. Current furniture trends are spotlighted here and featured in complete living scenarios. This layout shows which accessories and decorative items complement and enhance the furnishing theme. We also have studio galleries featuring mattresses, small pieces of furniture and sleeping accommodations. We prepared competence areas for upholstered furniture for better organization. One highlight here is our own store brand LOOP – an infinite number of sofas! Here the customer is able to find three product lines that meet his or her need for function, design or flexibility.
How long did the remodeling take?
The entire remodeling process was accomplished in six months. The stages of construction were implemented one after the other, since the space encompasses three hall areas. The advantage to this was that customers didn’t have to do without the trend store for the entire construction period.
Are there also modern, digital merchandising solutions that are now being implemented?
Digital signage solutions were integrated into the trend store and the Möbel Hesse Piazza (English: “square“), which provide customers with current information via video screen. The monitors also help with better orientation and narrowcasting of sales items or promotions for instance.
What role did sustainability play during the planning process?
A very important role. The entire lighting system was converted to modern LED technology. This applies to furniture and vignette lighting but also lighting of displays or blow-ups at the POS. The existing ventilation system was also optimized to be able to use energy more efficiently.
What is the reaction from your customers?
It’s very positive, because the trend store now emerges more and more as an independent area and delivers a modern and fresh take for our target audience. The wide aisles facilitate leisurely strolling through the showroom, while merchandise presentations highlight each setting and take the customer by surprise.
Interview: Natascha Mörs; iXtenso.com
