Multisensory in Stationary Retail: Principles and Practice of Customer-Centered Store Design

Foreword
Shopping Experiences of the Future or How We Can Appreciate “Lädelen” Again
Contents
About the Editors
Introduction: The Renaissance of Stationary Trade
	Problem 1: Lack of Common Understanding
	Problem 2: Multisensory Is Not to Be Confused with Tradition and Nostalgia
	Problem 3: Lack of Starting Points for Practical Implementation
	Problem 4: Lack of Coordination Function and Change Culture in the Company
Part I: Multisensory: Perception with All Senses. Neither Marketing Hype Nor Esotericism, But Back to Being Human
	1: Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design – Neuromerchandising at the Point of Sale
		1.1	 Multisensor Technology from the Very Beginning
		1.2	 Principles of Influence Through Multisensory Technology in Stationary Retailing
		1.3	 Indoors and Outdoors
		1.4	 How Does the World Get into My Head?
		1.5	 Perception: Truth with Limited Liability
		1.6	 Context Dependency and Multisensory
		1.7	 Principles of Design in Multisensory
		References
	2: The Emotional Organization: Feelings, Senses, Consciousness
		2.1	 Introduction
		2.2	 Store Concepts Today
		2.3	 The Shopper, an “Emotional Animal?”
		2.4	 CDA Centre d’ambiance™ Development Work
			2.4.1	 Model Prof. Dr. Paul D. MacLean
			2.4.2	 Maslow
			2.4.3	 CDA Findings from Development Work
		2.5	 Threat and Joy
		2.6	 The FMA© Color Method Analysis
			2.6.1	 Goethe
			2.6.2	 Origin FMA©
			2.6.3	 The FMA© at the POS: Application for the POS/POI/POP
			2.6.4	 Insights into Practical Examples of FMA© Color Method Analysis
		2.7	 The Emotional Organisation: Recognising and Implementing It
		References
	3: Perception Research and Its Significance for Retail Marketing and Shopper Research
		3.1	 Understanding of Terms
		3.2	 Properties of Perception
		3.3	 Basic Findings and Instruments for Controlling Perception
			3.3.1	 Conscious Perception
			3.3.2	 Measurement of Conscious Perception
			3.3.3	 Unconscious Perception
		3.4	 Perception Illusions
		3.5	 Conclusion
		References
	4: From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music
		4.1	 Bottom-Up and Top-Down Processing as Overarching Approaches
			4.1.1	 From Bottom-Up to Top-Down
			4.1.2	 Targets and Distractions: Impulse Buying
		4.2	 Consumption Targets, Signals and Reward System
		4.3	 Multisensuality: When the Whole Is More than the Sum of the Parts
		4.4	 Multisensuality in Application: The Example of Background Music
			4.4.1	 Effects of Musical Tempo
			4.4.2	 Fit Effects of Music
			4.4.3	 Cognitive Effects of Music
			4.4.4	 Experience of Time and Music
		4.5	 Conclusion: Music or Not? Under What Conditions?
		References
	5: Looked at and Bought? How Extrinsic and Intrinsic Product Characteristics Influence Food Purchases
		5.1	 Importance of Product Characteristics in Food Shopping
		5.2	 Classification of Product Characteristics for Foodstuffs
			5.2.1	 Extrinsic Product Characteristics
			5.2.2	 Intrinsic Product Characteristics
		5.3	 How Product Characteristics Control Food Perception
			5.3.1	 Packaging Colour as a Subtle Indication of ‘Healthier’ Foods
			5.3.2	 Sensory Claims to Support Food Advertising at the Point of Sale
			5.3.3	 Packaging Labels to Raise Awareness of Visually Suboptimal Foods
			5.3.4	 Influence of the “Natural Packaging” of a Food on Consumer Judgement
		5.4	 Implications for Business Practice
		5.5	 Summary
		References
	6: Identifying Brand Values and Staging Them Multisensually
		6.1	 Brand Values as a Basis
			6.1.1	 Avoidance of Interchangeable Brand Values
			6.1.2	 Use of CORE Brand Values
			6.1.3	 Determining the Brand Positioning
		6.2	 Brand Elements as Design Parameters
			6.2.1	 Primary Brand Elements
			6.2.2	 Secondary Brand Elements
		6.3	 Brand Signals as a Means of Expression
		6.4	 Brand Assessment for Performance Monitoring
		References
	7: Synthesis: Multisensory – Perception with All Senses
		7.1	 What Is Multisensory?
		7.2	 How Do We Process Multisensory Impressions?
		7.3	 What Is the Influence of Expectations and Relevance of Sensory Impressions?
		7.4	 Much Helps Much?
		7.5	 Is There Also a “too little” of Information in the Stationary Retail Store?
		7.6	 What Can Multisensory Marketing Achieve?
		7.7	 What Can Multisensory Marketing Take Away from This?
Part II: Phygital: Moving Into a New Age of the Senses. Understanding and Shaping the Future (Seamlessly)
	8: Retail in Times of New Work: Thoughts on the Renaissance of Stationary Trade
		8.1	 Synchronous Communication as the Key to Success
		8.2	 The Feel-Good Atmosphere Must Be Intentional
		Reference
	9: Selling Comes from Understanding: Retail Is Always the Encounter of People
		9.1	 What Is Neuromerchandising®?
			9.1.1	 From Point of Sale to Point of Success
			9.1.2	 Where I Feel Good, I Stay Longer: Where I Stay Longer, I Buy More
		9.2	 Everything That Is Not Emotional Is Worthless for the Brain!
		9.3	 Every Purchase Is Always a Decision and Every Decision Is Always Based on Emotion
		9.4	 Fear Eats Up Souls
		9.5	 Where the Mood Is Right, So Is Business
		9.6	 The Biology of Loyalty
		9.7	 From Return on Investment (ROI) to Return on Kindness (ROK)
		9.8	 Welcome to the Decade of Humanity!
		References
	10: Stationary Retail from the Perspective of Digital Natives
		10.1	 The Concept of Generations
		10.2	 The Digital Generation in Working Life
		10.3	 How the Digital Generation Consumes
		10.4	 The Digital Generation in the Stationary Store
	11: The Trust Advantage of Stationary Shops
		11.1	 A Place of Reliability
		11.2	 A Place for Social Participation
		11.3	 A Place Nearby
		11.4	 A Place with Fair Prices
		11.5	 A Place for Local Supply
		11.6	 A Place of Safety
		11.7	 A Place of Human Innovation
		11.8	 Conclusion
		References
	12: Best Practices for AI in Retail: Also for Multisensory?
		12.1	 Opportunities and Limitations of AI in Retailing
			12.1.1	 Digital Transformation in the Retail Sector
			12.1.2	 AI as the Highest Evolutionary Stage of Digital Commerce
			12.1.3	 AI as an Opportunity for Stationary Retail and the Multisensory Shopping Experience
		12.2	 Application Examples for AI in “Multi-Sensory” Stationary Trade
			12.2.1	 Typical AI Application Examples
			12.2.2	 Application Example in the “ON4OFF” Research Project
			12.2.3	 Application Example in the Study “Virtual scent tasting”
		12.3	 Conclusion: More AI in “Multisensory” Stationary Trade
		References
	13: Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer Engagement
		13.1	 Customer-Centric Digital Solutions in the Analogue Shopping World
		13.2	 The Customer Needs a New Mattress
			13.2.1	 Events Prior to Purchase
			13.2.2	 Events and Emotions Before and During the Purchase
			13.2.3	 Guiding Emotions Before and During Purchase
			13.2.4	 Synthesis of the Purchase Process
		13.3	 Overall View of a Customer Journey
			13.3.1	 The Customer Journey Simplified in Four Areas
			13.3.2	 The Extended in-Store Customer Journey
		13.4	 Methodological Approach
			13.4.1	 Benefits: Identification of the Goals and Benefit Requirements (of the Retailer) Aligned with the Target Groups (End Customers, Consumers)
			13.4.2	 Space: Definition of the Spatial Conditions and Points of Contact with the End Customer Based on the Customer Journey and Its Embedding in the Multisensory Concept
			13.4.3	 Content: Determination of the Content Requirements as Well as the Influencing Parameters and Existing Source Data for a Successful Customer Experience and a Clear Customer Engagement, as Part of the Multisensory Concept
			13.4.4	 Technology: Evaluation of the Most Suitable Technology Components as Well as the Coordination of the Source Data to be Connected and Definition of the Integration into the Already Existing Infrastructure, Taking into Account the Existing Compan
			13.4.5	 Processes: Integration into the Existing Processes as Well as Possible Definition of New Processes for a Smooth and Secure Process, Taking into Account the Existing (IT) Guidelines and the Existing Organization
			13.4.6	 From the Five Building Blocks to the Overall Concept
		13.5	 Acting Skillfully Instead of Reacting
			13.5.1	 Generic Example
			13.5.2	 Example b8ta (beta)
			13.5.3	 Bonprix “Fashion Connect Store” Example
		References
	14: Consumer Experience Through the Use of Mixed Reality in Shopping Environments
		14.1	 Problem Definition
		14.2	 Managing Customer Experiences in Shopping Environments
		14.3	 Design of an Interactive Changing Room Through the Use of Mixed Reality
			14.3.1	 Customer Journey in the Clothing Business and Existing Concepts
			14.3.2	 CyberFIT: An Interactive Fitting Room
		14.4	 Design Recommendations
		14.5	 Summary and Outlook
		References
	15: Synthesis: Phygital – The Dawn of a New Age of the Senses
Part III: Total Store: Thinking and Acting Holistically. Customer-Centric Store Design as a Total Work of Art
	16: Turning a Shopping Location Into a Brand!
		16.1	 Preliminary Remarks
		16.2	 The Why Question
			16.2.1	 Success Drivers of Food Retailing Up to the Turn of the Millennium
			16.2.2	 The Decision-Making Dilemma Today
		16.3	 Decision Stress
		16.4	 The Building Blocks of Branding
			16.4.1	 Experience with All Senses
			16.4.2	 Nothing Happens Without Motivation!
			16.4.3	 What Do I Want to Be?
			16.4.4	 What Do I Have to Fulfil in Order to Experience the USP and Be a Brand: To Be Loved?
		16.5	 Putting Horsepower on the Road: Operational Implementation
		16.6	 The TP Touch Point Concept
			16.6.1	 Assortment Management
			16.6.2	 Handout Management
			16.6.3	 Visibility Management
		16.7	 Summary: What Is Shopper Marketing?
		References
	17: New Customer Acquisition and Lasting Customer Loyalty Through Holistic Branch Design
		17.1	 Introduction
			17.1.1	 Competitive Situation in the Retail Sector
			17.1.2	 The Demanding Customer
			17.1.3	 Holistic Purchasing Site Optimisation
		17.2	 The Total Store Approach
			17.2.1	 Definition
			17.2.2	 Supply/Assortment
			17.2.3	 Customer Walkways
			17.2.4	 Category Neighbourhoods
			17.2.5	 Placement
			17.2.6	 Shop Design
			17.2.7	 Service and Personnel
		17.3	 Summary
		References
	18: The New Goldmine: The Perfect Customer Portal in the Physical World
		18.1	 Build a Store that Runs: How to Wow Your Customers and Keep the Cash Registers Ringing
			18.1.1	 Why the Old Shop Is Dead: And Why That’s Good
			18.1.2	 Seven Tips to Make the Shop a Popular Meeting Place
			18.1.3	 Five Impulses for the Right Punch
		18.2	 The Construction Manual: Five Steps to the Store
			18.2.1	 First Step: The Basis
			18.2.2	 Second Step: The Touchpoints
			18.2.3	 Third Step: The Interaction
			18.2.4	 Fourth Step: The Shop Prototype
			18.2.5	 Fifth Step: Implementation and Perfection
			18.2.6	 The Summary
		References
	19: Staging Luxury Brands Multisensually at the Point of Sale
		19.1	 The Sensualisation of Luxury Brands
		19.2	 Particularities of Multisensual and Luxury Goods Marketing
		19.3	 Goals and Strategies of Multisensual Marketing at the Point of Sale of Luxury Brands
		19.4	 Operational Design of the Five Senses in Luxury Brand Shops
			19.4.1	 Visual Perception and Design
			19.4.2	 Haptic Perception and Design
			19.4.3	 Acoustic Perception and Design
			19.4.4	 Olfactory Perception and Design
			19.4.5	 Gustatory Perception and Design
		19.5	 Multisensual Design of Luxury Brand Shops
		19.6	 Summary and Outlook
		References
	20: Multisensory in Implementation: From Corporate Strategy to Holistic Store Concept
		20.1	 With All Senses
		20.2	 The Fate of Good Taste or the Limits of Freedom of Expression
		20.3	 The 5-Box Analysis
			20.3.1	 The Customer: Where It All Begins
			20.3.2	 The Assortment: What It Can Do, What It Brings, What It Should Do
			20.3.3	 The Brand: More than Corporate Design
			20.3.4	 Competition: What We Can Learn from the Competition
			20.3.5	 The Location: Or What You Should Know About Space
		20.4	 The Road to a Retail Design Strategy
		20.5	 From Strategy to Concept
		20.6	 In Conclusion
	21: LAGO by the Lake: Shopping Experience with All Senses
		21.1	 Introduction: Constance, Lake Constance and the LAGO
		21.2	 “LAGO 2025”: Positioning and Profiling
			21.2.1	 Analyses, Workshops, Action Planning
			21.2.2	 Lake Constance: Mere Location or Already Positioning?
		21.3	 “LAGO 2025”: Ideas and Initiatives
			21.3.1	 See, Sit, Marvel: The Special Atmosphere at LAGO
			21.3.2	 All Roads Lead to the Lake: Emotional Advertising à la LAGO
			21.3.3	 Finding Instead of Searching: A Well Thought-out Mix of Offers in Clear Structures
		21.4	 Outlook
		References
	22: Accompanied from World to World: Multisensory in a Supermarket Using the Example of Swiss Migros
		22.1	 The Colourful Reception: The Fruit and Vegetable Department
		22.2	 The Baker in Mind: The Bakery Department
		22.3	 Food, Direct from the Supermarket: Convenience Food
		22.4	 Decisive in the Future: The Served Counters
		22.5	 Doors Closed: The Refrigeration Departments
		22.6	 More Wood, More Feeling: The Food Department
		22.7	 Value-Added Tables with a Seasonal Touch: Non-food
		22.8	 Talking Booths: The World of Clothing
		22.9	 Beauty with Customer Care: The Beauty Selfcare World
		22.10	 Next Please: The Checkout Zone
		22.11	 The Future of the Supermarket
		Christoph Oriet has in-depth expertise in store design and store planning in the retail sector. This is based on over 30 years of experience in Swiss food retailing (Coop and Migros) – including as Head of Total Store at Migros Genossenschaftsbun
	23: Creating Value Through Value Creation: How the Stationary Grocery Trade Creates Added Value for Its Customers in Times of Online Competition
		23.1	 Introduction
		23.2	 Value Added in Stationary Retail Trade
			23.2.1	 Shopping with All Senses
			23.2.2	 Experiential Purchasing of Relevant Products
			23.2.3	 Social Contact and Personal Counselling
			23.2.4	 Immediate Usability
		23.3	 Approaches to a Customer-Centric Added Value Strategy
			23.3.1	 Focus on Value-Added Activities
			23.3.2	 (In)direct Customer Added Value Through the Use of IT/Technology
			23.3.3	 More Dynamic Space Management
			23.3.4	 Action-Led, Proactive Controlling
		23.4	 In Conclusion
	24: Learning Journey to Optimise the Sales Floor: How to Use Our Understanding of Customer Behaviour
		24.1	 Introduction
		24.2	 Our Approach
			24.2.1	 In-store Tracking as in Online Retailing
			24.2.2	 Accompanying Transformation Processes
		24.3	 What Do Shoppers Perceive in the Store?
			24.3.1	 Observation of the Buyer, Not the Consumer
			24.3.2	 The Room: Too Many Articles Disturb the Spatial Well-being
			24.3.3	 The Impulse: Unconsciousness Controls our Purchase
			24.3.4	 Human Filter: Not every Piece of Information Arrives at Once
			24.3.5	 The Eye: We See Less Than One Percent of the Products
			24.3.6	 The Stimuli: Digital Displays
		24.4	 Case Study: From Paper to Screen
		24.5	 The Challenge of Openness to Results
		References
	25: Brand-Adequate Implementation of Plant Tours: An Approach to Analyse the Opportunities and Risks of Multisensual Brand Communication Using the Example of the BMW Plant in Leipzig
		25.1	 Background
		25.2	 Plant Tours in the Retail Sector
		25.3	 Theoretical Classification
			25.3.1	 Classification of Plant Tours as an Instrument of Live Communication
			25.3.2	 Importance of Plant Tours for Brand Management
		25.4	 Practical Example: Analysis of the BMW Plant in Leipzig
			25.4.1	 The BMW Plant in Leipzig
			25.4.2	 Objectives and Methodology
			25.4.3	 Results of the Analysis
				25.4.3.1	 General Assessment
				25.4.3.2	 Analysis of Multisensuality
				25.4.3.3	 Analysis of Brand Adequacy
		25.5	 A Process Plan for the Optimal Use of Plant Visits
		References
	26: Synthesis: Total Store – Thinking and Acting Holistically
		26.1	 But How Do You Create a Fully Customer-Centric Store?
Part IV: Mindset – Anchoring Customer Centricity in the Company. Every Employee as an Advocate for the Customer
	27: Agile Organizational Concepts for Retail Companies in Times of Digitalization: Design and Management of Agile Organizational Structures for More Competitiveness in the Face of Changing Customer Needs
		27.1	 Starting Points for the Design of Organisational Concepts
			27.1.1	 Coordination of Structures and Processes in the Company
			27.1.2	 Classical Decisions on the Overall Organisation of Commercial Enterprises
		27.2	 Digital Transformation in Retail as a Driver of New Organizational Concepts
			27.2.1	 Changing Customer Needs in the Context of the VUKA World
			27.2.2	 Integrating Agile Values to Transform Organisational Concepts in Retailing
			27.2.3	 Growth Mindset as a Prerequisite for Agile Structures
		27.3	 Designing Agile Organisational Concepts for Retail Companies
			27.3.1	 Influence of the Organisational Structure on the Company’s Success
		27.4	 Combination of Hierarchy and Agile Networks in Dual-Structured Trading Companies
			27.4.1	 Core Elements of the Dual Company Structure
			27.4.2	 Control Instances at Top Management Level
		27.5	 Agility Through Project-Oriented Corporate Structures
			27.5.1	 Establishment of Project-Oriented Organisations
			27.5.2	 Coordination of Flexible Project Networks Through Strategic Project Management Offices
		27.6	 The Most Important Results in Brief
		References
	28: Customer Centricity as a Management Guideline
		28.1	 Humility in the Encounter with the Customer
		28.2	 The 7 P’s of Customer Centricity
			28.2.1	 P #1: Paradigm
			28.2.2	 P #2: Personas
			28.2.3	 P #3: Promoter
			28.2.4	 P #4: Processes
			28.2.5	 P #5: Platform
			28.2.6	 P #6: Performance
			28.2.7	 P #7: Purpose
		Reference
	29: Culture Change: Challenges and Success Factors for Digital Transformation
		29.1	 Culture Change in Response to Digitalisation
			29.1.1	 Facing Complexity with Appreciation
			29.1.2	 Fundamentals for the Successful Implementation of Culture Change
			29.1.3	 Leadership in Culture Change
				29.1.3.1	 Participation: Change Is Made by People
			29.1.4	 Challenges in the Culture Change Process
			29.1.5	 Overcoming Systemic Boundaries
		29.2	 Potential for Stationary Trade
			29.2.1	 Culture as a Decisive Competitive Factor
			29.2.2	 The Combination of Offline and Online in the Store
	30: Culture Change 4.0: The HEINE Transformation in the Digital Age
		30.1	 Company
		30.2	 Initial Situation
		30.3	 Fundamental Strategic Realignment
			30.3.1	 Stabilisation Phase
			30.3.2	 Profiling Phase
			30.3.3	 Growth Phase
		30.4	 Customer Access Strategy Project
			30.4.1	 Objective
			30.4.2	 Project Organisation
			30.4.3	 Team Building
			30.4.4	 Project Progress
			30.4.5	 Project Results
			30.4.6	 Project Summary
		30.5	 Learnings
		30.6	 Overview of Agile Methods
		Reference
	31: Glasses in a Design-Savvy Environment with Fashionable Competence
		31.1	 VIU: The Eyewear Start-Up
		31.2	 The Feeling for the Customer
		31.3	 Curation of the Offer
		31.4	 Preservation of the Brand Essence
		31.5	 Future Picture
		31.6	 The Store Design as a Narrative of the Value Proposition
	32: Synthesis: Mindset – Anchoring Customer Centricity in the Company
Appendix A: Reflection and Outlook
What Multisensory Technology Is Not
How Can Stationary Trade Create a New Magnetic Effect?
What Role Can Stationary Retail Play in the Future?
Reference