Experience per square metre

The megatrend of urbanisation and the hybrid customer are the topics which will be influencing the next Christmasworld. Formats with lots of emotion and comfortable services are in demand in trade, according to the analysis by Julia Uherek, Group Show Director, Consumer Goods at Messe Frankfurt. "At Christmasworld we provide the answer," announces Uherek. Because just as trade wants to inspire its customers, the trade fair wants to do the same with its visitors. "The good thing is: business is made by people for people." Echoing these sentiments of the connection between emotion and business is also the apt motto of Christmasworld 2020: "Coming home for business".
After all, for trade and thus for the fair, it's about foregrounding the emotional shopping experience and offering "shoppable stories", according to Uherek. When looking at the online trade it's clear: "The stationary trade has a major advantage in terms of experience."
It's going to need it too. Because even though the customer can only touch, see and test products in a physical business, rapidly progressing digitalisation means that frequency will decline in future, despite increasing urbanisation. The consequence: "It's no longer about 'location, location, location', but instead 'customer, customer, customer' is increasingly becoming the main focus". That's why the stationary trade wants to play out its advantage and offer customers a wow-effect at POS in order to face up to the question which Uherek formulates as: "How can emotion, convenience and experience be implemented - square metre for square metre?"

The answers which Christmasworld wants to provide are intended to be as concrete as possible: trade visitors should be able to take something home with them for their business. The Retail Boulevard, which is being staged for the second time and is called "Retail BLVD" here in Galleria 0, is intending to provide such implementable answers.
More specifically, it will consist of three pop-up stores for the three types of buyer: the experience-, convenience- and service- orientated shopper. The three show stores demonstrate how the different trade types can be targeted to these types of buyer.
Represented in the supporting programme once more are also the…