The EuroShop 2017 in-store marketing trends

Breathtaking and visionary, EuroShop 2017 showcased cutting-edge product developments, innovations and in-store marketing trends in the global retail world, and was once again an inspirational success.  Yes, when the biggest, most important event in the international retail world comes to Düsseldorf, the industry sits up and takes notice, and this year 2 368 exhibitors from 61 countries and 113 000 visitors from 138 countries did more than take notice – they gained a glimpse into the future of retail.

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Scan Team at EuroShop

We are only in the first quarter of 2017, and already our Scan Retail team has been super busy. Recently we attended EuroShop in Düsseldorf, Germany. Hailed as the world’s number one “Global Retail Trade Fair” for retail and exhibition spaces, EuroShop is the international exhibition platform where marketers go to grow. Here are some of the in-store marketing trends we discovered.


#1 Digital alterable signage


Until recently, retailers addressed customers at the shop window or point of sale primarily with eye-catching posters or displays. But in a smartphone world, retail has moved ahead at a fast pace. With customers were accustomed to looking to screens for information, the crossover between in-store design and digital display features has become even more prominent. It’s a natural choice for aiding content retention, spreading a message, building a brand, improving customer service and experience, and increasing profits. EuroShop 2017 showcased a powerful combination of motion effects and dynamic animated digital signage, paired with high quality printed images, which together created an exciting new sensory in-store experience.


Impressive Digital Signage


#2 Illumination for creative store design


Dynamic and intelligent, lighting can be a shop’s best friend. Thanks to the latest LED technology, lamps are nowadays capable of much more than simply lighting up an interior.LED lights are the perfect tools to design an appealing atmosphere that draws the customer’s eye. They can change moods, create ambience, modify lighting scenarios and enable precision product staging, all while offering enormous potential energy savings.What was quite evident at EuroShop 2017 was that spotlights are getting smaller, recessed down-lights are nearing the point of non-existence, and track systems are shrinking, all in the name of retail display lighting.

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Creative Illumination


#3 Fabric graphics, sustainable materials, and textural experiences


Dimensionality is a key theme for 2017. Yes, today’s retailers are making things bigger, as was clearly evident at EuroShop 2017; larger backlit fabric prints with high-resolution printing, impressive 3D elements, huge monolithic tiles (tiles inspired by a blend of stone and earthy qualities), and sleek surface materials in white, black and shades of neutrals, all created engaging, eye-catching displays.

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Sustainable Materials


Sustainable materials were also in the spotlight. Lightweight materials have become hugely popular, and offer not only crisp, vibrant images, but also the benefit of a minimal transport-related carbon footprint (and the associated cost reduction). And, proving that unexpected materials can take a product to another level, retailers and design agencies were utilising recycled, repurposed and reinvented materials and objects in new and innovative ways, showing that conscientious waste-free craft is valid in-store.


Another design trend that stuck out was textural experiences, witnessed in the choice of materials and their unexpected positioning alongside each other.


In order to hold their own against the online competition, there is considerable pressure on retailers to come up with new ideas. In a world of constant change, if retailers want to adjust and survive, they need to ensure their store meets the needs of today’s consumer. You see, with today’s customer approaching the buying process more knowledgeable than ever, and with more available options online at their fingertips, one thing has become apparent: the client determines in-store design.


Yes, today’s customers want experiences, not things. And if the shopping experience is not personal and bespoke, ‘the disconnected customer’ will swap their footfall for clicks. If you are looking for the right retail display to help you achieve this, speak to us. Specifically, our customised and off-the-shelf modern modular retail kiosks, paired with the latest developments in digitalisation and intelligent lighting, offer wide-ranging possibilities for your brand in-store marketing.


As a leader in the Southern African exhibition and display industry, specialising in bespoke modular retail kiosks, retail displays and event and exhibition infrastructure, our team can’t wait to incorporate some of these trends into our display architecture. To find out more about who we are and what we offer, contact us today.