We are excited to share our Managing Director, Barbara Seidelmann’s insights in the Handelsverband Österreich – Retail Association Austria’s latest #Retail magazine.
Barbara Seidelmann, Managing Director at 5 Star Plus Retail Design, emphasizes the importance of flexibility and customization in retail. She advocates for larger chains to develop varied store formats tailored to different target groups, such as concept stores with coffee shops or bars. Customization corners for personalized products and incorporating technology for enhanced customer experiences are also key strategies.
She highlights successful implementations by international luxury and premium brands, noting that stores often use space creatively, such as for art galleries, events, or influencer collaborations. Technology plays a crucial role, with brands using virtual, augmented, and mixed reality to engage customers and encourage social media sharing. Apps in stores help generate shareable content, while 360-degree product scans enhance both in-store and online shopping experiences.
In Asia, live-streaming events hosted by Key Opinion Leaders (KOLs) or shop managers are popular. These events foster instant online purchases and strengthen customer relationships. Barbara Seidelmann advises considering space allocation for these events in stores from the beginning when live-streaming forms part of the brand’s retail strategy.
Authentic storytelling is vital, as exemplified by English shoe manufacturer Tricker’s, which focuses on the longevity and quality of its products by opening international service centers.
Barbara Seidelmann’s key message is that retailers should not blindly follow trends but implement strategies and technologies that align with their goals and target audience to create authenticity and build strong, successful brands.
