Success for high street retailers - made simple with state-of-the-art technology - Ambiente
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Press Release October 2018
Success for high street retailers – made Patricia Fritzsche
Tel. +49 69 75 75 6087
simple with state-of-the-art technology Patricia.Fritzsche@messefrankfurt.com
www.messefrankfurt.com
www.ambiente.messefrankfurt.com
For quite a while now customers have been expecting more from
shops than the provision and presentation of products. Good
customer service requires perfect interaction between analogue
and digital. Ambiente, the world's leading trade fair for the
consumer goods industry, is holding a special presentation called
Point of Experience for the second year running. The show will
demonstrate how analogue and digital will eventually be combined
in the world of shopping.
The special presentation Point of Experience has been planned by
Design- und Realisierungsbüro Gruschwitz GmbH together with the
consultancy firm Waketo GmbH. It will take place in Hall 4.1, where it will
demonstrate a hands-on customer journey of the future. Giving a clear,
practical example, the presentation will demonstrate a full-scale shop
design that can be touched and tried out. It will show retailers how they
can successfully adopt a multi-channel approach, how they can make
the most of it and how this can help them keep up with web-based
companies. The focus will be on customisation and advice for
customers, but from a totally new, digital perspective. The presentation,
which is set up to look like a marketplace, will demonstrate how
augmented reality, barcode scanning and touch modules can enhance
high street shops and inspire shoppers on the emotional level. The new
Customiser personalises shopping, putting together whole product
worlds for each type of customer. One highlight will be the Thinking Hub,
with its workshops and presentations on the various topics.
Messe Frankfurt Exhibition GmbH
Ludwig-Erhard-Anlage 1
60327 Frankfurt am Main
Germany
Wall of Emotions at the Point of Experience
“Our philosophy is not to digitise unless there is a real need. We only
want to use digital tools and digital enhancements if they create added
value for the customer – in other words, if they generate some additional
benefit. The consumer of the future will still want to handle things and
see what they feel like. However, they will also be interested in unlimited
variety and in getting the perfect product at the right time. These are
precisely the ideas we use, for instance, when we customise a product
through interaction between touch and feel, on the one hand, and digital,
on the other,” says Nikolai Gruschwitz, CEO of Waketo GmbH, a
traditional company based in Munich. To implement these ideas, it is
now the second time that the special Ambiente exhibition Point of
Experience will be set up by Waketo GmbH, emphasising the interplay
between online and offline.
New and improved
The shop-in-shop idea has been further developed with the use of touch
tables. Shoppers can touch and feel real products in the shop, while a
tablet enables them to explore whole product worlds via NFC tagging.
Scanning a barcode activates a video on the Wall of Emotions, providing
the viewer with information about the selected product. If, for instance, a
customer scans a bottle of wine, they will receive recommendations from
a wine expert, and if they scan a frying pan, they get some fascinating
cooking tips.
The Customiser makes use of RFID technology. The purpose is not to
select a specific product, but to compile a combination of everything that
goes on the table. Shoppers select different products which then form
the basis for the entire combination of dining items. They can
subsequently customise those items by selecting specific materials,
patterns, colours and textures.
Ambiente
International Frankfurt Trade Fair
Frankfurt am Main, 8 to 12 February 2019
Page 2Point of Experience – a special presentation at Ambiente
The Augmented Living section of the Point of Experience, for instance,
shows how a real set table can be further enhanced and decorated,
using various digital utensils. In this way, a shopper can test and review
products before buying them. All they need is a tablet computer in the
comfort of their own home.
Ambiente will be held from 8 to 12 February 2019.
Information for journalists:
Discover inspirational ideas, trends, styles and personalities in the
Ambiente Blog.
Press information and photographic material
http://ambiente.messefrankfurt.com/journalisten.
On social media:
www.facebook.com/ambientefair | www.twitter.com/ambiente |
www.instagram.com/ambientefair | www.ambiente-blog.com
Ambiente – a leading international trade fair
Ambiente is the leading international trade fair and the world’s number
one in products associated with dining, cooking, household goods,
furnishings and ornaments, design concepts for the home, gifts, jewellery
and fashion accessories. It is “The Show” for the entire industry. The
breadth and width of Ambiente make its unrivalled product range unique
throughout the world. Ambiente 2018 featured around 4,376 exhibitors
and attracted 133,582 trade visitors from 168 countries, presenting
classic and innovative products over five days. This most important
global consumer goods exhibition offers a wide range of events,
programmes for newcomers, trend presentations and award ceremonies,
all at the same time.
Ambiente
International Frankfurt Trade Fair
Frankfurt am Main, 8 to 12 February 2019
Page 3Background information about Messe Frankfurt
Messe Frankfurt is the world’s biggest trade fair, convention and event organiser with its own
premises. It employs a workforce of 2,400 at 30 sites and generates an annual revenue of
around EUR 669 million. Thanks to far-reaching ties with the relevant sectors and an
international sales network, the Group provides effective support for its customers and their
business interests. By offering a wide range of services, both on site and online, Messe
Frankfurt gives its global customers a consistently high level of flexible support in planning,
organising and running their events. This wide range of services includes renting exhibition
premises, trade fair construction and marketing, human resources and food services. The
Group has its head office in Frankfurt am Main and is owned partly by the City of Frankfurt
(60%) and partly by the State of Hesse (40%). Further details:
www.messefrankfurt.com | www.congressfrankfurt.de | www.festhalle.de
Ambiente
International Frankfurt Trade Fair
Frankfurt am Main, 8 to 12 February 2019
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