NELSON x EuroShop 2020
By: Megan Dorning
A lot has changed in retail since the 2017 EuroShop Fair. Bringing the biggest trends in retail to one global platform, we were excited to head back to Dusseldorf this year, eager to see something new alongside 94,000+ retail professionals from 57 nations across the globe.
Showcasing innovations in food service to store design, we left EuroShop 2020 with new ideas and insights on the trends that will continue to transform the retail industry. Curious to see what topics were top of mind? Keep scrolling for 5 key takeaways from this year’s event.
 A New Consistency
Today, it is important for brands to create experiences that are both bold and memorable. Brand channels no longer have to look and act the same for every group, and the idea has shifted to developing environments that resonate with local consumers or niche groups. At this year’s fair, we tuned into an insightful session titled “Creativity Is the New Consistency” that explored what brands need to do to cater to this shift in economy where change is the norm and experiences come first.
 Digital Transformation
The growth of e-commerce and the offering of data, insights, and analytics is taking retail to an entirely new level. Retailers are investing in phygital, e-commerce, and mobile application solutions to leverage technology that drives internal optimization and creates a more vibrant customer journey.
At the 2020 show, digital price displays and stock robots were popular products, underlining how retailers all over the world are focused on efficiency. Being able to show customers real-time price updates and quick stock information not only helps customers but employees.
 Bold Experiences + Versatility
According to Michael Gerling, Chairman of the EuroShop Advisory Board, “The success of e-commerce is a real encouragement for retailers: they have understood they have to give their shoppers good reasons beyond the ranges to enter their stores. This competition has taken retail to the next quality level. Investment is being made in shop fitting to create customer journeys.”
By designing with experience in mind, retailers can fulfill consumers’ desires, whether that be offering a moment of discovery, the opportunity to personalize, or maybe just a moment to relax.
 Conscious Consuming
As society becomes more aware of carbon footprints, consumers everywhere are taking into consideration the impact of the products, services, and brands they decide to interact with. As seen at this year’s fair, retailers have recognized this movement by moving toward more sustainable practices – whether that includes utilizing sustainable design materials or investing in strategies to reduce waste. Alex Athanassoulas, CEO of STIRIXIX Group questioned this new trend while identifying rules retailers will need to follow to adapt to a more sustainable operation and gain consumer trust.
 Elevated Service
Alongside a strategically designed space, providing elevated service starts with empowering in-store associates with the tools needed to enhance the customer journey. For example, at Johnnie Walker’s Madrid flagship, service is king. Not only was the store interactive featuring personalization and digital moment, but employees who are trained on the brand’s product, offer insights and knowledge of what to buy and how to use it. When a store becomes a place where people can learn, the experience suddenly becomes more elevated, trustworthy, and meaningful.