The market is full of bad retail. But “bad” retail is dead. The digital transformation is increasingly forcing retailers to adapt their brick-and-mortar stores to changing customer needs.

Berlin, 16 May 2019 – While “bad” retail focuses on the company's expectations, “great” retail prioritizes unconditional customer-centricity. Ayhan Yuruk, founder and Managing Director of the creative studio #SHOWROOMING, is now presenting inspiration for a future-oriented customer journey through various stations in a Retail Experience Lab in Berlin.

The project provides insights into innovative retail technologies such as smart mirrors, virtual shelf extensions, RFID, and payment solutions. The idea of the Retail Lab is to start the Customer Journey where it actually begins: at the customer's home. Based on the moments “Getting to work”, “New Lifestyle” and “Dinner with friends”, these everyday situations are visually represented to show retailers where they can best reach their customers - in accordance with the motto “Don't wait until the customer comes to you, but pick them up where they are.”

The stations lead visitors through a living room, subway, shopping, fitness studio, and dinner party, showcasing different retail technologies that make the act of buying a real experience and will make it decisively easier for the customer. “The fact is, we need innovative technologies," says retail expert Yuruk. “They give us new ways of getting to know the customers, responding to their wishes and simplifying internal processes. However, the technologies should not just be used for their own sake, but rather act as meaningful background support.”

Experiential Retailing: the great opportunity for retailers

Today's customers want to find all the advantages of online shopping in the real world. In order to assert themselves in stationary retail, retailers must, therefore, offer their customers far more than just product presentation. The stationary store must offer the same advantages as the online shop, ensuring a seamless transition from online to offline so that the customer experiences the benefits of both worlds without thinking in channels.

Once again, retailers must be keen to experiment and dare to try something new. Experiential retailing is based on excellence, education, emotion, entertainment, and engagement - these essential success factors for the retail industry of the future are reflected in the concept behind #SHOWROOMING.

With his experiential retail studio, Ayhan Yuruk designs a new generation of retail stores, fast-changing, and flexible shop fittings, and curates innovative technologies tailored to the respective industry and its customers. Through co-operations and collaborations, the Point of Experience (POX) becomes a micro-marketplace, where the customer is supplied with everything they need. The POX is not only a sales channel and showroom but functions as an experience lab. In addition to changing customer events, workshops, seminars, and incentives for employees, product tests and editorials can also take place here. In this way, the point of experience becomes the stage for the brand and the customer becomes the brand ambassador.



#SHOWROOMING is an experiential retail marketing agency at the intersection of design, brand-activation and technology.

Headquartered in Berlin, their aim is to make physical stores sexy again by disrupting the traditional brick-and-mortar retail landscape through data driven creative commerce and out-of-the-box floor concepts, that is on the pulse of the new generation and a mobile driven culture.

Services include: Experience Design/Customer Activation, POS-Technologies and Retail Design.

Related Articles