JULY 2023Retail Business Review19And one more point is crucial for us: Conceptual work for communication is more critical than ever in the VM sector. Good communication is needed for consistent implementation. I mean good guidelines, clear work instructions, and tools that standardize processes. Here it is a matter of preparing the work instructions in such an understandable way that employees in the store can also quickly implement these activities. This requires a sound knowledge of various computer programs such as Illustrator, Photoshop, Excel, and PowerPoint. Creativity often shifts from the sales floor to the desk. Nevertheless, never losing sight of the point of sale is essential.The basic rule is that the collection architecture specifics must also be conveyed at the point of sale. The storytelling must be coherent. This means that the story of our products must be told credibly and also be understood by the customer. This is ensured, as already mentioned, by our adaptive shop fitting system and technological trends.3. Which are a few technological trends influencing Visual Merchandising today? What are some of the best practices businesses should adopt today to steer ahead of competitors?Digital signage is a central theme. You can use it simply as a sales tool or for image building. Or, as we do at Jack Wolfskin, use it for both objectives. With moving images on LED walls or screens, brand messages can be conveyed more impactfully than with a poster, for example. People who come to our stores see highlights from the collection. Together with this, we show matching equipment and footwear - the collection is clearly explained. This way, customers get specific suggestions on how to combine a product perfectly. And the technology will continue to develop and create new possibilities.For brands, brand-building stores - preferably in high profile locations - are essential because they pay off for the brand's image. Nowhere is a brand more visible than on the street. Whether stationary or digital: our omnichannel strategy means that Jack Wolfskin is always uniformly present. Unity and consistency is the strength of our brand.4. Does Marko have any advice for industry veterans or budding entrepreneurs from the Visual Merchandising space?My advice for the VM sector is to broaden your horizons. Look to the right and the left, observe trends, keep your finger on the pulse, look at your competitors and be open to new things because communication is critical. Conceptual work for communication is more critical than ever in the VM sector. Good communication is needed for consistent implementation
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