From the point of sale to the point of emotion
Specialist retailers need to build relationships with customers. Euronics Deutschland eG, a purchasing cooperative for electrical goods, has developed a “comfortainment” concept for brick-and-mortar retailing that creates combined settings for consumer electronics and furniture. Electronic equipment is offered in a homey, inviting atmosphere so that customers can see the products in real-life surroundings and are induced to make a purchase. Euronics is pursuing a similar idea with its “added-value kitchen”. Its kitchen stores will soon be displaying kitchen units together with networked home appliances. The first 360-degree implementation will come to Celle in early November.