Licht am ende des tunnels

Abstract

The retail sector is now beginning to pick up in Germany, consumers are more willing to buy goods, and retailers are more willing to invest in new shops in order to win customers from their competitors. Presentation is everything, the POS has been improved, and concepts such as 'trading-up', 'emotionalisation' and 'the shopping experience' are gaining momentum. Shops are 'out to impress' and this even applies to the discounters. Lighting is all-important, and is no longer used to simply illuminate but has to create a certain atmosphere and make shoppers feel good about the retail experience. Colours have moved away from the dark shades of the last few years and towards lighter, brighter shades, mixed with white and cream. The fitting rooms have also been made more attractive, since this is where the decision to buy is usually made.