New shop concept for Hartlauer
Hartlauer - the Austrian expert in photography, mobile phones, optics and hearing aids has implemented a refreshing shopping experience with umdasch. The challenge was to preserve the existing handwriting of the traditional specialist store, while considering novel merchandise presentations. umdasch’s Store Makers have succeeded in harmonising the furniture’s new look with the previous design and corporate identity and integrating modern technologies into the customer journey - a perfect interplay between Shop Consult, shopfitting and digital retail.
The store in Villach will be redesigned into a flagship store. For this purpose, the existing space was extended to 486 square meters, the property basically completely gutted and ceilings removed for a more open sense of space. The turnaround time of the shopfitting is remarkable: “We were able to implement the complete shopfitting including all digital components in a record time of less than three weeks,” enthuses Karin Lehner-Illetschko, Sales Director at umdasch Lifestyle Retail Amstetten.
Highlights to experience
For the first time, Hartlauer makes its goods in the mobile phone and photo department - in the truest sense - “comprehensible” and presents the products of the mobile phone and photo department openly. This staging is distinguished by a special benefit for the customers: the lift & learn system of the digital retail professionals from umdasch. This changes the content on the digital signage screens as soon as the store visitor removes a product from the holder and picks it up. If he raises another from the carrier, a comparison of the two products automatically appears on the screen. The customer receives all useful information at a glance, while he can capture the object haptically. This networking of analogue and digital consistently runs through the entire new store concept: all prices appear on electronic price tags, the so-called Electronic Shelf Labels (ESL). In addition, all products are electronically warranted. Another novelty can be found during a tour of the store: for the first time Hartlauer uses cross-selling - right next to the cell phones, the interested can find related accessories, such as cases and display films.
In order to make shopping an experience, Hartlauer relies on further new solutions. As of now, not only passport photos can be taken in the Hartlauer photo studio - a specially equipped photo studio can now be rented and used by anyone for private shootings - of course with the high quality products from Hartlauer and the expertise of the local consultants.
“Thanks to the cooperation with the Store Makers, Hartlauer has managed to set up a showcase branch, which presents new ways and possibilities of retail, especially regarding the holistic use of digital and analogue elements,” says Robert F. Hartlauer, Managing Director of Hartlauer.
About umdasch The Store Makers:
umdasch The Store Makers is, with more than 1,400 employees, one of the leading shopfitting companies in Europe. The head office is located in Amstetten, Austria. With around 20 locations in Europe and the Middle East, umdasch realises more than 7,000 shopfitting projects and 100 general contractor projects a year with its four operating divisions Lifestyle Retail, Food Retail, Premium Retail and Digital Retail. Together with its sister company Doka and its more than 180 logistics and sales branches in 70 countries, the company is in its fourth generation and has been owned by the Umdasch family for 150 years.
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