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EuroShop 2017: Premiere for SWISS KRONO TEX

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06. March 2017 | Modern shopping worlds are all about digitising and creating an emotional experience

EuroShop 2017 is going strong – and SWISS KRONO TEX is exhibiting at Stand D32 in Hall 10. It’s the German firm’s debut at this world-leading trade fair devoted to everything that retailers need. Companies from around the globe are showcasing their latest innovations on net total exhibition space of over 126,000 square metres in 18 halls, and with some 2400 exhibitors from 61 countries EuroShop 2017 is setting a new record in its 50-year history.

Between March 5th and 9th, the Düsseldorf exhibition grounds are devoted entirely to the world of retail. EuroShop is simultaneously an innovation platform, trendsetter and discussion forum, offering up an explosion of creative notions for tomorrow’s shopping experiences. Over 110,000 trade visitors are expected to attend and witness the latest ideas for designing shops and trade fair stands, advertising, product presentations and much else besides.

Digitisation is one of the main themes at EuroShop 2017. In future, customers will continually and effortlessly shift between offline and online worlds. The challenge this poses to retailers is to cleverly link different sales channels in a way that eliminates barriers and makes the shopping experience as enjoyable and convenient as possible. This calls for holistic IT solutions. The digital world is not an “add-on” – instead, it needs to be treated as a fully fledged, integral part of retail strategies.

For brick-and-mortar shops, success depends on emotionalising prospective customers. And not just with sporadic events and promotions, but by taking an integrated, ongoing approach to designing and building shops. Everything should form a harmonious whole and, ideally, tell a story. Architecture, design, lighting, flooring, integration of digital media: all of these things need to follow a common script in order to give customers the right feeling and motivate them to buy.

SWISS KRONO products for constructive and decorative applications are ideal for creating modern worlds of experience. The wide variety of colours sported by the furniture boards of the ONE WORLD COLLECTION from the French SWISS KRONO subsidiary and the impressive, extremely robust wood decors of the KRONOTEX laminate flooring collection are also ideally suited for creating sensually appealing settings in which to present products and services.

Where laminate flooring is concerned, the MAMMUT, MAMMUTplus and ROBUSTO collections are especially popular, as they take the heavy foot traffic typical of shops in stride. Featuring utilisation class 33 and abrasion class AC 5, they are exceptionally rugged, which makes them predestined for use in commercial establishments. The decors are highly appealing with their authentic natural wood looks, and some of them are also embossed in register to reinforce the impression of real wood with three-dimensional structures. Most of the furniture boards are melamine-faced particleboard covered with a wide variety of décor papers and some are additionally embossed.

Thanks to the flexibility of SWISS KRONO OSB, there are virtually no limits to the shop and trade fair architectures than can be implemented with these products. Here at EuroShop, numerous stands have been built with OSB products – a no-brainer, as almost anything can be made with them with relatively little effort. OSB lends itself both for creating structures and for enhancing designs by integrating exposed surfaces.

An important role is also played by light. Light is an important component for turning shopping into a sensual experience. It can perform multiple roles, including helping shoppers find their way and accentuating and focusing attention on products. At EuroShop, two entire halls with total floor space of 12,000 square metres are devoted to this theme. The exhibits include state-of-the-art lighting technologies, design ideas for shop lighting, ways to use light to promote sales and emotionalise the shopping experience, innovative corporate lighting approaches, and energy-efficient lighting.

When it comes to presenting brands, there is a clear trend towards incorporating company histories or local references to convey authenticity and uniqueness while maximising the chance that customers will identify with them.

Unique shopping worlds can’t always be created using off-the-shelf products. The importance of customizing is therefore steadily increasing – in other words, adapting products to meet customer-specific wishes and needs. SWISS KRONO TEX, for example, uses digital printing to meet requests of this kind. It’s a practical way to quickly meet out-of-the-ordinary customer wishes, and also makes it easy to produce in small quantities.

See for yourself by visiting us at EuroShop any time until this Thursday: you’ll find us at Stand D32 in Hall 10. We’re looking forward to welcoming you!

Crooked eye-catchers: the new KRONOTEX laminate flooring collection is on display at the stand of SWISS KRONO TEX. SWISS KRONO TEX at EuroShop 2017: Stand D32 in Hall 10.

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