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NEWS AND INFORMATION AUTUMN | WINTER 2005 | 2006 FOR OUR PARTNERS IN THE RETAIL TRADE WWW WANZL WORLDWIDE Twice as nice Shopper‘s choice 2 WANZL WORLDWIDE AUTUMN | WINTER 2005 | 2006 EDITORIAL EDITORIAL Shopping habits are changing and in Europe these changes are closely related to demographic trends. The number of one-person households is rising fast and we are seeing an increase in the 50+ generation, a group with high spending power. These customers have specific requirements when it comes to shopping – they generally buy less each time they shop, but they shop more frequently. A preference for fresh produce is also bringing them into the stores more often. At Wanzl we observe and analyse trends like these, in order to develop products that are ideally suited to the changing wishes of the customers. In this issue of Wanzl Worldwide, we present the practical ‘Light’ trolley. This compact model is ideal for those buying only small amounts and is therefore a great alternative to the standard trolley models with larger baskets. Another trend observed in markets in Europe runs in exactly the opposite direction – towards ever larger trolleys to cater for those buying large amounts of shopping. Already Wanzl delivers a range of models with basket capacities of up to 240 litres, and we are currently working on a 350-litre version. Shoppers using these large-volume trolleys also benefit from Wanzl‘s innovative new features, the latest one being Softsteer. Softsteer technology makes large trolleys much easier to control and manoeuvre, especially when they are heavily laden. In this edition of Wanzl Worldwide you can read all about these two new innovations from Wanzl. I hope you enjoy the read! Gottfried Wanzl IMPRESSUM Edited by: Wanzl Marketing – PRESSE & mehr www – wanzl worldwide Design and layout: Liquid – Agentur für Gestaltung, Augsburg The customer magazine of Wanzl Metallwarenfabrik GmbH Translation: English Experts, Munich Photos: Wanzl Metallwarenfabrik GmbH, EHI-EuroHandelsinstitut GmbH, Published by: SPAR Österreich, N.E. Team GmbH | Elf Freunde, NEUKAUF Südbayern Wanzl Metallwarenfabrik GmbH – Bubesheimer Strasse 4 GmbH, Fotosearch Stock Fotografie 89340 Leipheim – Germany Phone +49(0)8221/729-0 – Fax +49(0)8221/729-100 [email protected] – www.wanzl.com RETAIL & SERVICE WANZL WORLDWIDE AUTUMN | WINTER 2005 | 2006 3 Time for a different trolley! U WANZL HAS THE IDEAL TROLLEY – whatever the volume of shopping. Our society is changing fast – there noeuvre and has a smaller basket than normal. Stop thief! are more and more single households As such it‘s ideal for someone buying a small Many shoppers prefer to use amount of goods. their own bags or containers to and the ranks of the over-50s are Great for the over-50s, too. This group put their shopping in when going swelling fast. Add to this a consumer already accounts for 22 % of Europe‘s popu- round the store, particularly if preference for buying fresh produce, lation, and it is the fastest growing segment. they‘ve only come to buy a few For these older people the smaller trolley is a items. But this increases the risk of and you‘ve got a change in our practical alternative to the bigger models. As shoplifting. The ‘Light’ shopping shopping habits, too. Enter Wanzl‘s well as having high spending power, the over- trolley presents a solution to this ‘Light’ shopping trolley. 50s take their time over the shopping, they problem. Because it‘s ideal for a quick value good service and like an easy-to-load shop, and is an effective tool in the The average household size of 2.4 persons shopping trolley with a basket that‘s not too drive to reduce stock losses. is falling around Europe. At the same time deep. In Germany alone this target group buys the overall number of households is rising. goods and services worth around 19 billion More and more people are living alone, or in euros each month. That figure represents smaller households. And the trend is continuing. almost 23 % of overall consumption of private In Germany around 17 % of households consist households. of just one person, and roughly 31 % are two- person households. This group of consumers is ‘Light’ shopping is also popular with generally very busy, and doesn‘t spend much customers who place a lot of emphasis on time shopping. However, they shop more often, fresh produce, perhaps organic foods, and and perhaps because of this they also buy a healthy lifestyle. They like to buy less items more. Wanzl‘s ‘Light’ shopping trolley is perfect in one go, but they buy more often. For them, for this type of shopper. It‘s light, easy to ma- too, the ‘Light’ trolley is an ideal alternative. « Sources: Statistisches Bundesamt, Eurostat 4 WANZL WORLDWIDE AUTUMN | WINTER 2005 | 2006 INNOVATION SOFTSTEER Softsteer – intelligent technology Doing the weekly shop can quickly become a trial of strength for some. Manoeuvring heavily laden or large trolleys is not an easy job. Wanzl has now put an end to this struggle, and introduced Softsteer, which is revolutionising shopping. 70,000 Softsteer trolleys for the UK SINCE THE START OF 2005, WANZL HAS DELIVERED OVER 70,000 SHOPPING TROLLEYS FITTED WITH SOFTSTEER TECHNOLOGY TO THE UK. British customers also like large shopping trolleys – preferably with a basket capacity of 212 litres – that are easy to manoeuvre and steer even when fully loaden. Wanzl is now offering the Softsteer innovation worldwide. For more information, contact your local Wanzl specialist, quoting the motto, ‘SOFTSTEER – THE REVOLUTION IN SHOPPING’. With Softsteer technology, the more shopping you have, the easier it is to move your trolley. Customers love it. And that means stores do, too. Softsteer, a new development from Wanzl, features intelligent steering technology combined with two SoftDrive castors mounted at the front. This has a beneficial effect on steering, the user has greater control over the trolley and manoeuvrability is noticeably improved. With Softsteer only half the effort is needed to move around a heavy trolley. In fact the fuller the trolley is, the easier it is to manoeuvre. The two SoftDrive castors also help reduce trolley noise levels in the car park. All these advantages mean that shoppers spend more time in the store, with the result that sales rise. Of course Softsteer also brings health benefits to the customers, because doing the weekly shop is no longer a trial of strength. « INNOVATION SOFTSTEER WANZL WORLDWIDE AUTUMN | WINTER 2005 | 2006 5 “Much easier to steer. Softsteer – I‘ve got the trolley much “It goes much better under control. better. It‘s great.” That‘s the one for me.” intelligent technology “The Wanzl trolley rolls much easier, and “Much, much better. straighter.” It‘s fantastic.” Castor specialist Wanzl EACH YEAR WANZL PRODUCES OVER SEVEN MILLION CASTORS IN MORE THAN TEN DIFFERENT MODELS, INCLUDING SOME FOR USE ON TRAVELATORS. A key quality feature with all Wanzl castors is the dustproof, watertight drag bearing in the castor fork which gives many years of easy tracking and manoeuvrability. Because of their high quality, all WER THE SOFTSTEER TEST TRACK in Wandsworth. Wanzl castors come with a three-year guarantee. The latest development, SoftDrive, is part of O A GIANT SHOPPING TROLLEY with a 6,000-litre basket spent the the new Softsteer technology. Integrated into night in front of Buckingham Palace as part of the Softsteer promotion the hub of the castor is a spring that smoothes campaign. out vibrations from uneven ground and reduces noise. SoftDrive makes for quieter shopping. SOFTSTEER ON TEST. British customers don‘t have a high opinion of stretch of ground, tracing a figure of eight. The second castors, especially when it comes to large or heavily was to do the same on an oval course, with slightly laden trolleys. Softsteer technology is now set to sloping ground. The trolleys used for this comparative test change their minds, as Wanzl proved recently in a were a Wanzl trolley fitted with Softsteer technology, and customer trial.Together with Sainsbury‘s and the fleet a competitor‘s model with normal castors. Each trolley management company Symonds-Hydroclean, Wanzl basket was filled with the same weight of goods. In 70 % invited customers to try out their trolleys on a special test of all test runs the customers agreed that it was much track. In front of the Sainsbury‘s store in Wandsworth, easier to steer and manoeuvre Wanzl‘s Softsteer model south London, the customers were set two tasks. The than the competitor‘s trolley. first was to push a normally laden trolley along a level 6 WANZL WORLDWIDE AUTUMN | WINTER 2005 | 2006 RETAIL ROUND-UP Innovative check-out technology The check-out offers great innovation potential within stores. One example of a recent innovation in this area is the ‘self check-out terminal’, where customers enter their purchases themselves at the check-out and then pay at an automatic machine. Experts think a realistic estimate of the number of customers willing to do this self-scanning is 50 %. So, are we looking at the demise of the traditional staff-operated check-out? Self-service check-outs made their first appearance in the German self-service check-outs,” says Georg Langen, Director Re- retail landscape over two years ago, with the opening of the Metro tail Store Solutions Germany at IBM Deutschland GmbH. Group‘s Extra Future Stores. These self-service check-outs are offered IBM sees self-service check-outs not only as a supple- alongside the traditional check-outs, giving the customer a choice. It‘s particu- ment to traditional check-outs, but as a complete replace- larly attractive to customers who buy only small amounts.

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