ENGLISH We support independent eyewear TRADE SHOW MAGAZINE 2018 heldenoptical.com BOOTH NO. 60 TRADE SHOW MAGAZINE 2018 ADDRESS CONTENT Arena Berlin General Eichenstraße 4 04 General info Welcome to 12435 Berlin 06 Solid shop concept optimises bottom Info OPENING HOURS line copenhagen Saturday - October 20, 2018: 10.00 — 18.30 Sunday - October 21, 2018: 10.00 — 17.00 11 Fair Facts specs in Berlin PUBLIC TRANSPORT 12 The making of copenhagen specs in The closest U Bahnhof is Schlesisches Tor Berlin The closest S Bahnhof is S Treptower Park 2018 19 Keeping our ears to the ground PARKING Please see information on 24 To be independent we must depend on Welcome to the new era of copenhagen specs – the www.copenhagenspecs.de/visitor each other independent eyewear trade fair concept. I’m very proud, to celebrate the 5th anniversary this year of making TAXI eyewear trade fairs and supporting independent eyewear. +49 (0) 30202020 or +49 (0) 30443322 copenhagen specs has established itself as an important part of the international eyewear business, and I will keep FOOD & BEVERAGES working hard for maintaining and improving this position. Visit the bar 2018 has been the year, where I have introduced the new For any other questions COFFEE EDITORIAL eyewear trade fair – copenhagen specs in Berlin. The please go to the staff in the Visit the coffee lounges copenhagen specs in Berlin IVS doors will open to the very first edition of the new trade entrance and they will do Hadsten Allé 61 fair the 20-21st of October 2018. I’m very excited about their best to help. QUESTIONS 2770 Kastrup bringing the copenhagen specs concept to the city of Send a mail to [email protected] Denmark Berlin, and I’m very proud of the support, I have received www.copenhagenspecs.dk from exhibitors and the eyewear media. VISITOR REGISTRATION [email protected] It’s free to visit copenhagen specs in Berlin. You only But I still need you to support us even more as need to register to enter the trade fair. Editor: copenhagen specs in Berlin cannot exist without you. Morten Gammelmark So please remember to visit the show and tell your How to register: [email protected] colleagues to do the same. It doesn’t matter if you are Go to: www.copenhagenspecs.de employed in a supply chain or independent shop. We click on visitor in the menu. Design & production: need your support to still attract the best brands to click on “register as visitor” Twenty/Twenty ApS exhibit at the eyewear trade fair. And we guarantee you, www.twentytwenty.studio that you can’t help taking home inspiration, if you visit the show. REGISTER AS VISITOR Print: Rosendahls I welcome you to copenhagen specs in Berlin October www.rosendahls.dk 20-21, 2018! Morten Gammelmark copenhagen specs is not responsible for possible CEO & Founder of copenhagen specs errors in advertising and the text to the advertising. PAGE 4 PAGE 5 SOLID SHOP CONCEPT OPTIMISES BOTTOM LINE BY GITTE SKAARUP IPSEN Solid shop concept Ipsen Skaarup Gitte By: optimises bottom line Strauman Optikk To succeed as a retailer in today’s digital particular type of customer. Once you have a clear creates relationships and contributes to unique era demands interior design that attracts picture of this key customer, you can identify the user experiences that differentiate you from customers to your shop, exposes them to strengths and weaknesses of the shop and staff and your competitors. The good customer service all your products, and finally ensures that then work purposefully to deliver even better on provides great shopping experiences and satisfied they do not leave the shop without visiting the exact parameters important to your customer. customers that come back as well as recommend the cash register. These are the words of Identify what expectations the customer has to your business to their network. Service is the Michael Skjødt, CEO and creative director of your store and why they choose to shop exactly competitive parameter of the future, especially in Ambiente, who has 28 years of experience in with you. It is important that the customer can retail, so improving your service can only happen establishing efficient interior designs. identify with the shop, wants to be associated with too slowly. the shop and perhaps even wishes to hang out Consumers still wish to visit physical shops, even for a cup of coffee. The consumer’s time is more Customised shop concept the critical generation Y (17-33 year-olds) are often precious than ever, and when a customer invests keen to visit shops in order to try on and get a her time in your store, she expects to leave with a Based on your customers’ needs, your brand and sense of the products. Physical shops must continue pleasant experience. your values, you now have the prerequisites for to utilise this advantage by creating sensuous and creating a coherent shop concept that presents social shopping experiences. But how to succeed both brand and products in an authentic way. Service, service and more service with this mission? A shop design that accommodates both the Service has long been a key competitive parameter. functional and aesthetic aspects and should result Polite and friendly service does not in itself equal in the best possible bottom line. Identify your key customers good service. It is all about understanding the and their needs barriers your customers may experience about a To support the shop’s functionality, an overall purchase and then working to reduce those barriers flow of movement must be developed to optimise First things first, you need to truly understand by offering relevant service. If you can make the exposure to all products and environments. This your customers, their behavior and their needs. customer’s purchase process easier, more fun, more ensures that the customer is guided around the This requires that you dare to prioritise and convenient or faster, you reduce the risk of losing shop along an invisible path that passes by all your deselect because you must choose whom you the customer before she completes the purchase. products in the most appropriate order. To ensure want to matter to – and how to create value for this Service extends beyond the actual product. It that the customer does not rush, multiple stop PAGE 6 ARTICLE BY FAIR MAGAZINE 2018 Interoptik Mandal Poul Stig Frederiksberg effects should be incorporated to encourage visual Please stay breaks that help process the many impressions. According to Michael Skjødt, CEO and creative Møller & Sandahl Stop effects can also be of a physical nature, so director of Ambiente, one of the classic mantras customers are led along a slightly winding road in interior retail design is this: “We would like through the shop, where the course is changed the customer to stay a bit longer.” Therefore, it by product platforms or small stands that explain is important to create some relaxed and inviting the products. It is important that the stop effects waiting areas with comfortable seating. They never become an obstacle or are placed illogically, encourage the customer to spend more time and they must not interfere with the customer’s in your shop, especially if she is accompanied personal space of experience. An optimal flow of by people who are not interested in the shop’s movement with stop effects offers the customer a products. You can for example benefit from offering better experience in the shop while increasing the seats next to the products so a customer with n BER T i L possibility of purchase. children does not have to interrupt her shopping to E IN E A M keep an eye on the children. R 2018.10.20 S E ’ The aesthetic staging must match brand values and - N T A E 2018.10.21 L - customer expectations. It is important to establish Designing the optimal shop concept is a never- a fine balance between choice of materials, colours, ending process where you can always change, add - interior, lighting and acoustics that together create to and customise to create the very best customer unique environments that make customers and journey and experience. Learn more about the staff thrive. You can work with an inviting variety of presentation of your shop by inviting family, friends shelves and platforms to present the products, thus and customers to provide honest feedback – and taking the customer on a discovery throughout the observe your customers to find out what attracts shop. Finally, it is important to create peace and them, what they avoid and how they move. Keeping quiet around the products to allow the customer to your eyes and ears open will give you valuable easily study the products, try them on and put them information to maintain a shop interior that is win- back in place. win for both you and your customers. PAGE 9 PAGE 8 WWW.OPO.SE | @OPOSCANDINAVIA | [email protected] 18-221_Anzeige A4 messe copenhagen specs.qxp_Layout 1 13.09.18 17:17 Seite 1 TRADE SHOW MAGAZINE 2018 pricon meets Fair Facts CREATIVITY HISTORIC VENUE Independent eyewear show Independent eyewear INDEPENDENCE #CPHSPECSINBERLIN STANDING OUT BOOTHS BY AMBIENTE MAKING A DIFFERENCE VIBRANT BERLIN SATURDAY BAR BY INSPIRATION THE EYEWEAR FORUM www.copenhagenspecs.de GOOD FRIENDS OVER 100 BRANDS INNOVATION STORY TELLING PERFORMANCE GREAT ATMOSPHERE BY DJ KATRINE RING TREND SETTING EXHIBITORS FIRST MOVER EXPANDING HERE TO STAY PAGE 11 www.pricon.one THE MAKING OF COPENHAGEN SPECS IN BERLIN BY MIA FORUM PALVIG The making of copenhagen specs in berlin Palvig Mia Forum By Morten Gammelmark Photo: Mads Graver This year, the fifth anniversary First things first: What drove you to start You have arranged copenhagen specs copenhagen specs in 2014? since 2014.