EuroShop 2020: What We Learned From Our Experience

CCV at Euroshop 2020

The world’s number one retail trade fair didn’t disappoint in 2020, with 94,000 visitors making the trip to Düsseldorf, Germany, for the show.

 

2,300 exhibitors attended (CCV included!) from 57 countries, spanning nine different product categories: Shop Fitting & Store Design, Visual Merchandising, Lighting, Food Service Equipment, Refrigeration & Energy Management, Retail Marketing, Retail Technology, Expo & Event Marketing, and General Services. It was a vibrant and busy atmosphere throughout the 16 exhibition halls.

 

The international pull of this event was clear, with 70% of the EuroShop visitors arriving from abroad. In fact, trade visitors from 142 different countries attended the show – with delegations from as far afield as New Zealand, Australia, and Brazil. According to EuroShop’s stats, 96% of visitors were satisfied with their visit, indicating the ongoing relevance and importance of this event to the global retail industry.

EuropShop: From the CCV Perspective

CCV Android terminals

We were happy to welcome a lot of visitors to our booth at EuroShop 2020. The response was overwhelmingly positive, with one area being particularly popular: the aisle that showcased our Android-powered terminals CCV Mobile A920 and IM30 and CCVStore.

 

Both new terminals work on the Android operating system – providing a familiar user experience and integrating with the CCVStore app marketplace to provide value-add business apps (above and beyond simple payment functions). You can read more about this mission on the CCV blog.

 

The idea for Payment with Android was conceived as part of the CCV relationship and joint venture with PAX, which was also welcome news to visitors at the CCV booth – many of whom hadn’t heard about the partnership before. Attendees saw this as an exciting development, which we were delighted to hear.

 

There was strong interest in our CCV Pad Next with signature capture, especially for big retailers, and also in the CCV Fly Next. The latter features an eReceipt solution (via QR code), which is in popular demand in Germany due to the new law that commands retailers to provide a receipt to customers – even for tiny transactions.

 

Our new IM30 Android-powered unattended terminal also captured a lot of attention, and a strong point of discussion was CCV PhonePOS (SoftPOS), which is a future-proof payment solution that turns a smartphone into a payment device. Whilst some of our rivals at EuroShop had similar products in motion, we were able to show how CCV has developed this solution to a far greater extent.

 

Payments and Technology Conversation Points

In our conversations about retail payments and technology at EuroShop 2020, a few core topics kept appearing. One of these themes was focused on the seamlessness of the retail customer experience.

 

We talked with CCV booth visitors about integrating payment into the customer journey – whether it be online or offline. For example, attendees wanted to know more about seamless walk-through solutions for physical stores – where a customer can register, walk in, scan their goods, and walk out. This has been popularised by the Amazon Go model, and visitors were keen to know how this might impact retail.

 

This was also related to how technology providers can combine as many processes as possible for the retailer to add value within one solution. For example, we discussed how a future solution could handle payments whilst also offering rich data to personalise customer offers within a store (e.g. tracking store walk-ins and clustering buyer personas according to demographics or buying habits).

 

We also had conversations about the future of eCommerce, and the increasing importance of digital platforms and marketplaces in a world where single online stores are no longer as efficient for retailers.

 

Unattended technology was also a hot topic – with lots of investment being pumped into self-checkout systems and other unattended payment solutions. Vending is a growing industry, particularly in Germany but also in other countries across Europe and around the world – and this means that innovation in unattended terminals will remain central to the emerging payment technology environment.

Trends in Trade: The EHI Perspective

In addition to our own observations, we spoke to Ute Holtmann, the Director of Public Relations at EHI. Ute spotted a number of key trends at EuroShop 2020, which focus mainly on digitalisation, sustainability, personalisation, mobility, and artificial intelligence (AI). She gave us some of EHI’s insights about two industry areas featured at the EuroShop fair: shop-fitting and eCommerce.

Shop Fitting:

There are four key trends in shop fitting: flexible spaces, omnichannel retail, showrooms, and personalisation. First and foremost, physical retail spaces have become more fluid in their structure – with exhibitions, cafés, and social or educational spaces intertwined with more traditional retail setups.

 

And omnichannel retail is impacting shop fitting because retailers are connecting the online and offline experience in new ways – installing in-store devices for online searches and technology such as augmented reality mirrors. The rise of showrooms reflects the desire of online retailers to have a physical space to build their brand, and examples include Casper, Amazon, Made.com, and many others.

 

According to EHI, the personalisation trend involves retailers adding customisation tools, tablets, and terminals – for customers to get involved in the customisation process themselves and create a product which is unique to them. This can enhance the value proposition for retail stores, and set them apart.

eCommerce:

The mobile eCommerce trend is steaming ahead as expected, bolstered by powerful Asian eCommerce players expanding into international markets. EHI expects larger brands to push their own platform strategies, bringing further development in the mobile era. In Europe, there will be increased focus on sustainability – which means more local and regional products, resulting in shorter delivery routes.

 

One of the biggest developing eCommerce challenges is to reduce the return rate as much as possible, due to the costs involved in handling returns and repurposing the returned goods. Technology will play a key role in this – particularly to ensure correct fitting and to set accurate expectations of a product.

 

To summarise,

Ute says that EuroShop 2020 reflected the need for retailers to build an exciting alternative to the “digital couch”

– making the physical retail experience so appealing that customers will prefer to make the trip to the shop rather than ordering online every time.

Summary: Final Takeaways from EuroShop 2020

EuroShop 2020 was an inspirational and optimistic experience, and it was a pleasure to meet with the most innovative players in the global retail industry. It is clear that technology remains vital for retail, but at the same time retailers shouldn’t forget the personalised human service they offer to customers.

 

From a payment perspective, we were encouraged to hear such positive feedback about our latest solutions, including our Android-powered terminals and smartphone POS system. We enjoy having these conversations with customers, partners, and peers – and look forward to the next EuroShop in 2023!

 

If you’d like to learn more about the solutions we showcased at EuroShop, or if you’d like to share your thoughts about our booth at the show, get in touch with CCV today.

 

About the author:

By Christine Bauer, Chief Commercial Officer CCV Deutschland