shop fitting
The shopfitting is primarily equipping premises , particularly retail businesses , with suitable for selling purpose furniture . They are mostly designed, built and assembled by large industrial timber manufacturers and carpenters .
There are also specialized companies that exclusively operate shopfitting, as well as delivering and installing lighting and other accessories, sometimes in combination with trade fair construction .
In the specialized companies, the furniture used is manufactured and sold by the shopfitters in their entirety or in components. In the case of shopfitters, a distinction is therefore made between project management companies (complete processors) and product companies (component suppliers). Close cooperation between architects , interior designers , the executing trades ( carpenters , drywallers , floor layers , painters and lighting suppliers) as well as the client (shop operator) is important in shopfitting , so that the needs of future customers ( buyer groups ) are precisely addressed during the planning phase can be. The design of the store must be tailored to both the goods and the group of buyers. In stationary retail in particular, shopfitting is one of the most important measures in psychostrategic and psychotactic retail marketing alongside product presentation and product placement .
For this reason, there is usually a specialization by industry among shopfitters : One plans and manufactures z. B. Mainly grocery stores, the other has focused his know-how on clothing stores.
The world's largest trade fair in the industry, at which shopfitters and their suppliers exhibit, is the " EuroShop " in Düsseldorf .
The German shopfitters are organized in the " German Shopfitting Association " based in Würzburg.
Shopfitters
The job title for entrepreneurs working in shopfitting is shopfitter . These companies deal exclusively with the construction of the shop fitting for his client the builder . In most cases, the design (appearance) of the shop interior is done by an independent designer or interior designer . This is then implemented by the shopfitter with shopfitting systems that are available on the open market.
Shops in a retail chain usually have a uniform corporate design , which should make their shop appear unmistakable for consumers (store branding ). In such cases, the shopfitting system is protected and specially produced for this client (building owner); it is then a so-called proprietary shopfitting system.
Others
The trade fair construction - all activities that have to do with the construction of exhibition stands - shopfitting is related.
See also
literature
- Hans-Otto Schenk: Psychologie im Handel , 2nd edition, Munich / Vienna 2007, pp. 182–196
