Reopening physical stores

POPAI and Shop!* chapters keep in touch and the member organizations are constantly informing each other about the consequences of the virus situation, with particular regard to the development of the Retail, the FMCG sector and the instore industry. Trade is reviving in the Benelux, and the De Bijenkorf store has reopened in Amsterdam.

Újra-kinyitott-a-De-Bijenkorf-áruház Amszterdamban

„More and more store chains are reopening in the Benelux countries, but we still adhere to the order of entry and social distancing” – says Leo van de Polder, Shop! Director of Global Development, formerly Managing Director of POPAI Benelux.

Change and align changes

Dutch consumers find shops open in almost every commercial area. They can go to IKEA for home furnishings, to Hornbach for DIY items, to Aveve for gardening products, to Action for household items, and to choose cosmetics from the shelves of Douglas and ICI Paris XL. Small specialty shops, butchers, bakers, convenience stores and bookstores are also open. Of course, by following the rules of the virus situation.

Latest research shows that 93% of people int he Benelux feel companies and brands should make some significant change to their physical enviroment because of the coronavirus.

Stylish in messaging and design instore

It was an exciting event in Amsterdam on Wednesday, April 29, when the iconic De Bijenkorf store reopened its doors to shoppers. In front of the tarnished building showcasing luxury brands, media representatives and shoppers waited patiently, keeping the recommended 1.5 meters between each other, as only a limited number of visitors can stay in the store at a time. Almost every classic and digital news channel announced the reopening well in advance, at the same time the luxury department store sent elegant, personalized messages to their regular customers and shopping opinion leaders.

Az áruház bejárata előtt várakozó érdeklődők tartják a távolságot

Already in front of the entrance, the recommended distance for those waiting to be admitted was painted. By each entrance gate there are illustrated posters with pictograms describing the rules of shopping, which are presented in even more detail at each department, and hand sanitizer dispensers have been placed in several places. The distance of 1.5 meters is indicated with a floor sticker, sometimes in stripes or in circles. A circular badge on the workers ’t-shirt indicates the same.

Jelölések, nyilak, körök egyértelműsítik a vásárlási szabályokat

When using the escalator, you should also keep your distance, which is helped by arrows. To avoid congestion, the one-way route has been redirected in stores, which is also indicated by arrows. Catering units are still closed and certain services that require close proximity, such as beauty advice, make-up, are suspended, which are indicated on the website in advance and on the spot by signs.

A mozgólépcsőn is tartani kell a távolságot

Shoppers are asked to avoid unnecessary touching of the goods. In their notices, they assure customers that they are carefully cleaning and disinfecting throughout the store every day. At checkouts, self-adhesive communication requires contactless or credit card payments. Shoppers with any kind of illness or flu are asked to shop online through the store’s website.

Not all is (yet) back to how it was before therefore the department store kindly ask for understanding. But what has remained unchanged: the inspiring collections, the numerous surprising brands and the special services – promises the luxury department store with a history of 150 years.

* POPAI, from 2015 named Shop! is an international organization of the Marketing and Retail industry which headquarters placed in Chicago and Hollywood Florida, representing nearly 2000 local offices. Hungary joined with the POPAI Hungary Association in 2003, which has since then been a nonprofit professional, educational, research and knowledge transfer organisation active mainly in the FMCG sector. Read more: popai.hu

Ildikó Kátai