Tobacco Documents Online

Retailers advised to 'keep stores flexible' "The growing recognition that a retail store is a living organism will eventually lead to department stores laid out according to the principle of total flexibilitN." This prediction was made by 11'illy 'Mauch of the store, Magazine zum Globus in Zurich, at the recent International Euroshop Congress in Dusseldorf. "Department stores of the future ~sill be laid out so as to allow for constant remodeling of existing de- partments, quick creation of new departments, and the dissolution of old ones in the shortest possible time," saidMr.'tlauch. "Only then will it be possible to comply quickly with the require- ments of new merchandise and new customers." Mr. M atuh further predicted that a new dept devoted entirely to store design would eventually emerge within larger retail companies. This dept would function as the "stage decorator" of retailing, he said. 'Sensation': On this same sub- ject, Heinz Krugler, president of the Bund Deutscher Schauwerbe- gistalter in Eulingen, warned the Congress that the "sensation" of shopping must not be left to chance. "Sensation factors," Mr. Krugler asserted, "are generated in the shop itself. The room, the lighting. the style of furniture, and the role of the vendor" all have the ability to change the "sensation" of the mer- chandise sold. Eeonomieal: Ernest Klietnann, director of the dept of display design of the State Academy for Graphic Arts in Berlin, pointed out to re- tailers attending the Congress that keeping the way open for flexible show displays is the mn,t econom- ical way to build. By not building "for eternity," lie said, the retailer would save mnneN when the display space hacl to be remodeled for the first tinie. "t'ariabie walls, ceiling~. and lighting form the proper frame for a dynamic assortment l,nlic.-." Fountain replaced by bar A full-size fountain in a Missouri drug store was replaced by a small. 5-seat coffee bar. In the space formerly uccupietl b} the fountain, the owner was able t1~ install 6 greeting card racks and a small gift section. Gift Sets Share of Market Jan.,'Dec.1969 48.7% LIME 7.0% ORIGINAL 30.6% AMERICAN DRUGGIST . September 7, 1970 BURLEY 11.1 % OLD SPICE 9.2% E ENGLISH LEATHER 8.6% 0 C 1.6% I HAI KARATE JADE EAST Ma,{Aenng Trenos • 81