Euroshop is the largest international exhibition in the field of equipment, technologies and marketing in retail. In 2017, the number of participants and visitors broke all records for the past 50 years of the event: 18 exhibition halls, more than 2,000 exhibits from 61 countries, 113,000 visitors.


The entire space was divided into seven conditional sections: POP marketing, Expo & Event Marketing, retail, lighting, store and store design, visual merchandising and FoodTech & Energy Management.


Sergey Zalkin, the director of Ustor, notes that the competition between on-line and off-line trade is growing every day. That is why the participants of the exhibition paid much attention to making stationary stores attractive and interesting for modern buyers.


So, here we present 6 trends that will help make the sales outlet profitable:

  1. Personalization through design

The functionality, convenience and quality of the hardware is the basic minimum. Manufacturers will no longer be able to surpass the competitors only at the expense of it. It's time for original design solutions that make the equipment special for the consumer. Therefore, in addition to interesting solutions in the constructive, manufacturers of commercial equipment should offer the retailers an individual and “tasteful” design.

  1. Using eco-materials


Wood, natural veneer, plywood – top materials of 2017 for producing furniture for stores. Those who have a metal frame in the base have replaced the glossy coating with a matte finish. Color diversity has also declined. Mostly they use practical, simple colors, in particular, black.


  1. Impressions in the foreground!

The situation on the booths, where only commercial equipment was presented, confirms this thesis. There were very few visitors at these booths. While at the venues, where a show took place – the demonstration of robots, dances on the pylon, a show of dancing baskets – it was impossible to elbow your way.

  1. Correct placement of accents

It is not color alone! The impact of lighting on sales in the store has become a separate topic for Euroshop this year. Light can outline the necessary, hide what a buyer should not see, create the right atmosphere disposing for a purchase. Light solutions this year prevailed over color.


  1. Stores without sellers

Media screens, self-service cash registers, electronic price tags are the tools that reduce the human factor’s impact on sales: avoid problems with sales consultants, cashiers and other service personnel. And also increase the visitor’s involvement in the purchase.

  1. Augmented reality – yes, but later

Interactive mirrors, virtual reality glasses, robots and other electronic gadgets – these will also be popular. Only a little later. Now these tools are applied point-by-point, more as an entertainment and experiment. To enter the mass market – all of this requires a more precise functional application.


The store should have a holistic concept, implemented to the smallest detail. When entering the retail outlet, the buyer must find himself in the atmosphere required for the seller, “read” a certain story. All solutions – from architecture and design to digital technologies – must be subordinated to the task: to create the necessary mood for making a purchase.


“The retailers need to understand that in the minds of consumers, the line between online and offline is erased at a tremendous rate. We need to do everything for people to feel the interest and comfort on all available sites. Emotions – it is in this field that the main battle will take place between the online and offline retail,” – comments Sergey Zalkin.


According to him, attending such events is not a whim, but an urgent need for those who want to be a market leader and keep pace with the times. Euroshop is an event that sets trends for the industry for the next 3 years. The participants bring their top products and developments, which reflect the current level of development of innovations and technologies in the production of commercial equipment.