Double A - TOP FAIR

selves with the aim of becoming the market leader in the local area, find
ways to distinguish themselves from the competition and foster a highlyservice
oriented culture as the key strategies to survive in the face of
growing competition.”
Multi-channel and omni-channel strategies are the latest hot topics.
Is that justified?
“I wouldn’t exactly call it a trend. Goods find their way to the customer:
these words of wisdom held true long before anyone had thought of
the internet. It is now the norm for customers to shop online for products
which they traditionally wanted to touch, try on and feel comfortable in. As
this could never exactly be said for paper, stationery and office supply
products, it is not really a question of “whether” this channel is an option.
However, until now the online demand has mainly come from
businesses buying large quantities at low prices. This situation is likely to
change as soon as the so-called internet generation takes over. Even the
dedicated fan base of specialist stores who express a genuine appreciation
for premium products, high quality, exclusivity and branded products, and
typically also want to enjoy the haptic experience, will soon be the people
sitting at their computers with a credit card in hand. Experts expect that by
2020 online sales will account for about 20 percent of the total retail market.
The paper, stationery and office supplies sector is certain to be a part
of this development. This means that if store-based retailers don’t just
want to watch from the sidelines, they will also have to start operating
online retail formats. Here, too, specialist retailers can score points with
customer proximity, quality and service.”
Ms Barth-Gillhaus, thank you for talking to us.
„Markt:Monitor Papier,
Bürobedarf und
Schreibwaren Schreibwaren 2011“
erhältlich unter
studien@marketmedia24.de
direkter Download unter
www.marktdaten24.com
available (in (in Germany only) from from studien@marketmedia24.de
or as a direct download from www.marktdaten24.com
Großer Humor
Die Basic „Maxi-Pop-up-Karte XXL“
enthält ein ein auffallend großes Innenleben
mit einem einem tollen Überraschungseffekt.
Extremely humorous
The basic “Maxi-Pop-up-Karte XXL” has an astonishingly large interior
which maintains an element of surprise.
Perleberg ➜ 5.1 • D51
TOP FAIR PAPERwORLd 2012