Shimano Reinventing the Shopping Experience

Shimano "Corner Concept"

Originally posted by Angling International

Fishing tackle giant, Shimano, has reiterated its support for dealers by rolling out a new store initiative across Europe.

The Japanese-based manufacturer, which has gone on record as stating that it will not sell direct, has given a further boost to its bricks and mortar outlets by introducing the ‘Corner Concept’  – a special area of a store reserved solely for Shimano products.

It has already fitted out 20 tackle shops in Italy, Germany, Belgium, the Netherlands and the UK and is on target to complete another five by the end of the year.

In an exclusive interview with Angling International in December 2014, Shimano Europe Fishing Holdings Managing Director, Cor Ax, pledged his support for retailers by insisting the tackle giant would remain loyal to them and not deal direct.

The company’s Senior Marketing Manager, Gerard Bakkenes, said: ”Internet shopping is growing immensely. At Shimano we strongly focus on our dealers. It is very important to support retail as they are the output channel to consumers.

“With the installation of the Shimano Corner we want to generate traffic which helps the retailer. By having a Shimano Corner, retailers will enhance customer experience in the store.”

Erik-Jan Brunninkreef, Retail Sales Manager at Shimano Europe, added: “We want people to go into the shop where they can actually touch and feel the products and get personal and professional advice from the retailer. Because a wide and complete assortment is available in the Shimano Corner and displayed together, it will enable the retailer to do upselling – for example, not only sell a reel, but also matching Shimano products to go with it.

“For consumers the purchasing decision will be easier, having a complete range of products to choose from and to actually touch and feel them.”

With the Corner Concept, Shimano offers a flexible in-store display that can be updated to create a customer experience around the Shimano brand. It can be set up in different dimensions to adapt to available store space.