27 Jan Sweden in Oldenburg – the Deerberg Experience
With its winding alleyways that lead you to small squares and past plenty of boutiques and shops, Oldenburg certainly has an exquisitely attractive city centre. Unlike other city centres throughout Germany which are chock-full of retail chains, Oldenburg’s shops are of a unique and pleasant variety. A city centre like Oldenburg’s would be a good match and undoubtedly desirable for other cities. In the middle of it all stands a retail chain that doesn’t really come across as such because it already exudes individuality and colour at the entrance: it’s the Deerberg experience in Oldenburg.
With a typical Swedish-style interior, the customer is met by a small, multi-coloured and elegant Swedish village. Those who have been to Sweden before would say that a Swedish village looks different. But Deerberg has managed to welcome its customers into an atmosphere that is reminiscent of Sweden and, by extension, its special lifestyle, colours and particular style. From the moment you enter until the time you leave, these associations with Sweden run all through the shop.
When the customer enters the store, they can choose which house in the village they would like to enter in order to view the goods. As is customary with Deerberg, they are divided into colours and presented in a very appealing manner. While browsing among well-structured shelves and clothes racks, customers gain an overview of the fashion and plenty of ideas on possibilities for combining the individual outerwear pieces to create a good look. This makes it fun to not only try out combinations, but also to test individual pieces which would not otherwise arise in a simple and minimalistic setting. Deerberg knows how to capture the customer and encourage them to come up with their own ideas on how to find their style and colours. And somehow the feeling of a small village – with its cosiness, intimacy and vitality – resurfaces again and again. Whether this sort of thing really exists isn’t important here. But there are such wonderful places like this in our memories, and these memories will reawaken here.
The principle is therefore really simple: it’s about creating spaces and atmospheres that are associated with beautiful memories. But it isn’t that simple, and that’s because the degree to which one can enact such positive emotions – and memories are always closely linked to emotions – is narrow. On the one hand, it’s possible that these emotions are unable to be retrieved by the customer because they never had them. Or the space is so strongly enacted that frustration or boredom sets in because the emotion was elicited too often and has thus lost its impact. If the children’s heroes of the past who were so highly venerated are repeatedly used to affect customers, the emotional impact is dulled and business remains just that: business. Another typical enactment is that of a holiday resort or a city that suggests freedom, adventure, or relaxation and deceleration. If the customer doesn’t find a match with these kinds of images in their memory and association, it becomes difficult for them to feel comfortable in the room. By the way, these images and enactments can be transferred to any space in which messages, moods, atmospheres and stories are to be communicated.
And a good and coherent example of this is the Deerberg shop in Oldenburg, which, within the small, Swedish-looking houses, masters additional details regarding customer orientation.
A coffee corner with a fireplace invites you and your accompanying husband to relax over a cup of coffee or tea. From this corner, the guest enjoys a nice, comfortable position from which to see the whole shop while remaining out of the path of purchase-oriented customers. This can also be fun and contribute to a sense of well-being, which in turn provides shopping with positive attributes.
For shopping dates with a friend, Deerberg – and they are not the only place that does this – has a so-called girlfriend’s booth in the shop which provides a comfortable space for two while trying on clothes.
Altogether, the Deerberg shop in Oldenburg makes for an enjoyable experience of trying things out, discovering and sampling over two floors that are linked by a large wooden staircase and span about 800 square metres of floor space. And it excellently manages to capture its clients through emotional presentation. This creates a positive experience, which in turn encourages the purchasing of items. And with positive experiences, you can tell great stories which can in turn then bring new customers.