The collaboration between Coca-Cola and Promopers transformed Stadelhofen station into a playful meeting place that highlighted the diversity and fun of Glacéau vitaminwater. The event was not only an opportunity to try a new drink, but also embodied Glacéau vitaminwater's brand message: "Nourish Every You". It was about celebrating the uniqueness of each individual and emphasizing the importance of nourishing every facet of our being.

Right next to the lively Stadelhofen train station, Glacéau offered vitaminwater gave passers-by a small, happy break. They had the opportunity to choose from a variety of flavors, providing a small but meaningful experience of self-care and indulgence in their everyday lives. The goal was to create a comfortable and inviting atmosphere where everyone felt welcome to explore the variety of products while learning about the importance of balanced nutrition and hydration.

This event showed that marketing campaigns do not only have to focus on product promotion, but can also create positive and valuable experiences for the community. The participation of Glacéau vitaminwater at Stadelhofen station served as an example of how brands can interact with their audience in an accessible and entertaining way without overdoing it. It was about building a bridge between the products and the people by offering them a little joy in their everyday lives while conveying the message that it is important to nourish and nurture every aspect of our being.

An interesting turnaround is taking place in the retail sector in Switzerland: while online retail has only recorded a minimal increase in sales of two percent and is stagnating, bricks-and-mortar retail is experiencing a renaissance. This development is confirmed by a study conducted by the University of St. Gallen (HSG), which has been researching the relationship between online and bricks-and-mortar retail since 2011. The HSG's latest study suggests that shopping in physical stores is becoming more popular again, particularly in countries such as Germany and Austria - a trend that can also be observed in Switzerland.

This change emphasizes the continued importance of stationary sales. Despite the digital age and the convenience of online shopping, people are increasingly looking for the in-store shopping experience again. The HSG study underlines that the brick-and-mortar store remains crucial for a balanced retail environment. Personal contact and the direct product experience in the store play an important role for consumers.

• Trend back to brick-and-mortar storesThe latest study by the University of St. Gallen shows that shopping in physical stores is becoming more popular again, especially in Germany and Austria.
• Regional differences in stationary retailIn Germany and Austria, bricks-and-mortar retail is experiencing growth of around 30 percent, while in Switzerland stores are growing by two to three percent.
• Situation in German online retailIn contrast to Switzerland, where online retail is stagnating, Germany is experiencing a decline in online sales.

The industry remains optimistic and sees the hybrid future of retail, which demands strong presences both online and offline, as an opportunity to reshape the shopping experience. The results of the HSG study encourage retailers to invest in both sales channels and leverage the strengths of each format to meet changing consumer needs.

This development reinforces the role of our promoters. They are the link between the digital and physical worlds, proving that in the age of e-commerce, the human element and the local shopping experience are irreplaceable. At promoPers, we are proud to occupy this important interface and continue to support brick-and-mortar retail with our human touch.

For further information, here is the link to the HSG study:
https://www.unisg.ch/de/newsdetail/news/neue-studie-zu-handelstrends-einkaufen-im-laden-ist-wieder-beliebter/

And another contribution from SRF:
https://www.srf.ch/news/wirtschaft/shopping-im-internet-schweizer-onlinehandel-kommt-nicht-mehr-recht-vom-fleck