The concept store Erlebe Wigner in Zirndorf near Nuremberg relies on continuity and an authentic approach to its multigenerational customer structure in order to be successful even in a constantly changing retail landscape. The conversation with the operating couple Ellen and Eberhard Wigner reveals a lived philosophy that harmoniously combines retail and customer experience.
Where are you based and how did you choose the location?
Eberhard Wigner: The Wigner fashion house had been in downtown Zirndorf for many years. In 2001 we made the move from the city center to Rothenburger Straße between Zirndorf and Oberasbach. The move not only gave us improved accessibility, but also gave us a larger catchment area and enough parking spaces for our customers. We are still very happy with this step, even though it was a large investment.
How is your product range structured?
Ellen Wigner: Our range includes women’s and men’s clothing, shoes, an extensive book department, gifts, delicatessen, a restaurant and a cultural stage. Our goal is to create a welcoming place where people of different generations feel comfortable.
What strategies do you use to turn customers into fans?
Ellen Wigner: We focus on diversity and encounters. We want to inspire our customers and guests with 120 annual workshops and evening events, including music, readings and comedy. Our goal is to establish the fashion and lifestyle house as a place of inspiration and to establish a real relationship with our customers. We want to make this place a place of well-being. All touchpoints with customers are in our hands. We take care of marketing, the customer magazine and the website in-house.
Eberhard Wigner: We saw that we succeeded in retaining customers quite well during Corona, when we didn’t know whether we would get through it. There was a great response there. Many of our customers have bought vouchers, some of them really high, out of the blue. We have not forgotten that to this day. This also shows that this is a very special relationship.
How did you come up with the idea of offering this special mix of fashion, culture and gastronomy?
Ellen Wigner: ‘Experience Wigner’ was intended from the start as a ‘living space’, a social space in which people of different generations can meet and exchange ideas. Our guests should feel comfortable and experience the house as a meeting place. Some customers come to the restaurant for breakfast and leave at 6 p.m. when the store closes. You come with the whole family.
Can stationary retail still function at all?
Eberhard Wigner: Yes, of course stationary retail can still work if you think about retail differently! Brick-and-mortar retail can be successful if it addresses people’s basic needs. Nothing will change for the next 20,000 years, despite technological progress and artificial intelligence. The need for human exchange, security and tradition remains.
More and more retailers are quitting for various reasons, are bankrupt, or are saving in the wrong place. Because especially in times like these, they not only have to show attitude, they have to have attitude!
Ellen Wigner: The team is also essential. We train our employees every week on different topics. Because it is the people who shape the brand. Expertise alone is not enough; I also have to be able to adapt to the other person. I need to know what type of customer is in front of me and what the person is looking for. Is someone coming who is looking for trust and security or is someone coming who knows exactly what he or she wants. I have to adapt my advice to this. Good buyers for all areas are crucial. Our goal is to shop for different audiences while providing a consistent fashion experience.
What is your approach to purchasing and addressing different target groups?
Eberhard Wigner: We focus on a uniform level of fashion throughout the entire range. For women, the starting price range starts at Only. Only is a young, fashionable brand, but I can just as easily combine it with a Marc Cain blazer. Maybe the person values the chic, high-quality blazer and then buys it from Marc Cain, Riani or Marc Aurel. But then she might take three tops that match the color from Only. This fits well and complements each other, because both are fashion and not clothing. For us, clothing means: if it’s raining outside, I have an umbrella and a raincoat. But we want to sell fashion. In fashion, customers should feel comfortable and be chic. They wear fashion, do something special, go out for a nice meal, maybe go to the theater.
What would you like to see from politics?
Eberhard Wigner: Stability and ability to plan are important to us. We are very critical of the increase in VAT in the catering industry, which was promised to be permanently at seven percent. We also see the store opening times in Bavaria as a competitive disadvantage compared to online retail. We want equal opportunities and supportive policies to meet the challenges of the market.
When would you like to open?
Eberhard Wigner: Our dream opening time would mean being there when the customers are there. An example: If we have an evening event, it can go until 11 p.m. or midnight, then we would like to be able to sell something there too.
