Swatch demonstrates great in-store point-of-sale

The design and layout of a shop should accomplish a few basic things. It should draw people in, be creative enough to highlight the product but not distract from it, be easy to navigate and deliver the brand’s key message.

Swatch is the maker of fashionable watches and its store on Broadway in New York just had a makeover. The new shop interior ticks all the right boxes. It is creative, innovative, fun and sends the message that Swatch is all those things too.

First, the white-on-white interior is more of an off white-on-off white interior and gives a richer hue than the cliché whites. It has a large graphic on the wall of a watch so without even going inside you know what they’re selling. The brightly coloured watches that Swatch is known for stand out against the white interiors, so the products are the main attraction.

The display counters are all ingeniously shaped, reminding everyone of clock gears and cogs. The counters aren’t too close together making the store easy to navigate between styles. The counters, which aren’t really like counters at all, are lower—much like a museum. With the lower surfaces and the lights perfectly positioned, the watches look like a piece of art. If you look above, the watches actually have been used for art. Hundreds of different coloured watches make up the looming chandeliers.

Innovative design draws people in and the product stands out. The store is clutter free and easy to navigate and they delivered a key message—creative, innovative and fun.

Swatch’s new store is a great example of how to create shop interiors and displays. Think about your message and then design a shop or display that conveys that message for you.

Innovative POS but is it effective?

An innovative idea from the United States in maximising POS through the in-store customer journey by using the checkout conveyor belt as a promotions tool. This may seem like a brilliant innovation at first however when you drill down into the basics of its placement it has its flaws.

The most obvious problem with this placement is the fact that customers will cover the surface almost immediately with shopping, hiding any of the promotional messages displayed. However more importantly, unless the products being promoted on the conveyor are immediately to hand for the customer they will have little chance of purchasing at such a late stage of their shopping journey…

A great idea and proof that P-O-S has potential in so many different locations even if it needs a little refinement.

Follow this link Checkout P-O-S..but does it work?

P-O-P Reaches new heights

Biscuit manufacturer Oreo show that in-store prominence, innovation and clever use of the featured product all contribute to a truly unique Point of Purchase display.

The display ties in with the launch of the world’s tallest building in Dubai, replicating the buildings appearance and enticing customers to be photographed in front of the display. Its a powerful method of raising brand awareness and proof that relating P-O-P to recent and relevant events can increase a customers chance to interact with the product itself.

Take a look at the video  OREO Aims High through P-O-P

Maximise the benefits POP can provide

Cutting costs seems to be a priority for retailers and brands in 2010, meaning price is ultimately prioritised over quality and creativity when making P-O-P decisions.

P-O-P suppliers can bring innovation, expertise and experience to the table to help you deliver results for your customers brand or product within a realistic budget. Also working together with your supplier can ensure your customers reap rewards by delivering an effective, low cost campaign.

However, to avoid ending up with an ineffective P-O-P campaign, Doctor Retail suggests the following 3 top tips:

1. Be thorough and detailed about your goals. Don’t be brief with your brief. Combing through your brief with the supplier will help you make the most of your budget.

2. Use your point-of-purchase supplier’s insight and involve them early on in the campaign planning process. Let their experience save you money.

3. Learn from the past. Review previous projects and address what did and didn’t work. Using these findings, you can improve effectiveness of future projects.

The Valley Group acquires CPI

I’m pleased to announce today that we’ve acquired the business of the CPI in the UK. From now on CPI will be known as Valley CPI and we’ll continue to service our current clients in the global luxury goods markets, but we’ll be operating out of CPI’s existing premises in Leicester.

My new friend Jan Wojciechowski is set to become the Managing Director of the new company, with Mike Fentem as Finance Director, joining myself and the other Valley Directors , Jonathan Haggas and David Williams on the new Board.

Valley was established over 118 years ago and we have grown to become a leading point of purchase specialist with impressive global operations.

Over the course of the last year, the two businesses have forged close links, and we’ve procured substantial manufacturing contracts from CPI’s extensive production facilities encompassing injection moulding, vacuum forming, timber and metal.

We have long been impressed by CPI’s client list, none of whom conflict with our own, and the quality of their extensive manufacturing capabilities – we are really looking forward to working with the CPI management team to build on this fantastic foundation.