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window displays

CASE STUDY: In-store marketing at Pure Collection

Leading luxury cashmere retailer Pure Collection is 15 years old. It started online and now also has eight boutiques, 30 concessions in John Lewis stores across the country and an outlet. The premium brand has built an enviable reputation for its stylish, top quality clothing.

Brief

Pure Collection came to CSDPrint for help with their in-store marketing. They were looking for a hands-on print partner who would not only be able to guarantee exceptional quality but could manage all aspects of their requirements too – collating, dispatching, ensuring safe delivery and fitting at each boutique.

Challenges

This is an intensive print project to manage because Pure Collection is highly proactive with its marketing. We print new campaigns each month including window vinyl graphics of various sizes and a full range of high-end internal point-of-sale materials.

The show cards, hanging graphics and posters we produce are absolutely top notch; we use the very best substrates and print finishes to make sure everything is up to the fantastic quality Pure Collection expects.

Collating, dispatch and delivery is carefully coordinated to ensure each boutique’s specific requirements are met. For example the boutiques vary in size and therefore need different configurations of materials in line with the number and size of their windows and display units.

Pure Collection has chosen prime high street locations in appealing shopping destinations such as York, Shrewsbury and Guildford and therefore deliveries and fittings need to be carefully co-ordinated, often out of hours, to avoid busy periods.

Solutions

The smooth running of this lovely piece of business has been achieved by:

  • Meticulous project management with extensive liaison with Pure Collection’s marketing team
  • Collaborating with creative brain-storming
  • Pro-actively sourcing new materials and preparing samples
  • Flexible production scheduling to meet particularly tight deadlines
  • Developing individually tailored fittings plans to suit the needs of each boutique

Jill Harrison, Visual Merchandising Manager at Pure Collection said: “The production of our in-store graphics is so efficient now. The print quality is always fantastic which is really important to us and I particularly like the way CSDPrint gets involved with finding new materials and suggesting innovative ways of producing things. If glitches occur, which of course they do in any fast turnaround business like ours, Gail and her team simply take it in their stride and sort it for us. Working with CSDPrint is great – we make an excellent team!”

Do you specialise in retail Window Displays? We want to hear from you!

Each month on Retail Briefing we’re shining the spotlight on different parts of the retail and eCommerce markets – in November we’ll be focussing on Window Displays.

It’s all part of our new ‘Recommended’ editorial feature, designed to help retail and eCommerce buyers find the best products and services available today.

So, if you’re a Window Display specialist and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Courtney Saggers on c.saggers@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Nov – Window Displays
Dec – Digital Signage

For more information on any of the above, contact Courtney Saggers on c.saggers@forumevents.co.uk.

Retail brands ‘failing to deliver on in-store sustainability’

Retail brands are failing to address sustainability throughout the product lifecycle, despite 85% claiming that it is important, and 86% ranking it as an important factor to customers when making a purchase decision

That’s the result of a survey of 200 retail professionals by undertaken by international retail installation specialist 100% Group, which says that while sustainability-conscious brands place high importance on the raw materials used to create retail displays and packaging, they neglect the end-of-life outcome.

When it comes to in-store retail displays, the research (conducted by market research company Sapio) found that 61% of retail brands said that their displays are sustainable.

Yet while brands find that sustainability programmes come at a cost, incurring an average increase of 18%, the decision appears to pay off, producing an average 23% increase in sales from making displays more sustainable. 

The research suggests that the future of retail is green; 22% of retailers said they already have sustainability initiatives in place and a further 43% are planning to introduce them within a year. 

Retail display (72%), and packaging (61%) are the two areas where sustainability is taken into account most, but only 41% address it at product end-of-life, suggesting that brands and retailers are missing a circular sustainability policy.

This, says 100% Group, means that retail displays at best end up being recycled, while many are simply thrown away when they reach the end of their life rather than being re-used or redeployed to extend their lifecycle. 

Dan Williams, Founder and Managing Director of 100% Group said: “There appears to be a significant disconnect between the brands that claim to be sustainable and those that apply this in a full circle capacity. While it’s positive to see brands making sustainable choices on the products, packaging and displays themselves, it’s important to consider end-of-life arrangements upfront to ensure materials can be properly redeployed instead of sent straight to landfill.” 

Of the 69% of retail brands that say that their brand has an environmental sustainability policy, over half use recycling targets to manage it, while others focus on material reduction targets (45%) and energy consumption (41%).

Although brands appear to be making conscious efforts to improve sustainable practices, 100% Group says the figures suggest that green regulations don’t go far enough, with only 23% of respondents using these as guidelines to set targets.  

Unsurprisingly, brands believe that packaging is the most important area to demonstrate commitment to sustainability (67%) with branding and marketing falling at the bottom of the list.

Do you specialise in Window Displays? We want to hear from you!

Each month on Retail Briefing we’re shining the spotlight on different parts of the retail and eCommerce markets – in December we’ll be focussing on Window Display solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help retail and eCommerce buyers find the best products and services available today.

So, if you’re a supplier of Window Display solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Courtney Saggers on c.saggers@forumevents.co.uk.