The Retail Industry watches with interest how the brands and product distributors in general are reacting to the slow recovery.
As the world went into the recession – after the banks, Retail was the first to react. It’s abundantly clear that the banks are not going to lead the way to recovery- so the next logical place to look to the Retail sector to rebuild consumer confidence.
Impulse’s specialism in Retail Display, is intrinsically focussed on this evolving trend, and we’re experiencing an interesting (and somewhat predictable) pattern appearing.
In the same way it seems that the rich get richer and the poor get poorer brands seem to be falling into this trap also.
Some of the design briefs we are engaged in seem to focus more on the cost (and short term gain) rather than the performance (and long term potential) in store.
This means that rather than the “mid-weight” brands experimenting with more design led, innovative in store displays- the tendency is to revert to short run temporary units. This is fine by us- we will make whatever works for the client.
In terms of strategy- you take a risk with temporary as it gains easier access to the shop floor, but may only last a week or two – OR as we’ve seen in the case of Water Bobble in BHS the unit can still be there in a year!
What everyone wants is to gain a permanent space- give it over to a well designed FSDU ( Free Standing Display Unit) and get store commitment to a longer term, add regular merchandising visits so the unit stays full, happy days.
This has been more difficult as retailers run scared from commitment, so what do you do?
We find that innovation is the only constant investment that works.
We are always looking at new ways to engage clients – one of our latest briefs which is being prototyped as i write, is an underwater display to demonstrate waterproof iPad cases. Its proving fun, trying to get pumped bubbles to look right against the product! The final effect is an engaging, attractive piece – it beats the digital medium in this instance as the demonstration is “real”, promoting comments and discussion when seen in store.
Any POP Agency wanting to be taken seriously must consider sustainability throughout the creative process, to delivery. As a generation we are way past the early principle that sustainability costs. As a business, Impulse adopt common sense to all aspects of our activity – and surely isn’t that what should be expected?
At a recent POPAI meeting, it was interesting to see some data comparing Temporary to Permanent POP Roll-outs, and overall you could see the Temporary offer losing out on CO2 overall emissions.
Again, apply common sense – you make 200 Displays, and these are individually shipped to store, then in 4-6 weeks you are repeating the process – would you have considered this issue 10 years ago?
Shopper Marketing / Research
Finally – it has been made clear to us that researching your market has become much more important over the last 2 years. I’m referring to Shopper Marketing / Research – which in the past was considered by many to be only something that was done to mop up budgets.
Whereas we recommend that this now should be a fundamental part of the Marketing Mix.
We have seen some fantastic insight into Retail Environments, that would not have been highlighted without carrying out some simple shopper research.