Embed Size (px)
DESCRIPTION
Welcome to the 50th issue of Retail Focus. When we launched the magazine in December 2009, it was our mission to provide accurate, high-quality, timely content to the UK retail design community. Since then, it has gone from strength to strength.
Citation preview
Visual Merchandiser offer a boutique style service where every one of our clients is treated with the utmost attention and respect. Our professional skillful team have a wealth of experience, giving us the ability to understand your bespoke requirements first time, without hesitation. We offer many services, all of which can support your visual goals and aspirations. We know what it means to stand back and smile!
A boutique style service
VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
0844 800 9305 | [email protected] | visualmerchandiser.co.uk
See us at the VM & Display Show - Stand B1
A boutique style service
VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
0844 800 9305 | [email protected] | visualmerchandiser.co.uk
See us at the VM & Display Show - Stand B1
The Visual Merchandising and Display Show is back again and bigger than ever for 2014. Come to the Business Design Centre this spring and be inspired.
29th April – 1st May 2014Business Design Centre, LondonT: 01945 420 068E: [email protected] www.vmanddisplay.com
IT’S
SHOWTIME
Regulars7 Leader
8 Diary
11-14 News
17-18 WindowshoppingInspiring window displays from around the globe.
20 TopofthePOPS
23 KarlMcKeeverWith many retailers now experimenting with technology in store, Karl asks: ‘Is retail at risk of
not-so-social media?’
www.retail-focus.co.uk
.24-31 ProjectFocusChristian Louboutin: Intersect by Lexus:
Karl Lagerfeld
43 OpinionGregor Jackson, managing partner at design consultancy gpstudio, which recently acquired Office of Light, discusses the importance of lighting in retail.
48-57 ProductsProducts and services for the retail industry.
33TheFashionWorldofJeanPaulGaultier
66 Q&AAs John Lewis gears up to celebrate its 150th anniversary, we talk to the company’s director of retail operations development, Simon Russell about challenges, growth plans and customer loyalty.
5839Lighting
35VM&DisplayShow
Focuson:Technology
45 CustomerServiceFeaturesIn 1992 French shoe designer Christian Louboutin opened his first store, in Paris.
Now, 22 years later, the eponymous brand - famed for its red-soled footwear - has launched a new retail space dedicated to bags and small leather goods.
Bagsofstyle24-25
7
Welcome to the 50th issue of Retail Focus. When we launched the magazine in December 2009, it was our mission to provide accurate, high-quality, timely content to the UK retail design community. Since then, it has gone from strength to strength. In addition, the website, which underwent a redesign in 2013, has become a useful source of news, information and commentary for anyone interested in retail design and visual merchandising, and the social media community is growing everyday.
A lot has also happened in the retail industry in that time. The economic downturn claimed many high street retailers and triggered new business ventures, and technology has, and continues to change the way people behave, shop and interact with brands.
One company that has adapted to change well is John Lewis. The department store chain, which celebrates its 150th anniversary this year, has actively reviewed and evolved its business over the years and is now one of the UK’s leading omnichannel retailers. This month we talk to Simon Russell, director of retail operations development at John Lewis about challenges, growth plans and customer loyalty (page 66).
The month of April has been dubbed International Customer Loyalty Month and so in this issue we look at the impact customer service has on customer buying decisions and the overall shopping experience (pages 45-46).
Also this month, we cover the forthcoming VM & Display Show (pages 35-36) and discuss the merits and drawbacks of LED lighting in retail (pages 39-40)
Thank you for your support and here’s to the next 50 issues!
leader
Gemma BalmfordEditor
EditorGemma Balmford
t. +33 (0)7 61 03 21 33
Production & WebTerry Clark
t. +44 (0)845 680 7405
Display SalesLee Cullumbine
t. +44 (0)845 680 7405
f. +44 (0)871 528 8000
SubscriptionsFor subscription enquiries
please email:
Retail Focus is published 12 times a year by
Retail Focus Promotions Ltd, Yeomans, Bassetts Lane,
Woodham Walter, Maldon, Essex, CM9 6RZ.
No part of Retail Focus may be reproduced, stored in a retrieval
system or transmitted in any form without permission. Please
address all enquiries to the editor at the above address. The
opinions expressed in Retail Focus are the views of the writer and
do not necessarily reflect the views and opinions of the publisher.
Every effort has been made to ensure accuracy of the information
contained in these pages. We will assume permission to publish
any unsolicited material unless otherwise stated.
©Retail Focus Promotions Ltd 2013.
April ‘14
Retail Focus is proud to be associated with and a supporter of ACID
Pinterest /retailfocus
@retail focus
Facebook / retailfocusmagazine
Search Retail Focus
Find
us
on...
Industry associations
Get more from Retail Focus online! www.retail-focus.co.uk
8
diary
Clerkenwell Design WeekClerkenwell, London20-22 May 2014
Celebrating its fifth edition this
year, Clerkenwell Design Week will
showcase innovations by designers
and manufacturers from the UK and
around the world. Set against the historic
backdrop of Clerkenwell, the festival will
be centred upon design showrooms in the
neighbourhood, as well as four focused
exhibitions; The Design Factory, Platform,
Detail and Additions. For this year’s CDW
Presents, Studio Weave, design collective
Okay Studio and russ + henshaw have been
appointed to create projects that push the
boundaries of design, in terms of concepts,
process and material capabilities.
CDWfestivalwww.clerkenwelldesignweek.com
May Design SeriesExCeL, London18-20 May 2014
Now in its second year, May Design Series
brings together five distinct districts,
namely The Furniture Show, Lighting,
DX, Kitchen & Bathroom and Decor.
DX Freight will host a display of 60 of
the best products from the international
show circuit in four specially designed
rectangular crates.
maydesignserieswww.maydesignseries.com
NEC Solutions ShowcaseThe Velodrome, London14-15 May 2014
Taking place at The Velodrome in the
London Olympic Park, The NEC Solutions
Showcase 2014 will enable visitors
to discover ‘best in class’ innovative
technology solutions in a number of
interactive zones. Experience multitouch
displays, multiscreen and interactive
projection, and much more.
NECShowcasewww.showcase-nec.com
VM & Display ShowBusiness Design Centre, London29 April - 1 May 2014
The VM & Display Show is the only
exhibition in the UK dedicated to visual
merchandising and retail display. The
three-day event enables visitors to
discover new products and ideas intended
to attract and engage with today’s
consumers. The event will once again
incorporate a student competition.
VMDisplayShowwww.vmanddisplay.com
Welcome to the Future
Universal Display Fittings Co. Ltd Units 130-132 Network Hub 300 Kensal Road London W10 5BETel. 020 8206 5010 Fax. 020 8969 4215 [email protected]
www.universaldisplay.co.uk www.iconeme.com
LO
ND
ON
• NE W Y O R K •
Established 1951• T
rade M
ark
U N I V E R S A L D I S P L A Y
The future of Retail is here! Visit us on stand F5 at the VM & Display Show for a demonstration of the VMBeacon™. VMBeacon™ bridges the gap between the store and the virtual world in a unique and innovative way. With the app downloaded onto your handheld device VMBeacon™ welcomes you to a store, allows you to interact with product on mannquins, explore a look, save a favourite look and pur-chase it directly from the retailer. The app guides you to the products in store and sends you offers and promotions. Your shopping experience will never be the same again.
Retail Focus Advert.indd 1 24/03/2014 12:25
11
Sportswear brand adidas has launched
its new global retail concept for adidas
Originals in Berlin, Germany. The new
‘Neighbourhood’ concept celebrates the
best of adidas Originals while connecting
to the city’s unique district and includes
a variety of digital features, such as a
WiFi equipped lounge, mobile charging
points and a digital bar that allows
customers to check out adidas websites
and listen to music.
The adidas in-house team
collaborated with Montreal-based SidLee,
Prague-based EyeLevel and London-
based Here Design to develop the flagship
concept that will launch in major cities
news
across the world in 2014, including London,
Shanghai, New York and Paris.
Each store will present the best of
adidas Originals product such as sneaker
highlights, limited edition releases and
collaborations. They will also host exclusive
events and launches, taking inspiration
from each of their neighbourhoods across
the globe.
Ted Mager, head of retail environments
for adidas, comments: ‘We engage with
our consumers through our product, our
staff, our marketing activations and with
our store spaces. We aim to be part of the
fabric of the city’s neighbourhood and
create a destination for our consumers.
Marks & Spencer has unveiled plans for
further international expansion, with a
focus on opening 250 new stores, growing
its food business and increasing its
franchise operations. Over the next three
years the retailer will concentrate on
growing international revenues by 25 per
cent and international profits by 40 per
cent, focusing on four key areas.
The company will grow its presence
in existing markets and drive business in
its priority markets of India, China, Russia,
M&S plans further international growth
adidas Originals unveils new global retail concept
the Middle East and Western Europe. It
will also expand internationally with a
‘bricks & clicks’ approach by establishing
flagship stores in key cities, supported M&S
Food stores and a full online offer. It will
also expand its food business in Western
Europe by opening around 20 standalone
Food stores in Paris over the next three
years, and rolling out fresh food in Europe
through its franchise partnerships.
A further future opportunity will be
exploited through the expansion of its new
Lingerie & Beauty concepts in the Middle
East and India.
Marc Bolland, M&S’ chief executive,
comments: ‘Our strategy of becoming an
International, multichannel retailer is more
relevant than ever before because of the
strong growth potential of International
markets. We are focusing on flagship
stores to deliver brand presence and
stand-out. We also see great opportunities
in fresh Food and Lingerie & Beauty
concepts.’
Therefore we created our new Originals
store concept to celebrate the best
features of the space we have and ensure
we remain part of the landscape of the
city and we added in elements such
as a lighting system reminiscent of the
transit grids in a city and fly-posters for
communication that will organically layer.
We invited a local artist to create a feature
unit to display highlight products. We
reinvented the Originals symbol - the
Trefoil - and married it with a 3D map
of the area. Taken all together we have
created an engaging fresh environment
that we call Neighbourhood.’
The new Berlin flagship opened in the
Mitte district on 28 March 2014.
12
news
In brief...The Shop and Display Equipment
Association (SDEA) has unveiled a new
identity to reflect the fact that ‘display is a
colourful and vibrant element of successful
retailing’. The bright new logo will be
implemented across the association’s wide
range of marketing and communications
resources, including the website and
annual directory.
Real estate services firm Cushman &
Wakefield has advised premium French
fashion brand IRO on its first UK store at
Brompton Cross in west London. The Paris-
based brand, launched in 2004 by brothers
Laurent and Arik Bitton, is looking to open
three or four additional stores across
London and the UK in the near future.
Century City Mall has opened in the
Philippines, making it the newest retail
development in the City of Makati for
nearly a decade. Designed by Broadway
Malyan, the 17,000 sq m retail centre hosts
a wide range of luxury retail, fashion and
lifestyle brands and is part of the landmark
mixed-use Century City scheme developed
by Century Properties in Makati City.
The Buchanan Partnership, a joint venture
between Land Securities and Henderson
Global Investors, has signed global cinema
brand Showcase Cinema de Lux to the
new Buchanan Galleries development,
scheduled to open in 2017. Located in the
heart of Glasgow, the Buchanan Galleries
will be home to more than 100 shops and
25 restaurants as well as the state-of-the-
art Showcase Cinema de Lux.
Westfield Stratford City is set to expand its
retail and leisure offer with a new
1,648 sq m TK Maxx store and state-of-
the-art 1,800 sq m Gymbox. Westfield
Stratford City has recently submitted a
planning application to cover the outdoor
pedestrian area, The Street with a glass
roof, creating an external shopping zone
that can be enjoyed all year round.
Karl Lagerfeld has announced the
appointment of Helen Wright as global
vice president retail and Jesus Samper
Velasco as global vice president product
and merchandising. Wright, who joins Karl
Lagerfeld from LVMH Group, will oversee
all aspects of the brand’s global retail
business. Samper Velasco joined Karl
Lagerfeld at the end of 2013.
12
JHP Design has developed a new
store format for Viennese bakery
chain Ströck that functions as a fully
operational bakery during the day and
as a restaurant and wine bar at night.
Called Ströck Feierabendhe, the dine-in
bakery/wine bar hybrid in Vienna has
an industrial and utilitarian design,
employing a simple textured range
of materials and finishes, such as bar
counter tops made of copper, bleached
timber on the bar front, stone-clad walls,
and warm tone tiles specially laid in a
herringbone formation.
The back wall is designed to be an
ever-changing blackboard, featuring
illustrations by local artists. Other key
design elements include the extremely
long bar and the 80 suspended glass jar
light fittings.
The new 120 sq metre store operates
a dine-in and takeaway service, and
complements Ströck’s bakery range with
Viennese coffee, local beers and Austrian
wine.
JHP Design creates new store format for Viennese bakery chain
British retailers stand to lose £1.04 billion
a year because of long queues at the
checkout, according to new research by
digital communications company, EE.
The online survey of 2,000 UK consumers
found that 63 per cent of shoppers
will abandon purchases in-store if the
queue is too long, with each product
costing £33 on average.
More than three quarters of
respondents (77 per cent) said queuing
to pay for a product at the tills is the
worst part of shopping in store.
The research supports the launch
of Connected Retail, a new managed
service from EE that uses mobile
connectivity in-store to improve the
customer experience and open new
revenue streams. The industry solution
is designed to help retailers build
closer relationships with customers by
engaging with them in an integrated,
omnichannel way. It can help retailers
better understand their customers’
buying behaviour, registering when
they arrive at their local store and how
long they spend shopping. With this
knowledge, retailers can send customers
personalised offers and promotions to
their smartphone while they are in store.
By using real-time data analytics to
develop time-based communications with
customers, combined with heat mapping
technology to anticipate queues at the
checkout before they arrive, retailers can
deliver an enhanced shopping experience.
Heat mapping can also help retailers plan
and update store layout to optimise traffic
flow through the store.
Max Taylor, director of corporate
business at EE, comments: ‘Consumers
are always online, always mobile,
shopping on the go. By 2016, 80 per cent
of consumers will be using mobile to
make informed buying decisions. As they
find, compare, share and buy, retailers
have the opportunity to exploit digital
channels and create a far more engaging
in-store experience.’
Supermarket chain Asda is already
working with EE to explore and activate
Connected Retail strategy and technology
in its 575 stores around the UK. Cross-
referencing WiFi data with customers’
use of online shopping apps gives
Asda a more holistic view of buying
behaviour, enabling the retailer to
provide even better-targeted services and
communications across online, mobile and
in-store channels.
British retailers lose £1 billion a year in sales due to long queues at checkout
13
news
Organisational, operational and technology challenges are
hampering retailers’ efforts to meet customer demand for a
seamless shopping experience across all channels and touch
points, according to a study from Accenture and hybris software.
Nearly all (94 per cent) of retail decision makers surveyed said
that their companies face significant barriers to becoming an
integrated omnichannel company.
The study, entitled ‘Customer Desires Vs. Retailer Capabilities:
Minding the Omnichannel Commerce Gap’, found that 71 per cent
of shoppers expect to view in-store inventory online, while 50 per
cent expect to buy online and pick up their purchase in a physical
store. Yet, only one third (36 per cent) of the retail decision makers
surveyed said that their companies are able to provide customers
with in-store pickup of online purchases, online visibility of cross-
channel inventory and store-based fulfilment of online orders.
Commenting on the findings, Chris Donnelly, global managing
director of Accenture’s Retail Practice, says: ‘Thirty nine per cent
of customers surveyed say they are unlikely or very unlikely to
visit a retailer’s store if its website does not provide physical store
inventory information. Additionally, the research also shows that
retailers who struggle to implement robust seamless capabilities
online also experience challenges meeting customer expectations
in offline channels. So this is a particularly big challenge that
requires immediate attention.’
According to the survey, 40 per cent of retailers reported that
they are having difficulty integrating back-office technology
across all of their channels. The survey highlights a key area for
13
Retailers face big hurdles in bridging the ‘Omnichannel commerce gap’
Universal Design Studio has transformed
gallery space in Shoreditch, London and
the Mitte district of Berlin into two pop-up
stores for the launch of Seek No Further,
the new label from American clothing
manufacturer, Fruit of the Loom. With an
emphasis on the process of making and
reflecting the brand’s innovative approach
to materiality and detail, the stores’ key
message is ‘simplicity’.
Bringing a sophisticated edge to
the irreverent spirit and easy to wear
staples of its parent label, Seek No Further
marries Fruit of the Loom’s craftsmanship
and fabric expertise with a thoroughly
contemporary design ethos. Designed
by Dorothée Loermann – former creative
director of womenswear for edgy Parisian
label Surface to Air – the London-based
label’s first capsule collection offers
contemporary wardrobe staples for men
and women. Conceived for an ‘intelligent,
creative, design-savvy audience’, this
first capsule collection uses natural
materials and cutting-edge techniques
to create inviting garments, rich in
subtle detail designed for long-lasting
wear. Collaborating with artisans and
art technicians, Universal Design Studio
improvement, which is the ability to have a consolidated, accurate
view of real-time inventory across stores and distribution centres.
‘As customers expect retailers to provide consistent and
contextual service across every channel and interaction,
retailers need to adopt new technologies that enable this critical
transformation to omnichannel customer engagement and
service,’ says Brian Walker, chief strategy officer at hybris. ‘This is
going to be vital to meeting customers’ expectations and, frankly,
survival for retailers.’
The research further shows that in-store pickup of purchases
by consumers is a key capability that brick-and-mortar retailers
must be able to provide their customers if they expect to compete
effectively against online-only retailers. Nearly half (47 per cent) of
the customers surveyed said they use in-store-pickup options to
avoid online shipping costs, 25 per cent so they can collect their
orders on the day of purchase and 10 per cent simply because
they find it more convenient to pick items from a store than having
them shipped to their home.
‘Customers expect stores to be well integrated with all of a
retailer’s digital capabilities, and to succeed, retailers must be
able to serve customer needs regardless of how, when and where
they shop,’ adds Brigid Fyr, managing director of eCommerce for
Accenture Interactive. ‘A focus on omnichannel retailing enables
retailers to create a more consistent consumer experience across
online, mobile and in-store channels and ultimately increase their
brands’ relevance to their customers.’
The study is based on an online survey commissioned by
Accenture and hybris, and conducted by Forrester Consulting with
more than 1,500 multichannel shoppers and 256 decision makers
from retail and manufacturing organisations across the United
States, United Kingdom, France and Germany.
has experimented with unconventional
materials like glass wax, flock coating,
cast concrete and silicone to create
handcrafted sculptural display pieces.
In London, the capsule collection
is displayed on a single 6.5m-long rail,
suspended from the ceiling, set against the
raw concrete wall. The long and narrow
space of the gallery is further emphasised
by the mirror-clad back wall, creating an
illusion of double-depth.
In Berlin, set within the raw shell of the
gallery, solid, bold geometric shapes form
a varied landscape.
In both stores, an understated
monochrome palette is juxtaposed with
royal blue flock coating, translucent
yellow display blocks of cast glass wax
and sculptural objects coated in soft
pink silicone.
The pop-up shops opened in March
and will remain open for a period of four
months.
Photography: Michael Bodiam
Fruit of the Loom opens pop-up shops for new premium label
14
news
Q. Are psychometrics worth the paper they’re written on?
A. I’m frequently asked about the use of psychometrics in recruitment. I hear a range of views and a good deal of scepticism about their use. Whatever sector of retail you’re in, you’re likely to need leaders who are smart, innovative, flexible and great with people. How do you assess candidates against those qualities in an interview?
Used properly, psychometrics can help you see beyond the rehearsed interview answers. Broadly speaking, psychometric instruments fall into two camps:
1: Ability tests include things such as verbal, numerical and critical reasoning. They are cognitive tests with ‘right’ and ‘wrong’ answers, and measure how the participant compares to others in similar roles or populations.
2: Personality questionnaires are more subtle and explore characteristics, traits and the likely behaviours of the individual, again in comparison to a peer group.
There’s also a growing interest in Situational Judgement Tests, which draw on both elements, testing how one applies knowledge in a work-based scenario. Here’s how to get value from using psychometrics in recruitment:
1: Use the right tool for the job: I see many employers using ability tests that have no relevance to the role, or using ‘type tests’ (like MBTI) in recruitment when they are not appropriate for this purpose. When devising an assessment process, make sure all exercises reflect the skills required of the job.
2: Use well-respected materials: There are many publishers of personality questionnaires. Some are vigorously peddled by sales people with little understanding of the psychology and are as insightful as completing a tabloid newspaper quiz. Stick to materials by the well-known occupational psychology publishers that are approved by the BPS (British Psychological Society).
3: Conduct feedback interviews: This is essential - you can’t draw conclusions on the results of an exercise (particularly a personality questionnaire) without an in-depth discussion to put the responses in context.
4: Use a professional: Many of the most effective psychometrics require BPS accreditation and training from the publisher to be able to buy them. Just like any ‘skill’, regular use will mean that a professional will see and explore things that less experienced, or infrequent, users will miss.
As always, the answer to using psychometrics effectively is in making sure the right tools are used for the job, and by the right person. Making decisions based on bad information will never enhance your recruitment process, or your view of psychometrics.
T.01332565125www.bfpexecutiverecruitment.co.ukTwitter:bfpRecruit
sponsoredcolumn
TalkshopJohn Hamilton of BFP answers your questions on retail design and marketing recruitment.
Transport for London (TfL) has announced a collaboration with
Appear Here to open pop-up shops across its retail estate. For
the first time, retail properties in the London Underground network
will be made available for short-term rentals, providing brands,
designers, artists and entrepreneurs with easy access to prime
retail environments in central London.
Mike Brown MVO, managing director of London Underground,
comments: ‘Millions of people use our stations every day and we
are always looking at innovative ways to improve our customers’
experience of using the transport network. Pop-up shops are a
fantastic way to showcase new products on a temporary basis.
As well as ensuring our retail offer is vibrant, we are also excited
about giving new business ventures exposure to our huge
customer base.’
More than 11 million journeys take place on the TfL network
every day and TfL owns more than 1,000 retail properties at
London Underground, rail and bus stations as well as 1,200 arches
under its railways. Most of these sites are occupied on a long term
basis, however, as leases expire and spaces become available,
some spaces will be reserved for pop-up use and Appear Here will
market them for temporary occupation to generate revenue to be
reinvested back into the transport network.
Around 15 retail units will be used as pop-up shops and will
be made available to rent through AppearHere.co.uk across key
stations such as Old Street, Piccadilly Circus, St James’s Park, and
Baker Street. The short term letting will enable retailers looking for
temporary sites to showcase their products on TfL’s network.
The agreement with Appear Here will secure income for
reinvestment in transport as part of a wider commercial strategy
that is currently forecast to generate £3.5 billion over the coming
years. It follows the announcement earlier this year to bring
‘click and collect’ services from major retailers to the London
Underground network.
Launching at the end of April, eight spaces in Old Street
London Underground station will be available for short-term
rent, creating a new retail destination in London. Used for retail
or experiential purposes, the spaces will be curated around
themes, concepts or seasons, every three months so that
consumers constantly see fresh and exciting ideas on their daily
commute.
TfLintroducespop-upsacrossretailestate
If you think your campaign might benefit from a seamless service, you should talk to us. Tim Ellis, Business Development Manager | 07957 175 406 | 0161 486 7970 | [email protected] | momentuminstore.com
retail stallation
…with a perfect end g
Our multi-award winning service has kept some of the UK’s biggest brands and retailers coming back to us year after year to manage their POP and POS campaigns.
We are dedicated to building strong relationships with our clients to ensure that we always meet their specific brief and deliver each and every installation…
WE CONSTANTLY EVALUATE OUR SERVICE TO ENSURE THAT WHEN WE IMPLEMENT A CAMPAIGN OF ANY SHAPE AND SIZE, WE DO SO IN THE MOST EFFICIENT AND EFFECTIVE WAY.
in everything you do
RETAIL AUDITS INSTALLATION MERCHANDISING FIELD MARKETING
17
visual merchandising
Window
Le Bon MarchéNew York designer duo, Lazaro Hernandez and Jack McCollough,
better known under the label Proenza Schouler recently took over
premium Paris department store Le Bon Marché Rive Gauche. The
designers presented their signature pieces in an exhibition on the
ground floor as well as in the 10 store windows, featuring gigantic,
concrete-like blocks.
shoppingInspiring window displays from around the globe
Liberty LondonInspired by a spot the difference puzzle, the latest windows at Liberty
London feature products from across the design, home, menswear,
womenswear and accessories departments, all showcased in a series
of traditional games displays, including word search, dot-to-dot and
the humble crossword.
ChloeThe Chloe Summer Sun windows, created in
collaboration with Chameleon Visual, drew
inspiration from the Spring Summer ‘14 runway show.
The display wall installed across 10 of the Chloe
Boutiques, including Paris (pictured).
Photography: Melvyn Vincent
18
visual merchandising
Harrods‘Harrods Is Home’, announces the department store in its
Knightsbridge store windows. The displays on Brompton Road
celebrate the relaunch of Harrods furniture across the third floor,
which lies at the centre of the Harrods Is Home campaign. Each
window uses materials synonymous with home foundations,
juxtaposing stone, plastic, crystal, wood, metal and glass against
contrasting background materials. The Bull in this window was
designed and produced by JUSTSO.
Mappin & WebbMappin & Webb has collaborated with paper sculpture artist
Zoe Bradley for its new Bridal campaign, shot by New York
photographer Doug Rosa. Windows and in-store visuals feature
delicately hand-sculpted paper roses with a range of solitaire
rings, inspired by designs from the archives and iconic British
roses. Illustrated by Daniel Cook, the scheme was designed
by James Shouli, group head of creative and VM at Mappin &
Webb, together with Zoe Bradley.
PrintempsDepartment store Printemps has partnered with Vogue
Paris on its latest window scheme, which shows the ‘It’
looks of the season. The 11 window displays are a mirror of
the magazine in an XXL version, which opens on a photo
shoot from David Sims.
Selfridges, Viktor & RolfBonbon, L’Oreal’s
new candy scented
fragrance by Dutch
design duo, Viktor
& Rolf launched in
Selfridges with two
window displays,
a promotional site,
beauty hall counter
cladding and
individual counter
top displays, all
communicating
the Bonbon
aesthetic. The
promotional displays
were created in
collaboration with
retail design agency,
Elemental Design.
Levi’sTo showcase the new Spring
Summer Levi’s Commuter
collection, Lucky Fox designed
and manufactured a series
of spinning bicycle wheel
sculptures, featuring moving
LED light fittings to add
movement and interest in
the windows of the flagship
European stores. The
installations in Berlin and
London were carried through in
store, with huge bicycle wheel
hanging walls, reflective floor
vinyls highlighting the features
and benefits of the collection,
and cool bikes from Vanmoof.See more window installations from London and Paris on the blog:
www.retail-focus.co.uk/blog
MANNEQUINS
WWW.PLANETASPECTS.CO.UK
DISPLAY FIXTURES
VISUAL MERCHANDISING
L O N D O N
STAND
D5
VM & DISPLAY SHOW 2014
POP
POPStopCompany:Impulse POP
Client:Zagg
Display title:Origin Portable HiFi Display
Sector:Consumer Electronics
Locations:Stores across South Africa
The brief:Consumer electronics and accessories
brand Zagg briefed Impulse POP to design
a permanent counter display for its Origin
desktop and portable speaker system. The
challenge was to create a secure unit that
allows shoppers to explore the functions
of the speaker and experience the quality
of the sound. The display also needed to
be flat packed to enable cost-efficient
distribution, worldwide.
The result:The unit features a branded metal base
with a retractable cable that allows users
to pick up the small speaker and fit it into
the back of the main speaker, which is its
position for recharging. The display also
incorporates cable management for
power to the speaker. The timescale from
brief to approval to despatch was three
weeks, delivered to South Africa on a
three-day service.
www.impulsepop.co.uk
20
of the
POLY
CARBONATE
X
Man
ufac
ture
d in
Donca
ster
ALUPA
NEL A
LUM
INIU
M C
OMPO
SITE
X
Man
ufac
ture
d in
Kent
PALIG
HT PV
C FOAM
X
Man
ufac
ture
d in
Count
y Dur
ham
RIGID
PVC
X
Man
ufac
ture
d in
Count
y Dur
ham
PERSP
EX® C
AST A
CRYLIC
X
Man
ufac
ture
d in
Lanc
ashir
e
FLYING THE FLAG FOR UK MANUFACTURINGChoose from our unrivalled range of UK manufactured sheets for your point of sale projects
We believe in sourcing the best materials for our customers. We
have built up an enviable range of UK sourced substrates delivering quality,
consistency and availability for your projects.
LATEST NEWS: Alupanel Aluminium Composite is now produced in Kent – the only product of its
kind to be produced in the UK.
Available to purchase from your local Perspex Distribution branch:
Blackburn 01254 272800 [email protected] | Chelmsford 01245 232800 [email protected] Tamworth 01827 263900 [email protected] | Weybridge 01932 356900 [email protected]
Visit www.perspex.co.uk to view our full product range
Q & A
23
Is retail at risk of not-so-social media?
I was working in New York recently and I was amazed as to just how
many stores were experimenting with social media in the in-store
environment. In the main, this centred around the customer being
the star - showcasing them wearing a brand’s wares and sharing it
with the twitterverse and beyond.
This is all fine and it’s great to see some of the innovation at
play, but I noticed something a little sinister about its use in H&M.
The brand has one of its largest Manhattan stores on Times Square,
and when trying on garments in the fitting area, customers are
invited to pose on a runway to ask (potentially the world): ‘How do I
look in this?’ This then gets fed into the social media control hub of
H&M, who at their whim can broadcast the images onto the picture
wall on Times Square, and on its social media channels across the
world. Instant fame and kudos - for those who want it.
Obviously, those customers that go into this willingly would want
to be displayed everywhere, but what about those that don’t? On
the way out of the store, I noticed a sign that waived the rights to
anyone who entered the store to have any say over the use of any
images recorded of them within it. This disclaimer was displayed
on a small A5 plaque - hard to notice really and more noticeable
on the way out than on the way in. OK, so they primarily mean the
runway pictures, but what if someone didn’t realise that this was
the case?
What about the person who was skiving off work and shopping?
The couple on a clandestine date, or even just the person having a
bad hair day? As social media promotional tools like this increase,
how aware are people as to the extent of how widely their image
could be used, even on marketing materials etc.? Crucially, all
without pay, permission or notice.
When I signed up for TV show The Fixer, I had to sign a
disclaimer as to whether or not I wanted to give permission for my
images to be used. By entering this H&M store, customers sign away
their rights to the use of their images completely. This for me flags
issues on ethics, rights and even morality.
With the rise of social media used in store in this way, it gives
brands a lot to think about. I don’t know if the hardline blanket
‘opt in’ law is exclusive to the US, but how is that to be viewed
Karl
elsewhere? For me, this disclaimer is a little underhand and I would
imagine that a lot of people would be very uncomfortable about it,
if they stopped and thought about it.
Social media thrives on narcissism, and many of us thrive on
social media because it gives us this platform to be a star in our
own communities and beyond, from ‘make-upless’ selfies to what
cool place we’ve visited that day. The problem is that many of us
don’t want to be on show in that way.
I think it’s in retailers’ interests to seek a greater level of consent
from their customers as they are in their stores promoting their
gear. I don’t think these practices would be allowed in Germany for
example, a place where even security cameras in the street have a
much higher level of scrutiny.
A lot of brands are starting to experiment with this type of ‘do
I look good in this’ technology. Regular readers of my column will
remember me just last month talking about Ragwall’s full-length,
full-service video wall at EuroShop. I am not against this kind
of technology, I just think that as its ultimate aim is to create a
stronger relationship between customers and the brand, retailers
should present the terms, conditions and permissions in a more
open, engaging and direct fashion.
column
Karl McKeever is creative director of visual merchandising and brand delivery consultancy Visual Thinking.
Email Karl at [email protected]
McKeever
‘With the rise of social media used in store in this way, it gives brands a lot to think about’
24
Design: Pentagram (William Russell)Opening date: January 2014Store size: 10 sq m
Christian LouboutinHarvey Nichols, London
project focus
In 1992 luxury French shoe designer Christian Louboutin opened
his first store, in Paris. Now, 22 years later the eponymous brand -
famed for its red-soled footwear - has launched a new retail space
dedicated to bags and small leather goods. The concession,
located on the ground floor of department store Harvey Nichols in
Knightsbridge, London, represents the first of its kind globally and
reflects the growing importance of this category for the brand.
Christian Louboutin has once again collaborated with architect
William Russell of Pentagram to develop the concept, which offers
a fresh take on the label’s immersive retail environments.
At the entrance to the space, customers are welcomed by a
delicately tiled silver travertine floor. Surrounding the perimeter
of the intimate space are two polished brass and handcrafted
reeded maple shelving units, each lined with soft white leather and
finished with antiqued bronze along the edge. In the centre of the
25
project focus
space is a freestanding display unit with the same attention
to detail.
At the back of the concession is a lightly textured ceramic wall
with a low iron glass oval mirror featuring bevelled edges in the
centre. To each side of the mirror are regal brass display stands
showcasing the brand’s classic Sweet Charity bag collection.
Subtle accents of the signature Christian Louboutin red can
be found under each shelf of the fitted display units and on the
powder-coated piping skirting which frames the store. Soft lighting
fixtures enhance the elegant and feminine feel of the boutique.
The brand has also opened a pop-up store devoted to
handbags in the Galerie Véro-Dodat covered shopping arcade
in Paris, where it opened its first store more than 20 years ago. The
30 sq m space is located close to the Christian Louboutin men’s
and women’s stores and will remain open until 31 May 2014. Ph
oto
gra
ph
y: L
uke
Ha
yes
Introducing... SmokePart of the Armourcoat Sculptural range for 2014The latest online brochure with the full range of 22 designscan be viewed at www.sculptural.armourcoat.com
27
project focus
Design: Wonderwall (Masamichi Katayama)Opening date: August 2013Store size: 330 sq m
‘Intersect by Lexus seeks to be a comfortable and inspiring
space for interaction among people and between people and
cars,’ says Mark Templin, executive vice president of Lexus
International, referring to the company’s new luxury brand
centre in Tokyo’s Aoyama district. Opened in 2013, Intersect by
Lexus is designed in collaboration with Masamichi Katayama
of world-renowned design group Wonderwall as a space that
celebrates the best in design, art, fashion, culture, film, music
and technology.
‘This project is not about creating a showroom, but rather
an “environment”,’ explains Katayama. ‘An environment of new
concepts that spotlight the people and philosophy surrounding
the Lexus brand. An environment where people interact with a
wide range of information and activities.’
Spread across two levels, the brand experience space is
designed to capture the spirit of Lexus’ ‘Amazing in Motion’
philosophy in its appearance and layout.
From the outside, a spindle-grille-inspired entrance facade
created from the same bamboo employed in Lexus steering
wheels gives the space a strong identity. Inside the entrance, a
cafe offers Fuglen-produced coffee (a popular long-standing
coffee bar from Oslo) while further into the space, a ‘garage’
acts an as exhibition area for car culture and lifestyles. ‘You
might imagine a car would be the first thing you would see but I
wanted the transition from the Aoyama neighbourhood outside
to Intersect inside to be a more gradual one,’ says Katayama.
‘Playing with the theme of a place where communication is born,
I guess I wanted the space to serve as a kind of living room for
Aoyama’s local and international community.’
The wall alongside the staircase features carefully placed
Intersect by LexusTokyo, Japan
28
project focus
Lexus engine parts that add character and
interest to the space. On the first floor is
a ‘Crafted for Lexus’ shop that Katayama
refers to as ‘the closet’ as it ‘resembles
what the closet of a Lexus owner might look
like’. The new brand shop stocks lifestyle
items created by young artisans from across
Japan, including footwear, sunglasses
and apparel.
Also on the upper level is a library
lounge, where visitors can relax and sample
modern Tokyo cuisine. The space, which
contains all kinds of material related to
design, cars and lifestyle, is also used to
host brand workshops and exhibitions.
‘Lexus’ passion can be seen
everywhere,’ says Katayama. ‘For example,
as you walk into the toilet you can see that
the ceiling is made from toy cars. These
aren’t just limited to Lexus though, as the
cars are from all kinds of brands. I felt that
a passion for the motor industry as a whole
was a defining theme so for fun I decided
to create the toilet ceiling out of toy cars.’
To further enhance the experience,
Lexus has partnered with DJ and artist Towa
Tei to create seasonal sounds for the space
and with aroma brand Yuica to develop
a unique fragrance for Intersect that
symbolises the essence of Japan.
A further Intersect by Lexus centre is
expected to open in New York this summer
followed by a centre in Dubai in 2015.
30
Design: Plajer & Franz StudioOpening date: March 2014Store size: 250 sq m
Karl LagerfeldRegent Street, London
project focus
The new Karl Lagerfeld store on London’s Regent Street is the
latest in a line of openings that include Paris (Retail Focus, April
2013), Amsterdam, Berlin, Munich, Antwerp, Shanghai and
Beijing. At 250 sq m it is the largest European Karl Lagerfeld
store to date, combining the brand’s aspirational and accessible
luxury collections and iconic design aesthetic with cutting-edge
digital technology.
Designed by Berlin-based Plajer & Franz under the artistic
direction of Karl Lagerfeld, the London flagship is spread across
two levels with black and white surfaces, mirrors and walls of
light forming the backdrop to the collections. In the staircase,
an imposing graffiti wall installation created by UK design studio
ilovedust sets the store apart from other locations.
Lighting is also a key design element, with LEDs featuring
throughout the space. Developed in collaboration with retail
lighting specialist Ansorg, the LED spotlights can be dimmed
individually to create different ambiences throughout the day.
Beyond fashion and accessories collections, the store
embraces Karl Lagerfeld’s affinity and connection to the digital
world, doubling as a virtual window to the designer himself. iPad
minis, which are integrated into the display racks, enable customers
to explore the entire collection online while a digital guestbook
invites them to connect personally with the iconic designer.
In addition, the fitting rooms are equipped with photobooths,
encouraging shoppers to photograph their looks using various
Karl-inspired filters and share the pictures via social media.
Speaking ahead of the opening, Pier Paolo Righi, CEO of Karl
Lagerfeld, said: ‘London is one of the world’s leading cities when
it comes to retail and this location offers a unique brand mix. Our
London presence will be a fantastic representation of our brand’s
aesthetic, and it showcases our cool, accessible-luxe collections in
a cutting-edge environment.’
The store carries the label’s entire range of ready-to-wear and
accessories as well as limited edition pieces and special objects
curated by Karl Lagerfeld.
31
project focus
Ph
oto
gra
ph
y: C
ou
rte
sy o
f K
arl
Lag
erf
eld
33
This month the first major exhibition devoted to French couturier
Jean Paul Gaultier comes to London as part of a worldwide tour.
From 9 April to 25 August 2014 the Barbican Art Gallery will be home
to a dynamic installation of more than 140 cutting-edge couture
and ready-to-wear garments, created between the early 1970s and
now, many of which are being shown here for the first time.
‘The Fashion World of Jean Paul Gaultier: From the Sidewalk
to the Catwalk’ exhibition explores Gaultier’s life and work, from
his witty and boundary-pushing designs to his ceaseless interest
in society, identity and a beauty borne of difference. Grouped into
themes, the multimedia exhibition includes costumes for film and
performance such as the conical bra and corsets Madonna wore
during her 1990 Blond Ambition World Tour and pieces created for
the stylish sci-fi film The Fifth Element, as well as footage of catwalk
presentations, concerts, music video’s and Gaultier’s cult television
show, Eurotrash.
Sharing the spotlight with the haute couture garments are the
140 custom-designed display mannequins in various sizes, finishes
and poses, which bring the exhibition to life. At the entrance, a
life-size, animated mannequin of Gaultier complete with voice
The fashion world of Jean Paul Gaultier comes to London as part of an international tour.
exhibition
The life + work of Jean Paul Gaultier
recording welcomes visitors to the exhibit while some 30 other
innovative figures with famous faces projected onto them quietly
observe from the side, occasionally smiling, winking and breaking
into song.
Working alongside the Montreal Museum of Fine Arts and
Montreal theatrical atelier, UBU Design, mannequin company
Jolicoeur International designed, manufactured and donated
the full collection for the exhibition, which along with the
animated models include S&M-inspired poses that depict the
audacity of Gaultier’s famous undergarments created for a
Madonna concert tour.
More than a million visitors have already visited the exhibition
on its international tour that includes Montreal, San Francisco and
New York. After London, ‘The Fashion World of Jean Paul Gaultier:
From the Sidewalk to the Catwalk’ exhibition will move to the
National Gallery of Victoria in Melbourne, Australia before traveling
to the Grand Palais in Gaultier’s hometown, Paris.
34
VM & Display Show #VMDS2014
THE ONE STOP SHOP FOR RETAIL
T: +44 (0) 1638 565 656E: [email protected]
www.arken-pop.com
• Complete store design & installation• Illuminated displays• Innovative point of purchase displays• Graphic design and print• Category management solutions• Point of sale materialWinner of over
40 POPAI awards
See us at:
Stand G8
Half Page H Temp_Layout 1 5/29/12 9:21 AM Page 1
35
The VM & Display Show returns to the Business Design Centre in
London this month, bringing together a broad spectrum of fresh
products, ideas and trends for retail design and display. Taking
place from 29 April to 1 May, the intimate event will host a range
of features as well as more than 70 new and returning exhibitors,
showcasing a range of products and services from mannequins
and props to lighting and digital displays.
A new feature this year is the Underground Network, which
provides a platform for up-and-coming and lesser known talent.
Andy Thompson, who specialises in electro-mechanical products
and has worked with the likes of Shell, Lever Brothers, Kelloggs and
Cadbury, will be among those showcasing their work and skills in
the new zone located on the mezzanine level.
In addition, returning for the second year is the Graduate
Challenge Showcase, sponsored by Harrods. Students from Hertford
Regional College, North Herts College, London College of Fashion
and East Berkshire College will compete against each other to
VM & Display Show
create a window display themed on Brazil, with the winner gaining
a work placement at Harrods. Each student will be given a budget
of £200 and visitors can follow their progress throughout the
three-day event.
Among this year’s exhibitors are newcomers Festilight, a French
Christmas decoration company, point-of-purchase specialist arken
P-O-P, and display company Unibox, who will stand alongside such
companies as Stylographics, DZD, Replica and Lucky Fox.
For a full list of exhibitors and to register for the event, visit:
www.vmanddisplay.com. You can also join the conversation on
twitter using #VMDS.
VCG ColourlinkAt last year’s show, the VCG Colourlink stand had a playful Alice in
Wonderland theme to present its large format graphic and signage
solutions. This year, the theme is Moulin Rouge. With printed acrylic,
beautiful vinyl’s, printed wallpaper and LED lighting, the stand will invite
visitors into a time of glamour, glitz and visual hedonism.
www.vcg-colourlink.com
Solus LightingFirst-time exhibitor Solus Lighting will
showcase a range of illuminated LED trees
that are suitable for indoor and outdoor
use. Available in a range of sizes from 1.8m
to 4.3m high, the trees come in a choice of
colours with beautiful soft foliage.
www.soluslighting.co.uk
VM + Display Show:
Don’t miss...
Visual
inspiration
From mannequins, props and Christmas decorations to graphics, lighting and digital screens, the VM & Display Show offers a multitude of ideas and solutions to help retailers engage consumer interest and increase sales.
2014
A New Focus on VM and Display
Look out for us at the VM & Display Show on 29th April - 1st May 2014
Contact Fran on: 01582 676357 . . . or: [email protected]
But did you know that GDP also creates beautiful VM, Props and Mannequins.
We are active in four continents of the world, designing, manufacturing and installing an extensive array of materials and finishes, supporting a wide range of retail clients.
The GDP team are passionate about retail. Give us the chance to prove it to you...
You may already be aware of the great work that GDP does in shop fitting andretail environments.
Dunstable - Chicago - Shanghai - Cape Town - Sofia
38
Follow us on twitter @retailfocus
What to do if you offer buyers a direct route to the very best in UK retail display,while your members benefit from constant opportunities for business growth?
Not keep quiet about it, that’s for sure.
Shop and Display Equipment Association T: 01883 348911 E: [email protected] www.shopdisplay.org
Join now! There’s still time to feature your company in the latest SDEA directory.
SDEA ad half page_Layout 1 05/03/2014 13:41 Page 1
lighting
39
LED lighting is a fast-evolving technology that offers numerous
benefits for retail environments, but it seems it is not (yet) the
panacea to all retail lighting needs, despite the hype. Indeed,
the Building Research Establishment (BRE) has reportedly found
that only 10 per cent of UK retail stores currently use LED lighting in
some form.
These findings come as little surprise to lighting designer Paul
Nulty, who sees LED as a technology that sits alongside more
traditional ones at this time, rather than replacing them. ‘Why would
a retailer spend an additional cost for LED when the light quality is
no better than metal halide?’ he asks. ‘When we look at the latest
metal halide technologies we see that they are more efficient than
LED. With this in mind, the only real argument for using LED over
a metal halide source is if the store has a design life of over five
years, or if you’re a retailer with a large estate and want to keep
maintenance costs down.’
The problem, says Nulty, is that there is a huge amount of
misinformation surrounding LEDs and clients often believe that
swapping to LED will cure all their problems when often it’s not the
light source that is the issue, it’s the way it’s used.
However, with the quality of LED lighting moving apace, Nulty
believes that the light source will eventually win out in retail. ‘LED
does have the potential to save huge amounts of money long term
and let’s not forget retailing is about the bottom line,’ he says.
Iain Ruxton, design associate at lighting practice Speirs &
Major, is of the opinion that retail will make the big move over to
LED as and when stores refit. ‘Give it five years and I’m sure LED will
dominate,’ he says.
The main drawback at the moment, notes Ruxton, is the
premium in capital cost, but this is dropping fast. ‘Some of the
reported drawbacks in terms of performance, longevity, consistency,
and light quality arise from the use of poor quality equipment,’ he
adds. ‘With LED lighting, you generally get what you pay for.’
The first retail scheme Speirs & Major designed using mostly
LED was for Dior Parfums at Selfridges London in 2011. Since then, it
has completed projects for Fortnum & Mason and Hedonism Wines
using all LED.
Designed by Universal Design Studio, Hedonism Wines in
Mayfair, London is a sophisticated wine boutique that opened in
2012. Light is an integral element in creating the store’s character
and identity after dark, and with the strict requirement to maintain
an ambient temperature of 16 degrees Celsius on the lower ground
floor and 17 degrees Celsius on the ground floor it was realised
from the outset that the scheme would need to be 100 per cent
LED. The design of the light is layered, with accent, display and
ambient lighting intended to bring the best out in the merchandise.
In response to the light and airy interior on the ground floor, glass
pendant luminaires reminiscent of champagne bubbles draw
LED lig
htin
g:
A b
rig
ht f
uture?
The benefits surrounding LED lighting, such as
energy and maintenance savings, will make it
the source of choice for retail applications in the
future, but there is still some way to go, finds
Retail Focus.
This page:
Microlights supplied products from its
MOVI range and Moon Slim range
(pictured) to the Timberland store in
Bluewater, Kent.
lighting
40
the eye away from the accent lighting fixtures that are focused
toward key display counters. The red wines found on the lower
ground floor are primarily lit by low hung copper pendants
concentrating attention around the central display units, and
enhancing the cellar-like atmosphere. The sources of accent
lighting and perimeter shelf lighting are carefully integrated into
the architecture so as to be imperceptible, allowing the visual focus
to be kept on the merchandise.
The main driver for LED adoption in the past few years has
been a desire to reduce energy consumption and cut carbon,
enabling retailers to make financial savings, states Paul Goodall,
director of retail lighting at Philips. However, increasingly the
possibilities and flexibility that LED brings is being recognised, and
more and more retailers are beginning to understand how light
can be used to truly enhance the customer experience, he says.
‘Technology is advancing all the time and providing options that
just weren’t possible with LED only a few years ago.’
At EuroShop in February, Philips showcased CrispWhite, a
new retail LED light solution that offers unparalleled rendering of
white and colours with one light source. The product is designed
to be used in the two main applications in retail lighting - accent
spotlights or general downlighting - creating colour consistency
across all light sources in store. The results, says Philips, allow
retailers to enjoy all the advantages of LED; over 40 per cent less
energy used compared to conventional lighting, outstanding light
quality and a product lifetime of 50,000 hours, but with the added
benefit of enhanced rendering for whites and colours.
John Chamberlin, sales director for UK and Ireland at retail
lighting company Microlights, holds that (in general) all new stores
and refurbishments will be LED by the end of 2014 due to financial
and environmental reasons, in addition to peer pressure from
neighbours. The company recently installed its MOVI range, which
uses a Citizen COB LED chip driven by Philips Xitanium gear, at the
Timberland store in Bluewater, Kent. It has also delivered lighting
solutions for the likes of World Duty Free, Harvey Nichols, Mint Velvet
and telecoms operator, Orange.
Where LED’s will continue to offer benefits is in controllable
light, maintains Mark Shortland, retail director at Fagerhult. The
company, which has lit more than 200 Pret-a-Manger stores with
lighting controls to change the ambience depending on the time of
day, expects LEDs to represent as much as 80 per cent of its sales
to UK retail chains in 2014.
As LED technology continues to develop and improve, and
costs come down, more and more retailers will inevitably switch
to LED lighting to save energy, lower maintenance costs and
enhance the in-store experience. Mark Sutton-Vane of Sutton Vane
Associates, which won the Small Retail Lighting Design Award
2014 for its work on the Durham Cathedral shop, believes LEDs are
getting better at solving all the different needs of lighting and will
soon dominate the retail sector. There will come a time, he asserts,
when LEDs dominate all lighting.
‘LED does
have t
he poten
tial to
save
huge amounts
of money
long te
rm
and le
t’s not fo
rget ret
ailing is
about
the botto
m line.’
Paul N
ulty, P
aul N
ulty Lig
hting Desi
gn
Right:
MOVI Circ LED from Microlights.
Middle:
Luminaires by Reggiani Illuminazione,
including the Yori projector, have been
installed at the new Jimmy Choo flagship
store for men on Dover Street, London.
Bottom Left:
The lighting scheme at Hedonism Wines
in London, designed by Speirs & Major,
is 100 per cent LED.
Manta : LED Single Point
Download our comprehensive catalogueshowcasing the full product range
w w w . h a c e l . c o . u k
R_Focus_RH_Manta.qxp_Layout 1 11/03/2014 13:35 Page 1
43
Lighting: More than just
an aesthetic consideration
Gregor Jackson, managing partner at design consultancy gpstudio, discusses the importance of lighting in retail.
When you create a brand, you create an image, and lighting as a
communication medium is one of the key elements that instil and
uphold that sense of brand identity.
Top brands decide on a lighting identity and then ensure
that this is consistently upheld across all of their stores so that
customers experience a similar look and feel. Without realising,
we come to associate a brand with a certain look, and vice
versa. Brands should think carefully about the associations and
connotations they want to express and ensure that their lighting
helps to support this.
Used intelligently, lighting can give a very clear identity to the
brand, particularly as modern technology gives the ability to do
almost anything with lighting as it can be arranged into ever-more
complex configurations.
Lighting has a huge effect on how we feel in a retail space,
too. Recent research has shown that we have non-visual
receptors in our eyes. These receptors cause a biological effect:
the production of the hormones melatonin, cortisol and serotonin.
While melatonin makes us sleepy and relaxed, cortisol makes
us feel awake and active, and serotonin is one of our happiness
hormones. This is why we sleep at night, get jet lag when we
change time zones, and why our general feeling of well-being
varies over the day.
We use this knowledge during the lighting design process.
We investigate how the customer wants to feel when they buy a
certain product: relaxed and calm or active and excited? If it is
a store like Victoria’s Secret, we need to create a relaxed, calm
atmosphere. We do this using warmer colour temperature as
this increases the melatonin level in our body. If it is a retailer
that sells sports cars or high-tech gadgets then an active,
vibrant atmosphere is more appropriate so we use colder colour
temperatures to boost the cortisol level.
While the ambient effect has a huge impact on customers’
purchasing decisions, lighting also has a very specific role to play
in contributing to increased sales.
The way in which a light source makes an object’s colour
appear to the human eye (called colour rendering) can be
influenced through high-quality light sources to make products
look much more appealing. The higher the colour rendering,
the more the variations of colour shades are shown to their full
potential. Retailers need to ensure their products look at their very
best at all times.
Another practical use of lighting is to assist with the customer
journey and controlling the flow around the store, particularly
in a larger retail space. If you influence the order in which the
customer approaches each product, you can better guide their
in-store experience.
Retailers can save money through saving energy with a
well-designed lighting system. Less efficient light sources emit
more heat - so the air-conditioning has to work harder to cool the
space, which consumes more energy. Though the cost isn’t always
a priority for high-end retailers, it can be vitally important for stores
with very long opening hours, such as those in airports, or large
stores, such as flagships.
One other benefit, quite simply, is that by choosing
seco-friendly lighting you’ll significantly reduce your CO2 footprint
as a business.
Retailers should bear in mind that certain light sources
emit UVA and infrared radiation. These can alter the colour of
the product, damaging the structure of materials and – most
importantly for retailers of perishable items – shortening the
products’ lifespan. With up-to-date lighting technology, none of
the above will occur and you can ensure your product will get to
the customer at its very best.
Though on the surface it may appear a straight-forward issue,
delving a little deeper into lighting and the options on the market
– as well as making sure that you’re using the most appropriate
solutions for your brand and retail space – can improve a store’s
ambience, increase sales, help your bottom line, and make your
business more environmentally friendly. So the question is: when
will you start?
www.gpstudio.uk.com
opinion
You’re in capable hands when you entrust your project to
bridgford interiors. With a breadth and depth of experience
that enables us to tackle any project, anywhere... we will be sure
to provide the complete fit-out solution. Contact us to discuss the
successful delivery of your next retail, leisure or hospitality project...
By using Bridgford Interiors you can tick all the right boxes...
Interior fit out specialists
bridgford interiors limitedbridgford building, wellington crescent,
fradley parklichfield, staffordshire
WS13 8RZtel: 01543 443200
email: [email protected] web: www.bridgford.co.uk @BILfitout
45
customer service
April is (apparently) International Customer
Loyalty Month. The idea, introduced by
American customer service speaker and
author Shep Hyken, is for companies and
their employees to make an extra push to
create loyal customers. ‘This isn’t about
being good,’ says Hyken. ‘It is about being
great. Creating loyalty is about a continuous
effort that creates customer confidence.’
The initiative comes as the Institute
for Customer Service urges organisations
to invest in customer service to rebuild
trust in UK business, both at home and
internationally. The latest UK Customer
Satisfaction Index (UKCSI), published in
January, reveals that all but one sector
experienced a fall in customer
satisfaction during the last quarter of 2013,
with the overall figure down for the first time
since 2008.
‘As the economy begins to grow,
organisations need to recognise that the
customer service experience they deliver
is increasingly important in customers’
buying decisions,’ says Jo Causon, CEO of
the Institute for Customer Service. ‘Those
organisations that focus on differentiating
through customer service are well placed to
achieve sustainable performance. But to do
this they need to view customer service as
integral to building customer relationships
across the value chain, not just as a series
of transactions.’
Causon argues that as the balance
of power shifts in favour of the customer,
retailer-consumer relationships are
changing from monologue to a dialogue.
‘Today’s retail landscape is a “relationship
economy”,’ she says. ‘One in which value
lies in the interactions between companies
and their customers.’
Consumers expect organisations to
be responsible, consistent and behave
in an open, engaged and transparent
manner, maintains Causon, and they
are increasingly willing to complain if an
organisation fails to meet their expectations.
A study by shopping centre group
Westfield, entitled ‘How We Shop Now’,
found that 76 per cent of customers would
walk out of a store if they received bad
customer service, while 54 per cent said
they would be happy to pay extra to have
an express till which banishes queuing.
‘What Westfield has found incredibly
valuable from this study is that despite an
abundance of channels where customers
can effectively “self-serve”, the traditional
notion of customer service continues to
In today’s ‘relationship economy’ retailers must listen to their customers, across all channels, in order to improve customer service and satisfaction, and inspire loyalty, finds Retail Focus.
have significant influence on whether or
not we part with our hard-earned cash,
as well as defining our overall shopping
experience,’ says Westfield marketing
director for UK & Europe, Myf Ryan.
Queuing to pay for products at the
till is considered one of the worst parts of
shopping in store, according to a survey
by digital communications company EE.
The study shows that long queues at the
check-out could be costing UK retailers as
much as £1 billion a year, with 63 per cent
of shoppers willing to abandon a purchase
in store if the queue is too long (with each
product costing £33 on average).
The research supports the launch
of a new managed service from EE
called Connected Retail that uses
mobile connectivity in-store to improve
the customer experience and open new
revenue streams. The solution is designed
to help retailers build closer relationships
with customers by engaging with them in an
integrated, omnichannel way.
Customer satisfaction, guaranteed?
Above and inset:
In ‘Katakeet’ design studio Caulder
Moore created a children’s brand
around a tangible story book with
real characters that customers could
follow online or discover in store.
This added a real human side to the
brand, engaging both adults and
children alike both online and in the
physical world.
46
customer service
All channels to all people
Social media and digital technology
continue to transform consumer behaviour
and expectations, and businesses must
move away from the reductive idea that
the delivery of customer service is restricted
to one or two platforms, claims Causon.
‘It is something that must be reflected
throughout an organisation and across
all the ways it communicates,’ she says.
‘Customers may choose a variety of ways to
interact with an organisation and they need
to receive a consistent experience, whoever
or whichever department they contact.’
Christopher Schyma, VP sales EMEA,
retail, travel and leisure at customer
experience company 24[7], agrees that
the consumers’ world is now mobile-
centric, channel-agnostic and continually
connected. ‘They don’t think in channels
and expect retailers to deliver one holistic
experience,’ he says.
A recent study by 24[7] suggests that
online retailers need to make better use
of the data they hold on their customers,
particularly retaining context when
customers change channels. In a survey of
more than 2,000 UK consumers, one in five
said they got frustrated when retailers did
not know who they are or what their issue
is, despite having interacted via another
channel previously. ‘Consumers now expect
online retailers to know who they are,
anticipate their needs and then guide
them to their desired outcome, whether
that’s a sale, customer service issue or
something else,’ says Schyma. ‘Retailers
hold a lot of data on their customers and
need to use that in real time to deliver
more intuitive customer service, allowing
consumers to change channels and retain
context when they do so. People have
shown they are prepared to shop elsewhere
if the customer experience does not meet
their expectations.’
Home enhancement retailer, Homebase
recently won the 2014 UK Customer
Satisfaction Award for ‘Best Use of
Customer Insight’. The company has
partnered with customer insight agency,
SMG to implement a nationwide customer
feedback programme called ‘Paint Us
A Picture’, which enables it to analyse
customer opinion, respond to purchasing
trends in real time and provide a consistent
level of service.
Homebase managing director, Paul
Loft, says: ‘We understand that to really
make a difference to the customer
experience, we needed to listen to our
customers, across all channels, in order
to make them feel welcome and looked
after. Our partnership with SMG and the
‘Paint Us A Picture’ programme has allowed
us to make business decisions based on
actionable insight from the data.’
Today’s consumers expect all of the
touch points in the customer journey to be
consistent and fully synchronised, states
Sadiq Mohammed, business development
director at Serco Global Services, and
by knowing and understanding each
customer’s contact history, retailers are not
only able to adjust the way they engage
with each customer but can also adopt
the most appropriate tone and style of
conversation to reassure and reduce effort.
In the words of Hyken: ‘It is the
consistency of great service that builds
customer confidence in you and your
organisation, which in turn will eventually
create loyalty.
‘Customer loyalty,’ he says, ‘is about the
next time - every time, so strategise about
customer loyalty one month, perhaps April,
and then carry it through for the year.’
Top tipsChristopher Schyma, VP sales EMEA - retail, travel and leisure at customer
experience company 24[7], shares his top five tips to improving customer service.
1. Make it simple for consumers to get things done. Put time back in their hands.
2. Create richer, more personalised experiences for each customer, in each
channel, every time. Take something and make it better, for example
augmenting current voice interactions with a speech-to-screen experience.
3. Provide unified experiences that enable context to be persistent as customers
cross channels and devices, regardless of location and time.
4. Leverage real-time prediction to understand and anticipate customer intent
in-journey and service them accordingly whether it’s through self-service (which
can be dynamic and unique) or through agent-assisted service, where the
experience can be content rich.
5. Be outcome focused. There should be a collection of metrics (focused on
outcome) you should align your business to. Standard monitoring and reporting
are not enough. Have the commitment to continuously improve customer
service and sales to make the experience effortless and natural for customers
to connect with companies to get things done.
Below: Westfield shopping centres offer an array of services from hands-free
shopping to valet parking and home delivery.
Bottom: Homebase won the 2014 UK Customer Satisfaction Award for ‘Best Use of
Customer Insight’.
TEL +44 (0)1273 582241FAX +44 (0)1273 580644
SHOPFITTING SYSTEMS
ALU
MIN
IUM
EX
TRU
SIO
NS
and mild steel accessories
From concept to finished product.
48
products
VM + display show
arken P-O-P
New to the show, arken is excited to be showcasing its ‘VM collection’ of display
products. The LED light panel has been designed specifically for retail, to provide
the perfect ambient light, be this incorporated as part of a pay-point, to illuminate
shelving areas, or used within a wall display, the possibilities are endless. All
manufactured in the UK to the highest quality, the hanging systems facilitate the
display of large graphics as part of a window display, while poster frames and
light boxes offer the perfect framed solution for displaying printed promotions, both
inside and outside the store
T. +44 (0)1638 565 656 E. [email protected] www.arken-pop.com
Andy Thornton
Andy Thornton made a big impact last year with its debut
range of Urban Vintage display fittings. The company is back
at the VM & Display 2014 with an extended range of industrial
style shelving units, drawer units, carts, tables and garment
rails. It will also showcase a range of factory style lighting and
pressed metal ceiling and wall tiles. See them on stand E9.
T. +44 (0)1422 376 000 E. [email protected]
www.andythornton.com
Planet Aspects
Creating brand-led and inspirational
visual merchandising for global
high street and boutique retailers,
Planet Aspects provide visual
merchandising, mannequins, display
fixtures, retail design, wigs, makeup
and window displays for international
brands from its London Studio and
Cambridge manufacturing facility.
Planet Aspects will be exclusively
displaying the new Male range from
ABC mannequins.
T. +44 (0)845 873 0250
www.planetaspects.co.uk
Twitter: PlanetAspects
B52 Digital
B52 Specialises in the use of tablet and digital technologies to
engage customers with visually stimulating brand messages.
Its branded relocatable screens allow retail outlets to play
visually engaging brand messages throughout the store. The
screens are operated individually via a 3G connection so
different content can be downloaded and played in numerous
locations - content which is directly related to the merchandise
in that location. The screens also allow assistants to check
stock without leaving the customer.
T. +44 (0)1274 817 987 E. [email protected] www.b52digital.com
Stand: C9
Stand: E9
Stand: D5
Stand: G8
Call: 0845 680 7405 to advertise
49
Visit us at the VM & Display Show
50
products
VM + display
Movetech UKMovetech UK’s Small Carousel range comprises versatile and reliable mains
powered display turntables, ideal for creating compact window and counter
displays. The Small Carousel range includes the popular Mini Carousel, the B25
range and B200 range. All are well suited to generating simple, full circular platform
displays. They can also be combined with other movements in the range or, for
instance, imaginative lighting effects, to create something really special that stops
customers in their tracks. Ceiling mounted and battery powered units are also
available.
T. +44 (0)1204 537 680 E. [email protected]
www.movetechuk.com/smallcarousels.html Twitter: MovetechUK
VisplayChange by Invisible gives you the freedom to transform your
store design and merchandise display as needed – quickly,
any time and as often as necessary. Front panels can simply
be removed from the rear wall using a special clip. The height
of the Invisible 6 P/L profile can be adjusted thanks to an
intelligent substructure. The Change panel can be repeatedly
adapted to new product lines with little effort, using different
quantities of profiles and panels. You can use colours and
pictures to adapt to the new season, and react quickly to
changing merchandise density and new product lines. Power
can be accessible for connecting the virtual world to your shop.
T. +44 (0)207 288 9570 E. [email protected]
www.visplay.com www.youtube.com/user/Shopfittingsystems
Eurostand DisplayThe new iPad Duo and iPad Quad
have been specifically created by the
Eurostand internal product design
team and allow for a much needed
cable management system to give
continuous use from your iPad. As the
name suggests, the iPad Quad offers
four information stations, letting your
display reach a number of visitors at
any one time. Also living up to its name,
the iPad Duo lets two people use the
iPad display at the same time. Both are
perfect for events, showrooms, visitor’s
centres and offices.
T. +44 (0)1277 350 925
www.ipad-displaystands.co.uk
ACB DisplaysHandmade yet affordable bust
forms from ACB Displays are
now available for the UK market.
ACB is a Belgian manufacturer
of high-quality tailor’s busts,
made in the traditional way.
The bodies are made out of
unbreakable polyurethane foam,
and beautifully finished by hand.
The bust forms are offered in a
choice of fabrics and colours
from the company’s collection of
Belgian linen and Italian cotton,
and with a metal or wooden
base.
T. +32 (0)477 27 90 35
www.acbdisplays.com
Call: 0845 680 7405 to advertise
51
High gloss, acrylic Parapan® is extremely versatile and increasingly being specified for prestigious installations in retail and commercial sectors.
• 24 colours
• UV stable
• Hygenic & stain resistant
• 18mm & 4mm solid acrylic
• Cut to bespoke sizes
• Thermoformed to any radius
• Durable
• Waterproof
Add a touch of gloss and glamour to your retail or office space with Parapan®
Tel: 01482 440680 Fax: 01482 440680
[email protected] www.parapan.co.uk
high gloss acrylic
52
products
signs + Display
NEC ShowcaseDriven by consumer expectation, digital signage solutions need to be ever
more relevant and responsive to audiences. Delivering targeted content with
measurable success is vital to ensure your brand takes precedence. At the NEC
Solutions Showcase you will experience bigger and higher resolution displays,
multitouch displays, multiscreen and interactive projection, 4K ultra-high definition
(UHD) displays and much, much more. Discover how sensor-based interactive
signage with touch and gesture operation and biometric measurement techniques
enable accurate audience analysis for high impact intelligent content.
T. +44 (0)8701 201 160 www.showcase-nec.com Twitter: NECShowcase
Wrights/GPX PlasticsLEDMAG is a great looking LED light box system that is easy
to use, 100 per cent adaptable and designed to create
stunning displays in a variety of retail and service locations.
No specialist onsite installation – just a sleek and stylish
display system that is low on cost and big on style. LEDMAG
uses magnets to ensure that once a display frame is attached
to stylish chromed steel frame it lights up automatically.
Mix-and-match different light boxes to create impact and
maximise the effectiveness of the display. The boxes come in
a variety of ‘A’ sizes and it is easy to change images, photos
or copy to ensure your display is always up-to-date and
always creating interest.
T. +44 (0)121 580 3080 E. [email protected]
www.gpxgroup.com Twitter: WrightsGPX
ONELANWith a wide variety of different zones and visitor attractions,
Marwell Zoo in Hampshire wanted an interactive way to engage
with its visitors. It has a large volume of information it wanted to
be able to communicate to visitors daily to enable them to get the
best out of their visit. ONELAN’s reseller Eclipse Digital installed an
outdoor interactive wayfinding solution using a ONELAN Net-Top-
Box 660 and ONELAN’s CMS 100. Eclipse Digital has created an
interactive map so that visitors can
locate different areas of the park
and also touch the animal sections
to discover key information. The
content is updated by Marwell Zoo’s
in-house marketing & events team.
T. +44 (0)1491 411 400
www.onelan.com Twitter: onelan_ds
MessagemakerMessagemaker has increased the interactivity of its digital
LED signs and displays by providing direct control from a
mobile device. The new instant messaging solution uses the
TwittLED range of moving message displays and so also offers
the capability to stream live Twitter feeds. Installed in shop
windows, digital displays with a scrolling feed provide an
impactful way to promote your business and brand build 24/7.
T. +44 (0)01737 774 738 www.messagemaker.co.uk/twitter-sign
Twitter: messagemakerLED
morplan.com • Freefone 0800 451122 • Visit our 4 regional stores
Over 5,000 products from stock
• carrier bags • shopfittings • display props •shop equipment • ticketing and more!
NEW
NEWNEW
Over 150 NEW Products
NEWNEW
NEW
NEW
A4 New Products_Layout 1 27/02/2014 15:22 Page 1
Creative Instore Solutions17A Sunbeam Road, Park Royal, London, NW10 6JP, United KingdomPh. +44 208 965 7995 [email protected]
Exclusive global supplier of Tapit™
Instagram: instagram.com/creativeinstoresolutions Twitter: twitter.com/CreativeInstore YouTube: www.youtube.com/user/creativeinstoresol
Market Leader
in iconic in-store
activations
Flooring + SurfacesFlooring + Surfaces
ArmourcoatArmourcoat has launched the Duncan
MacKellar Signature Collection of
polished plaster wall finishes. Devised
by Armourcoat founder and creative
director, Duncan MacKellar, the
Signature Collection comprises four
polished plaster finishes; Biellese,
Calabresi, Nebrodi, Volsini – inspired
by an Italian heritage and MacKellar’s
artistic interpretation of natural forms
and surface effects. The launch comes
as Armourcoat celebrates its 30 year
anniversary.
T. +44 (0)1732 467 993
www.armourcoat.com
Twitter: Armourcoat
55
IDSUnderlining its commitment to environmentally-friendly
products, IDS has increased its offering of FSC certified
laminates that are available ex-stock. At any one time, IDS
stocks in excess of 300,000 sheets of laminate for sale into
the commercial, shopfitting and furniture manufacturing
sectors, and now 100,000 of that total are available with
FSC certification ex-stock for delivery within 48 hours across
the UK. The vast ex-stock offering is made up of Polyrey
laminates which are fully PEFC certified and has been boosted
to its current total thanks to Formica recently gaining FSC
accreditation on all of its plain colour laminates and more than
three quarters of its other laminate designs.
T. +44 (0)8457 298 298 E. [email protected]
www.idsurfaces.co.uk
3MSpandex, trade supplier to the sign making and display industry, has been
announced as master distributor for 3M Architectural Markets, specialising in
innovative surface finishes that transform interior and exterior spaces. Spandex
customers now have access to a large stock of Fasara Glass Finishes and
DI-NOC Architectural Finishes at bespoke prices and available for next day
delivery. Both products are ideal for refreshing retail spaces without the need for
planning approval, with minimal disruption and for as little as 10 per cent of the
cost of a full refurbishment.
T. +44 (0)845 606 388 E. [email protected]
www.3M.co.uk/innovativefinishes Twitter: 3MGraphicsUK
products
surfaces + finishes
RockfonCinema chain Cineworld has specified Rockfon ceiling
products for sites across the country. Chosen for their superior
acoustic control, Rockfon Color-all tiles in charcoal colour are
fitted in the auditoriums to enhance the atmospheric surround
sound the cinema chain is proud of offering its customers. In
addition 500 sq m of Rockfon Artic ceilings tiles are installed in
the foyer of each new cinema complex to create a welcoming,
contemporary look.
T. +44 (0)800 389 0314 E. [email protected]
www.rockfon.co.uk
confidential and independent help for personal and work problemswe are here 24hrs, 365 days
we are here for you
Or get in touch via: Text HELPLINE to 88010 | [email protected] | www.retailtrust.org.uk
retailRIGHTproviding people for retail
retailEAPleading wellbeing for all
whetheryour
problemsareBIGor
small
retailTRUSTimproving lives for all involved...yesterday, today, tomorrow
Retail Trust is a registered charity in England and Wales (1090136) and in Scotland (SCO39684)Company No 4254201 (Company Limited Guarantee) Registered in England and WalesRegistered Office: Marshall Hall, Marshall Estate, Hammers Lane, London, NW7 4DQ
call our free helpline
0808 801 0808
Cats A4_1 Ad_RT Lion & Kitten A4 30/08/2013 09:11 Page 1
Flooring + SurfacesFlooring + Surfaces
MegamanMegaman has supplied AR111 LED lamps
as part of a lighting solution for Selfridges
London. Used throughout the newly
refurbished concession areas, the new
lighting needed to be installed quickly
to reduce downtime, improve light levels
and not impact on the existing fixtures or
ornate ceiling of the shop floor. Lighting
management company PLM (Planned
Lighting Maintenance) partnered with
Megaman for the project, supplying 15W
AR111 LED lamps that look the same as the
existing AR111 but offer a much brighter light.
T. +44 (0)845 408 4625
www.megamanuk.com
Twitter: MegamanUKLtd
57
Landau HoldingsLandau Holdings has added light to its offerings by becoming
the exclusive UK agent for L&S, the Italian-based lighting
business. Providing elegant, integrated lighting that can be
easily installed into cabinets, L&S has also developed an
integrated lighting system using LEDs which can be seen in
both cool and warm tones, and can be concealed horizontally
in cabinets. The colour-changing RGB LEDs can be fitted
inside glass cabinets using the L&S Derby system with remote
control or sensor switches. Sales and marketing director Gareth
Atkin says: ‘We are particularly impressed with L&Ss continuous
development of innovative and user-friendly products and see
visions of how L&S lighting can complement all types of interiors’.
T. +44 (0)1482 440 680 E. [email protected]
www.parapan.co.uk
LuxonicOptimising lighting in retail stores is one of the most important factors in creating the right
atmosphere and customer experience for increasing sales. That’s why Luxonic has come out
with a new 48-page brochure covering LED lighting for fashion and food retailers. From its long
experience in supplying special lighting packages to retailers such as Next and M&S, Luxonic
has detailed in this new brochure a full range of LED display lighting, ambient lighting and
back of house lighting, as well as all the emergency lighting required by stores. Full details are
given in the new brochure of Luxonic’s Alterlite range of recessed adjustable spot lights, its
1, 2, 3 & 4 head gimbal LED luminaires, and its track mounted spots all with many LED options.
T. +44 (0)1256 363 090 E. [email protected] www.luxonic.co.uk
products
selection
PEL ServicesScottish car retailer Peter Vardy has appointed PEL Services
to supply atmospheric music for its seven franchises using its
‘MusicStore’ Hard Disc music service. ‘MusicStore’ is a cost-
effective, reliable and flexible music service incorporating a
compact, easy to use hard disc unit loaded with an extensive
library of tracks that are selected by PEL’s programmers to
meet Peter Vardy’s branding and customer profile. Each
month new tracks and playlists are added automatically via
downloading from either CD or broadband.
T. +44 (0)20 8839 2100 E. [email protected] www.pel.co.uk
www.pelav.co.uk
58
technology
focus on:Technology is transforming the way consumers shop and creating new opportunities for brands and retailers to engage with customers. This month we look at new developments in RFID, beacon technology and 3D printing and their potential for enhancing the in-store experience.
Technology
Surfs up YrStore (pronounced ‘your store’), the
all-over garment printing specialist, teamed
up with Selfridges for the retailer’s ‘Board
Games’ project – a celebration of skate
and surf from a high fashion perspective.
Located on the womenswear floor
alongside areas for Ted Baker, Tatty Devine
and All Saints, the interactive touchpods
enabled customers to create classic surf
and skate inspired designs and have them
printed onto high quality garments within
minutes. Since its launch in August 2013,
YrStore has collaborated with a number
of high profile fashion retailers, including
Topshop and Liberty.
www.yrsto.rewww.selfridges.com
Fast self-checkoutFujitsu’s U-Scan Genesis II
self-checkout solution is designed
to increase store efficiency with
improved scalability, flexibility,
reliability and usability features.
The integrated support tool Integro
maximises reliability and speed of
service support of U-Scan by fixing
problems locally, while the myU-Scan
mobile application helps reduce transaction time and personalises
cross-channel customer service by allowing individual customisation
at any U-Scan station in any store. The self-checkout POS will be
available to retail customers globally from Summer 2014.
www.fujitsu.com/uk
RFID revolution
Design consultancy Sheridan&Co has developed an RFID-based product that enables
brands and retailers to fine tune pricing, enticement, experience and environmental
elements and be able, in real time, to record the effect they have in a real space state.
Called Shop Life, the product delivers information to consumers and sales staff alike, and
provides brands and retailers with in-depth, real-time analytics. It allows items in a display
to be discreetly fitted with RFID stickers. If a shopper picks up the item, it automatically flicks
a virtual switch, triggering an interactive experience, designed to bring the product to life.
This can take the form of enhanced lighting, a video playing on a nearby screen, sound
being projected from speakers or even an aroma being sprayed into the display area. At
the same time, Shop Lift’s technology rig checks if the product is in its ‘home’ location up
to 10 times every second. It can provide detailed information on what products have been
interacted with and for how long, offering retailers a new unique insight into a customer’s
in-store journey. Sheridan&Co has developed the product alongside several technology
partners, including Keonn Technologies, Tagsys, and Impinj.
www.sheridanandco.com
59
Disruptive By Design
In February, Canada-based multimedia studio Moment Factory
created a brand experience for the launch of Oakley’s new
Disruptive By Design campaign. The event, in Los Angeles,
celebrated the company’s legacy and culture of disruption while
pointing the way to its innovative future. Working with several
different spaces in Studio Red, Los Angeles, Moment Factory
delivered an immersive interactive experience touching on the
brand’s history, values, design and innovations. Interactive rooms
allowed guests to reveal the content of wall and floor projections
using infrared pointers, which also triggered real-time audio
and video effects. ‘Equipped with the ability to interact with the
space, visitors enjoyed an exploratory experience in which they
discovered the world of Oakley in a completely novel way,’ says a
spokesperson for Moment Factory.
www.momentfactory.com
VMBeacon of benefits Iconeme, a new technology and design company from the people
behind Universal Display, has developed a product that enables
retailers to communicate with customers via their smartphones
as they browse items on display in shop windows and in store.
Housed inside a mannequin or display unit, VMBeacon transmits
information that has been programmed by the retailer via a secure
web portal. When a customer with an enabled smartphone app is
within a 100m range of the device, they will receive an automatic
alert about the content they can access, such as details about
clothes and accessories on display. ‘The Internet of Things and
beacon technology has been gaining momentum over the last
few years but we are yet to see its practical and widespread use in
retail outlets,’ says Iconeme co-founder, Jonathan Berlin. ‘Installing
this technology in mannequins ensures it occupies a prime location
and an ideal focus-point for shoppers, whether they are in the store
itself or just passing by the window.’ The retailer can choose what
information is made available and also has access to analytic
reports to gain customer insight.
www.iconeme.com
technology
3D selfie Harvey Nichols recently gave customers the
chance to purchase a solid chocolate
‘Mini-You’ made using 3D technology. The
department store partnered with 3D printing
store iMakr and Rococo Chocolates to
install the state-of-the-art printing booth
in the fifth floor Foodmarket, Knightsbridge
for a period of four weeks. Customers were
invited to have a scan in the booth which
was then printed into a sandstone model
back at the iMakr Store. A food-safe silicone
mould was then cast from the model and
filled with Rococo dark or milk chocolate.
The solid chocolate ‘selfie’ was then either
delivered to the customer’s address or to
the Fifth Floor Foodmarket for collection.
www.harveynichols.comiMakr.com
www.rococochocolates.com
Talk to us today call 0844 8009 305 or email
The Retail Factory provide a unique...
Store opening and closure service...We can now offer retailers a way to consolidate and simplify the process of new store set-up, the refurbishment of existing stores and the closure of any unwanted locations. Our service removes the organisational and logistical burden during a new store opening, significantly decreasing the stress, hassle and cost involved, allowing you to shift your focus onto the more crucial issues relating to establishing a successful retail environment.
We will source all the products you need for your store openings, supplying everything you require from our retail, stationary and back office range of over 40,000 products. We organise the delivery of the items centrally into our 25,000 square foot warehouse, to be stored ready for dispatch to your locations, on the dates you specify.
Before dispatch, all the items needed for a particular store are picked and packed onto pallets for delivery to you simultaneously, significantly reducing onsite traffic and the confusion that can be caused by multiple drops from several different suppliers.
source· Consolidating your order process · Save hassle of dealing with multiple suppliers · Significant cost savings · Reduce your financial outlay on the project· One point of contact for all matters relating to your order · Invoicing and administration streamlined
store · Central storage point for all your items· Delivered direct to our warehouse and stored until needed· Deliveries unpacked, checked and inventoried · Picked and packed on a store by store basis
deliver· Delivering on demand · No ordering in bulk · Distributing to stores, only when required · Fewer deliveries
store closures· Help in the event of store closure· Organise pick up, sorting and secure storage of equipment· Recycling and disposal of unwanted and damaged items· Collect directly and transport to our warehouse· Undamaged items inventoried, repacked and stored
“Our team of warehouse professionals will accurately pack the items you require for delivery, getting you everything you need, when you need it and where you need it.”
source · store · deliver
Directory
62
Retail Supplier Directory, find the specialist retail products and services you are looking for from leading suppliers around the world.
Visit the Retail Focus online directory
at www.retail-focus.co.uk to discover a
comprehensive list of the UK’s leading
retail suppliers. Each listing contains in-
depth company information together with
inspirational images, video footage and
informative press material. You can also
link through to company websites and
connect with suppliers through Twitter and
Facebook.
The Retail Supplier Directory is divided into
a number of categories, such as design
agencies, point-of-purchase, lighting,
props and surfaces, to make the site easy
to navigate.
To feature in the online directory, contact
Terry Clark on 0845 6807405
or email [email protected].
DirectoryDirectory
Retail Supplier Directory
Directory
63
Aluminium Fittings
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
DirectoryDirectory
T: 01273 582241 E: [email protected]: www.d-i-a.netS. www.twitter.com/DesignsinAlumin
Aluminium Fittings
MicroSlat is a strong versatile 25mm fine pitched aluminium slatwall system. With a bespoke range of components it can be used to build unique and interesting displays or add value to existing designs.
T. 01325 351 276E. [email protected]. www.microslat.comS. www.twitter.com/MicroSlat
Aluminium Fittings
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 0 01422 310767E: [email protected]: www.wbelland.com
Bespoke Display
Axis design, develop, manufacture and install bespoke retail display solutions. We’ve worked with the biggest names on the high street, but approach every project in the same way, with the maximum thought for your brand, products and sales environment.
T, 020 3260 3888E. [email protected]/retailS. www.twitter.com/AxisEuropePlc
Bespoke Display
H Squared Limited are display specialists in creating brand presence at the point of purchase. Through a holistic approach to the development of display... strategic led creative design and cost effective manufacture, supply and installation, H Squared are able to offer clients an experience to nurture an idea as well as the capability to realise and deliver these ideas.
T: 01530 814200E: [email protected]: www.hsquaredltd.co.ukS: www.twitter.com/HSquaredLtd
Bespoke Display
Bespoke Display
KSF provides retail merchandising display solutions to retailers, brands and trade customers from CONCEPT to COMPLETION via our global supply chain (China/UK/East EU) to deliver LOWER total cost of ownership. YOU’VE TRIED THE REST; NOW PUT US TO THE TEST.
T: +44 (0)8450 944 699E: [email protected]: www.ksf-global.comS: www.twitter.com/KSFGlobal
RGB Products
Bespoke Display
We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.
T, 01403 783670E. [email protected]. www.rgbproducts.co.uk
Bespoke Display
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
Bespoke Display
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 0 01422 310767E: [email protected]: www.wbelland.com
RGB Products
CNC Routing
We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.
T, 01403 783670E. [email protected]. www.rgbproducts.co.uk
Design Consultancies
H Squared Limited are display specialists in creating brand presence at the point of purchase. Through a holistic approach to the development of display... strategic led creative design and cost effective manufacture, supply and installation, H Squared are able to offer clients an experience to nurture an idea as well as the capability to realise and deliver these ideas.
T: 01530 814200E: [email protected]: www.hsquaredltd.co.ukS: www.twitter.com/HSquaredLtd
Design Consultancies
IGNITION is an independent creative companyOur multi-disciplined team work together to deliver exceptional retail and commercial environments, global exhibitions and brands.
T, +44 (0) 1179 725168E. [email protected]. www.ignitiondg.com
Display
Axis design, develop, manufacture and install bespoke retail display solutions. We’ve worked with the biggest names on the high street, but approach every project in the same way, with the maximum thought for your brand, products and sales environment.
T, 020 3260 3888E. [email protected]/retailS. www.twitter.com/AxisEuropePlc
Display
Graphica Display print, produce and install retail graphics including till point graphics, window graphics, LED lightboxes, cut & printed vinyl and much more. Nationwide & Euorpean delivery and installation.
T: 0845 3730073E: [email protected]:www.graphicadisplay.co.ukS. www.twitter.com/graphicatweet
Original suppliers of display fabrics, textiles, PVC and polycarbonates for retail displays and exhibition stands since 1934Backgrounds have been our background since backgrounds began and B Brown have more than 400 in stock.
T, 08705 340 340E. [email protected]. www.bbrown.co.ukS. www.twitter.com/luvbbrown
No.1 Advertising Balloon Service:• Printed Latex and Foil Balloons• Helium Gas delivery and collection• Flags, Bunting and Banners• Promotional Sashes and T-shirts• Multi-store distribution nationwide
T, 01494 774376 E. [email protected] W. www.b-loony.com
Balloons & Bunting
Directory
64
Display
Are you looking to increase your product sales, re-brand or launch a new product? If you’re not already talking to us, you should. Our group offer an unprecedented level of experience coupled with a comprehensive range of products and services. Our aim is to make your products sell and your service the best on the market.
T: +44(0)113 265 0093E: [email protected] W: www.concept-data.comS. www.twitter.com/GDProjects
GDP designs, manufactures, delivers and installs world-class retail environments, store fixtures, displays and visual merchandising equipment. GDP is truly Global, through its activities in many parts of the world. We have supplied high-end displays and furniture to successful retail brands throughout Europe, North America, South Africa and South East Asia.
T: +44 (0)1582 433 771E: [email protected]: www.gdprojects.euS. www.twitter.com/GDProjects
Display
Display
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 01273 582241 E: [email protected]: www.d-i-a.netS. www.twitter.com/DesignsinAlumin
Graphica Display print, produce and install retail graphics including till point graphics, window graphics, LED lightboxes, cut & printed vinyl and much more. Nationwide & Euorpean delivery and installation.
T: 0845 3730073E: [email protected]:www.graphicadisplay.co.ukS. www.twitter.com/graphicatweet
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
T, 01767 682756E. [email protected]. www.twitter.com/impulsepop
Display
Display
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
Display
Display
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666 E: [email protected]: www.stylographics.comS. www.twitter.com/hellostylo
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 0 01422 310767E: [email protected]: www.wbelland.com
Display
Display - Digital
Crystal Display Systems is already a leading UK designer, distributor and value added reseller of flat panel display solutions. We have a vast array of media players, interactive displays, videowalls and shelf edge displays. Our knowledge and expertise has also led to us being one of the European leaders in transparent LCD.
T: +44 (0) 1634 292 025E: [email protected]: www.crystal-display.comS. www.twitter.com/CrystalDisplays
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
T, 01767 682756E. [email protected]. www.twitter.com/impulsepop
Offering an extensive range of EPOS hardware from world class suppliers such as Star Micronics, Honeywell and Posiflex, DED offer the complete EPOS hardware solution alongside a unique rewritable loyalty system.
T: 01797 320636E: [email protected]: www.ded.co.uk
S: www.twitter.com/dedltd
Display - Digital
EPOS
Finishes
Armourcoat is the world’s foremost supplier of polished plasters, sculptural effects and innovative surface finishes.
T. +44 (0)1732 460 668 E. [email protected]
W. www.armourcoat.comS. www.twitter.com/Armourcoat
Furniture
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666E: [email protected]: www.stylographics.comS. www.twitter.com/hellostylo
Furniture
Graphics
Graphica Display print, produce and install retail graphics including till point graphics, window graphics, LED lightboxes, cut & printed vinyl and much more. Nationwide & Euorpean delivery and installation.
T: 0845 3730073E: [email protected]:www.graphicadisplay.co.ukS. www.twitter.com/graphicatweet
Graphics
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666 E: [email protected]
W: www.stylographics.comS. www.twitter.com/hellostylo
Directory
65
Interactive Displays
Crystal Display Systems is already a leading UK designer, distributor and value added reseller of flat panel display solutions. We have a vast array of media players, interactive displays, videowalls and shelf edge displays. Our knowledge and expertise has also led to us being one of the European leaders in transparent LCD.
T: +44 (0) 1634 292 025E: [email protected]: www.crystal-display.comS. www.twitter.com/CrystalDisplays
Integrated Marketing
BWP Group is an integrated communications agency that specialises in retail destination marketing. We drive footfall to shopping centres and retail brands across Europe, through a combination of marketing and brand consultancy, PR, experiential, events, social media and digital communications.
T, 01628 625 900E. [email protected]. www.bwpgroup.comS. www.twitter.com/BWP_Group
Logistics
At Chequers, we provide a specialist fragile transportation and logistics solution, dedicated primarily to the retail visual merchandising, POP/POS display and shopfitting sectors.
T, 01757 707077E. [email protected]
W. www.chequerstransport.com
Lighting
Atrium, established 36 years ago, is the UK’s longest standing independent architectural lighting supplier. Flos, Ilti Luce, LTS and Modular have granted us full exclusivity for the UK and the Republic of Ireland. We specialise in the supply of high quality design-led technical and decorative luminaires to the commercial project market.
T: +44 (0)20 7681 9933E: [email protected]: www.atrium.ltd.ukS. www.twitter.com/Atrium_ltd
Lighting
Wandsworth is the oldest independent manufacturer of electrical accessories in the UK. A truly British company, the majority of our products are sold throughout the world. Wandsworth’s traditional activities are the design and manufacture of superior metal-finished electrical wiring accessories.
T, 01483 713 400E. [email protected]. www.wandsworthgroup.comS. www.twitter.com/WandsworthGroup
POP/POS
H Squared Limited are display specialists in creating brand presence at the point of purchase. Through a holistic approach to the development of display... strategic led creative design and cost effective manufacture, supply and installation, H Squared are able to offer clients an experience to nurture an idea as well as the capability to realise and deliver these ideas.
T: 01530 814200E: [email protected]: www.hsquaredltd.co.ukS: www.twitter.com/HSquaredLtd
POP/POS
We are the leading retail implementation agency with unrivalled expertise in Installation, Retail Audits, Merchandising and Field Marketing. If you think your campaigns might benefit from a complete service, you should talk to us.
T: 0161 486 7878E: [email protected]: www.momentuminstore.comS: www.twitter.com/momentuminstore
POP/POS
POP/POS
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
T, 01767 682756E. [email protected]. www.twitter.com/impulsepop
KSF provides retail merchandising display solutions to retailers, brands and trade customers from CONCEPT to COMPLETION via our global supply chain (China/UK/East EU) to deliver LOWER total cost of ownership. YOU’VE TRIED THE REST; NOW PUT US TO THE TEST.
T: +44 (0)8450 944 699E: [email protected]: www.ksf-global.comS: www.twitter.com/KSFGlobal
SlatwallPOP/POS
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
POP Install
POP Install
Slatwall
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 01273 582241 E: [email protected]: www.d-i-a.netS. www.twitter.com/DesignsinAlumin
MicroSlat is a strong versatile 25mm fine pitched aluminium slatwall system. With a bespoke range of components it can be used to build unique and interesting displays or add value to existing designs.
T. 01325 351 276E. [email protected]. www.microslat.comS. www.twitter.com/MicroSlat
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 0 01422 310767E: [email protected]: www.wbelland.com
Slatwall
Suspension systems - Simple installation, high carrying weights, automatic height locking device and progressive adjustment, compatible with existing covering and panelling.
T: 020 8446 0161E: [email protected]: www.walterlogan.com
Suspension System
Our aim is simple: To provide GOLD STANDARD Installation and Merchandising of Display Equipment at competitive prices.
T: 0161 941 2239E: [email protected]: www.plan2install.co.uk
From small, lightweight point-of-sale display turntables for short term use, to larger turntables designed for durability and reliability over many years, Movetech UK has a turntable to meet your needs.
T: 01204 537680E: [email protected]:www.movetechuk.comS. www.twitter.com/movetechuk
Q & A
66
As John Lewis gears up to celebrate its 150th anniversary, we talk
to Simon Russell, director of retail operations development, about
challenges, growth plans and customer loyalty.
RF. John Lewis celebrates its 150th anniversary this year. What is the
key to the company’s ongoing success do you think?
SR. John Lewis has remained focussed on what it does best;
offering customers a fantastic assortment, with excellent value
and combining this with great service. The magic ingredient
is obviously our ability to power this successful business
through an engaged team of ‘Partners’ who are active
‘co-owners’ steering their own business. John Lewis has had
many challenges over the years trading, from various economic
recessions and two world wars. It has managed change well,
actively reviewed and evolved its business over the years
ensuring it is as relevant today as ever.
RF. How will the company be celebrating this milestone
anniversary?
SR. We have a few internal celebrations planned. For customers, we
have worked with our suppliers and are launching a number of
very special celebratory 150 year products and special events in
branches. We have a few more surprises planned too!
RF. You’ve previously mentioned that multichannel customers
spend around 3.5 times more than single channel customers
and are more loyal. What is John Lewis doing to convert shop
customers into multichannel shoppers?
SR. Our focus is simply to try and make shopping as easy and
convenient as possible across all channels. When we get
that right, customers appreciate the combined benefits of the
website, mobile, contact centres and shops spending more
money with us. In shops, that might be placing an order online
in a shop when something is out of stock, using a tablet in
store to share online exclusive brands or providing a seamless
returns process for an online order. On the website, it might
be to have up-to-date local branch websites, using expert
shop Partners for product reviews or having a local Waitrose
collection point for those customers who live some distance
from a John Lewis shop.
RF. John Lewis launched its first loyalty programme towards the
end of last year. Why did the company decide against a
points-based scheme?
SR. We consciously decided not to develop a scheme based on
collecting points, and instead offer more immediate rewards,
previews and events so that customers can experience the
benefits of membership straight away. It will also get better over
time, as the more we learn about customers, the more we can
personalise the experience we give them.
RF. What are the challenges of delivering an omnichannel
customer experience?
SR. Firstly, for many retailers, legacy systems make a joined up
customer journey impossible. Updating these systems is costly
and often not quick. However, it is critical these are updated to
give customers a true omnichannel experience. Secondly, the
economics for a retailer moving from a historic retail business
with largely fixed costs to one with growing variable costs
associated with omnichannel need very careful management to
grow profitably.
RF. What does the future hold for stores?
SR. Shops will continue to be at the heart of our business in the
future, just as they are today. Their role will evolve from being
profitable businesses themselves to also having a key role to
grow the omnichannel side of business too in their catchments.
Physically, they will continue to evolve and I expect you will see
different services introduced and some different use of space
as omnichannel retailing becomes even more established.
RF. What growth plans does the company have for the next five to
ten years?
SR. Online sales will continue to grow and take an even higher
percentage of our business than the 31 per cent today. We also
still have plans to open more shops at the same time from ‘full
line’ department stores in Birmingham to smaller ‘at home’
shops in Basingstoke.
RF. What other brands/retailers do you admire?
SR. Many! Through an omnichannel lens, I think that the airlines are
leading the way, offering a very joined up experience and are
using technology/mobile well to make travelling easier as
a passenger.
www.thesigngroup.co.ukThe UKs Favourite Trade Sign Supplier
www.weloveleds.co.ukHave You Checked Out Our Online LED Shop Yet?
We Stock Everything You Need To Create High Quality Lighting Solutions For Signage, Exhibitions, Shop Rebrands & VM Displays. Get In Touch For Advice
