See us at the VM & Display Show - Stand B1
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 A boutique style service support your visual goals and aspirations. We know what it means to stand back and smile! 0844 800 9305 | info@visualmerchandiser.co.uk | visualmerchandiser.co.uk VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
See us at the VM & Display Show - Stand B1
A boutique style service 0844 800 9305 | info@visualmerchandiser.co.uk | visualmerchandiser.co.uk VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
29th April – 1st May 2014 Business Design Centre, London T: 01945 420 068 E: enquiries@rvmww.com www.vmanddisplay.com
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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.
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Features Regulars Bags of style
In 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.
45 Customer Service
35 VM & Display Show
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The Fashion World of Jean Paul Gaultier
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Leader
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17-18 Window shopping Inspiring window displays from around the globe.
Top of the POPS
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Karl McKeever
With many retailers now experimenting with technology in store, Karl asks: ‘Is retail at risk of not-so-social media?’
on: 58 Focus Technology
Lighting
24-31 Project Focus
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Christian Louboutin: Intersect by Lexus: Karl Lagerfeld
Opinion
Gregor Jackson, managing partner at design consultancy gpstudio, which recently acquired Office of Light, discusses the importance of lighting in retail.
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Q&A
As 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.
48-57 P roducts Products and services for the retail industry.
www.retail-focus.co.uk
leader
April ‘14
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!
Gemma Balmford Editor
Editor
Display Sales
Gemma Balmford e. gemma@retailfocus.co t. +33 (0)7 61 03 21 33
Lee Cullumbine e. lee@retailfocus.co t. +44 (0)845 680 7405 f. +44 (0)871 528 8000
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diary
Clerkenwell Design Week Clerkenwell, London 20-22 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.
CDWfestival www.clerkenwelldesignweek.com
VM & Display Show NEC Solutions Showcase Business Design Centre, London The Velodrome, London 29 April - 1 May 2014 14-15 May 2014
May Design Series ExCeL, London 18-20 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.
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.
VMDisplayShow www.vmanddisplay.com
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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.
NECShowcase
maydesignseries
www.showcase-nec.com
www.maydesignseries.com
Welcome to the Future
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UNIVERSAL DISPLAY ra
Universal Display Fittings Co. Ltd Units 130-132 Network Hub 300 Kensal Road London W10 5BE Tel. 020 8206 5010 Fax. 020 8969 4215 info@universaldisplay.co.uk www.universaldisplay.co.uk www.iconeme.com
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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 purchase 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.
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news
adidas Originals unveils new global retail concept 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 Londonbased Here Design to develop the flagship concept that will launch in major cities
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.
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.
M&S plans further international growth 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,
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.’
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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 Parisbased 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-theart 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-ofthe-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.
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JHP Design creates new store format for Viennese bakery chain 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.
British retailers lose £1 billion a year in sales due to long queues at checkout 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. Crossreferencing 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.
news
Retailers face big hurdles in bridging the ‘Omnichannel commerce gap’ 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 crosschannel 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
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.
Fruit of the Loom opens pop-up shops for new premium label 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
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
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sponsored column
TfL introduces pop-ups across retail estate 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.
Talk shop
John Hamilton of BFP answers your questions on retail design and marketing recruitment. 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. 01332 565 125 www.bfpexecutiverecruitment.co.uk Twitter: bfpRecruit
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visual merchandising
Window Chloe The 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).
shopping Inspiring window displays from around the globe
Photography: Melvyn Vincent
Liberty London Inspired 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.
Le Bon Marché New 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.
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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 & Webb Mappin & 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.
Printemps Department 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 & Rolf Bonbon, 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’s
See more window installations from London and Paris on the blog:
www.retail-focus.co.uk/blog 18
To 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.
L O N D O N
VM & DISPLAY SHOW 2014
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POP
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Company: 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
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Q&A column
Karl McKeever 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
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.
‘With the media use rise of social way, it gi d in store in th to think aves brands a lotis bout’
Karl McKeever is creative director of visual merchandising and brand delivery consultancy Visual Thinking.
Email Karl at karl@retailfocus.co www.visualthinking.co.uk
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Christian Louboutin Harvey Nichols, London Design: Pentagram (William Russell) Opening date: January 2014 Store size: 10 sq m
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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
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Photography: Luke Hayes
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.
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Introducing... Smoke
Part of the Armourcoat Sculptural range for 2014 The latest online brochure with the full range of 22 designs can be viewed at www.sculptural.armourcoat.com
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Intersect by Lexus Tokyo, Japan Design: Wonderwall (Masamichi Katayama) Opening date: August 2013 Store 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
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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.
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Karl Lagerfeld Regent Street, London Design: Plajer & Franz Studio Opening date: March 2014 Store size: 250 sq m 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.
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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.
Photography: Courtesy of Karl Lagerfeld
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exhibition
The life + work of Jean Paul Gaultier The fashion world of Jean Paul Gaultier comes to London as part of an international tour. 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
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.
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VM & Display Show #VMDS2014
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VM & Display Show
VM + Display Show:
Visual
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.
inspiration 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
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.2014
Don’t miss... Solus Lighting First-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
VCG Colourlink At 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
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A New Focus on VM and Display
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The GDP team are passionate about retail. Give us the chance to prove it to you...
Look out for us at the VM & Display Show on 29th April - 1st May 2014 Contact Fran on: 01582 676357 . . . or: fran.nicholls@gdprojects.eu Dunstable - Chicago - Shanghai - Cape Town - Sofia
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lighting This page: Microlights supplied products from its MOVI range and Moon Slim range (pictured) to the Timberland store in Bluewater, Kent.
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T en he be the ergy nef fut so an its Re ure urc d m surr tai , b e o ai ou l F ut f c nte nd oc the ho na in us. re ic nc g L is e fo e s ED sti r r av lig LED lighting is a fast-evolving technology that offers numerous ll s eta ing ht benefits for retail environments, but it seems it is not (yet) the om il s, ing e w app wil , su panacea to all retail lighting needs, despite the hype. Indeed, the Building Research Establishment (BRE) has reportedly found ay lica l ma ch that only 10 per cent of UK retail stores currently use LED lighting in to tion ke as go s it some form. , fi in These findings come as little surprise to lighting designer Paul nd the Nulty, who sees LED as a technology that sits alongside more s
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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.
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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
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lighting 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.
e v a s rm o t te out l a g ti lon ab e.’ n e ot ney g is m lin esign p he f mo tailin otto hting D t ve ts o t re e b lty Lig a s h oun orge thaul Nu e P do am ot f y, t l D Nu ‘LE hugeet’s n ul a P l d an
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
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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.
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opinion
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 43
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customer service
Customer satisfaction, guaranteed? 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
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.
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.
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
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.
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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 mobilecentric, 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
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’.
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 tips Christopher 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.
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www.diagroup.co.uk info@d-i-a.net
SHOPFITTING SYSTEMS
ALUMINIUM EXTRUSIONS and mild steel accessories From concept to finished product.
TEL +44 (0)1273 582241 FAX +44 (0)1273 580644
products
VM + display show arken P-O-P Stand: G8 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. info@arken-pop.com www.arken-pop.com
B52 Digital Stand: C9 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. rw@b52digital.com www.b52digital.com
Planet Aspects Andy Thornton Stand: E9 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. marketing@andythornton.com www.andythornton.com
Stand: D5 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 E. Inspire@planetaspects.co.uk www.planetaspects.co.uk Twitter: PlanetAspects
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Call: 0845 680 7405 to advertise
Visit us at the VM & Display Show
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products
VM + display Movetech UK Movetech 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. display@movetechuk.com www.movetechuk.com/smallcarousels.html Twitter: MovetechUK
ACB Displays Handmade 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 E. info@acbdisplays.com www.acbdisplays.com
Eurostand Display Visplay Change 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. visplay-uk@visplay.com www.visplay.com www.youtube.com/user/Shopfittingsystems
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The 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 E. enquiries@ipad-displaystands.co.uk www.ipad-displaystands.co.uk
Call: 0845 680 7405 to advertise Add a touch of gloss and glamour to your retail or office space with Parapan® 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
Tel: 01482 440680 Fax: 01482 440680 info@parapan.co.uk www.parapan.co.uk
high gloss acrylic
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products
signs + Display NEC Showcase Driven 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
Messagemaker Messagemaker 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
ONELAN Wrights/GPX Plastics LEDMAG 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. gpx.sales@wrightsplastics.co.uk www.gpxgroup.com Twitter: WrightsGPX
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With 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-TopBox 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 E. sales@onelan.com www.onelan.com Twitter: onelan_ds
A4 New Products_Layout 1 27/02/2014 15:22 Page 1
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Exclusive global supplier of Tapit™
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products
surfaces + finishes 3M Spandex, 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. innovativefinishes@mmm.com www.3M.co.uk/innovativefinishes Twitter: 3MGraphicsUK
Armourcoat Armourcoat 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 E. sales@armourcoat.co.uk www.armourcoat.com Twitter: Armourcoat
Rockfon Cinema 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. info@rockfon.co.uk www.rockfon.co.uk
IDS Underlining 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. info@idsurfaces.co.uk www.idsurfaces.co.uk
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selection Luxonic Optimising 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. info@luxonic.co.uk www.luxonic.co.uk
Megaman Megaman 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 E. sales@megamanuk.com www.megamanuk.com Twitter: MegamanUKLtd
PEL Services Scottish 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 costeffective, 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. info@pel.co.uk www.pel.co.uk www.pelav.co.uk
Landau Holdings Landau 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. info@parapan.co.uk www.parapan.co.uk
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technology
focus on: Technology Fast self-checkout Fujitsu’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.
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.
www.fujitsu.com/uk
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.re www.selfridges.com
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
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technology
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
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
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.com iMakr.com www.rococochocolates.com
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The Retail Factory provide a unique...
source · store · deliver “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.”
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Directory
Retail Supplier Directory, find the specialist retail products and services you are looking for from leading suppliers around the world. Retail Supplier Directory 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 indepth 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 terry@retailfocus.co.
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Directory
Aluminium Fittings
Bespoke Display
Bespoke Display
Design Consultancies
RGB Products 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: info@d-i-a.net W: www.d-i-a.net S. www.twitter.com/DesignsinAlumin
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.
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.
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, 020 3260 3888 E. info@axiseurope.com W.www.axiseurope.com/retail S. www.twitter.com/AxisEuropePlc
T, 01403 783670 E. sales@rgbproducts.co.uk W. www.rgbproducts.co.uk
T: 01530 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd
Aluminium Fittings
Bespoke Display
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.
Original suppliers of display fabrics, textiles, PVC and polycarbonates for retail displays and exhibition stands since 1934 Backgrounds have been our background since backgrounds began and B Brown have more than 400 in stock.
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.
IGNITION is an independent creative company Our multi-disciplined team work together to deliver exceptional retail and commercial environments, global exhibitions and brands.
T. 01325 351 276 E. sales@microslat.com W. www.microslat.com S. www.twitter.com/MicroSlat
T, 08705 340 340 E. customerservices@bbrown.co.uk W. www.bbrown.co.uk S. www.twitter.com/luvbbrown
T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative
T, +44 (0) 1179 725168 E. victoria@ignitiondg.com W. www.ignitiondg.com
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 310767 E: sales@wbelland.com W: www.wbelland.com
Balloons & Bunting
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 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd
Bespoke Display
Bespoke Display
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 310767 E: sales@wbelland.com W: www.wbelland.com
CNC Routing
Design Consultancies
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 3888 E. info@axiseurope.com W.www.axiseurope.com/retail S. www.twitter.com/AxisEuropePlc
Display
RGB Products 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
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.
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.
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, 01494 774376 E. sales@b-loony.com W. www.b-loony.com
T: +44 (0)8450 944 699 E: ben.wang@ksf-global.com W: www.ksf-global.com S: www.twitter.com/KSFGlobal
T, 01403 783670 E. sales@rgbproducts.co.uk W. www.rgbproducts.co.uk
T: 0845 3730073 E: info@graphicadisplay.co.uk W:www.graphicadisplay.co.uk S. www.twitter.com/graphicatweet
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Directory
Display
Display
Display - Digital
Furniture
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.
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
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.
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: +44(0)113 265 0093 E: sales@concept-data.com W: www.concept-data.com S. www.twitter.com/GDProjects
T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop
T: +44 (0) 1634 292 025 E: info@crystal-display.com W: www.crystal-display.com S. www.twitter.com/CrystalDisplays
T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative
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: info@d-i-a.net W: www.d-i-a.net S. www.twitter.com/DesignsinAlumin
Display
Display
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
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 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative
T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop
T: 01923 800666 E: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo
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.
Display
Display
T: 0845 3730073 E: info@graphicadisplay.co.uk W:www.graphicadisplay.co.uk S. www.twitter.com/graphicatweet
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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.
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 433 771 E: info@gdprojects.eu W: www.gdprojects.eu S. www.twitter.com/GDProjects
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.
Display - Digital
T: 01923 800666 E: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
EPOS
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 320636 E: sales@ded.co.uk W: www.ded.co.uk S: www.twitter.com/dedltd
Finishes
Armourcoat is the world’s foremost supplier of polished plasters, sculptural effects and innovative surface finishes.
Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service. T: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com
T. +44 (0)1732 460 668 E. sales@armourcoat.co.uk W. www.armourcoat.com S. www.twitter.com/Armourcoat
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 3730073 E: info@graphicadisplay.co.uk W:www.graphicadisplay.co.uk S. 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: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo
Directory
Interactive Displays
Lighting
POP/POS
Slatwall
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.
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 metalfinished electrical wiring accessories.
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.
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
T: +44 (0) 1634 292 025 E: info@crystal-display.com W: www.crystal-display.com S. www.twitter.com/CrystalDisplays
T, 01483 713 400 E. info@wandsworthgroup.com W. www.wandsworthgroup.com S. www.twitter.com/WandsworthGroup
T: 01204 537680 E: display@movetechuk.com W:www.movetechuk.com S. www.twitter.com/movetechuk
T: 01273 582241 E: info@d-i-a.net W: www.d-i-a.net S. www.twitter.com/DesignsinAlumin
Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service.
Integrated Marketing
POP/POS
POP/POS
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.
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.
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.
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, 01628 625 900 E. hello@bwpgroup.com W. www.bwpgroup.com S. www.twitter.com/BWP_Group
T: 01530 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd
T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative
T. 01325 351 276 E. sales@microslat.com W. www.microslat.com S. www.twitter.com/MicroSlat
Logistics
POP/POS
At Chequers, we provide a specialist fragile transportation and logistics solution, dedicated primarily to the retail visual merchandising, POP/POS display and shopfitting sectors.
Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.
T, 01757 707077 E. sales@chequerstransport.com W. www.chequerstransport.com
T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop
Lighting
POP/POS
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.
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)20 7681 9933 E: sales@atrium.ltd.uk W: www.atrium.ltd.uk S. www.twitter.com/Atrium_ltd
T: +44 (0)8450 944 699 E: ben.wang@ksf-global.com W: www.ksf-global.com S: www.twitter.com/KSFGlobal
POP Install
Our aim is simple: To provide GOLD STANDARD Installation and Merchandising of Display Equipment at competitive prices.
T: 0161 941 2239 E: mike.kirchin@plan2install.co.uk W: www.plan2install.co.uk
POP Install
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 7878 E: instore@momentuminstore.com W: www.momentuminstore.com S: www.twitter.com/momentuminstore
Slatwall
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: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com
Suspension System
Suspension systems - Simple installation, high carrying weights, automatic height locking device and progressive adjustment, compatible with existing covering and panelling.
T: 020 8446 0161 E: sales@walterlogan.com W: www.walterlogan.com
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Q&A
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.
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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.
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