Design and Technology
Design4retail delivers sales up-lift for Schuh and its brands through effective POP
S
chuh is one of the UK’s leading fashion footwear retailers, with 54 branches nationwide and 14 concessions within the Republic of Ireland. Retail design specialists,
design4retail (d4r) have been working with Schuh for five years now having developed and produced Point-of-Purchase (POP) merchandise for both Schuh itself and also for the many brands that it carries in-store. For its larger POP projects, Schuh has always sought
the expertise and advice of retail designers. Having experienced repeated success with d4r, Schuh now refers them to its list of over 100 brands that would either like to have unique POP created for Schuh stores, or to help them support other national accounts that they may have. These include projects with footwear brands such as Puma, Red Or Dead Footwear and Reebok. Jason Park, Brand Marketing Manager, Schuh,
“WE GAVE D4R JUST A FEW IDEAS OF WHAT WE WERE LOOKING FOR AND
THEY CAME BACK TO ME, AS ALWAYS, WITH NUMEROUS DESIGNS. WE THEN CHOSE THE DESIGN WE PREFERRED AND AGAIN THROUGH THE CREATION OF A PROTO-TYPE AND RISK
ASSESSMENT, WE HAD POSITIVE FIGURES AND FEEDBACK FROM STAFF AND CUSTOMERS ALIKE - SALES
INCREASED BY APPROXIMATELY 17%.” JASON PARK, BRAND MARKETING MANAGER, SCHUH,
comments: “Last year, footwear brand Puma decided it was time to look at how they presented themselves across our stores. So we introduced them to d4r, as we knew that as well as giving us great service, they understood the way that we merchandise within our stores, so speeding up the whole development process for Puma. “After just an eight week project, with a few tweaks made along the way by all parties, we were ready to
26 • FOOTWEAR TODAY •MAY 2009
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