Design and Technology
test a new POP prototype in our London flagship store, enabling us to see how both customers and staff alike interact with the new unit. “Through this two week long test we noticed sales
increase by 12% against the previous two week period. Our staff also confirmed that the risk assessment was successful and that the SKU holding was to their satisfaction. So we then decided to roll these units out nationwide, where we saw a similar increase in sales, as the Puma area was once again viewed as a new destination in stores.
each project differently and listen carefully to all par- ties, to create a design that not only stays within the remit of each brand but really delivers in-store too.” Jon Vinall, Director, d4r, said: “We are really
pleased to be a preferred supplier for Schuh. In an increasingly competitive retail climate, we believe that POP can effectively deliver both brand messages and those all-important sales to make a difference where it matters – in the store itself. We look forward to working on more POP projects with Schuh in the future.”
“We cannot prove that it is the POP that helps lift
sales alone, but I’d like to say that it plays a major part in these lifts, especially within our high density stores, along with injections into the range and of course our fantastic customer service. “We have also worked with d4r to support fashion
footwear brand Red or Dead, for which we have the exclusive footwear license. Most recently we created a freestanding floor unit, with a small footprint and flexible height shelving so it can easily manage all heights of footwear from knee boots to pumps. “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%. So, once again we decided that we would roll this out – so proving that POP can contribute to the bottom line. The new unit should last three years - it features an interchangeable graphic so we can easily keep it looking fresh. “POP and POS is important to us, as it enables each
brand to really stand out from the rest and allows our customers to gain a better brand awareness even before they try the footwear on. “We have always returned to d4r, because they treat
MAY 2009 • FOOTWEAR TODAY • 27
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