POINT OF SALE
Top structure for top store W
By Tracey Rushton-Thorpe
hen it comes to attracting the attention of the average member of the public there are some ingenious solutions on the market. But the key to any point of sale material is flexibility because as well as being highly visible it also has to be cost effective which means that it needs to be able to suit a number of different spaces. These were just some of the considerations which were taken into account for a prestigious Biotherm Aquasource retail unit in Helsinki’s leading department store, Stockmann when they chose the T3 Airframe display system. Using T3 provided a flexible solution, creating an opportunity for a promotional retail unit to be placed directly on the stairs beside the main entrance, ensuring that Biotherm was able to make the most of this highly visible location and attract the attention of the maximum number of people passing by.
Safe and secure
In such a busy location safety was also a key criteria for the choice of system as Jonathan Evitt, T3’s creator and Tecna Display Managing Director explains: “I doubt any other structure would have been as secure as the one built with T3 for this location. With such a high volume of
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shoppers passing the stand, T3’s rigidity combined with its design flexibility and ease of build made it ideal.”
This is the first time that Biotherm has used T3 but Jani Olkkonen from Sata C OY, T3’s Finnish distributor, worked with Biotherm to ensure that the stand answered all their requirements. In fact, he is certain that using T3 was instrumental in securing the job from Biotherm, he says: “We approached Biotherm because we knew that they were using different methods and materials to advertise their products. They were very interested in the versatility, seamless image surfaces and opportunity to embed displays and lights that T3 provides.
“The quality of the T3 solution was another attraction for Biotherm as in the past they had used various wood and cardboard stands but the quality of material just didn’t match the quality of their products.”
Flexibility
Another important factor in deciding to use T3 was the flexibility and reusability of the stand design. The main benefit here is that the initial investment which has been made by Biotherm will easily be recouped in the coming months
SCREEN PROCESS AND DIGITAL IMAGING l January/February 2012
due to the fact that the stand and graphics can be reconfigured and used again in various retail solutions.
The graphic elements of the stand were double sided and coated with hot laminate to ensure durability. Both ends of the stand were also illuminated to create visual impact and attract attention from shoppers approaching from all directions.
Intricate design
The advantages of this type of system are numerous and in the current economic climate it is this type of system, which can be used in many different environments, which customers are looking for. The other benefit is that it is neither difficult nor time consuming to build – in fact Jani reports that the stand was easy and fast to assemble, taking two men a total of just three hours each.
Design flair, fast assembly and a new satisfied customer, this is a story of one modular display system that has it all, and one that will continue to meet the needs of the client for a long time to come.
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