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product can be used, its benefits over competitor products in the category, as well as howit can be integratedwith other products the shoppermay already own,’ continues Day. CJ Services has beenmembers of


POPAI’s Green Project for some two years, supporting the association’s commitment to promoting environmental best practiceswithin the retailmarketing industry, helping retailers, brands and designers alike to formulate strategies for reducing their environmental impact throughout the entire POP lifecycle. Aswell as encouraging clients to


consider the design andmanufacture of their POPmaterial, CJ Services has been workingwith one of its key clients to investigate howbest to reuse some of its display units. ‘Our client is amajor brand in the


convenience sectorwith display units in over 30,000 outlets across the UK. CJ Services is responsible for the maintenance and repair of these units on an ongoing basis,’ explains Rona Maroney fromCJ Services.


Above: HL Display’sWobbler.


‘We persuaded our client to allowus to uplift and breakdown the displayswhen


they reach the end of retail life and sort the component parts into reusable items. So far this yearwe have issued back into stock some 5028 parts,which will be reused in stores as part of ourmaintenance programme.’


Claire Gibbard of HL Display has seen a


huge increase in the amount of signage being used in stores over the last couple of years. ‘This includes everything from on shelf, aisle and overhead signage and has been driven by the desire among retailers to highlight offers and everyday lowprices. Theywant customers going into their stores to see that they are working hard to offer themexceptional value during these tough times.’ What thismeans is that stores look very


different today than they did before the recession hit,when POPwas used perhaps a littlemore sparingly. ‘The challenge for retailers and POP suppliers has been to find products that achieve their objectiveswithout being over-facing. Using toomuch POP can reduce its impact, asmessages get lost among each other. Our focus has been on providing solutions that are effective and that compliment other POP products


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