POP! go the Products


We look at some great recent projects using POP to increase customer understanding and love of the brand.


Points of purchase (POP) are cleverly


designed display sections which entice customers to purchase. Products are displayed in such a way that customers purchasing decisions are made easier and product information is readily available for the customer to make an informed choice. We take a look at some recent projects ranging from shelving displays and windows to whole stores that are designed with POP in mind. Phase Eight recently commissioned Four­


by­Two to revitalise their flag ship store in James Street, Central London. The new design was to give the consumer the feeling of being in a boutique and evoke an elegant shopping experience. They wanted to simplify their store layout and make shoppers feel more relaxed and at ease while deciding on purchases.


“ The building was stripped back to


uncover hidden features such as fireplaces and exposed brick walls. In addition a mix of vintage furniture and haberdashery units were purchased to create POP areas, displaying featured items and accessories. The idea behind the refit was to create a space that wasn’t too minimalistic, intimidating or overly designed. They wanted a soft, warm, inviting atmosphere that allowed consumers the space and time to really indulge in their shopping experience and make informed decisions about their purchases. Sarah Morse Head of Property & Store Development at Phase Eight said; "We are very proud of our new flagship store. We've been working closely with the team at Four­by­Two for quite a while and this collaboration has produced some great


Vintage furniture and haberdashery units were purchased to create POP areas displaying featured items and accessories.


Phase Eight’s target market are women aged between 35 and 55, who enjoy dressing up for an occasion and look for a bit of individual, glamorous elegance from a place that is on trend but not a slave to fashion. Four­by­Two and Phase Eight have been


working together for over five years so both parties understood how to get the most from the store while keeping the intrinsic brand foundations.


www.a1retailmagazine.com


results. It's a very exciting time for Phase Eight and the introduction of this new concept sets us up perfectly for the future as we continue our expansion both in the UK and internationally." The whole design centres around


honesty, revealing the buildings old features and leaving any ‘scars’ on show for all to see. Displaying the products in an open and inviting atmosphere leaves the customer feeling they can trust and


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