CARPETS, RUGS & ACCESSORIES FOCUS ON All The Stops
tive retail environment is no easy task. Here, ing, explains how the company developed a unicated the benefits of buying British wool.
Our new materials are designed to encourage consumers to upgrade to a wool carpet, clearly explaining the numerous benefits of wool, and supporting retailers in promoting the positive messages they are already communicating about wool carpets. Another area of key messaging will focus on the provenance of products. Increasingly, consumers are appreciating tradition, heritage, and the skill and craft involved in making something beautiful from natural fibres, and our new material clearly explains that this is at the heart of the product.
Wool, with its natural resilience, will keep
its shape and retain its appearance for longer than a synthetic carpet.
Currently, point of sale and displays within the retail arena are dominated by non-wool products, so our new materials will make sure consumers have all the information they need to make a better informed purchasing decision.
Interested in British Wool Support?
British Wool is currently developing a full range of point of sale and display material, including display stands, printed literature, literature dispensers, strut cards and window stickers. All new material is supported with comprehensive retailer training, and will be trialled during February, where various point of sale and display options will be installed at a number of retailers, with response and results closely monitored. The results of this research will be used to develop the support package further before it is rolled out to a wider audience later in 2018.
If you’re interested in finding out more, email
marketing@britishwool.org.uk
www.britishwool.org.uk twitter.com/TRetailFloors Tomorrow’s Retail Floors | 19
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