LATEST IN-STORE CAMPAIGN BY NAILS INC. CHALLENGES SHOPPERS TO ‘BLING IT ON’

Leading fashion forward nail brand Nails inc has supported the launch of its latest ‘Bling it on’ nail kits range, with a new in-store POS campaign devised by award-winning point-of-purchase display specialists, arken P-O-P.

To demonstrate the essence of the range, the unit’s design incorporated a unique UV glitter print finish to recreate the effect of being encrusted with tiny Crystals. Each display header was passed through a printing process called Flitter – a screen process using unique screens that adds multiple layers of glitter on top of the base silver screen print to achieve an amazing sparkling effect.

With the new nail kit range designed to satisfy the increasing demand for unique lacquer finishes amongst female shoppers, the POS campaign’s strong creative execution centres on the use of close up hand imagery showing nails painted in various finishes available from the kits.

“Nails inc prides itself on offering a unique shopper experience with a focus on exceptional and innovative services, so it was vital that this latest in-store campaign delivered real impact and effectively communicated the various ‘bling’ effects of the new products for the brand,” says Tracy Scutt, Managing Director at arken P-O-P.

The card-based temporary FSUs (freestanding units) features four card shelves of varying lengths in a deliberate unsystematic manner on the front of the fascia to house a total of 5 variants of the boxed kits available, including Bling it on Rocks, Bling it on Midnight (a 3D glitter effect encrusted with midnight glitter particles), Bling it on Hologram, Bling it On Feathers and the new Bling It On Leather and Skulls kit. The variation in packaging sizes across the range was a key consideration during the development of the design concept for the display. Meanwhile, the interchangeable nature of the display headers and flexibility of the card shelves - having no product placement restrictions – will enable the brand to use the display solution for multiple product promotions and launches.

Already rolled out to all Nails inc bars in the UK, including the brand’s presence within House of Fraser and Debenhams stores, the campaign is now being further refreshed with replacement headers for the launch of the brand’s new Bling it on Leather and Skulls kits.

YALE® LOCKS OPENS THE DOOR TO GREATER SHOPPER ENGAGEMENT WITH NEW RETAIL DISPLAY

International lock group ASSA ABLOY is locked on to generating strong in-store sales for its global consumer brand Yale® following the launch of a new interactive retail display to promote its innovative Yale Doorman DDL (Digital Door Lock) range.

The brand’s latest in-store initiative has been created in partnership with Newmarket-based point-of-purchase display specialist arken P-O-P International as part of a brand-led shopper engagement strategy.

 Designed exclusively for the Scandinavian markets of Sweden, Norway and Denmark, the fully functioning demo display features a ‘live’ door handle locking unit that allows DIY shoppers to engage and interact with the latest technology that’s been incorporated into the ‘worlds favourite lock’.

A total of three retail display variations have been created. Based around the same design, each has been designed to suit specific store environments whilst delivering a consistent shopper experience across counter top displays, shelf displays and freestanding units.

The business hopes that the new Doorman DDL displays will unlock more valuable connections between the brand and DIY shoppers and encourage those searching for the latest in door opening technology to make purchases in-store.

“Bringing market-leading product innovation to life in-store is a priority for the brand. Yale aims to make sure the brand has strong presence in-store spaces where its target audience spend a large amount of their time and that the discovery and purchase process is easy to understand for their shoppers,” said Vicki Cox - Key Account Manager, arken.

Designed to create greater in-store awareness for the Yale® Brand, the freestanding units also include a digital screen – playing a short film to further aid shopper education. Display graphics have been kept simple and strong, promoting messages about the Doorman DDL’s unique point of difference, whilst the retail displays also provide shoppers with a simple guide on how to use the product.

Initially piloted in Swedish stores, with a 51-unit rollout, a total of 263 displays have now been manufactured by arken P-O-P International for distribution across Sweden, Norway and Denmark.

NEW IN-STORE DISPLAY HOPES TO POWER INNOVATIVE CORDLESS VACUUM SALES

Following the exclusive at launch success of Gtech’s innovative new AirRAM™ cordless vacuum cleaner within John Lewis stores, the company has also rolled out a major in-store marketing programme within two more of the UK’s favourite retailers.

Heralded at its launch in April this year as ‘The Future of Vacuuming’, the Gtech AirRAM™ has firmly stamped its mark on the sector – becoming one of the UK’s most desirable vacuums. The new cordless upright vacuum cleaner uses a unique dirt collection system, completely different from conventional mains products.

The British company has now commissioned Newmarket-based in-store marketing specialists, arken P-O-P International to design and manufacture a new demo module FSU (freestanding display) and a stock holding FSU to promote its AirRAM™ cleaners within Debenhams and Curry’s stores.

Gtech’s Head of Marketing Jon Collings says: “AirRAM™ challenges the market leaders bringing a new era of technological change with true mains performance achieved for the first time ever from a cordless vacuum cleaner. As a brand, it is vital that our retail presence successfully communicates the product’s unique point of difference and engages shoppers within our key retail accounts at the point-of-purchase. These new displays will help us to create real ‘stopping power’ in-store.”

Featuring a similar footprint to the cleaner itself, the new display solutions allows for boxed product placement within the units and clearly promotes the USPs of the product – shoppers are encouraged to ‘pick me up’ and test the lightweight nature of the AirRAM™. The distinctive demonstration unit incorporates a black base, with prominent Gtech and AirRAM™ branding on all sides of the display. The back vinyl and edging to the display’s shelf uses the brands vibrant green colour to create instant brand recognition.

With many shoppers sceptical about the ability of a cordless cleaner to perform as well as a plug in cleaner, Gtech’s well-supported claim that it matches the performance of some leading mains powered vacuum’s  is a key selling point that is also communicated strongly through the unit’s visual graphics.

A separate display has also been created to provide flexible stock holding, which sits next to or behind the main product display. More than 140 of demonstration modules and 60 stockholding units have now been rolled out into high street retail, including Debenhams and prominent independent retailers.

ARKEN DISPLAY SIGNAGE STARS WITHIN LATEST SCOTT CINEMAS REVAMP

As part of its ongoing refurbishment programme, Devon-based cinema chain Scott Cinemas has invested in a number of new poster light boxes installations to showcase new film releases and enhance its visitor experience.

With help from graphic display specialist arken, a total of six Quad Slimlite Lightboxes have been installed at the cinema chain’s Bristol site where they have been used to house posters promoting current and forthcoming film titles. Elsewhere, A2 Purelite LED Ultragrip Lightboxes have been installed within the groups’ only site outside the South West, in East Grinstead. Here, Lightboxes have been used to house graphics promoting available confectionary and drinks.

The arken Lightbox products have been designed to make it easy for internal staff to change graphics, without the need for external contractors, whilst at the same time offering illumination to really make the posters ‘pop out’ and attract customer attention. The LED Ultragrip Lightboxes also benefit from being incredibly economical to run – with posters illuminated purely by LEDs, which also makes them very low maintenance.

“The light boxes are of a really good quality, they are robust, have nice even light dispersal and have been easy to install. These will become standard products for us throughout the group in the near future. With many planned refurbishments, the two products combined allow for dynamic promotion of both our film and concessions offers.” said Dan Harris, Media Operations Manager with Scott Cinemas.

Scott Cinemas Ltd currently has a total of eight cinemas, comprising 19 screens with expansion plans for further acquisitions in the near future.