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.