Scope and Campaign Overview:
As a part of the UKI Point of Purchase (POP) refresh campaign, comprehensive refresh kits were produced for all Currys stores in the UK and Ireland, along with tailored solutions for John Lewis Partnership (JLP) and other bespoke retailers. The challenge involved addressing the distinct requirements of 2 and 3 bay units within the Currys estate, with a focus on the premium 3 bay units featuring a diverse range of materials and layouts.
Key Features of Premium 3 Bay Units:
The premium 3 bay units incorporated a mix of Duratrans, reverse-printed acrylics, poster prints, and magnetic vinyl graphics. A noteworthy addition to the product lineup was the introduction of Google Pixel products, necessitating a complete redesign of the product layout to optimise visibility and aesthetics.
Logistics and Delivery Precision:
Each refresh kit was meticulously packed into collated sets, ensuring organized delivery to the central distribution center (DC). This streamlined the process for the merchandising team to call off and install the kits efficiently across the Currys store network in the UK and Ireland.
Market Research Test Displays:
As a part of the overarching project, four test displays were created, incorporating various layouts and product lineups. These displays played a pivotal role during a 3-day market research event, where our team handled the setup, maintenance, and removal of displays alongside additional furniture.
Processes:
1. Sample Print Production:
– Produced sample prints on various materials including reverse printed acrylic, poster print, magnetic vinyl, EasyDot vinyl, Duratran, backlit stretch fabric, and blackout stretch fabric.
2. Full Production Management:
– Oversaw the complete production process, from printing to kiting, ensuring the precise assembly of kits tailored to the specific requirements of 2 and 3 bay units.
Outcome:
The Fitbit – Currys 3 Bay Refresh Campaign successfully achieved its objectives by providing tailored refresh kits to Currys stores in the UK and Ireland, JLP, and other bespoke retailers. The incorporation of diverse materials and product layouts showcased an adaptability to unique store setups. The logistics and delivery precision, coupled with the successful execution of market research test displays, contributed to the overall success of the POP refresh campaign.