Market Creative rolls out G Plan retail concept

The Market Creative has launched a new retail concept for G Plan Upholstery, including a distinctive new layout and supporting suite of materials to guide shoppers through stores.

The retail concept will roll out across stores nationwide in spring.

It includes informative and inspirational point of sale, such as postcards and product swing-tags, as well as the creation of dwell-time areas to encourage shopper interaction.

The Market Creative said the solution is designed to engage, inspire, inform and encourage interaction with the products, with the brand's heritage echoed throughout with graphic montages and pods.

The Ultimate Retail Experience was put to the test in January 2010 in Park Furnishers, Bristol, and will be unveiled to retailers at the Interiors 2010 exhibition running from 24-27 January.

In July 2009 the Market Creative researched customer behaviour, mapping their journey through furniture stores before developing a creative strategy that would drive the brand's positioning and new retail concept.

There are three key elements of the Ultimate Retail Experience.

The Sit Test invites shoppers to make themselves comfortable in G Plan's range of sofas, instigating an additional level of interaction that helps browsers commit to purchase.

The Dwell Area provides further encouragement for shoppers to try out the sofas.

A plasma screen playing a G Plan DVD, postcards and brochures are offered in this area.

Making it Easy provides information on swing-tags, postcards and graphic pods, from product specifications to how and where it is made, providing the necessary detail and reassurance of quality.

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