The first section from my recent talk at POPAI

1. From Catalogue to High Street
- rolling out a new retail concept

2. Some of the problems
•Turning a 2D brand into 3D
•Dealing with geographical spread
•Packaging design
•Product offer – not set up for impulse purchases
•Internal processes needed adapting
•Integrating catalogue, web and store
•How to treat windows

3. Solutions
So how were these problems solved?

4. Solutions
•Crystallise the core brand elements – maybe in a
different way to before
•Think about this in terms of;
– texture and materials
– lighting
– Signage and other POS
– Display materials such as shelving, POP
– VM etc

5. Solutions
•Critical difference between store artwork (seen as
part of a whole) and mail order pieces (often in
isolation)
•Packaging and product offer adjusted
•Create new business processes i.e warehouse,
creative etc
•Integration
•Conviction and persistence

6. Result

7. Summary
•Keep your brand at the heart of everything you do
•Have conviction in your dream
•Anticipate that almost all elements of the business
will change even if only slightly
•Watch how people are using your store and look
for cues need for change

8. Summary
•Look for ‘barriers’ that are preventing people from
buying or understanding your business then
remove them
•Know which ‘advice’ to listen to
•Has your market changed now that you have a
physical presence?