Schuh is one of the UK’s leading fashion footwear retailers, with 54 branches nationwide and 14 concessions within Republic. Retail design specialists, design4retail have been working with Schuh for five years now having developed and produced Point-of-Purchase (POP) merchandise for both Schuh itself and also for the many brands that it carries in-store.
For its larger POP projects, Schuh has always sought the expertise and advice of retail designers. Having experienced repeated success with D4R, Schuh now refers them to its list of over 100 brands that would either like to have unique POP created for Schuh stores, or to help them support other national accounts that they may have. These include projects with brands such as Red Or Dead Footwear and Reebok.
Jason Park, Brand Marketing Manager, Schuh, comments: “Last year, footwear brand Ted Baker decided it was time to look at how they presented themselves across our stores. So we introduced them to D4R, as we knew that as well as giving us great service, they understood the way that we merchandise within our stores, so speeding up the whole development process for Ted Baker.
Ted Baker FSU
“After just an eight week project, with a few tweaks made along the way by all parties, we were ready to test a new POP prototype in our London flagship store, enabling us to see how both customers and staff alike interact with the new unit.
“Through this two week long test we noticed sales increase by 12% against the previous two week period. Our staff also confirmed that the risk assessment was successful and that the SKU holding was to their satisfaction. So we then decided to roll these units out nationwide, where we saw a similar increase in sales, as the Ted Baker unit was once again viewed as a new destination in stores.
“We cannot prove that it is the POP that helps lift sales alone, but I’d like to say that it plays a major part in these lifts, especially within our high density stores, along with injections into the range and of course our fantastic customer service.
“We have also worked with D4R to support fashion footwear brand Red or Dead, for which we have the exclusive footwear license. Most recently we created a free standing floor unit, with a small footprint and flexible height shelving so it can easily manage all heights of footwear from knee boots to pumps.
“We gave D4R just a few ideas of what we were looking for and they came back to me as always with numerous designs. We then chose the design we preferred and again through the creation of a proto-type and risk assessment, we had positive figures and feedback from staff and customers alike – sales increased by approximately 17%. So once again we decided that we would roll this out – so proving that POP can contribute to the bottom line. The new unit should last three years – it features an interchangeable graphic so we can easily keep it looking fresh.
“POP and POS is important to us, as it enables each brand to really stand out from the rest and allows our customers to gain a better brand awareness even before they try the footwear on.
“We have always returned to D4R, because they treat each project differently and listen carefully to all parties, to create a design that not only stays within the remit of each brand but really delivers in-store too.”
Jon Vinall, Director, D4R, said: “We are really please to be a preferred supplier for Schuh. In an increasingly competitive retail climate, we believe that POP can effectively deliver both brand messages and those all important sales to make a difference where is matters – in the store itself. We look forward to working on more POP projects with Schuh in the future.”
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