Welcome to the latest issue of In-store Insights. We’ve seen the
last faltering steps of summer and are moving into autumn,
signalling new beginnings and a new season for retail.
Autumn also means going back to school for children across
the UK. But while they are resigning themselves to life in the
classroom once again, it is parents and carers who are often
left counting the cost. With costs for school uniform on the
rise, not to mention the associated shoes, sports kit, stationery
and school bag, this can be rich pickings for retailers. Our
report on page 5 looks at the rise and rise of back-to-school
retailing – who gets top marks and who is bottom of the class?
As we know, brand equity is critical for transforming
campaigns into sales. But while millions of pounds are often
spent on above-the-line marketing, how does this brand
equity make it into store, right up to the much-overlooked
point of purchase? Our report on page 13 takes a look.
And for those parents with cash to spare after the back-to-
school splurge, many nd themselves under pressure from
children to buy them the latest toys and games. In this unique
sector, the shopper is often not the end user, so stores must
rise to the challenge of creating an environment that’s
appealing to both. Of course, toys are not the exclusive
domain of children, with collectors making up part of the
market. On page 17 we take a look at the di erent types of
shopper at play.
How do brands communicate? Increasingly they need to nd
more creative ways to make them stand out, and sometimes
it’s about nding the more subtle touch. GDR Creative
Intelligence’s brand body language report on page 25 looks
at the methods employed globally by brands.
Do you click and collect? You’d be one of the growing
legions who do. On page 29 we explore this evolving trend
and the successes and pitfalls it encounters.
We’re about to hit the whirlwind of Christmas retailing, so
take a look at these reports before the festive chaos begins.
But before that, in October we are looking forward to not
only announcing the winners of the 2017 POPAI Awards but
also opening entries for the 2018 Awards. So keep your eye on
your inbox for updates – it really is never too early to start
your entries.
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