Author: Brompton
Document Type: Presentation
File Size:
Publication Date: 26 February 2025
From Event: Retail Marketing Conference on 27 February 2025
Key
presentation points:
- The power of collaboration
- Blending style and sustainability: A design-led approach
- The importance of material choices
- Measuring impact: Carbon footprint analysis
The presentation covered the journey of redesigning Brompton’s retail furniture.
However, the project wasn’t just about creating a new solution, it was about
rethinking how brands and agencies collaborate. There was ongoing dialogue
between brand and agency with insights shared, designs refined and solutions
co-created.
Through customer research the team understood that many
first-time Brompton buyers weren’t already cyclists meaning that the solution
needed to invite interaction with the bikes in-store and help with decision
making.
The final solution was a strong, durable, modular retail display
that would work in Brompton Junction stores and third-party retail spaces. Retail
communication elements were included to help shoppers understand and compare bike
models and make informed decisions without relying on sales staff.
Due to Brompton’s commitment to sustainability, and as a B
Corp, material choices were not just a technical decision but a brand statement
making sure they were practical for mass production, shipping and installation.
The solution was a balance of function and form between reducing carbon and
waste, practicality and manufacturing efficiency.
Presented by Gavin Thompson, International Trade Marketing
Manager at Brompton and Stuart Brazier, Creative Innovation Director at Big
Group at the POPAI Retail Marketing Conference in London on 27th February 2025.
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