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Kolorcraft supported Wickes to design and produce a front of store display that was eye-catching, impactful and clearly showcased the nationwide DIY experts’ products and corresponding special offer.

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overview

Kolorcraft supported Wickes to create some front of store theatre to promote a short-term paint offer. The challenge was to create a point of sale display that was eye-catching, impactful and clearly showcased a combination of the product and offer. All the while ensuring the theme tied in to the above the line creative.

We created a number of initial ideas, considering how best to highlight the product in an innovative, clear and engaging way. Focusing on the offer, product and breadth of offer, we created an exciting and engaging POS display that showcased Wickes’ own-brand paint alongside their premium Dulux products.

challenges

Given the short-term nature of the promotion, Kolorcraft gave careful consideration to the substrates used. We worked closely with Wickes to achieve a target of all graphics being produced on easily recyclable substrates. These also needed to be robust enough to meet the construction and display criteria and be cost-effective.

A combination of image quality, cost, wastage and lead-time were assessed when deciding the final manufacturing processes. All of Wickes’ point of sale items were printed here at Kolorcraft using flat-bed digital technology, finished on high-speed cutting tables and assembled using automated taping and gluing machines.

requirements

  • Create offer-driven front of store point of sale display

  • Help drive sales of own-brand and Dulux paint products

  • Support nationwide above the line marketing campaign

  • Ensure all graphics produced on easily recyclable substrates

  • Prioritise the use of robust and cost-effective substrates

solutions

Our design perfectly suited the nationwide promotional campaign, supported in store and online with additional above the line marketing support. The clever use of large 3D printed paint tins, allied by the size and style of the message, created maximum impact. Customers were made immediately aware of the offer at front of store.

The promotional chevron design was used across all of Wickes’ campaign marketing materials, including press advertising, online and printed POS. The point of sale display was produced entirely from easily recyclable products, boxboard, display board, corrugated board and polypropylene for a highly sustainable solution.

Wickes Paint-2

solutions

Our design perfectly suited the nationwide promotional campaign, supported in store and online with additional above the line marketing support. The clever use of large 3D printed paint tins, allied by the size and style of the message, created maximum impact. Customers were made immediately aware of the offer at front of store.

The promotional chevron design was used across all of Wickes’ campaign marketing materials, including press advertising, online and printed POS. The point of sale display was produced entirely from easily recyclable products, boxboard, display board, corrugated board and polypropylene for a highly sustainable solution.

Wickes Paint-1

solutions

Our project brief from Wickes included a copy of the offer artwork and a request to create an engaging piece of front of store theatre to help drive up sales of the product. The team at Kolorcraft was given complete freedom of design, which enabled us to develop exciting campaign visuals and a clever 3D construction to match.

During the course of the project we produced a series of blank prototypes and printed simples ahead of the final production run to ensure Wickes were 100% satisfied with our progress. This enabled us to keep lead-times tight and minimise any wastage. We then tested the unit in-store and gathered feedback from store colleagues.

Wickes Paint-SQUARE-1
Wickes Paint-2

solutions

Our project brief from Wickes included a copy of the offer artwork and a request to create an engaging piece of front of store theatre to help drive up sales of the product. The team at Kolorcraft was given complete freedom of design, which enabled us to develop exciting campaign visuals and a clever 3D construction to match.

During the course of the project we produced a series of blank prototypes and printed simples ahead of the final production run to ensure Wickes were 100% satisfied with our progress. This enabled us to keep lead-times tight and minimise any wastage. We then tested the unit in-store and gathered feedback from store colleagues.

outcome

The point of sale display was designed to clad a pre-existing metal unit that each store holds. This allowed costs to be kept to a minimum, as there were no heavy internal card structures required. It also gave us greater freedom to design standees without being restricted by the need to build in stabilising elements.

The design of our POS display for Wickes was engineered to have maximum impact. It also served the dual purpose of maintaining safety when trolley traffic and small children were in store. The unit was extremely popular amongst store colleagues, with the Wickes forum full of praise for its impact and visual aesthetic.

Wickes Paint-3
Testimonial Purple_Banner

...a real show stopper in our stores.

The end result was a real show stopper in our stores. Such a great, impactful design and so simple for our stores to execute - it really was spot on and hit the brief perfectly.

WickesSenior Marketing Manager
It really helped to enhance the customer
journey and was a firm favourite...

This was an amazing piece of theatre that took pride of place at the front of our stores. It really helped to enhance the customer journey and was a firm favourite with our store colleagues and customers. Some couldn't believe it was made from cardboard, it looked so realistic!

WickesSenior Marketing Manager

fancy a chat

If you’d like to learn more about our POS displays, our marketing support, or any of our other services, get in touch on 01924 780780, email us at enquiries@kolorcraft.com or simply click the link below. We’ll be more than happy to help with any queries you may have, all you have to do is ask!

LEARN MORE
Fancy a Chat

fancy a chat

If you’d like to learn more about our POS displays, our marketing support, or any of our other services, email us at enquiries@kolorcraft.com or simply click the link below. We’ll be more than happy to help with any queries you may have, all you have to do is ask!