A whole new, brilliantly comfortable retail concept for G Plan


Challenge

G Plan wanted to create a new shopping experience to increase footfall. We were required to develop a strategy to drive their positioning and deliver a new retail concept in stores.

Shaping shopper behaviour

We used SHOP™, our retail communication tool, to develop the creative expression and produce a layered approach to retail and POS design, which in summary is:

Personality – What is the personality of the brand? – What do we want customer to understand and know about G Plan?

Education – How do we educate them about the brand, product or service?

Engagement – How do we get the customer engaged with the brand or the product in the retail environment and online?

Navigation – How do we tell people what to do?

Promotion – What do they leave the store with to remind them of their visit and prompt action?

We believed that getting shoppers to sit down was key to their decision making process, so creating ‘The Sit-Test’ invited shoppers to relax on a G Plan sofa! We also produced a ‘dwell area’ featuring a heritage DVD and product information to browse whilst sitting. The implementation of swatch walls encouraged exploration of product options.

The new logo brought G Plan’s British heritage to life; combining existing branding with a hand stitched British flag to capture the quality of their products. The positioning line – ‘Take comfort in G Plan’ epitomised the brand offer and truth – take comfort.

Driving business

The concept rolled out in over 20 gallery stores and in a difficult trading year sales volumes have increased per store between 5% and 50%!

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