Project Overview
Bupa Optical appointed Huntr Group and Retail Safari to help increase store traffic by bringing to life their promotional campaigns with creative, impactful and eye-catching window displays and rolling them out across their network of stores Australia-wide.
Project Commissioner
Project Creator
Team
Dean Todero - Managing Director, Huntr Group
Neale Skalberg - Creative Director, Retail Safari
Project Brief
The team were required to create a Visual Merchandising unit that had flexibility, would work from both inside and outside the window, while still enabling a clear line of site into the store.
The major challenge in the Optical industry was that it is both a front of house fashion product business with an in-house professional Optometry services business in one.
How consumers expected to be engaged by both of these offerings is quite different - our challenge was to come up with solutions in all our design elements that satisfies or exceeds their expectations in a unique and clever way.
Project Innovation/Need
We were able engage the customer by creating a number of high level campaigns which built significant interest in the VM window space while maintaining the integrity of Bupa Optical's store offers. The team combined a number of 2D print as well as 3D products to give a real theatre to the window space.
Eye-wear is difficult to merchandise in a window, historically many optical retail windows and displays were austere and unemotional or relied heavily on large format POS from their product brand partners to generate their marketing communications. They lagged behind the progressive world of retailing in other areas. Our approach brings a whole new life to Optical retailing that attracts and engages customers in a new and different way and at 34% growth YOY in a category that has seen under double digit growth in every month to date in 2014.
Design Challenge
The VM unit was designed with the utmost flexibility, while using clear acrylic to over come any sight issues into the store. Power was also incorporated into the unit to allow for any future technology advances or digital screens or projectors.
With slots cut out in the clear acrylic and designed clear arms we were able to create lifestyle or season themes and threat in a physical 3D format, completely new for a Optical retailer.
We were also able to eliminate the product partner displays which are all different in design and style and create a single, cohesive message would create better understanding and communication with the customer.
Effectiveness
During the 'Endless Summer' campaign 54% of the total customer sales were brand new customers to Bupa Optical. Our conversions eye test to product sale increased by 8% primarily attracting a new demographic group, 20-35 yrs. We were also able to measure that the windows significantly increased foot traffic during the campaign with an increase on all product transactions not just the promotion offer pieces. Even the campaign was specifically about lenses we saw a 115% increase in sunglasses sold.
The Ted Baker campaign saw a 122% increase month on month in sales for the brand.
The CVP campaign won the Global Marketing Excellence award - Best Marketing innovation
Graphic Design - Environmental
This award celebrates creativity and innovation in the intersection of communication design and the built environment, and is concerned with the visual aspects of wayfinding, communication identity and brands, information design and shaping the idea of place. Consideration given to clarity of communication and the matching of information style to audience.
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