Product Posters...

With Sam's drawings and Scott's skills on Photoshop, together they have created four fabulous posters for our team.

 

The posters comprise of body butter, colour crush lipstick, drops of youth and White musk:

 

Shop Phsycology

Researching what makes people buy when they are shopping was pretty repetitive. and some of which I see on a daily basis, working in retail myself. The main points that I found people have a lot of experience on is merchandising products, and what point of sale entices the customers into the store.

According to Brian Wansink, PhD, author of Marketing Nutrition (University of Illinois Press, 2007) placing the main products that you want to sell in the first two isles of your store (or at the front) is where customers are more likely to notice them, as people tend to walk more slowly around these areas, taking more notice of what is on display. Wansink also states that putting products together that compliment each other; like in most stores, makes people buy additional items.

 

E.G:

 

'For instance, if you want to sell a specific tortilla chip, put it next to salsa. Grocery stores in Denmark frequently use displays to promote two items—a primary and a secondary, such as salmon and a food that complements the fish.'

 

 

 

Therefor displaying items in the body shop need to be well thought out, they need to compliment each other and main products need to be placed in the  main landing zones of the shop.

 

Another article that I have read states that consumers tend to ignore anything that isn't in their path or in their eye line, and has come to the conclusion that IKEA stores tackle this in a fun and carefree way. By leading their customers on a journey through their store by a designated path, with only a few through ways along the journey. 

 

With this in mind when designing the layout of the Beverley body shop, although a small space, we need to make sure that a journey for our customers to shop through is created using clever marketing techniques and use of space.

 

http://newhope360.com/merchandising/using-consumer-psychology-your-store-influence-buying

 

http://mentallyfine.com/the-psychology-of-retail-display/

 

 

 



Initial Ideas for The Body Shop Intererior

These are some initial ideas for the shop interior:

The Body Shops Rivals...

As a group we have researched into The Body Shops rivals and have come to the conclusion that Lush is one of their main competitors. I have been assigned the task of researching for the interior design of a possible new look for the store. I looked at how Lush displayed their products (all in sections of types of products) and although piled high, looked awesome! I also thought about how other shops displayed their items, I like the way that Jack Wills shops are similar to walking around a house. I believe it makes you feel more relaxed while shopping and is a great atmosphere for introducing people to products as you would be picking up a product like you would at home.

 

 

The Body Shop History

I have also been doing some on going research into the history of the company. Some of my findings are below:

In 1985, in its first year as a public company, The Body Shop sponsor posters for Greenpeace. A year later, it creates an Environmental Projects Department of its own, while the first major window campaign for The Body Shop is "Save the Whale" with Greenpeace, in 1986.

 

In 1990 The Body Shop Foundation is established, a charity which funds human rights and environmental protection groups.

 

Campaign successes include the Against Animal Testing campaign. The campaign leads to a UK-wide ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever petition (four million signatures) being delivered to the European Commission in 1996.

 

In 2004 The Body Shop is the first global retailer to join the Board of the Roundtable for Sustainable Palm Oil, working with NGOs and plantations to protect tropical rainforests and improve the human rights of workers and indigenous people.

In 2006, as part of the on-going Stop Violence in the Home, The Body Shop creates a partnership with UNICEF and the United Nations Secretary-General’s Study on Violence Against Children, to conduct a study into the effects of domestic violence on children.

 

 

And of course there is so much more The Body Shop has achieved over the years, which is available on their website... this was just a taster!

 

 

 

 

 

 

Week 1 - Site Visit

 

Last week was the first week of the project, and thinking that we should familiarise ourselves a bit more with The Body Shop me, Sarah and Scott decided to have a site visit to our local shop. The nearest shop to the college is in Beverley. It is a very small shop and a lot of the floor space is taken up by floor stands and floor displays, it would be extremely hard to push a buggy around! We found that the shop itself isn't very well organised with products in a variety of different areas. I found that the skin care side of the range was set out neatly and all in one place, as well as with the makeup! however the ranges that all contain body butters, shower gels, bath creams and the like seemed to be scattered through the shop aimlessly.

 

We tried to talk to the manager who seemed flustered (understandably) as on of her tills was out of action! She asked us to go back the day after if we wanted to ask her questions. We gave Scott this task as both me and Sarah where at work the next day and Scott was not. This was also a task for Scott to complete before he went away for the week.

 

www.192.com 

 

White Musk Research

We each chose to research one of the products that we have to create our A2 posters from. I chose the White Musk Eau De Parfum and found the product description on The Body Shop website told me all I needed to know, (as well as it is a best seller!)

 

Our iconic White Musk(®) fragrance in a lasting eau de parfum. This sensual scent unites a heady mix of notes including musk, lily, iris, rose and vanilla.

• Lasting eau de parfum
• Contains cruelty-free synthetic musk

£13.00 for 30ml

D&AD Body Shop Competition Brief

 

For the next part of our course we are using a competition set by D&AD New Blood Awards 2014. The competition brief is in collaboration with The Body Shop. The outcomes that we have to achieve are based upon the guidelines of the brief, these include:

 

• 4x A2 posters one for each of the following products; Body Butter, Nutriganics Drops of Youth, Colour Crush Lipsticks & White musk Eu De Parfum.
• One social campaign poster idea.
• Any ideas and designs that can help create the right shopping experiences online as well as in store.
• The design must include The Body Shop logo

We have split into two teams to create our outcomes. My team comprises of Sarah, Sam, Scott & me! We have named ourselves Team CYMK.