Jul 25 2008
WHSmith Retail Limited, Great Britain’s highest volume retailer of print media and Bartuf Systems, a top UK designer, manufacturer and supplier of display solutions developed a revolutionary shelving system using PETG sheet made from Eastman Spectar™ copolyester.
The system design and use of Spectar™ has improved product visibility and dramatically increased the sales and display volume of books, newspapers, stationery, magazines and confectionary products.
This shelving solution offers free-standing, multi-tier racks that present more products at consumer eye-level, improving the overall in-store customer experience and increasing impulse buying decisions. “The modern system allows you to have two or three shelves at eye level”, says Steve Davenport, managing director at Bartuf. “This makes a difference, increasing sales by approximately 12 percent.”
The success story, which underscores the importance of innovative visual merchandising solutions, is highlighted on Eastman’s eZone, (www.EastmaneZone.com) an interactive web tool aimed at inspiring and educating designers in the visual merchandising industry. The eZone is one of the latest additions to the award-winning Eastman Innovation Lab Web site.
“Our goal was to focus consumer attention on the products, not the shelves,” says David Smith, senior construction manager for WHSmith. “The durability and clarity of PETG sheet made from Spectar™ has enabled us to create clear shelving units that accommodate a larger volume of products without unsightly brackets for support.”
Each fixture is shaped from a single PETG sheet using hot line bending. The durability of Spectar, which allows down-gauging, combined with the fabrication technique, creates stronger corners than mechanical fastening or bonding, not only creating longer lasting displays, but also increasing presentation area for product.
“The new store design provides more all-around effective use of space,” notes Steve Davenport. “With the Spectar™ shelving, WHSmith has been able to open up the retail environment, especially in areas with less available retail space like stores in airports and rail stations.”
With eight tiers per shelving unit, the system can accommodate twice as many products as the previous metal racks, which had only five tiers. Bartuf was also able to downgauge sheet made from Spectar™ to a 4mm thickness, compared to the 25mm thick metal shelves used previously. These material savings translate into increased sales area and more lightweight displays, allowing the free-standing shelving systems to be easily moved and arranged based on individual store space and product needs.
“Making the switch from metal to PETG shelving has helped us maintain a durable, safe and more consumer-friendly store environment by eliminating jagged edges, greatly improving product visibility and enhancing the overall retail environment,” concludes Smith. “The evaluation of any store redesign is based on sales volume. Judging from the customer response we’ve received to the new shelving systems, our decision to use Spectar™ was a wise one.”
For more information on copolyester, click here.
Posted July 8th,2008