"Thank you for the great work - you have been instrumental in helping us to transform the point of sale of Baby Feeding in Bestway Wholesale Group depots in the London area. The fixtures in the depots we have covered to date are now very clearly sign-posted and the branding really helps to make our products stand out to retailers on shelf. The team were able to work to very tight deadlines, ensuring the work was completed in the time agreed."
"Sam Gillespie, Category Manager; Ray Pratt, Key Account Manager at Danone Nutricia Early Life Nutrition" Sep 2015.
Sher Glasgow at beginning of install 14th June 2014 30th July Depot fully branded and ready to rock and roll!
"New Glasgow Depot puts in a sparkling performance"
"The depot also saw a 128% increase in footfall as customers flocked to see the transformed depot. Batleys Cambuslang also posted a healthy sales increase of 13% over the previous week despite fears of cannibalisation".
Commercial director of Barr Soft Drinks commented. "Bestway have created a truly PHENOMENAL depot in the heart of Glasgow. It is clear that a significant amount of thought and hard work has gone into the development of the layout, and both the retail and catering offerings" Aug 2015. Read full article
Boyall Graphics & Print Ltd are continuing to help cash and carry's up and down the UK promote their products, using strong brand awareness with large format digital print. For the last 10 years Boyall Graphics has been increasing its market share in designing and installing good signage. What constitutes good signage? 80% of customers visiting the wholesale depots say they want to or retailers wanted to get in and out as quick as possible. The challenge for the depots managers, is to make sure the branding space is easy to navigate and signage is clear so the time spent is productive as well as minimised.
Below: Ferrero Tower. The most dazzling end of aisle display ever produced?
Originally Ferrero approached us and asked if we could do a 3D display on an aisle end. They asked if we could develop it with a digital screen within the tower as well as the famous pyramid ferrero rocha 3D display. The challenge for Boyall Graphics was to balance both parties involved being Bestway and Ferrero as well as make good design observations. Its a about abiding by bestway pos guidelines at the same time offering ferrero new and innovative point of sale advantages.
Our challenge then is combining the two guidelines from Ferrero and Bestway all within the standard bestway tower that we manufacture. One great advantage is that it maintains the pos branding continuity across the entire bestway group, whilst opening up new opportunities for pos brand sponsorship in a rapidly changing marketplace. A real tower was constructed at Boyall Graphics in house to make sure that all 8 panels fitted to a good tight tolerance against the framework of the tower. This was a two fold benefit. For us it allowed us to see it in the flesh and make changes by adding more gold in certain areas to increase the dazzle and maximise the brand for ferrero. It also allowed us to tweak the metal work for some of the panels that would not normally be in a standard tower. Importantly to it gave the fitting team the heads up as to any small adjustments that needed to be made on site and the best order in which to construct it, thus avoiding any slowdown or site enabling a smooth construction.
The external signage is always considered for arriving customers to receive a good impression but its the inside navigation that needs much forethought. Customers do little to engage verbally around a store so that leaves every experience and decision that is made to be through the eye. This highlights the great importance of good signage that leads to financial gains. With thousands of products needing a main sign such as Beverages to Cat Food many still need sub divisions within the main category for competing brands. Boyall Graphics along with depot managers has developed many display options from simple product display slats and vertical aisle banners to complete branded tower ends. The end result is to make the shopping experience better by utilising seemingly little things such as good signage and branding. A great starting point is to do a site survey of the entire depot. This is key because every bay within every aisle represents marketing revenue and with ever increasing depots expanding there aisles the big brands have more opportunities than ever to promote there products. Time fly's and so do your margins if aisle bays or towers have expired there contract and are vacant. Our site survey helps the depot managers to keep an eye on the brands and contract periods for there advertising space. Boyall Graphics offers a unique brand management analysis system which brings the hardware, branded artwork, print, and installation all under one bespoke service taylored to each depot. This can be monitored and updated using the latest computer software which is key to depot managers and brand management companies.
A recent key area for expansion is the promotion of own label lines. Working closely with some of the big players we have produced aisle displays for promoting their own branded products. World foods is an excellent case in point gathering all ethnic foods into one location with good line of sight with the use of aisle banners. This involves good communication with the client in understanding their view from a depot perspective (i.e shopping habits), as well as the design brief. We can create great designs but understanding what sells where and in which graphical position ultimately helps reach sales targets.
A key element for many depots is to envisage the finished aisle display at conception to reality. A vital aspect driven by our clients is to use 3D elements using adobe software to create visuals (World foods image below)
Firstly it helps the local depot see how their own corporate signage connects with the big brands and vise versa. Standardising each element makes the whole process smoother and faster, how? An example is the End of Aisle Tower. Each graphical area within the the tower has an artwork template for the brands provided by us. This helps their brand collateral teams position their logo's on each panel and gives the client control as to how the tower will look. This structure is used to produce an accurate cost effective pricing structure, and enables installation projections as a complete package.
How we promote brand collateral within the design.
People's time is short and many thousands of products are being sold across the stores. Personalising promotions so the message is short, and simple enables foot fall to get the message before they have walked by and switched off. Using one font that's easy to read is vital along with strong primary colours to draw attention. Within the industry the Bestway wholesale design main logo is a good example. There is one strong colour specific pantone orange and a unique but recognizable font that is pleasing to the eye. The result is that the colour becomes synonymous with the brand itself. You will be pleased to know that at Boyall graphics we spend much time with all of the big brands calibrating and approving pantone specific colours.
After developing a successful trading relationship with Peter and Partners Point of Sale Specialists for the Wholesale Cash and Carry market place, Boyall Graphics and Print acquired the interests of the company in December 2011.
Peter and Partners Boyall Graphics and Print has organically grown within the Cash and Carry sector by developing strong working relationships with blue chip companies, designing, developing and installing POS graphics across their UK based estates.
Left: Promotional core goal post elevates and creates attention for key offers
Helping the big brands bring there products to cash and carry depots all over the uk.