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Business

VM & Display show 2018

By | Business

Our findings from the VM & Display show 2018

The VM & Display show 2018 was full of inspirational design and was a great opportunity to learn about newly emerging trends in the industry.

Most exhibits were geared towards large installations suited to shop windows or large retail spaces. Exhibitors were keen to share their knowledge of materials and production methods used in their pieces – some of which would be easily achievable here at mauveworx.

Given the opportunity, the mauveworx creative team could easy apply their structural design skills to create design drawings suitable for permanent/premium materials similar to those exhibited in the show.

Exhibitors primarily used the show to promote their ability to execute either their own vision or that of their client. In some cases this involved finding a material for texture or to give visual impact from non-conventional sources. Currently only occasionally do we get a brief that requires us to experiment with non-stock materials. Seeing the variety of samples on offer at the show made me realise just how adventurous we could be. That said, many of the ideas which were showcased were possible to recreate in a similar fashion using materials and production methods currently available at mauveworx.

If we were to consider exhibiting mauveworx at this show in the future, I’d advise doing what some of the exhibitors had done – re-use existing projects. One exhibitor had two giant elephants bursting from a central wall. Originally this was designed for John Lewis. The project had been so successful they’d re-used it – one in a patterned print and one in mirror board. They’d created a scaffolding style frame around their space which had printed material over the walls to create an open room (the type you see on landmarks/buildings undergoing renovation). Die cut leaves hung overhead which created a ceiling and low level lighting had been used to create a space with a totally different vibe to that of the large open exhibition hall. I could imagine creating a similar space using an Egyptian theme to showcase the sphinx head we did for monster, the dog we did for coke and the cat we did for Vodafone.

One of the more stimulating displays was a giant marble run with a motorised wheel which reloaded the marbles creating a continuous display of movement and sound. It was made from MDF and not at a scale suited to our business, however, this reminded me of the project we produced for a Clarks window display, it was in the shape of a conveyer belt. Although there was no actual belt we used one motor to drive a series of cogs. I remember seeing a crowd of people admiring it in the Bournemouth store. There are definitely opportunities for mauveworx to revisit the more premium projects market.

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#Brand

By | Business

The Value of In-Store
Social Media Engagement

Given the success of online shopping services (cheers, Jeff Bezos), you’d be forgiven for assuming that physical retail sales might be on the concurrent decline. In truth, it is in-store that 90% of retail sales take place, according to eMarketer, which suggests that the physical retail industry is very much alive-and-kicking.

In spite of this, online tools like social media can still be hugely significant to achieving sales and customer retention, which is why they can, and really should be utilised in-store with great consideration.

There are some fantastic examples of brands and retailers using social media to drive both awareness and sales. Marc Jacobs once gave out branded freebies in exchange for Twitter and Facebook engagements at a pop-up shop in New York, while Nintendo capitalised on the platforms’ exclusivity by creating events in which to launch products, the tickets for which could only be accessed through social media. Victoria’s Secret have even employed the ‘selfie’ in their in-store engagement, by offering customers free gifts in exchange for their social media posts.

These promotions were engaged with on a huge scale, resulting in considerable, ‘free’ social media hype for each respective brand. This relationship also comes at a benefit to both the retailer and consumer in terms of customer feedback. On one hand, firms can implement ‘social listening’ in real-time, to track the public perception of their brand through engagement, while customers can address issues and feedback with the retailer directly, enhancing brand loyalty and client interaction.

Considering the previously-mentioned examples, it is apparent that social media is as engrained in retail as it is in wider society, as Chris Bowler of SapientRazorfish predicts:

Visual social media channels, like Instagram and Pinterest, lend themselves well to showcasing products. This, combined with the fact that mobile behaviours are already ingrained in shopping and social sharing, makes for the perfect storm to use these properties and behaviours to full advantage.

Chris BowlerSapientRazorfish

What is less clear, however, is the quantifiable use of these consumer collaborations and viral engagements. Primarily, in a commercial climate that necessitates and prioritises customer experience, it is vital for businesses to drive brand engagement. In other words, it is no longer as simple as driving sales; for retailers, the emerging objective is for consumers to fundamentally ‘buy into’ their brand. In this context, the relationship between retailers and customers can be publicly established and advertised in the view of each consumer’s digital social group. Specifically, retailers can tangibly connect the personal networks of their customers with their brand, as participating social media users serve as targeted advertisements for their fellow prospective clientele.

#allgoodstuff

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