Design Brief Design Situation• I am going to design and make a point of sale display unit • Research has shown that many people buy products throughthat will make my chosen brand, Old Spice, promote their impulse and they are attracted to the product because of theproducts. Statistics show that more people are likely to buy a eye-catching product display unitproduct if it has an attractive display. • I have done some research on my chosen brand, Old• The device will be a temporary fixture so that it can be Spice, and I have noticed that they do not have any point ofmoved around, easy to set up and control and also cheap to sale displays in shops. Old Spice have very strong T.Vmake. It must be powered by mains voltage and in this way it advertising campaigns. Old Spice have limited their targetwill be completely safe to be left on for a long time. market because they only advertise their brand through T.V ads and social media. I aim to try and incorporate these advertising methods within a point of sale display unit.
I will make my Potential materials that I may use in my I will try to keep costs to a INITIAL SPECIFICATIONpoint of sale design are: minimum and only use thedisplay at least wood, metal, acrylic, al least amount of materials as50cm wide, 50 cm possible. By doing this willdeep and 150cm uminium, carbon fibre AESTHETICS: I will make my design my point of sale which and cardboard. I am decrease waste materialshigh. I will do this considering these and make my design more bright colours and eye-catching. I need to make my displaybecause this materials because environmentally friendly bright to attract attention of potential customers but not totends to be thenorm with all point they are hard-wearing bright that it puts them off. and sustainableof sale displays COST: I will aim to make my point of sale for as cheap as possible to keep costs to a minimum. I will use as little MATERIALS COST materials as possible to reduce waste products and make my display more environmentally friendly. SIZE CUSTOMER: I think my target market is young, aged 16-30 and is male. But a potential customers could be female Task Analysis AESTHETICS because they are buying the product as a gift FUNCTION ENVIRONMENT: I think my point of sale display will be in a supermarket next to similar products in the correct CUSTOMER department SAFETY SIZE: My size will need to be big enough to hold a at least 3 I will make products by Old Spice to be able to promote their latest I think my customer my display I will not leave exposed or would be male but products and I would like to keep it to a minimalist look eye-catching trailing wires and have no sharp could be female and bright edges. By doing this I will buying a gift for a SAFETY: No sharp edges, no loose wires, water- but not increase the safety of potential male person. I think customers. By having no wires my customer will be include too proof, energy efficient much visual exposed no one can be electric between the age of noise. By FUNCTION: My point of sale display must be able to hold shocked and no injuries can 16-30 doing this my happen because of sharp customer will and display Old Spice products and promote their brand. I edges. not be put off will make my display interactive to hold my customer’s because the attention longerMy point of sale display must be able to hold and display Old colourSpice products and promote their brand. I cannot decide scheme is MATERIALS: I will use materials that are environmentallywhether or not to power my display via batteries or mains too brightpower. If I was to use mains I would have a constant supply friendly, easily recyclable and make it sustainable. Potentialof power but you are limited to where you can place the materials that I make use are:display. If I was to use batteries to power my display I havemore ability to move it around but the batteries would have cardboard, plastic, wood, metalevery so often. I will make my display interactive to hold mycustomer’s attention longer
Point of Sale
Aero Key features of display unit Colour Bright green & eye-catching to stand out Location in shop Front door so it one of the first things you see as you walk in Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Small yellow tickets on the display unit but hard to read Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Big enough to stand out and hold lots of products Overall opinion/verdict In my opinion, this display unit fulfils its purpose quite well because it is eye-catching and fulfils all the requirementsRug Doctor Colour Bright red which stands out Location in shop Next to the tills in a supermarket Where is brand displayed? On the top, slightly above eye level so fairly easy for consumer to read Price location on display Small yellow tickets on the display unit but hard to read Materials used for display Metal for strength & durability How easy to access product Fairly easy, products simply on shelf Other attributes Large, strong and can hold lots of products Overall opinion/verdict In my opinion, this display unit stands out because of its size and colour
Casio Key features of display unit Colour Blue/black, plain, not very eye-catching Location in shop End of an aisle at the back of the shop Where is brand displayed? At the top at eye level Price location on display Big, bright red label but at bottom of display unit Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Plain, simple, display unit Overall opinion/verdict In my opinion, this display unit is not very eye-catching with dull coloursLottery Colour Bright blue, white and red Location in shop At front door next to cigarette/ sweet kiosk Where is brand displayed? On the top at eye level so easy for consumer to notice Price location on display No price displayed on unit Materials used for display Plastic and metal for strength – consumers lean on it to write tickets How easy to access product Fairly easy because all ticket are display in slots Other attributes Unusual shape and design which catches the eye of the consumer Overall opinion/verdict In my opinion, this display unit is unique and is easily recognisable
Xbox Key features of display unit Colour Bright green and white Location in shop Front door so it one of the first things you see as you walk in Where is brand displayed? On top but not very clearly displayed Price location on display Medium sized red labels on top and boxes Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy but boxes are enclosed on three sides Other attributes Size of display unit and product limits the storage capacity to only a few boxes Overall opinion/verdict In my opinion, this display unit is not very eye-catching and boringKrispy Kreme Colour Green, white and red – backlit logo to stand out Location in shop Next to cigarette/ sweet kiosk at front of shop Where is brand displayed? On the top above eye level but is backlit which attracts attention Price location on display No prices displayed at all Materials used for display Metal, plastic, glass for permanent display use How easy to access product Easy but doughnuts are behind plastic doors Other attributes Lighted and refrigerated to display products more clearly Overall opinion/verdict In my opinion, this display unit is very effective because it is eye-catching and distinct
Nikon Key features of display unit Colour Yellow and white Location in shop On end of an aisle in the technology section Where is brand displayed? On the top right hand corner but not very clear Price location on display Big yellow sticker displayed very clearly Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Plain and simple Overall opinion/verdict In my opinion, this display unit is quite effective and simple in designSnow White Colour Dark red and white Location in shop On end of an aisle in make-up section Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Small white tickets on the display unit but hard to read Materials used for display Cardboard and plastic because the display is a temporary structure How easy to access product Product enclosed in a plastic case so consumer cannot touch Other attributes Unusual because product cannot be accessed Overall opinion/verdict In my opinion, this display unit is different and interesting
Lego Key features of display unit Colour Bright green & eye-catching to stand out Location in shop Upstairs in middle of aisle Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Small white tickets on the display unit but hard to read Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Big enough to stand out and looks neat and tidy Overall opinion/verdict In my opinion, this display unit attracts attention and looks neat and tidyEnergiser Colour Black, red and blue Location in shop Next to fish counter at back of the shop Where is brand displayed? At the bottom of display unit Price location on display Big red sign on the display unit at to which is easy to read Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Has a big buy one get one free sign at top which attracts attention Overall opinion/verdict In my opinion, this display unit is effective for storage but in wrong location in shop
Cadburys Key features of display unit Colour Bright orange & purple which is eye-catching to stand out Location in shop Next to fish counter at back of the shop Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Small yellow tickets on the display unit but hard to read Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open but display crammed full of products Other attributes Big and bright which attracts attention and also holds lots of products Overall opinion/verdict In my opinion, this display unit is very good and fulfils its purposeHovis Colour Yellow Location in shop At the back near the bakery Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Big red £1 sign at top Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open Other attributes Yellow is very distinct for the Hovis brand Overall opinion/verdict In my opinion, this display unit is effective in attracting attention with a cheap price
Book Key features of display unit Colour Blue/black/grey Location in shop Upstairs in middle of aisle Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Big red label which is very clear Materials used for display Cardboard because the display is a temporary structure How easy to access product Fairly easy because it is open and easy to pick one up Other attributes Effective on the eye because of the rows of the same book Overall opinion/verdict In my opinion, this display unit is effective in attracting the customer’s eye and shows a cheap priceIPAD Colour White Location in shop Front of technology section in prominent place Where is brand displayed? On the top at eye level so easy for consumer to read Price location on display Small white ticket on the display unit Materials used for display Wood because it is a solid, permanent structure How easy to access product Fairly easy to used products on display but at demonstration models Other attributes Stands out – makes you want to have a play on the demos Overall opinion/verdict In my opinion, this display unit for attracting attention to a high end product.
Perfume Key features of display unit Colour Blue, grey and glass Location in shop Front of shop on end of an aisle Where is brand displayed? On the top slightly higher than eye level Price location on display No prices – various item displayed Materials used for display Glass and metal How easy to access product Locked in a glass case Other attributes Stands out and products can be seen from all angles Overall opinion/verdict In my opinion, this display unit allows products to be viewed but no prices on display
Old Spice The Shulton Company were the original producer of Old Spice and was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was intended for females, introduced in 1937. Old Spice for men followed in 1938. Fish I think the target market of this company is teenagers and young men because it is a low end and cheap product. Fish started in 1987. In 2002, Fish launched their boots range. I think the target market for this brand is teenagers and men. I think this is more of an up market brand because LYNXLynx is also known as axe and was introduced by thecompany, Unilever in 1983. The target market for this brand is youngmales because the adverts show a young man being swamped bywomen and all young men want to be like that. Lynx use a range of Hackettadvertising techniques such as TV adverts to attract attention to their Hackett was founded in 1979 and is a high endproducts brand and its target market is middle-aged men who wear suits to work. I think this is a high end product because it is sold in Harrods and other expensive stores in LondonMr NattyMr Natty products are made in England. I think the targetmarket for this brand is older men because it is an oldfashioned product and is mainly about moustache products. LOreal Men Expert LOreal was founded in 1909 and use a range of advertising techniques such as TV ads and posters which attract customers to buy their products. I think the target market for this brand is a middle class older man because it mostly sells skin care products.
Brand Analysis of Old Spice
HISTORY MARKETING THE BRAND TODAY• The Old Spice brand was • Over the years, the marketing • The brand has a newly updated founded in 1934 by William team behind the Old Spice and very interactive Lightfoot Schultz. brand have used many different website, which highlights the full• The Shulton Company were the people to appear in their range of products by Old Spice. original producer of Old Spice. advertising campaigns. • The potential customers• In 1938, Old Spice released a • The most famous person who accessing the website have the product range for men. featured in many of the Old ability to view all products• This range was mainly Spice commercials is Terry available to buy as well as the dominated by shaving soaps Crews, who appeared in the ‘16 ability to download wallpapers and aftershave lotions. hour odour blocker’ and ringtones. This clearly commercials. demonstrates that the product is• A total of 14 sailing ships have • The Old Spice brand is also aimed at young men. been used on the packaging of Old Spice so far. well known for its association • In July 2010, Old Spice with a catchy whistle jingle. launched the fastest growing• Over the last ten years Old • In the last few years the whole online viral video campaign Spice has introduced many Old Spice brand has been ever. The commercial attracted variations of body washes, body rebranded in terms of their logo, 6.7 million view within 24 hours sprays and deodorants. products etc. which then rocketed to 23• Procter & Gamble (P&G) million in 36 hours. bought Old Spice in 1990.• In 1992, they replaced the sailing ship logo with a modern looking yacht design.
Logical• LINKS FX Allows the customer to test and interact with the product Keep • Sustainable• Give the customer access to the product • Allow customer access to products• Stands out to potential customers • Catch the customers eye – Shape, Colour, Size, Sounds, Lighting, Positioning • Hold the customer’s attention• Foot fall – place the display in an area frequently used by customers • Recyclable• Not to overload the display with too much text and products • Durable• To only display key and relevant information • Safe• Logical Materials – Applicable to the product type – Sustainable Scrap – Safe • Unnecessary lumps of text• Brand name clearly displayed at eye level • Create too much visual noise • Make the display too big that it dominates the whole shop • Make the display too small that it is overlookedIllogical • Remove bright clashing colours• To put too much little information on the display• Place the display in the wrong place in the shop• Create too much visual noise so the customer is put off Form vs Function• To prevent the customer from gaining direct access to the product • Make the display modern and imaginative without compromising• Show confusing messages to the customer safety• To over-advertise the price when the price is quite high • Make the display stand out using bring colours but without putting the• To place similar products next to each other e.g perfumes customer off because of too much visual noise • Make the display big enough so the customer can see it but not too big that is no stable and unsafe • Don’t fill the display with products to put off the customer but on theNeed other don’t leave the display empty• Attract the customers attention • Make the display for fill its purpose without spending too much on• To display the product being sold materials• Make the display interactive to hold the customers attention• To display relevant information• To make the products secure so they cannot be stolen• To make sure the display is safe X Factor• To restrict the amount of content the customer can access • Attract the customers attention – E.g in a Video game, only allow the customer to play bit of • Make your USP really clear to the customer the game • Hold the customers attention • Place interesting but small pieces around the display • Make the brand name easy to be noticed and recognise • Position in the shop
Research PlanThis slide is a table containing information about my research. It shows how Iintend to carry out my research and why I will do it.Research Method Why will I do this How will I do thisQuestionnaire To find out the views of a range of people. I will write a series of questions and ask 30 people aged 16 and aboveProduct Assembly To find out how a point of sale display is put I will take 3 photos of 3 existing point of together sale displays and highlight so of the key features they haveCustomer Profiling To find out what my target market is I will collect a range of images that I think interested in etc. reflects my target marketACCESS FM of secondary products To perform in depth analysis of existing I will analyse secondary products by secondary products highlighting Aesthetics, Customer, Cost, Environment, Size, Safety, Function and MaterialsMood Board To find out what images convey the theme I will collect a range of images that convey of the product. the theme of the product and what sort of images are used in the product’s advertising (e.g. who the product is aimed at)Market Research To find out about the current male grooming I will research Old Spice, Mr Natty, L’Oreal product market and some of the brands Men Expert, Fish, Hackett and Lynx. I will within it. place some background information on each brand on a slide along with a few products of the brand as well.First Hand Existing Design Analysis To find out about already existing point of I will collect 15 images and then identify the sale display designs. key features of each.Brand Analysis To find some background information on my I will use the internet to find out about the chosen brand, Old Spice history of Old Spice10 Minute Observation To see what features attract the customers I will observe two point of sale displays for attention 10 minutesInterviews To find out peoples opinions of point of Conduct a short interview with people while sales they are completing my questionnaire
Gantt Chart Below is a plan of action for my research. I will use to structure and manage my time while I am carrying out my research. I will start my research on the 29th September 2012 and will complete it by the 11th October. 29- 30- Se Se 01- 02- 03- 04- 05- 06- 07- 08- 09- 10- 11- Day p p Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct OctPrimary Research Questionnaire First hand existing design analysis Product assembly Market research 10 Minute Observation Interviews Brand Analysis Review Primary ResearchSecondaryResearch ACCESS FM Mood board Customer Profiling Review Secondary Research Summarize All Research Deadline For Submitting Research
Opposite are three questions that will help me determine what features to include in my point of sale display, together with how long people will be prepared to spend with the point of sale and the position they would like to see it in the Questionnaire shop.1. What attracts you to a point of sale? (please From this questionnaire I have learnt that people in different tick up to three of the list below) age groups prefer different things: 1. The Brand • I have learnt from my questionnaire that overall 2. Promotional Offers 3. Colours and Visual Effects people prefer presentations, colours and visual 4. Free Handouts effects. Whereas my target market, 16-30 year 5. Interactivity e.g. Buttons to press olds prefer sounds and interactivity. 6. Sounds • I have learnt that overall people only interact for 7. Presentations e.g. Video Playing around a minute. But my target market often 8. Unusual Shape/Design tends to spend 1-5 minutes interacting with the 9. Other (Please Specify) display …………………………………………… • I have learnt that overall people prefer to see point of sale by the door as you go in or next to• If the point of sale display attracted your similar products. Whereas my target market attention, how long would you normally be prefer to see point of sales next to similar prepared to watch/ interact with it? ( please tick one response) products • Up to one minute • 1-5 Minutes On the next few slides is the data I collected from my • 5-10 Minutes questionnaire and some analysis on it. • 10+ Minutes I will use the information above and on the next few slides• Where do you prefer to see a point of sale to determine what requirements I should use when display in a shop? (please tick one response) designing my point of sale display. • Inside the shop alongside similar products • By the door as you go in • By the door as you leave • By the till • Other (please specify) ……………………………………………
What attracts you to a point of sale display? All Age Groups 16-30 Age Group Other Other Unusual Shape/design Unusual Shape/design Presentations Presentations Sounds Sounds Option Option Interactivity Interactivity Free Handouts Free Handouts Colours andVisual Colours andVisual Promotional Offers Promotional Offers The Brand The Brand 0 5 10 15 20 0 2 4 6 8 10 12 Number Of Responses Number Of ResponsesThis graphs shows that my overall sample group had a top When we look at the 16-30 age group, which is my targetthree responses of: presentations (15 out of 30, or 50% market for the Old Spice product, it shows that they preferpeople put this as one of their top three answers); sounds sounds and interactivity. Both these options were selected byand visual effects (15 out of 30, or 50%); promotional offers 11 out of 20 people, or 55%. The next preference down was(14 out of 30, or 47%) colour and visual effects, which was selected by 9 out of 20 people, or 45%.
If a point of sale attracted your attention, how long would you normally be prepared to watch/ interact with it? All Age Groups 16-30 Age Group 10+ Minutes 10+ Minutes 5-10 Minutes 5-10 Minutes Option Option 1-5 Minutes 1-5 Minutes Up to a Minute Up to a Minute 0 5 10 15 0 2 4 6 8 10 12 Number Of Responses Number Of Responses This graphs shows that my overall sample group had a joint Whereas in the 16-30 age group, the clear favourite was the top two responses, up to a minute and 1-5 minutes, which 1-5 minute category. 55% of this age group selected this were both selected by 14 people out of 30, or 47%. option. This is how long I have got my target markets attention for.
Where do you prefer to see a point of sale display in a shop? All Age Groups 16-30 Age Group Other Other By the till By the till Option Option By the door as you leave By the door as you leave By the door as you go in By the door as you go in Inside shop alongside similar Inside shop alongside similar products products 0 2 4 6 8 10 12 0 2 4 6 8 10 Number Of Responses Number Of Responses This graphs shows that my overall sample group had a joint Whereas the 16-30 age group had an out right top two responses, by the door as you go in and inside the favourite, inside the shop alongside similar products. This shop alongside similar products. Both of these were selected option was selected by 9 out of 20 people, or 45%. by 11 out of 30, or 37%.
Product Assembly Energiser Rug Doctor IPAD This point of sale display is a This point of sale display is a semi- This point of sale display is a temporary structure and will on be used permanent structure and will on be permanent structure and will on be for a couple of weeks because: used for a couple of months to a year used for a year or more because: because:• It is made of cardboard • It is made of wood and metal, it also has • It is made of metal a backlit display behind it• It has a special offer printed on the top which cannot be removed and • Has interchangeable cardboard fixtures • It has no special offers display only a eventually the offer will end on top little card next to the IPAD. The picture on the backlit screen can be changed• This display will not require specialist • This doesn’t require specialist tools or tools and skills to assemble so it will be knowledge because it will arrive already • This display requires specialist tools and sent to a shop as a flat pack. assembled but the cardboard knowledge and will be assembled by a advertising will come flat packed specialist, who delivers the display.
Customer Profiling Below is a customer profile for the point of sale display that I am designing. This profile will help me develop my ideas, designs and which method of advertising I will use to help me appeal more to my target market.1. I think the type of person my typical customer would be a sports enthusiast2. I think my age range of potential customers would be between 16 and 30 because3. I think my potential customers would be male because it is used by people who play sport. On the other hand, a potential customer could be female because she is buying it as a gift for a male.4. I don’t think my target market lives in a certain geographical area because it is not aimed at a specific class of people5. I don’t think my target market has a certain occupation because it is aimed at everyone6. I think my customer will generally be interested in sports because old spice have recently used an American football player to endorse their products7. I think my typical customer will want to see a regular design . I know this is want my customer wants because I found in my questionnaire that no one is attracted to an unusual shape/design.8. The marketing that Old Spice use is clever and will make young men aspire to be like the people in the adverts and buy the products9. The factors that my potential customers are likely to consider is the aesthetic look of the product and the display it is in, the branding and the colours used to attract attention. Also the main factor, cost.10. My potential customers will find out about my product through social media, TV adverts and seeing it in shops11. The cost of the product does influence the customer’s decision whether or not to buy the product. This is because it is one of the main factors.12. Ways I which contact can be made with my potential customers 1. Email 2. Social Media 3. Telephone
Mood BoardOn this slide is a collect of images that I fellrepresents the old spice brand. I will usethis images as inspiration when design myproduct. I have included pictures ofpotential materials that I might use. E.g.acrylic, wood and cardboard. I have alsoinclude pictures of exotic landscapes andcolours. I have also included imagesrelated to social media and recycling.
Access FM of Existing Products Energiser Krispy Kreme Rug DoctorAesthetics: Black with yellow/gold lines Aesthetics: White with green hoops and Aesthetics: Red and greyand red sign on top backlit logo on top. Has a plastic screen to Customer: Home Owners maintain hygieneCustomer: Everyone Cost: >£500 Customer: EveryoneCost: <£50 Environment: Supermarket Cost: >£500Environment: Supermarket Size: 100cm x 150cm x 250cm (l x w x h) Environment: SupermarketSize: 30cm x 40cm x 100cm (l x w x h) Safety: No sharp edges Size: 100cm x 150cm x 250cm (l x w x h)Safety: No sharp edges Function: To hold and display carpet Safety: No Exposed wiresFunction: To hold and display batteries cleaning equipment Function: To hold, display doughnuts andMaterials: Cardboard Materials: Metal and cardboard keep them fresh and clean Materials: Metal and Plastic
Casio Access FM of Existing Products Lottery Snow WhiteAesthetics: Black with a red sign on Aesthetics: Blue, grey and is in the shape of Aesthetics: Red and Blackbottom. Also has a chalkboard effect writing bubbles Customer: Womenon top Customer: Over 16’s Cost:<£500Customer: Parents of school children Cost: >£500 Environment: SupermarketCost: <£50 Environment: Supermarket Size: 100cm x 50cm x 150cm (l x w x h)Environment: Supermarket Size: 100cm x 150cm x 250cm (l x w x h) Safety: No sharp edgesSize: 50cm x 40cm x 150cm (l x w x h) Safety: No sharp edges Function: To hold and display make-upSafety: No sharp edges Function: To hold, display lottery tickets and Materials: Plastic and cardboardFunction: To hold and display calculators allow users to fill out their ticket as wellMaterials: Cardboard Materials: Metal and Plastic
Access FM Book Existing Products Perfume of IPADAesthetics: Grey with blue sign on top. Aesthetics: Grey with white writing on Aesthetics: White and has wires behindHas glass doors for security bottom the IPADs to keep them secureCustomer: Everyone Customer: Over 18’s Customer: EveryoneCost: >£500 Cost: <£500 Cost: >£500Environment: Supermarket Environment: Supermarket Environment: SupermarketSize: 30cm x 40cm x 200cm (l x w x h) Size: 150cm x 150cm x 200cm (l x w x h) Size: 50cm x 150cm x 250cm (l x w x h)Safety: No sharp edges Safety: No nails in wood. Has wooden pallet Safety: No exposed wires underneath so can be moved easily with aFunction: To hold and display perfumes Function: To hold and display IPAD and forklift truckand to keep them secure accessories Function: To hold and display booksMaterials: Metal and glass Materials: Metal and wood Materials: Cardboard and wood
10 Minute Observation • On Friday 28th September I performed two ten minute observations on two different point of sale displays in the Bromley Shopping Centre. The two displays were: an Iphone 5 display in the Apple Store and Diesel aftershave lotion in Boots. • The objective of the observations was to gain first hand knowledge of the three aspects of the point of sale that I used for my questionnaire namely: 1. What features seem to attract people to a point of sale 2. How long did people tend to spend with the point of sale 3. How important was the location of the point of sale in the shop • The results of the observations were as follows:Apple Iphone 5 Diesel Only the Brave Aftershave1. The shop was very popular because of the status of the Apple brand. The 1. The shop was quite popular because it is a well known store and display unit allowed people to touch and feel the product and this seemed an the mens fragrance section was quite busy as well. The display effective way of attracting attention. allowed people to touch and test the aftershave which is very effective way of attracting attention.2. I did a tally chart based on my time intervals in my questionnaire and the one to five minute time category was the most popular (65%) 2. I did a tally chart based on my time intervals in my questionnaire and the under a minute time category was the most popular (75%)3. The display was at the very front of the shop as customers walk in. This seemed very effective because it seemed to pull potential customers into the shop to 3. The display was at the very front of the shop as customers walk in. have a look at the stand who would then spend further time in the shop with This seemed very effective because it was the first thing customers other Apple products. saw as they walked into the shop.In conclusion, this observation shows that this point of sale display is very effective in In conclusion, this observation shows that this point of sale display is attracting attention through its interactivity. I will try and incorporate some of very effective in attracting attention and I will try and incorporate these features in my design. some of these features
Interviews• Whilst I conducted my questionnaire sample of 30 people, I also conducted short interviews with people as they were completing the questionnaire.• Key results from the interviews – People between 16-30 seemed a lot more enthusiastic about features such as interactivity and bright colours whereas the 30+ age group seemed to think the shape/ design of the display was more important. I will try to include the features selected by the 16-30 category because they are my target market. – The branding of the item was an important feature for everyone that I interviewed. Because of this I will make sure that I will make the brand of my point of sale is displayed in a prominent and easily identified position. For example, on top of the point of sale. – The 16-30 age group seemed to prefer to see point of sale displays inside the shop along side similar products. Whereas the 30+ age group seemed to prefer to see a point of sale display by the door as they walk into the shop. – The above results aligned with the outputs from the questionnaire
Research SummaryResearch Method What did I find out What do I need to do next I think the most useful piece ofQuestionnaire I found out that people within my target Use the requirements named to the left to research was the questionnaire. I market prefer sounds, interactivity, are wiling to spend between 1 and 5 minutes design my point of sale display think this because it allowed me to interacting with the display and they prefer find out what people find most to see the display next to similar products. attractive and eye-catching in aProduct Assembly I found out that temporary displays are I will use this information I found to decide made of cardboard, whereas permanent what type of display I will create point of sale display. displays are made out of wood and metalCustomer Profiling I found out that my target market will be Design my product/ ideas around the I think the least useful piece of interested in sports and is between 16 and interests and lifestyle of my target market 30 and is male. research was the mood boardACCESS FM of secondary products I found out that all the point of sales that I I will incorporate these requirements into because it does not provide any analysed contained no sharp edges and my designs/ ideas because this seems to exposed wires. All the point of sale displays be the norm in all point of sale displays information or trends that the were around 150cm tall, 50cm wide and target market have. 50cm deep.Mood Board I collected a range of images that I will use I will use these images to inspire me and to as I inspiration for my designs/ ideas. I help me create my designs/ ideas collected images to do with the sea, exotic landscapes, ships, social media and recyclingMarket Research I found out some general information about I will use the information I found on Old the six brands named to the left. Spice to help me think of my designs/ ideasFirst Hand Existing Design Analysis I found out that the majority of the 15 Use this information to refine the images contained the same characteristics. requirements I should use when designing For example bright colours my point of sale display.Brand Analysis I found out that Old Spice was founded in I will use this information I have found to 1934 by William Lightfoot Schultz. create my design10 Minute Observation I found out that the main feature used to I will use this information in the creation of attract attention is interactivity my designInterviews I found out that my target market seemed to I will use this information I have collected to be more enthusiastic about interactivity create my designs whereas the people outside of my target market were not.
Further SpecificationTarget Market: The target market of my product will be the customer of the brand Old Spice. I think this will be male people between theage of 16 and 30. I know this because of my customer profiling and my questionnaire.Functions: The point of sale display will be modern looking and be able to hold Old Spice products. The point of sale will be flat packedand easy to assemble. I will do this because my design will not be a permanent structure and will not require a specialist to assemble it.Materials: I will make my design easily recycling by using renewable materials such as cardboard. By doing this it makes my design easilydisposable.Ergonomics/ Overall Sizes: I will make my point of sale big enough to hold at least 3 products. I will also make my design tall enough toreach eye-level.Manufacturing Processes and Quantity: I will use one off production because I will only be create one.Product Lifespan and Recycling: I think the lifespan of my point of sale will be a few months to a year. I think this because I will usematerials that are not used in permanent displays such as metal. Also I will make my design recyclable and easy to dispose of.Aesthetic Appearance: I will include the colour of red in my design because this is the colour that is used in the Old Spice branding. I willalso use the Old Spice logo so that my target market have a clear idea of the brand.Quality Control: I will carry out a quality control at every key stage in the manufacture of my point of sale display.Cost: I will try to keep costs as low as possible in order to save money.Time Scale and Planning: I will plan and manage my time productively and efficiently.Health And Safety: I will make sure that there are no health hazards in my design. For example, sharp edges and loose wires. I will dothis to ensure the safety of my customer when interacting with my point of sale display
Development 1 The arms I noticed that the arms, which move in an out of the main body, could be a potential health hazard. I.E. people could be hit by them as they move out. On this slide I will look at multiple development aspects that will help me improve my design. Materials Aesthetics At first I thought about using I was originally going to make wood or metal. But by using the arms a dark brown to match these materials it could cause a the face of Terry Crews (the potential health hazard and spokesman for Old Spice). But I cause injury to passing changed the material from wood customers. I then consider or metal to nylon for safety using nylon or another type of reasons. I decided to change the cloth. By using these materials, colour to red to match the main it decreases the health risks body, which is also the colour because they are softer associated with Old Spice. materials. Manufacture I will manufacture this part of my design by attaching a two foot long nylon tube to a fan. I will create two of these, one for each arm. Construction I will construct this part of my Components design by attaching the fans to either side of the main body To begin with, I was going to use with the nylon tube facing cogs and a motor to make the outwards. When a customer arms move. I then changed it to activates the point of sale using a fan to blow air out of display the fans turn on and each side of the main body and the nylon tubes start flailing make the arms flap about, in the about. same style of a wacky wavy arm flailing tube men. By doing this it will not cause major injury or health and safety issues
Development 1 Frame for the Main Body I noticed that the frame of the main body, which is the main structure/ support for the hold point of sale, can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design. Materials At first I thought about using wood because it is Components strong, durable and easily cut and shaped. Through Now that I have changed my development I have the material from wood to changed this material to metal. I will have to use a metal because it is MIG welding tool to weld stronger, lighter and more the pieces of metal durable. By doing this it together. will make the overall weight of the point of sale lighter. Manufacture Construction Originally I was going to I will construct this part of use nails to attach the my design by welding wooden frame together. multiple pieces of metal But now I have changed together to create the the material to metal, I shape of a cylinder. On will weld the pieces of one side it will have a cut metal together instead. out section where the By doing this it will make products will be placed. the frame stronger Also two holes on because the welded opposite sides towards joints would be stronger the top of the point of than nails. sale. These holes will be for the arms to move in and out.
Development 1 Storage space in main body I noticed that the storage space inside the main body, which is where all the products will be placed in point of sale, can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design. Materials At first I thought about using plastic because it Aesthetics comes in a wide range of Originally, I thought about colours and finishes. But painting the inside of the now I am going to compartment red, to match the change this material to rest of the display and the colour cardboard because it is of the Old Spice brand. But now I easily shaped and cut. have decided that I will use the Cardboard would be colour black because it will make easier to use because I the red bottles of Old Spice. By will be able to bend it into doing this, it will make them stand a circle, which is the out more against a black shape of my design. background. Manufacture Construction Originally I was going to I will construct this piece of my the cardboard out with a design by cutting a circle out of scalpel but I have cardboard with a scalpel. decided to laser cut it instead. By doing this it will provide a higher level of accuracy and precision. Also it will take less time to cut.
Development 1 The frame of top of the display I noticed that the frame of the top of the display can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design. Construction Materials I will construct this part of my Originally, I thought about using design by welding multiple wood because it is strong, pieces of metal together to durable and easily cut and create the shape of a dome. A shaped. Through my smaller circle will be welded to development I have changed the inside of the base of the this material to metal because it dome, which will attach to the is stronger, lighter and more metal dome by using metal rods. durable. By doing this it will This part is where the head for make the point of sale more hard the man popping out of my wearing. design will attach to the dome. Manufacture Originally I was going to use a dowel joint to attach the pieces of wood together but because I have changed the material for this part of my design to metal. I will now weld the pieces of metal together. By doing this is will create a much stronger joint.
Development 1 The top of the display I noticed that the top of the display can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design. Materials At first I thought about using Construction cardboard because it is cheap, easy to cut and lightweight. But I will construct this part of my now I have decided to change design, I will make an MDF this to plastic because I will be mould of the dome and vacuum able to vacuum form it. by doing form it then attach it to the metal this it will make it easier to frame and then to the main shape. body. Manufacture Originally, I was going to use a scalpel to cut it out of cardboard but now I have changed it to plastic, I will use the vacuum former to create this part of my design.