HCATTEKDT ASpoint of sale coursework folder.Ravens Wood School (14277)Alex Shipp (4187)
HCATTEKFish started off its life in a barber shop as amodern male grooming product. I think they havebad marketing because...
HCATTEKLinks fxL-logical-stand out and advertise the brand (colours, size, positioning)-use ergonomic considerations in th...
HCATTEKPrimary source photo’s of point of sales:This is Cadburys successful P.O.S its grab and goIdea is clever there is n...
HCATTEKHere is the red bull point of sale unit.Red bull are particularly good atadvertising. The design is simple andconte...
HCATTEKSituation: The ProblemMy personal research and experiences proved/showed that the scent of HackettAftershave on car...
HCATTEKTask Analysis:Visibility And position:-relation to footfall-position in the shop-eye-level?-ergonomics- is it in a ...
HCATTEKInitial specification: access fmAesthetics:The P.O.S must reflect the brand colours the shapes used must be related...
HCATTEK1 what do you want to learn?I want to see what fundamental things draw the customer to certainpoints of sales. I al...
HCATTEKHere is my mood board I have thought of everything related to Hackett whether that be through colours of materials ...
HCATTEKCompetitive products/ Product Profiling:Price: HighPopularity: highPopularity low:Price: lowHere is a graphical rep...
HCATTEKQuestionnaire:1) If a product is displayed on a point of sale would you be moretempted to test the product as oppos...
HCATTEKResults:yesnoyesno10 TO 1516-2021-2526-3030+051015YES NO02468COLOURS SHAPE SIZE3)1)4)5)2)7)entranceexitend of aisle...
HCATTEKCustomer Profiling:Here is a collection of images related to the target customer from the results of my questionnai...
HCATTEKBrand Profiling:Hackett is a traditional British brand, it cleverly uses fashion in a niece way to makethe target a...
HCATTEKMarket research:This graph here shows Hackett’s sales figures overthe past 6 years. It quite clearly shows that Hac...
HCATTEKHomeDebenhams: This is the insideof Debenhams. I think this is aprime place to put my point of salebecause the frag...
HCATTEKProduct assembly:}Here is a point of sale I saw in WHSmith I examined the way it was put together by looking at it ...
HCATTEKThe research stage of my coursework has been very useful. I have found out things that I didn’t know before. I’vele...
HCATTEKHomeCompetitive productsQuestionnaireProductassemblyMarket researchCustomer profilingBrand profilingMood boardGant ...
HCATTEKFurther specification: this is my final specification on what the point of sale should be like before I start the d...
Initial Design Ideas:
HCATTEKHome
HCATTEKHome
HCATTEK
HCATTEKHere is my first deign idea. The circles on thefloor are called a psychological nudge. Thecustomer is walking down ...
HCATTEKHere is my second design concept. It is designed around an old style locker whichreminds people of Hackett heritage...
HCATTEKHere is my third and final concept I have attempted to ‘re-brand’ the union jack because recently it has been assoc...
HCATTEKAfter looking at old, classic and vintagefurniture I have decided that the dovetail joint will look the best. High ...
HCATTEKI have decided to use a piano hinge onthe locker point of sale. I chose to usethis type of hinge because I think it...
HCATTEKHomefinishes:Teak wood can be finished reallyeasily, because it is a naturally oilywood so you can use its own wood...
HCATTEKAdvertisement:I could use a TV screen to show an‘inspirational’ video. Videos are used alot nowadays on the TV such...
HCATTEKHomeSamples (pre sprayed):Halo:In order to make my point of sale toreally stand out on a white backgroundI may have...
HCATTEKHomeAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all ...
HCATTEKconstruction:I have decided that I could make adraw on the bottom of my point ofsale, I will be able to display a p...
HCATTEKShape Check/Mood-board:The most important part of my point of sale is theshell shape that goes around the outside. ...
HCATTEKHomeHere is the first of my models , Imade it out of styro foam. Thisprototype gives me a good idea ofwhat my point...
HCATTEKAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all the ...
HCATTEKProtection:To stop the point of sale hitting on tothe wall I will need to use little rubberstoppers or feet. This w...
HCATTEKUsability:To make people want to usethe draw I could attach asmall ‘pull me’ tab (circled inred) this will encourag...
HCATTEKAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all the ...
HCATTEKAfter analysing the video I realised thatpeople don’t open random doors and draws in a shopas a matter of manners. ...
HCATTEKFinal design: Social: one social issue is of social seclusionand the idea that those people not in the targetage ra...
HCATTEK700mm300mm664mm180mm300mm180mm264mm264mm350mm100mm180mm40mm40mm20mm30mmDimensions drawing:Here is my dimensionsdraw...
HCATTEKProduct application:
HCATTEKHomePartNumber Description MaterialLength(mm)Width(mm)Thickness(mm) Number Of1 Main panel Teak 880 300 32 “lid” Tea...
Product manufacture summary of processes:HCATTEKTo fix my dove tail joint in place toensure it will stay fixed I will need...
Finished product:
HCATTEKEvaluation’s“ I am in split decision over the outcome: part of me is happy and theother half of me doesnt feel sati...
HCATTEKConclusions and comments of others analysed:Structure and joints - Next time, to make theconstruction of my point o...
HCATTEKHomeComments from users:“I don’t think the handle is effective, the dowel would getslippery and you wouldn’t be abl...
HCATTEK
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    1. 1. HCATTEKDT ASpoint of sale coursework folder.Ravens Wood School (14277)Alex Shipp (4187)
    2. 2. HCATTEKFish started off its life in a barber shop as amodern male grooming product. I think they havebad marketing because they seem to have tried topresent themselves as a traditional brand onthey’re web page however the bold colours onthe packaging of the product would give quite theopposite effect making people think it is a modernbrand this therefore in my opinion limits themarket to people under the age of 20. hismisleading branding could put the consumer offthe product because they begin to doubt theproduct.Old spice aim to rebrand their range with newadvertising. As of recent old spice Has been seen as anold mans fragrance. But with theyre cheap pricespeoples mentality are being changed especially in thecurrent economy . This product is aimed for peoplearound 16-35 maybe those who are going to the gymand simply want a smell to stop them smelling badly.The new advert seams to imply the fragrance is for anyage any race as old spice is a typical white mans banduntil recently. Old spice is a brand that everybody hasheard of and so with simple advertisement they couldboost their sales a lot.Old SpiceFishI think Mr Natty appeals to all generations. Itspresented as a traditional ‘gentlemans’ hairproduct. The language used on the packagingand website is modern so the product is bothmoving with the times and traditional. Theproduct and range looks smart and the wholecompany seams niche. I expected the brand tobe expensive but upon looking on the websitethey are quite reasonable. For the followingreasons I would say the products are for ages16-30. the vintage style moustache productsmake people want to read more about thebrand because its so unique.Mr NattyLOreal men expert:Is a very successful brand for people in the 45+ agegroup. It’s the only anti aging cream to market itself inthe way it does. This brand also has scientific evidenceshowing the product works-partly the reason behindtheir success the colours used are neat and smart. Thepeople for the models are those of 40+ Age but lookgood so men think they can pull the same thing off.Which has a good impact on the company’s sales. Thebrand has quite a narrow selling audience however Ibelieve this is widening because people are moreconscious about the way they look recently which isgood for the company.Lynx is aimed at the teenage market, thepackaging is in ‘cool’ colours whichdraws people to the product. It has beenespecially successful in themale grooming market partly because of theadverts which show women desiring men whowear lynx. Lynx has even been successful in thegirl teenage market because of its nice smellingreputation. I think the target audience is 12-18age group because it is for people in the agewhere they are starting to go through pubertyand out and they want to smell nice and aspireto be like older people.Lynx:Hacket is like the British version of ralph LaurenThey sell up to date clothing fashion lines and combinethey’re history to make them a brand of expense despitetheyre reasonable prices. Hackett are associates with Aston martinwhich ads a status to the brand I would say this brand is for the aspiringbusiness man and is therefore for the age: 17-40. Hackett is atraditional gentlemans brand. It has associates withAston martin and other racing brands which link in withTradition because they are expensive and have status.Hackett is in with fashion as well as having vintage style . Theaftershave bottles are tasteful, they Look smart and expensive whichcontrasts with their reasonable price. This may be a sales tactic todraw customers in to other products such as clothes in store. I thinkthe product is aimed for people 18-40 who go out for a night and wantto smell good. And the standard business man who wears fragranceevery day and therefore uses a lot of it so looks for a reasonablefragrance. Hacketts clever advertising gives you the thought that youcould be like the models they show offHackett
    3. 3. HCATTEKLinks fxL-logical-stand out and advertise the brand (colours, size, positioning)-use ergonomic considerations in the design. Is it user friendly? Is it comfortable to use?-needs to reflect the brand. E.g. Company name/logo-needs to draw customers in and keep them there for a time. Colours ,lights, sound, size-use of testers/samples so the user can safely interact with the product.-USP-unique sales point. It needs to stand out and be different from the others-positioning in relation to foot fall, needs to be in prime positioning for the customer to see/find it.Is it positioned where they would be going anyway such as at the end of an aisle.I-Illogical:-too much text, confuses the customer and leads to them walking off.-not enough information leaves the customer unsatisfied with the product and they continue else where-no branding identity is bad marketing to the customer-visual noise, are the colours too bright and off putting, is the p.o.s an eye saw-too interactive without any thought of purchase. E.g. apples ipad. You can play as muchas the customer wants with no obligation or intention to buy.-Removing the product from the point of sale, defeats the object of it.-too many options, confuses the customer-having the P.O.S below eye level-poor sustainabilityN-need:-must display the product clearly and allow the consumer to interact with the product-attract the customer in one way or another-display the branding-must keep the potential customers attention-any relevant information must be present-give the consumer the ability to access and purchase the product-needs to consider:ErgonomicsSafetyTheftK-keep:-Must be on eye level to be seen-Must be placed close to the main footfall of the shop.-Must clearly show the product.-Must display the branding.-Must display any important information.-Must hold the potential customers.S-scrap:-Scrap using cardboard testers as it reacts differently to skin.-Scrap any Visual noise which puts customers off.-Scrap too much information so customers don’t get bored.-Scrap having to remove the product from the unit to test it.-Scrap the purchasing the product to be long and complicated.-Scrap having too many products on the unit to choose fromF-form VS functionality:For a point of sale there needs to be a perfect balance between function andform. This basically means it needs to look good and work well at the same time inorder for this to be just one may have o be sacrificed to make it a successful P.O.Sfor instance there might be a P.O.S that looks aesthetically brilliant but if it is notuser friendly then it is a bad product. Similarly if the point of sale is reallyinteractive and does its job well but doesnt look good it wont draw peoplesattention which means it hasnt worked properly. An example would be if a Ferrarihad a bad engine in it , it would be a failure.X-Factor:-Use a TV to display the brand and attract attention-use lighting to attract the customer and illuminate the P.O.S to make it stand out-sound could promote the business to passing customers-putting ‘nudges’ on the floor for customers to follow to find the P.O.SHome
    4. 4. HCATTEKPrimary source photo’s of point of sales:This is Cadburys successful P.O.S its grab and goIdea is clever there is no unnecessary informationOr features just simply grab the product and payWhich is the fundamental idea of a p.o.sI think this P.O.S is clever. It is veryrepresentative of the relaxing andtherapeutic brand because of theBuddha. However it doesnt giveany information about the brand.Here is a temporary point of sale in aSupermarket Advertising a new releaseDVD the size makes it Stand out and itis similar to others so is easilyRecognisable. But it is made of cardboardso could easily be knocked overThis is a different type of point ofsale to the other ones shown. It wasin the middle of a shopping centre. Itsuccessfully showed an array ofproducts which you could easily seebecause of the transparency andsize but there was no information ofwhere you could buy the product orwhat the product was. For me thisinformation is fundamental to aP.O.SHere is yet another of the same style phone point ofsales. Because it is the same as any other it doesntstand out to the public and people tend to walk past.It does have some information about what theproduct is however the customer once more cantinteract with the product which on an electricaldevice is significant.This P.O.S is showing off the newGuinness book of records. It wasquite eye catching because of thecolours but some of the edges ofthe cardboard had scuffed andfolded which didnt look good.There is all necessary informationfor the consumer and so in thatrespect it is successfulThis is a temporary P.O.Sadvertising a new release of bookin WHSmith. The point of sale doesits job- promotes the companywith colours and sells the product.It does however look cheap whichisnt a good representation of thecompany.
    5. 5. HCATTEKHere is the red bull point of sale unit.Red bull are particularly good atadvertising. The design is simple andcontemporary. The brand is clearlyvisible. The point of sale stands out tothe consumer. The P.O.S is also a fridgebut has no door this means the product isEasily accessible which is essential in aP.O.SThis is a P.O.S unit for Cadburys I dontThink it is particularly successful because itIs small (not eye level) so people may notSee it. I would describe the colours as visualNoise I think they are a little over-poweringOn the same hand It is the brands colours soIn that area it is appropriate.This is national lotteries point of sale which I couldonly describe as a land mark. Wherever you are ifyou see it and you are likely to participate. The sizeand unforgettable shape means it is easily locatedby the consumer the point of sale is interactive anda drawing table is cleverly included in the designHere is a unsuccessful P.O.S the reason I think itIs unsuccessful is because there is no clear identificationOf the brand . The user cant interact and feel theProduct. This tends to put the customer off becauseThey dont know what they are buying. The product isClearly displayed but this doesnt intrigue the customerBecause I tested it upon myself and thought If it wasMe am I interested? noThis point of sale was in orange. I don’t think itIs a very good example because it is quite plain. IThink the actual design is bad because it lookslike the penny spinner you find in places likeMcDonalds which is bad marketing. The brandis easily spotted however the consumer cantinteract with the product.This is a point of sale I found in Superdrug.I think It looks cheap and tells you nothingabout the product. Celebrity cut outs cansometimes be successful because you seeit out the corner of your eye and for a splitsecond you think it could be the actual celebritySo you walk over to find out more. WhichCould bring custom.
    6. 6. HCATTEKSituation: The ProblemMy personal research and experiences proved/showed that the scent of HackettAftershave on cardboard testers is distinctly different to the smell of the productOn human skin. This has an adverse impact on the consumer because they mightbe buying a misleading product for example they might like the smell of Hacketton the cardboard but actually when its on they’re skin it smells different and theydon’t like it . This can confuse the customer and put them off the brand. I need todevelop a mechanism which allows the customer to smell the product exactly as itshould and what they could potentially be buying. But is unique to what is currentlyOn the market. For example I could use a motion sensor so that when someone walksPast the Hackett scent is automatically sprayed in the air. This could stop someone inThey’re tracks and make them want to go back and smell more and hopefully explorethe brand moreBrief:The brief is to design and make a point of sale unit for Hacket. The point of salemust successfully display the product. The P.O.S must also clearly reflect the brandeither in colour style or fashion. It must be user friendly and interactive so theuser can experiment with the product which Is true to that of which they maybe purchasing.
    7. 7. HCATTEKTask Analysis:Visibility And position:-relation to footfall-position in the shop-eye-level?-ergonomics- is it in a good position…-does it stand out? Can it be seen?-colour, size, shape-visual noise, don’t be overpowering-branding and crucial information.-products display.Target Audience:-gender-age-genre-Person al taste-purpose of purchaseMaterials And Aesthetics:-aluminium-cardboard-plastics-woods-Metals: ferrous, non ferrous alloys.-Coniferous, non coniferous-thermo, thermoset, elastomersSafety:-sharp edges-wires-choking hazard-tripping hazard-breathing problems from aerosolsBranding;• Show brand name.• Show brand logo.• Unit must fit into branding.• Promote the brand.Sustainability;• Must use a suitable material.• Must be strong and sturdy.• Must fit in the environment.• Must withstand weatherconditions if placed outside.Environment;• Must suit its environment.• Must not be a hazard to theenvironment.• Must withstand wearing.Construction;• Sturdy construction.• Able to stand freely and takeweight of product.• Does not brake easily.Future;• Longevity• Sustainability• Where is the product goingto end up?Social Networking;• Viewable on Twitter.• Viewable on My space.• Viewable on Facebook.• Viewable on the Internet• And other examplesInteractivity;• Entertain possible customers.• Not too interactive so peoplejust play and not purchase it.• Give a glimpse of what theproduct has to offer.• Doesn’t give everything away.Ergonomics;• Eye levels.• Easy to test.• Not having to bend or stretchfor stock of product.• Comfortable to use.Price;• Affordable for target audience• Suitable for the productsbranding and quality.Functionality and Features;• Interactive• Testers• Relative to products design• USPVisibility and Position;• Relation to foot fall.• Positioning in the shop.• Average eye-level.• Ergonomics.• Stands out and noticeable.• Colours, shape, size.• Not too much visual noise.• Branding.• Products display
    8. 8. HCATTEKInitial specification: access fmAesthetics:The P.O.S must reflect the brand colours the shapes used must be related to the branding and ethos ofHacket. Logos must be present so that the customer knows what brand they are looking at. Any relevantpatters related to Hacket need to be in the design possibly Aston martin as well as they are a pairedcompany with Hackett. The P.O.S needs to be stylistic and modern like Hackett I need to chose relevantcolours and images such as black and white photo shoots. I would also need to make sure all informationabout the brand and product is clear and concise.Cost:Because Hackett is not the kind of brand in everyday value stores the quantity to value ratio will be good, bythis I mean that the P.O.S will be better looking and I can afford to spend more in manufacture because Iwont have to make a high quantity of them. Ni need to bear in mind the materials (high cost/low cost). Costof manufacture needs to be considered. I will need to workout the cost of delivery- is it cheaper to distributemy P.O.S flat packed. I need to consider the cost of its environment…floor space is money. E.g. end of aislepositioning can be expensive.Customer:I need to target the perfect customer in relation to status of person in relation to the price of the productalso in light of this I need to think about the genre of shops my design will be in. anthropometrics is key, myP.O.S needs to be of perfect size and shape for the consumer to use safely and properly.Environment:Where is it positioned within the shop in relation to the consumers foot fall and specifically where they scantheir eyes when entering the shop I want people to panoramically view the shop and see my P.O.S that sticksout and lures the customer in. I want to position my P.O.S in an environment that is making a lot of money inretail, an example of this is the recently passed Olympics.Size:Size in relation to ergonomics and anthropometrics of the customer and so the size needs to be user friendlyto the consumer. I need to consider issues with stability for example if its too tall it could fall over and injuresomeone which is a safety issue. The bigger it is the more expensive it is because it takes up more floorspace which costs money. Visual noise, if it is too big it putts people off the product. Also the P.O.S willswallow the product if it is too big because the product MUST be seen.Safety:I need to make sure my P.O.S wont fall over because this could be a safety hazard to the consumer. I willendeavour to make sure there are no sharp edges because this could cause injury. I want to make sure Iavoid any ‘avoidable incidents’ by making sure my products wont be stolen because this puts the shopkeepers/staff in danger. Safety of the person putting my P.O.S together must be taken into consideration.I cant have any choking hazards (small parts0 on it because this could cause harm or injuryFunction:Among other things my P.O.S must comply to some simple points and ideas. For starters it needs to havetesters, the customer must be able to smell what they could potentially be buying if I didnt do this it wouldbe unsuccessful. The actual accessibility of the product I am advertising is essential. The customer must beable to access the product to smell, touch and hold it. I think it is also important for the point of sale to beinteractive to engage the user.Materials:I have thought of some materials that would be suitable to make the P.O.S out of that are alsorepresentative of Hacketts simple yet effective colour scheme. Here are some of my examples:Oak Aluminium Acrylic Stainless steel and probably other materials that look good (expensive) or that havea good polish or shine to them.
    9. 9. HCATTEK1 what do you want to learn?I want to see what fundamental things draw the customer to certainpoints of sales. I also want to know what the customers themselves thinkis successful about certain points of sales. I can then apply theseanswers to make my P.O.S successful.2 who will you speak to?I will speak to the consumer, people who may be hovering around orlooking at things on a point of sale. I will also speak to staff in the shop tofind out if the P.O.S was easy to set up etc..3 where will you conduct research?I will conduct my research in shops which typically have aselection of P.O.S’s such as house of Fraser, john Lewis, or Boots4 do you need to conduct anything beforehand?I will need to asses where I am to conduct the research to make sure thatit is suitable and has the facility to allow me to do the research I will alsohave to ask permission of staff to do the questionnaire.5 what are you going to do to complete this research.I will ask a selection of questions in my questionnaire I will need tocreate a concise list of appropriate questions these will be loosely basedupon the concept of ‘access fm’- 10 Minute OberservationHow is it used?Positioning?- environmental snapshotColours?Height?Where people walk? }Personal observations andanalysis to be conductedmyself and to be recordedto later be applied to myproject . Possibly takepictures and writtendocumentation.Here is my Gant chart which I havemade to manage my time. It allowsme to complete tasks in a certaintime the shaded blocks show whenthe task should be completed by. Itis an easy way of ensuring Icomplete work on time because itis a simple and easy to read table.
    10. 10. HCATTEKHere is my mood board I have thought of everything related to Hackett whether that be through colours of materials or aesthetics. I have alsoreflected Hacketts colour schemes with blacks, whites and greys. I have thought of products that remind me of Hackett such as Alessi’s lemon andsome of Philippe starchs products I think it would be especially interesting if some of these products could influence my P.O.S this is a good salestactic because it might remind people of products they like and attract other customers
    11. 11. HCATTEKCompetitive products/ Product Profiling:Price: HighPopularity: highPopularity low:Price: lowHere is a graphical representation of where I have plotted Hackett against its competitors. I have looked at relative brands and axis. I chosepopularity and price to see how brands actually sell. It’s a common mistake for example that people think YSL is a popular brand howeverrecently it has declined in sales. Whereas polo is a VERY common brand with the 17-20 year old category and its not unaffordable so manymany people tend to buy/wear it. I have located Hackett where it is because it is quite popular but its not expensive, affordable prices willincrease sales.
    12. 12. HCATTEKQuestionnaire:1) If a product is displayed on a point of sale would you be moretempted to test the product as opposed to on a normal shelf?YES NO2) What features on a point of sale entice you to it? E.g.colours, shape, size (CIRCLE APPROPRIATE)3) Do you think it essential that the customer interacts with theproduct that is being displayed?YES NO4) Do you tend to buy the same products every time you shop. Forexample do you only buy one brand or do adverts encourageyou to buy others?YES NO5) Do you think aesthetically that materials must be suited to thebrand in order to stand out? For example does a cardboardflimsy P.O.S draw your attention?YES NO YES NO6) Where would you place a P.OS?entrance exit fragrance section end of aisle7) What age range would you classify Hackett aftershave in?10-15 16-20 21-25 26-30 30+For my questionnaire I have crafted simple questions with easy answers this makes it easy for me toconduct the questionnaire. I made the questions specific to the information I felt I needed to find out thatwould help me to understand the brand better
    13. 13. HCATTEKResults:yesnoyesno10 TO 1516-2021-2526-3030+051015YES NO02468COLOURS SHAPE SIZE3)1)4)5)2)7)entranceexitend of aislefragrance6)Here are my results from my questionnaire. People generally buy products that are displayed in one way or another this proves that mybrief is valid. The public also reached the verdict that the size matters. The bigger the P.O.S the more it stands out which in turn getspeoples custom- it also shows that colour makes a difference too. Its clear to see from the results that the majority of people feel that it isimportant for the customer to be able to interact with the product that is being displayed. Unfortunately people tend to buy the sameproducts every time they shop I need to break this habit by making Hackett stand out and displaying any relevant information. The P.O.Smust be made of quality materials that reflect status and Hackett, because a cardboard P.O.S is usually an eye-sore and 60% of peoplewould be inclined to walk straight past it. I needed to find out where the best position for my point of sale was. From my research It becameclear that in the fragrance section of a shop (which is obvious) and the entrance of a shop is the best place to put my point of sale. Myestimation to the age range for Hackett aftershave was correct the public thought that Hackett aftershave is suited to 26-30 year olds.
    14. 14. HCATTEKCustomer Profiling:Here is a collection of images related to the target customer from the results of my questionnaire I found thatthe consumer thought people in the age range of 26-30 are the key audience. From researching on theinternet I found that many of the kinds of people that would wear Hackett are your typical businessman. over45% of these men have children. A large proportion of these men would have a blackberry or an I phone forbusiness and a middle to high range watch to match the way they dress to work. I have put the picture of aneveryday car suitable for family use. I need to make my P.O.S fit the customers profile and must be stylish(modern) I think the product is ideal for people who go to the gym so I put the picture in (1 in 4 go to the gym)I have identified the customer as a sociable person who likes to play some kind of sport and likes to go to thepub with mates (a situation where aftershave is certainly going to be used). Someone of this persona is boundto wear a fragrance everyday to work and so Hackett being a reasonable product would be an economical wayof being able to smell good.
    15. 15. HCATTEKBrand Profiling:Hackett is a traditional British brand, it cleverly uses fashion in a niece way to makethe target audience a broad range. It uses a classic racing theme and the brand islinked to Aston martin. Despite its high status and business partners Hackett remainsa brand aimed at middle class and your average person. I can use Hacketts subtlecolour scheme of whites, blacks and greys to put my point of sale in shops where itwill suit its surroundings, such as:-House of Fraser-John Lewis-Debenhams-Heals-and many moreHowever the simple colours mean the brand is versatile and can be put in stores thatarent perhaps so stylish such as boots, Superdrug and specialist shops such as theperfume shop.Hackett is like the British version of Ralph Lauren and when you see something withthe Hackett logo on it you think it is valuable because it is quality, well made productswhich is representative of peoples attitude to British industry.
    16. 16. HCATTEKMarket research:This graph here shows Hackett’s sales figures overthe past 6 years. It quite clearly shows that Hackettis a growing company which is making more andmore money every year. This is good for mebecause it will help to make my point of sale moresuccessful. If more people are buying Hackettproducts more people are looking out for it instores as it becomes more popular. However I cantrely on this information solely I need to make surethat the P.O.S is still appealing to a broad range ofpeople and that I attract new customers.Hackett now has over 14 branches and growing.This again shows they are a evolving company.Hackett is a stylish company and the reason tothey’re success (I think) is because as a populationwe are being more and more influenced byfashion. I will need to design my P.O.S to this fact.Having said this the P.O.S might not be in Hackettitself so it needs to fit a range of environments.
    17. 17. HCATTEKHomeDebenhams: This is the insideof Debenhams. I think this is aprime place to put my point of salebecause the fragrance part of theshop is always by the entrance, exitso it is bound to catch maximumattention. Even to those who didntplan on buying a fragrance it willhopefully draw them in to make apurchaseJohn Lewis: john Lewis is adepartment store that everyone goesto for one reason or another. Theblue water store is used by many as a‘cut through’ I could place my P.O.Scarefully so when people walkthrough they see it and entices theminto buying it. John Lewis has a simpleand effective colour scheme which issimilar to Hacketts- I could use this tomy advantageThe fragrance shop: thefragrance shop is similar to the perfumeshop. The perfect place to put my P.O.Swould be where the yellow and blacksigns are either side of the doorway sothat people see it as they walk past theshop and will hopefully be inclined towalk over and test the product. HoweverI would have to make sure that theproduct/P.OS is thief proof so I dont putany customers/staff in danger.The perfume shop: Theperfume shop is THE shop for sellingfragrance. Offers and signs inwindows draw many customers to theshop but my P.O.S needs to grope theconsumer in to make sure my productis the only one the customer isfocusing on. If this doesnt happenpeople will just swamp into the shopfor the cheapest product.House of Fraser: house ofFraser is the perfect place toadvertise because the shop is classylike Hackett so there is a direct linkbetween the shop and my brand.This is a stylish environment withcontemporary design and I wouldhave to design my P.O.S in relationto its surroundings. It would have tolook niche and smart.Boots:this is the inside of bootswhich specialises in fragrance andbeauty products so it is the perfectplace to put a point of sale. Howeverthis type of shop is bound to be full ofpoints of sales so I would have to makesure it really stood out. Or was in agood position in relation to footfallhowever this will cost money.Environmental snapshot:
    18. 18. HCATTEKProduct assembly:}Here is a point of sale I saw in WHSmith I examined the way it was put together by looking at it in anumber of different angles. After doing this I built up a construction plan in my head and how it would allfit together. Here I have drawn the net of the shape and scanned it into the computer. The P.O.S fitstogether like most cardboard boxes- with a flap that inserts into a slot marked with a blue circle. in thisprocess no bonding agent (such as glue) is needed. The shelf insert is a separately made box-likeconstruction with a missing base the lips of the box rest behind the flaps marked with the red circle. TheP.O.S is made of a reinforced cardboard for strength because cardboard can be flimsy. Shop staff willsometimes strap the display to a pole etc for stability.
    19. 19. HCATTEKThe research stage of my coursework has been very useful. I have found out things that I didn’t know before. I’velearnt about economics and how the status of the company affects the amount of sales and that I need to design mypoint of sale to this niche market/audience. I have arranged most of the folder in a graphical way because this allowsme to plot things against one another and to compare results to get the best possible research.I think I have covered all things to do with Hackett’s ethos; I have included other designers and brands in thisbecause I can then influence my design loosely around other brands. The Idea behind doing this is that throughaesthetics if the point of sale reminds people of a brand they like they might come over to it increasing the possibilityof a sale by an estimated figure of 5-7% however, it is crucial that the point of sale screams out HACKETT to thecustomer.I have identified a specific customer profile I have chosen very specific interests and things related to the life of mycustomer. I have plotted that he is a family man- middle aged, has an average family car. Has a decent with to gowith his ‘businessman attire’ I have put other interests on the page as well. For example, the picture of the gym Icould do something to the design of my P.O.S to make the customer think it is the perfect ‘gym fragrance’ .I looked at product assembly in quite some depth by looking at the net shape of the point of sale, this was good formy mind of design but in terms of research I don’t think it was the most fulfilling piece of research, mainly because Iknow that I won’t be making my P.O.S out of cardboard, having said this the research has broadened myunderstanding of construction of points of sales.Environmental snapshot is one of the topics which will affect the design of my P.O.S the most I need my P.O.S to lookgood in the shop and not to stand out too much but enough to attract attention. As well as style environmentalsnapshot allows me to plot a position where I think it will look best and to have looked at locations of current P.O.S’sand compare the 2 which will give me a ‘prime’ position. From my photos I fount that the best place to have myP.O.S was in relation to the consumers foot fall for example in doorways and at the bottom of escalators and ends ofaisles. These locations are the best places because all people walk past these places. From my questionnaire I foundthat the majority of people think the entrance to a shop is the best place to put a P.O.SFrom my questionnaire I got some very useful specific information. These results are effectively what will make mydesign what it is for instance from the results I found that people are attracted generally by the size of a P.O.S thisdoesnt mean I need to produce a massive P.O.S but it needs to be easily seen. I also found that people tend to butthe same products every time they shop which may not be Hackett therefore my P.O.S must change this by standingout with any relevant information. The publics verdict was that people need to be able to interact with the productso I will need to make sure the customer can hold, touch and feel the product, most importantly they must be ableto smell the productAs part of my research summary I have classed the different types of research into leagues of importance. And howuseful it was to me as a designer. This is on the following page...Research summary:
    20. 20. HCATTEKHomeCompetitive productsQuestionnaireProductassemblyMarket researchCustomer profilingBrand profilingMood boardGant chartEnvironmentalsnapshotPersonal observations from previousoccurrencesHere I have ranked my different piecesof research. I have presented theinformation in a different was asopposed to the bog standard list ofimportance. I got the idea from awebsite called information is beautiful.So the way this graph works is simplethe bigger the square the moreimportant the information was to ME.And as you can see in my opinioncustomer profiling was the mostimportant piece of information . Thereason I have made this decision isbecause simply all business and designrevolves around the customer anddemand and if my P.O.S doesnt appealto the customer then I have failed thetask. The other 2 top ones are brandprofiling and market research. Brandprofiling is important because the P.O.Smust reflect the brand to advertise itand if I dont do this it will be misleadingso its vital the P.O.S reflects Hackett. Ihad to do market research to getbackground information for myself so Icould understand fully what I was doing Ineeded to understand the scale ofcompany I was working for and to reallyget into the ideas and ethos behindHackett. I did this by carefully siftingthrough information on the internet.Even looking through Hacketts websitegives you a good insight into the brand.Research summary:
    21. 21. HCATTEKFurther specification: this is my final specification on what the point of sale should be like before I start the designing part of myproject. This is like an outline of how I need the point of sale to be. I will refer back to this when I am designing my point of sale, it is a summaryof my research and shows how it has shaped my design.Aesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my mood board shows all the types ofmaterials and colours that are perfect I think acrylic looks smart. From my questionnaire I found that people think it is essential thatmaterials and aesthetics must be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I dontwant confusion just a simple shape with simple materials for people to relate to.Cost: I need to keep the production cost to as low price as possible however Hackett is an expensive brand and the point of saleMUST look like its made of quality materials. I want the point of sale to look really good, after my questionnaire it was clear thatpeople think cheap looking ones for example made of cardboard dont attract them so I need to find a balance of costing and quality.Customer: I think is the typical business man who needs a fragrance for long days in the office, these kinds of people will typicallyhave children and a wife. The man is bound to be quite social and Hackett makes a perfect ‘middle range’ fragrance for that. Althoughthe customer is this man between 26-35, its clear that the wife and kids could be customers as well for gifts etc so the point of saleneeds to be ergonomic for all.Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes and styles, so the environmentneeds to be like Debenhams, john Lewis, heals, or house of Fraser they are stylish environments which are clean ordered shops andenvironments, I would like my point of sale to be put outside as well like in the doorway of a shop etc where it could get wet.Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurt themselves on, or small parts forchoking hazards. I will also make sure children wont walk into the point of sale so I will aim to raise it off the ground some how, therewill be no dangerous electronics either.Size: from my questionnaire I found that the size is important for the point of sale to be seen, so it needs to be quite big, however Ican substitute size for positioning. For example if it is mounted on the wall or hanging from the ceiling it will be seen easily anddoesnt need to be that big, I think the ideal size is about 80cm tall.Function Among other things my P.O.S must comply to some simple points and ideas. For starters it needs to have testers, thecustomer must be able to smell what they could potentially be buying if I didnt do this it would be unsuccessful. The actualaccessibility of the product I am advertising is essential. The customer must be able to access the product to smell, touch and hold it. Ithink it is also important for the point of sale to be interactive to engage the user.Materials: the materials have to reflect the brand, some of the materials in my mood board are what I think are mostsuitable, some of these are acrylic, oak and aluminium..these are typically quite expensive materials which will make the customerthink Hackett is an expensive brand which it is.
    22. 22. Initial Design Ideas:
    23. 23. HCATTEKHome
    24. 24. HCATTEKHome
    25. 25. HCATTEK
    26. 26. HCATTEKHere is my first deign idea. The circles on thefloor are called a psychological nudge. Thecustomer is walking down an aisle in theshop…people will generally be pushing atrolley, playing on their phone or looking atthe floor. Out of the corner of their eye theywill see the footstep, people will follow theadvertisement footsteps to the point of sale-this is a gaining of custom system. The blackstrip at the top in blackboard paint whichwhen it dries can be wrote on with chalks. TheH in the middle is milled out from the oak stripstyle wood. The faces are then covered by aclear acrylic door on a hinge where there isstorage of the bottles across the bar and onthe bottom. There will be no bottle on displayon the exterior of the point of sale. I havethought of a unique way for the scent todiffuse into the environment surrounding it. Iwill deconstruct a ‘jade whisp’ (a sensortriggered air freshener) this will go upwardsand NOT towards the customer becauseotherwise it could be a safety issue. This isanother way of making customers stop in theirtracks and come over to the point of sale. Theshape of this design is based around the shapeof an abstract aftershave bottle. It is also likean S which stands for splash (the fragrancename)Design Concept 1:
    27. 27. HCATTEKHere is my second design concept. It is designed around an old style locker whichreminds people of Hackett heritage and style. this will hopefully mean that the pointof sale is easily spotted and recognised. The front face of the point of sale will haveclear acrylic over it so that Hackett products such as brogues or tweed jackets can bedisplayed without the risk of them being stolen. I can also hold stock within thelocker so staff can put more on display if one is sold. The sample bottle will sit on thepodium on the top of the locker. I will have testers which are stored in the podium ona preloaded spring so when one is taken a new one will come out. I am conscious thematerials needed to produce this might be expensive so I may have to build a podiumto make the point of sale higher. I would use a dark wood such as teak or usepine, rub it down and stain it dark to make it look old. I could even veneer a cheapwood such as mdf.Design Concept 2:
    28. 28. HCATTEKHere is my third and final concept I have attempted to ‘re-brand’ the union jack because recently it has been associated with‘chav-culture’ and I think Hackett are the brand to do so. Hackett as a brand are very British they are associated with Astonmartin, a British brand. It will be a 3D structure that stands alone, it will be made out of a variety of materials which should makeit look very aesthetically pleasing. The aftershave would sit on different parts of the flag like having 3 separate podiums. Theaftershave would be on a pull cord such as the ones on a mobile In a mobile phone shop. This is interactive and also is a safetyprecaution because it means the bottle cannot be easily stolen.Design Concept 3:
    29. 29. HCATTEKAfter looking at old, classic and vintagefurniture I have decided that the dovetail joint will look the best. High qualityfurniture will often have a finger or dovetail joint, this is because it is a hard jointto make and uses skilled labour to createit. It has a high quality finish and looksaesthetically pleasing. If I want to do thisjoint I will have to consider materials , awood with a wide and loose grain suchas pine will not be a good material to usebecause it might split and the dove tailjoint is very accurate. My initial idea wasto do a butt joint or mitre joint howeverthey don’t look good and Hackett is abrand of specific aesthetic pleasures.Joint:Materials:I think the most appropriate materialto make the main body of my point ofsale out of is American oak because itcan make a very precise shape becauseof how tight the grain is. Oak takes wellto a stain or polish which is crucialbecause I need to make the locker lookold. Oak is an expensive material andmy point of sale is quite large so I mayhave to consider other materials teak isa good material because it is already adark material and can be made to lookold very easily.For the podium rather than using thesame material as the rest I want tochose a material that will accompanythe teak wood. I think a two tone ideawould work well. I think carbon fibreand aluminium go really welltogether, I think carbon fibre as amaterial is really cool, and looks reallygood. Both of these materials will behard to create, which is good because itgives me a challenge. A classiccombination is teak and brass, I haveconsidered this but I think that it is tooold fashioned and possibly tacky. I thinkthe modern touch from the carbonfibre will look good with the bottlesitting on it, and will contemporise thepoint of sale.component:To fix my dove tail joint in place toensure it will stay fixed I will need to glueit in place. The glue I will use is PVA gluewhich is specialized to wood which isalso known as ‘wood glue’ This is goodbecause it is very strong and it driesclear as well so I wont ruin my point ofsale if some goes out of the joint.Despite this I need to be careful becauseI want the joint to look perfect.Adhesives:After attempting to do afinger joint and seeing howdifficult it was I have decidednot to use one, however themain reason for making thisdecision was that a fingerjoint is a mechanicaljoint, used for the front faceof a draw or any other areathat is put under tensilestrength or stress, on thisbasis I have decided it isquicker, easier and moresuitable to use mitre joints.Test: (1)
    30. 30. HCATTEKI have decided to use a piano hinge onthe locker point of sale. I chose to usethis type of hinge because I think it looksbest on old type furniture. I will use abrass coloured one because brass andteak go really well together. The hingewill be secured to the body and the doorby small screws.Hinge:My idea for advertising or interactivityis to use blackboard paint on the Iinside of the locker door like you see inAmerican films when they put thingson the inside of their locker. I couldadvertise the brand, price andadvertisement etc. I could let thecustomer write things themselveswhich would make my point of saleinteractive and fun if it was used in theright way. But in doing this I couldmake my point of sale subject tovandalism. I will have to researchsimilar ideas done I the past and see ifit will be vandalised. Either way I willwrite the price etc on the door for thecustomers information.component:As it stands there is nothing on theexterior of the point of sale that tellspeople the brand is Hackett. Hence Ineed to have an interior that makespeople think of Hackett. I will need topick Hackett type products to displaythis is good advertisement becausepeople might see one of the productsthey like and will then go to a Hackettstore or on the website.Interior Display:Social Media:I think social media is a great way toadvertise brands. Customers will beable to follow Hackett and get news onlatest offers and deals. I will use a vinylto stick the logo on the inside of thelocker. I will have acrylic over the frontof the locker. I could etch the logo intothe front this means there will be no‘visual noise’ that stands out. If it wasetched it would look good with thecolour scheme. However I need tomake sure it will stand out enough so itcan be seen.Test: (2)I have decided to use 2 smallhinges instead of a full lengthpiano hinge because childrenlike to touch things and theless hinge there is the less therisk of a child catching theirfingers in the hinge, this will becheaper which reduces myproduction costs, it will belighter, reducing the weight onthe wall and from anaesthetics point of view myusers think it will look better.(see graph)
    31. 31. HCATTEKHomefinishes:Teak wood can be finished reallyeasily, because it is a naturally oilywood so you can use its own wood topreserve the wood. this is a simplefinish that can be applied a number oftimes. I could wax the wood however itis going to be in an environment whereit will take constant knocks and hits andif I use a wax it will leave marks.Because teak is a dark wood I wonthave to stain it which is good. Teakswaterproof abilities mean that mypoint of sale means that it can be usedoutside this is a unique selling featurebecause the point of sale can be put ina different place if its current location isnot selling as well as expected.process:I will use a band saw to cut the teakwood. I can use the guiding rail tomake sure I cut a very accurate line. Ichose to use this over a hand sawbecause it is inaccurate and leaves aworse finish because it makes splintersetc. I wouldn’t use a Hegna -saw forthis part because teak is quite a densewood and It would take ages to cutthrough it and the blade could snap.A way I can make my point of saleinteractive is to make a pull out styletime line. This will present thecustomer with information on thebrand. This would work on a similarway to a scroll and would pull out thetop of the locker I would probably printinformation off the Hackett website, Iwould then laminate this onto a pieceof acrylic or probably just leave it as alaminated piece of paper then I can fitmore information on the sheet.component:shelf:For the shelf in my point of sale I willmill out a runner and slot the shelfin, this is the most sturdy way to do it, Icould also do it with a hand lathe . So Iwould cut the runner out on threepieces of the lengths at the sameheight and then when I construct thebox like shape it will all connect to forma c shaped line around the point of sale. The shelf would be made out of MDFbecause its not somewhere that needsto be aesthetically pleasing. I mightveneer the MDF to make it look a bitbetter.I tested the original wood stainthat I had hoped to use(mahogany stain) on a smallsample of wood, it was a gingerycolour and dried quite blotchy andspecifically darker inside thegrain, even when I coated itmultiple times the colour didn’tlook natural, it was obvious it hadbeen stained. so I sent a picture ofthe sample to Hacket and theyhave decided not to use a woodstain instead I will use a darkveneer to wrap mdf I will then usea clear lacquer varnish to give thewood a nice shine and even shine.Test: (3)
    32. 32. HCATTEKAdvertisement:I could use a TV screen to show an‘inspirational’ video. Videos are used alot nowadays on the TV such as thelynx advert when the man gets chasedby loads of women because he smellsgood, this makes the consumer thinkthey can be the same. I could alsoadvertise Hackett deals and offers, thiswill be a way to show social media aswell, If it plays volume it will alsoencourage more customers overbecause they hear it before they see itso they walk over to it.Podium shape:I think the podium is a great way torelate the point of sale back to Hackettso far I have done it in very subtle waysI would make the H out of aluminiumor brass this will look really good andwill have the scent mechanism within itI will make it highly polished so it looksgood.Mechanism:Whilst in my Nans house I walked inthe door and a censored air freshenerwent off, straight away I was presentedwith the smell that filled the air. Ithought that if I took the mechanismout and replaced the scent withHackett splash people would smell it inthe air and wonder what it was. Thiswill make people come over.Samples (pre sprayed):For the customer to smell the product Iwill have pre-sprayed pieces of card forthe customer to take. The sampleswould be loaded in a tray under asprings pressure so when one is takenthe rest of the samples will be pushedto the front for the customer to takethe end ‘pusher’ will be coloured red sothat a member of staff will see the redsquare and will know to refill the traywith more testers.I researched more and more point of salesand discovered that JML are the onlycompany that use tv screens in their Pointof Sales when I went into house of Fraserbut I saw that they were vandalised, hadran out of battery or had been stolen orattempted to be stolen. So for the safety ofthe staff in the shop and to avoid repaircosts I have decided not to include a tvscreen, this will also mean that I can savemoney making the Point Of sale and spendthe money on other parts.I went to house of Fraser on the weekendand had a look at the aftershave section, Ifound that there was a lot of samples spilton the floor and thrown in the bin, I thinkthat people tend to spray the scent in theair or on their skin so from an aestheticspoint of view (samples on the floor) andfrom a cost point of view I think it will bebetter to use a mechanism to spray thescent into the airTest: (4)/(5)shelfno shelf
    33. 33. HCATTEKHomeSamples (pre sprayed):Halo:In order to make my point of sale toreally stand out on a white backgroundI may have to put some advertisementaround the edge of the point of sale forexample I could have a layout such asHACKETT in large bowed (curvedletters) and then London written insmaller normal font these letters wouldbe made out of acrylic and thenindividually placed on the wall behindthe point of sale. Each letter would beplaced individually in a smooth curvesimilar to the picture to the rightTT-LONDON-Further design analysis:The distinctive shape of this lottery point of salemakes it easily recognisable, I want to addsomething to my design to make itrecognisable, I will keep with the theme of theHackett website. I will cut squares of differentsizes and shades of black, white and grey or silverTo fix the pieces of acrylic together I will useliquid solvent cement or bolts I would haver toscrew the bolts into a hole that I would havedrilled, but this is not aesthetically pleasing, I willuse liquid solvent cement because it is invisibleto the eye and will look better.I researched the price of the acrylichalo and when I added up howmany sheets in different colours itadded quite allot of money to theoverall production costs of myproduct. As well of that I couldnt fitsome of the larger pieces into thelaser cutter. also to prepare thedowel to connect the sheets I wouldof had to use the lathe an awful lotwhich is a safety hazard becausethere would be so much to do Icould get tired and have an accident. Hence, I have decided to add some‘Hackett vinyls to the product toshow the brand and to attractattention, this us much cheaper andsafer. This conclusion came after anagreement made from 3 Hackettreps who all voted for no halo.Test: (6)I think my point of sale will look reallygood if it is ‘floating’ on the wall. Thiswill be done with a simple wallmounting which can be hidden or onethat comes from the side slightly and isscrewed in with a screw and a plug. If Iam to do this I will need to make surethat I make every attempt to keep theweight of the point of sale to aminimum, this is for safety so that thepoint of sale doesnt rip out of thewall, this means it can go anywhere onthe perimeter of the shop or on one ofthe columns that comes from theceiling this means the point of sale isquite versatile.
    34. 34. HCATTEKHomeAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all the types of materials and colours that are perfect I think acrylic looks smart.From my questionnaire I found that people think it is essential that materials and aesthetics mustbe related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, Idont want confusion just a simple shape with simple materials for people to relate to.Cost: I need to keep the production cost to as low price as possible however Hackett is anexpensive brand and the point of sale MUST look like its made of quality materials. I want thepoint of sale to look really good, after my questionnaire it was clear that people think cheaplooking ones for example made of cardboard dont attract them so I need to find a balance ofcosting and quality.Customer: I think is the typical business man who needs a fragrance for long days in theoffice, these kinds of people will typically have children and a wife. The man is bound to be quitesocial and Hackett makes a perfect ‘middle range’ fragrance for that. Although the customer is thisman between 26-35, its clear that the wife and kids could be customers as well for gifts etc so thepoint of sale needs to be ergonomic for all.Environment: The Hackett point of sale is going to be stylish using contemporary colours shapesand styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraserthey are stylish environments which are clean ordered shops and environments, I would like mypoint of sale to be put outside as well like in the doorway of a shop etc where it could get wet.Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurtthemselves on, or small parts for choking hazards. I will also make sure children wont walk intothe point of sale so I will aim to raise it off the ground some how, there will be no dangerouselectronics either.Size: from my questionnaire I found that the size is important for the point of sale to be seen, so itneeds to be quite big, however I can substitute size for positioning. For example if it is mountedon the wall or hanging from the ceiling it will be seen easily and doesnt need to be that big, I thinkthe ideal size is about 80cm tall.FunctionMaterials: the materials have to reflect the brand, some of the materials in my mood board arewhat I think are most suitable, some of these are acrylic, oak and aluminium..these are typicallyquite expensive materials which will make the customer think Hackett is an expensive brandwhich it is.
    35. 35. HCATTEKconstruction:I have decided that I could make adraw on the bottom of my point ofsale, I will be able to display a pair ofshoes in the draw, this draw wouldhave iron handles like classic furnitureand the customer would be able toopen it, despite this I think that I coulduse this space better. I could store thebottles of aftershave here so when thecustomer decides to buy the productthey can open the draw and get aproduct out which will have a securitytag on to make sure they are notstolen.Runner:handles:For the draws of the point ofsale I will simply screw on avintage looking handle to keepthe vintage feel of the point ofsale, or I could sand cast thehandles to make them myself Iwould scrape the shape intothe sand and pour molten ironinto it to form the handle. Thisprocess s is too much for bassproduction so I will just use asimple dowel for a pullyFor the draw to work I will need to buya runner. One part of the runner isscrewed onto the side of the drawitself, the wheel of that part then restson another runner that is screwed intothe side of the point of sale the wheelthen rolls along the bar when the drawis opened or closed, I need to calculatehow much space it takes up to fit therunners.Materials:For the draw I will use MDF or pinebecause you will not be able to see it soyou don’t have to worry about what itwill look like. I’ll make the faceplate(the one you can see) out of teakbecause you can see that part.Joint:To make the draw I will use a doweljoint. This is because you wont seeit, it’s the easiest joint to make I willdrill a hole the same diameter as thedowel peg. You then put PVA glue inthe hole and Put the dowel in so it willstay in place, it doesn’t have to lookgood because it will not be visible.I chose to use acrylic after avote from possible users to puton the front of the draw, “wethink that the draw would lookbetter with some colour or ashiny surface becauseotherwise there will be a lot ofwood which is boring on theeye, something brighter willbreak the point of sale intosections and draw attention tothe draw” so I have decided toput a piece of acrylic over thefront of the draw to solve this!Probably mirrored, maybeblack to go with theblackboard.Test: (7)
    36. 36. HCATTEKShape Check/Mood-board:The most important part of my point of sale is theshell shape that goes around the outside. I need tomake sure I get the recognisable features on itsuch as the grill at the top and bottom. I will millout the grill out of the door, I will mill threeidentical sized lines with equal distance betweeneach line. To make it look more ‘grill like’ I couldvacuum form a small vent like feature that I couldfix to the slot. I think the lock part of the locker isimportant its what is typically on a point of sale. Iwill start by cutting a small square of aluminiumsheet and fix it to the door of the point of sale. Icould then weald a piece to the plate to make astructure for a bolt/lock. I would need to use a TIGwelder, however the workshop does not have thefacility to do so, therefore I will have to usearaldite I need to make sure this option willsupport the wear and tear, so I will experimentand put a picture at the bottom. I looked at it anddecided that the araldite will not hold becausethere isnt much surface area for it to sticktherefore after looking at shed and gate type locksI decided I will use one as drawn on thewhiteboard below , one part would be connectedto the door and the other on the locker wherethey meet is where the lock will go through, Icould screw the 2 bits on with wood screwshowever if I dont get the screw in perfectly it willmeat at an angle which doesnt look good so Idecided I would fix it in with a pop rivet which isvery accurate and will look good.DEVELOPMENTS IN SUMMARY (LEFT)7Grill feature:option a) mill out 3 identical lines(equal spacing)option b) vacuum form grill shapeand stick on.Lock feature: lack of resources. Sowill use simple lock design attachedwith rivets.Took inspiration from existingdesigns. (mood board)Experiment with different materialsand constructions.In Brief:
    37. 37. HCATTEKHomeHere is the first of my models , Imade it out of styro foam. Thisprototype gives me a good idea ofwhat my point of sale will looklike, this is the first one so it is howthe point of sale looks before anydevelopments, so it is the same asmy sketch-up made out of material.I will use this model as a templateso when I develop the point ofsale, I have an original, like a mastercopy of the point of sale.After playing with my modeland testing how the door willwork and looking at the model Idont think the shelf looks good.I asked the users and theythought It splits the point ofsale into different sectionswhich they didn’t think waseffective they want it to be oneconsistent point of sale, withoutthe shelf I will be able to hang ablazer in the back of the pointof sale or a lacrosse stick orpolo stick much like this onebelow which was in the glades.Test: (9)Styrofoam model making:
    38. 38. HCATTEKAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all the types of materials and colours that are perfect I think acrylic looks smart.From my questionnaire I found that people think it is essential that materials and aesthetics mustbe related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, Idont want confusion just a simple shape with simple materials for people to relate to.Cost: I need to keep the production cost to as low price as possible however Hackett is anexpensive brand and the point of sale MUST look like its made of quality materials. I want thepoint of sale to look really good, after my questionnaire it was clear that people think cheaplooking ones for example made of cardboard dont attract them so I need to find a balance ofcosting and quality.Customer: I think is the typical business man who needs a fragrance for long days in theoffice, these kinds of people will typically have children and a wife. The man is bound to be quitesocial and Hackett makes a perfect ‘middle range’ fragrance for that. Although the customer is thisman between 26-35, its clear that the wife and kids could be customers as well for gifts etc so thepoint of sale needs to be ergonomic for all.Environment: The Hackett point of sale is going to be stylish using contemporary colours shapesand styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraserthey are stylish environments which are clean ordered shops and environments, I would like mypoint of sale to be put outside as well like in the doorway of a shop etc where it could get wet.Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurtthemselves on, or small parts for choking hazards. I will also make sure children wont walk intothe point of sale so I will aim to raise it off the ground some how, there will be no dangerouselectronics either.Size: from my questionnaire I found that the size is important for the point of sale to be seen, so itneeds to be quite big, however I can substitute size for positioning. For example if it is mountedon the wall or hanging from the ceiling it will be seen easily and doesnt need to be that big, I thinkthe ideal size is about 80cm tall.FunctionMaterials: the materials have to reflect the brand, some of the materials in my mood board arewhat I think are most suitable, some of these are acrylic, oak and aluminium..these are typicallyquite expensive materials which will make the customer think Hackett is an expensive brandwhich it is.
    39. 39. HCATTEKProtection:To stop the point of sale hitting on tothe wall I will need to use little rubberstoppers or feet. This will stop anyfriction between the point of sale andthe wall.Fixing:I will need to fix the rubber feet to thewall with screws, the screws will gothrough the middle of the rubberpads, another way would be to poprivet the stopper to the back of mypoint of sale.safety:Children shutting fingers in the door ofmy point of sale is a hazard so I willlatch:To hold the door in place I will use alatch, this means people wont be ableto slam the door closed, this limits thepossibility of the point of sale beingbroke and limits any safety issues.alternative:Araldite would work to glue the rubberfeet to the wall or point of sale thismeans I wont have top screw anythingand so it will probably work best.Aesthetically it will look good, becauseit will blend in.Window:For the point of sale I will have 2 sheets ofacrylic the seam between the 2 sheets ofacrylic will meet at the middle which iswhere the shelf is so that the seem willnot be visible. About 4 inches of thebottom sheet labelled B will have a sandblasted effect, I could do this with alaminate sheet or with a very fine wet anddry sandpaper.The sandblast effect, much like windowsin bathrooms will be like a private storagearea, here I can have storage of theaftershave bottles to be sold...and alsoany resources that shop staff mayneed, for example I could have ademonstration day when the aftershavecould be promoted, any utensils neededfor this could be stored in the point ofsale.Runner, the acrylic window will be held inplace on a ‘slot like’ feature. The acrylicwill go in at the top and go down on arunner it will stop when it reaches thebottom and be held in place the depth ofthe runner will be roughly the same as theacrylic so it shouldnt be able to wriggle ormove.How will I make the runner...How...Process...why...For the slot for the acrylic to fit in I willmeasure where I want it and use themilling machine, this way I can get astraight line with exactly the same widthto it all the way down, I can use a jig tomake sure I keep the piece of wood inplace otherwise it wont be a straightcut, the slightest change in angle willaffect the acrylic.
    40. 40. HCATTEKUsability:To make people want to usethe draw I could attach asmall ‘pull me’ tab (circled inred) this will encourage theuser to pull the tab whichwill pull out a timeline, bypulling this it will also revealthe contents of the draw.Another way I could encourage theuser to open the draw would be toput a light inside the draw, ifpeople see the light they will wantto see what is inside.I could simply just fix the drawopen so it cant be moved andtherefor the contents of the drawcan be seen.To promote Hackettaftershave and the pointof sale I could hold ademonstration day, thiswould have a stylish manor woman between 18-32who would hand outsamples and testing.Test: (10)After looking in Debenhams Ifound that Electricity points willnot always be placed close to mypoint of sale and some shopsdont have any electric pointsother than behind the tills, I askedthe staff in Debenhams and theythought I should scrap the idea(see graph) so the light idea in thedraw will not be effective, insteadI have come to the conclusionthat I will put a ‘pull me’ sign tourge the customer to open thedraw.012345light no light
    41. 41. HCATTEKAesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my moodboard shows all the types of materials and colours that are perfect I think acrylic looks smart.From my questionnaire I found that people think it is essential that materials and aesthetics mustbe related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, Idont want confusion just a simple shape with simple materials for people to relate to.Cost: I need to keep the production cost to as low price as possible however Hackett is anexpensive brand and the point of sale MUST look like its made of quality materials. I want thepoint of sale to look really good, after my questionnaire it was clear that people think cheaplooking ones for example made of cardboard dont attract them so I need to find a balance ofcosting and quality.Customer: I think is the typical business man who needs a fragrance for long days in theoffice, these kinds of people will typically have children and a wife. The man is bound to be quitesocial and Hackett makes a perfect ‘middle range’ fragrance for that. Although the customer is thisman between 26-35, its clear that the wife and kids could be customers as well for gifts etc so thepoint of sale needs to be ergonomic for all.Environment: The Hackett point of sale is going to be stylish using contemporary colours shapesand styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraserthey are stylish environments which are clean ordered shops and environments, I would like mypoint of sale to be put outside as well like in the doorway of a shop etc where it could get wet.Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurtthemselves on, or small parts for choking hazards. I will also make sure children wont walk intothe point of sale so I will aim to raise it off the ground some how, there will be no dangerouselectronics either.Size: from my questionnaire I found that the size is important for the point of sale to be seen, so itneeds to be quite big, however I can substitute size for positioning. For example if it is mountedon the wall or hanging from the ceiling it will be seen easily and doesnt need to be that big, I thinkthe ideal size is about 80cm tall.FunctionMaterials: the materials have to reflect the brand, some of the materials in my mood board arewhat I think are most suitable, some of these are acrylic, oak and aluminium..these are typicallyquite expensive materials which will make the customer think Hackett is an expensive brandwhich it is.
    42. 42. HCATTEKAfter analysing the video I realised thatpeople don’t open random doors and draws in a shopas a matter of manners. So I need to think of a wayto make the draw more inviting for thecustomer to use.Interaction analysis:
    43. 43. HCATTEKFinal design: Social: one social issue is of social seclusionand the idea that those people not in the targetage range of the product may feel consciousbecause they feel they cant be all that Hackettaim to be. Another issue is that Hackett isaimed at the middle/upper class and people of alower class might feel secluded.Environmental: there are manyenvironmental issues surrounding my point ofsale. From the raw materials that I will beusing, is the source sustainable? and arethe workers treated right and to the machineryIm using, how much impact that has on theenvironment. Even to the extraction ofmaterials used to make the actual scent Iwill be displaying and the transport modes to getthe Hackett scent across the country and eventhe globeMoral:there is a moral issuesurrounding my point of sale in the idea that myHackett point of sale is trying to “sell alifestyle” which couldn’t be achieved bysimply buying the product. For example, bysimply wearing cologne you don’t become richand a well established businessman the scentsimply makes you smell good but from thepictures on the point of sale and thereputation it could be perceived that I amtrying to sell a lifestyle.
    44. 44. HCATTEK700mm300mm664mm180mm300mm180mm264mm264mm350mm100mm180mm40mm40mm20mm30mmDimensions drawing:Here is my dimensionsdrawing, I will refer to thiswhen I am making my productas it has all the sizingswhich I have mathematicallyworked out to the product willall work.Test: (9)I had originally planned tomake the point of sale around800mm in length and 500mmwide so I could fit more insidebut after a survey mycustomers/ the public cameto the hypothesis that thepoint of sale will look bettersmaller and personally It isbetter because a) I use lessmaterials and b) the point ofsale will be lighter and wontrip off the wall.(see graph on page)lightno light
    45. 45. HCATTEKProduct application:
    46. 46. HCATTEKHomePartNumber Description MaterialLength(mm)Width(mm)Thickness(mm) Number Of1 Main panel Teak 880 300 32 “lid” Teak 300 300 23 door teak 664 264 14 Draw face teak 264 180 15 shelf mdf 264 264 16 Mill lines 215 20 37 Acrylic (face) acrylic 264 350 28Acrylic(drawer) acrylic 264 300 1910Cutting list:This cutting list is sothat I know the exactsizings of each andevery component ofmy point of sale. Thiswill help during cuttingand construction.82345671
    47. 47. Product manufacture summary of processes:HCATTEKTo fix my dove tail joint in place toensure it will stay fixed I will need to glueit in place. The glue I will use is PVA gluewhich is specialized to wood which isalso known as ‘wood glue’ This is goodbecause it is very strong and it driesclear as well so I wont ruin my point ofsale if some goes out of the joint.Despite this I need to be careful becauseI want the joint to look perfect.Adhesives:process:I will use a band saw to cut the teakwood. I can use the guiding rail tomake sure I cut a very accurate line. Ichose to use this over a hand sawbecause it is inaccurate and leaves aworse finish because it makes splintersetc. I wouldn’t use a Hegna -saw forthis part because teak is quite a densewood and It would take ages to cutthrough it and the blade could snap.Joint:To make the draw I will use a doweljoint. This is because you wont see it,it’s the easiest joint to make I will drill ahole the same diameter as the dowelpeg. You then put PVA glue in the holeand Put the dowel in so it will stay inplace, it doesn’t have to look goodbecause it will not be visible.Grill feature:option a) mill out 3 identical lines (equal spacing)option b) vacuum form grill shape and stick on.Lock feature: lack of resources. So will use simplelock design attached with rivets.I will need to fix the rubber feet to thewall with screws, the screws will gothrough the middle of the rubber pads,another way would be to pop rivet thestopper to the back of my point of sale.To hold the door in place I will use alatch, this means people wont be ableto slam the door closed, this limits thepossibility of the point of sale beingbroke and limits any safety issues.For the slot for the acrylic to fit in I willmeasure where I want it and use themilling machine, this way I can get astraight line with exactly the same widthto it all the way down, I can use a jig tomake sure I keep the piece of wood inplace otherwise it wont be a straight cut,the slightest change in angle will affect theacrylic.I could simply just fix the drawopen so it cant be moved andtherefor the contents of the drawcan be seen.
    48. 48. Finished product:
    49. 49. HCATTEKEvaluation’s“ I am in split decision over the outcome: part of me is happy and theother half of me doesnt feel satisfied with the outcome.I think the concept of my design is good! But i think i have gone thewrong way about making my design. The manufacture of the point ofsale is mainly carpentry style work which i thought i would be quitegood at, however making the box turned out harder than idimagined , it took a long time because i had to wait for certain partsto dry before i could do others such as gluing certain joints.My point of sale turned out to be quite expensive, my solution tokeeping cost of materials low was by veneering MDF rather thanusing teak or oak but veneer turned out to be quite expensiveespecially with the acrylic I used etc.I think the quality of the point of sale is a bit below standard withsome gaps where the joints are however I think the point of sale iseffective and I think it works, I think the draw is particularly effectiveand works well as well as the interior display I think the only thingletting the point of sale down Is the joinery which Is easilyprofessionalised.”Client comments:“we think the design behind the product is innovative andas an over all product it looks good! And definitely suits theimage and ethos of the brand However there are a numberof issues we feel would have to be resolved before the pointof sale is suitable for general use. It seems that someaspects of the design are careless, for example some of thejoints are a little ‘dodgy’ this may be because of the style ofjoint, we say keep it simple and professional! There couldbe an issue with transportation but a possible solution isthat the door could be removed and then it’s a simple boxlike structure to move. The veneering isnt as good as weveseen on other products such as tables and the final concernis for the safety of the products, a bit of acrylic is notsufficient”“We think the point of sale is successful and with somesimple adjustments the point of sale could be perfect forHackett”Displays manager from Bluewater:“it’s a good idea that you have space within the point of saleto display things (such as the jacket) my concern is that thepoint of sale could get lost in the shop, by that I mean mostcustomers walk through the middle of shops and don’tnecessarily follow the perimeter of the shop which is theenvironment of your display unit. One solution I couldsuggest is to give it a colourful backdrop from myknowledge of Hackett you could put a flag behind the pointof sale or ‘fake walls’ which I have used in shops such asJohn Lewis and the point of sale could screw into that, Ithink this will make your point of sale more usable and willbe in a space where it will be seen more! Which can only bea good thing. Another thing to bare in mind is yourmanufacture. Im no professional but if you was told tomake 100 spontaneously I think you would be caught out! Ithink you should be happy with your product which couldbe brilliant!”User:“the point of sale is like classic furniture, it looks goodand reflects the ethos of Hackett, but as an overall‘product’ I think it lacks professionalism. The qualityof other products out there isnt present, as I walkedinto the shop where the point of sale would be Ilooked at the national lottery point of sale which isfaultless! It fits together seamlessly and looks like agreat all round product, I think this is missing on thispoint of sale having said this we think it was quirkyand fun to use (was user friendly) however if youmade the door so it closed it would be more fun!”
    50. 50. HCATTEKConclusions and comments of others analysed:Structure and joints - Next time, to make theconstruction of my point of sale easy I would uselaminated/veneered mdf sheets, similar to thoseused now. This will make transportation easy andI will make sure that someone in the shopconstructs the point of sale, these sheets will beperfectly cut so they fit together seamlessly usingCNC machine.. The idea behind this is simpleyet effective. But using a CNC machine isnot the best way for Hackett because itsbatch production and a CNC machine isexpensive so I would use a circular table topsawto improve the transportation Icould make it so the hinge is ahook on hinge, the 2 parts of thehinges will be ready and screwedinto the wood so that all the staffhave to do is hook the hinge intoone another, this makes thebrand more sustainablebecause I will be able to fit moreof the product into the same fancutting down the transport costsand amount of journeys neededto be done. I will have to orderthese hinges in which will bemore expensive than the simplehinges that are in at the momentbut they are more affective. Thisalso means if the door isdamaged it can be taken offsimply for repairs.‘The point of sale is bland and doesn’t attract attention’one solution that was suggested to make the point ofsale more interesting was to make a backdrop for thepoint of sale to sit on this will raise it from the backgroundand attract attention I could injection mould thedifferent parts to make an affective background, howeverthe cost for doing this for under 1000 products is too high,it would be better to laser cut the different parts of theflag, stick them into the different positions with liquidsolvent cement and to bolt the point of sale through theflag.The client said that there product were not stowed away safe enoughfor them, the solution I have come up with to solve this is to put alock on the acrylic similar to one on a cabinet, these will be quiteexpensive but because I will buy a large batch of them I should get adiscount. The cost of these is justified because it will protect up to 10bottles of £40 this is protecting £400 of stock and it’s the clients requestand therefor is appropriate The client said that the veneering didn’t look verygood, the idea of veneering is so its like the wooditself and creates an illusion, to over come this issueI would get the box laser measured for the highestprecision and then get the sizes laser cut out to getthe exact shape and then put the veneer on from asingle piece rather than bordering it! I think I couldjust measure the box with a tape measure and createa detailed drawing on techsoft which will then belaser cut out which also should fit perfectly this is thecheaper way of doping it which I also think will beeffectiveFor the assembly of the product I will usesimple knock down joints such as a cam lockor barrel nut and bolt to put it together thismeans people that work in the Hackett shopcan easily put the point of sale together withan Allen key that will be supplied my me (thedesigner/ manufacturer) this adds to theoverall production cost of my point of sale butwill save money in other areas such astransport. This makes it moresustainable.
    51. 51. HCATTEKHomeComments from users:“I don’t think the handle is effective, the dowel would getslippery and you wouldn’t be able to open the draw, itsnot ergonomic and I think it needs to have a bit whereyou can actually pull it”“you are now able to grip and pull the handle with ease toopen the draw, its ergonomic with the cross hatchingbecause it creates an easy surface to put your fingerson, the groove allows you to get a good gip on thehandle, I think the handle like this is much more effective”“I think that using teak wood will be the best materialboth in suitability to the brand and from an aestheticspoint of view”“ I don’t think the veneer is as affective as If teak had ofbeen used, you can see some slight bubbles where theveneer hasn’t fully stuck to the mdf, it would have beenbetter to use even pine and to stain it, I even think thatthe cornering where the veneer has been put on is of alow standard”“The product is not user friendly enough, theres nothing fun to dowith the point of sale its just there to look at, theres no way toconnect with it”“the draw has solved all the issues, theres background informationthe brand to inform the user, theres clear advertising, links to theHackett website so the user can use theyre smart phone, the userhas to physically open draws meaning we get to engage with theproduct which is great fun!”
    52. 52. HCATTEK

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