Dt as cswk

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DT AS
point of sale coursework folder.
Ravens Wood School (14277)
Alex Shipp (4187)

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Fish started off its life in a barber shop as a
modern male grooming product. I think they have
bad marketing because they seem to have tried to
present themselves as a traditional brand on
they’re web page however the bold colours on
the packaging of the product would give quite the
opposite effect making people think it is a modern
brand this therefore in my opinion limits the
market to people under the age of 20. his
misleading branding could put the consumer off
the product because they begin to doubt the
product.
Old spice aim to rebrand their range with new
advertising. As of recent old spice Has been seen as an
old mans fragrance. But with they're cheap prices
peoples mentality are being changed especially in the
current economy . This product is aimed for people
around 16-35 maybe those who are going to the gym
and simply want a smell to stop them smelling badly.
The new advert seams to imply the fragrance is for any
age any race as old spice is a typical white mans band
until recently. Old spice is a brand that everybody has
heard of and so with simple advertisement they could
boost their sales a lot.
Old Spice
FishI think Mr Natty appeals to all generations. Its
presented as a traditional ‘gentleman's’ hair
product. The language used on the packaging
and website is modern so the product is both
moving with the times and traditional. The
product and range looks smart and the whole
company seams niche. I expected the brand to
be expensive but upon looking on the website
they are quite reasonable. For the following
reasons I would say the products are for ages
16-30. the vintage style moustache products
make people want to read more about the
brand because its so unique.
Mr Natty
L'Oreal men expert:
Is a very successful brand for people in the 45+ age
group. It’s the only anti aging cream to market itself in
the way it does. This brand also has scientific evidence
showing the product works-partly the reason behind
their success the colours used are neat and smart. The
people for the models are those of 40+ Age but look
good so men think they can pull the same thing off.
Which has a good impact on the company’s sales. The
brand has quite a narrow selling audience however I
believe this is widening because people are more
conscious about the way they look recently which is
good for the company.
Lynx is aimed at the teenage market, the
packaging is in ‘cool’ colours which
draws people to the product. It has been
especially successful in the
male grooming market partly because of the
adverts which show women desiring men who
wear lynx. Lynx has even been successful in the
girl teenage market because of its nice smelling
reputation. I think the target audience is 12-18
age group because it is for people in the age
where they are starting to go through puberty
and out and they want to smell nice and aspire
to be like older people.
Lynx:
Hacket is like the British version of ralph Lauren
They sell up to date clothing fashion lines and combine
they’re history to make them a brand of expense despite
they're reasonable prices. Hackett are associates with Aston martin
which ads a status to the brand I would say this brand is for the aspiring
business man and is therefore for the age: 17-40. Hackett is a
traditional gentleman's brand. It has associates with
Aston martin and other racing brands which link in with
Tradition because they are expensive and have status.
Hackett is in with fashion as well as having vintage style . The
aftershave bottles are tasteful, they Look smart and expensive which
contrasts with their reasonable price. This may be a sales tactic to
draw customers in to other products such as clothes in store. I think
the product is aimed for people 18-40 who go out for a night and want
to smell good. And the standard business man who wears fragrance
every day and therefore uses a lot of it so looks for a reasonable
fragrance. Hackett's clever advertising gives you the thought that you
could be like the models they show off
Hackett

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Links fx
L-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 much
as 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 sustainability
N-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:
Ergonomics
Safety
Theft
K-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 from
F-form VS functionality:
For a point of sale there needs to be a perfect balance between function and
form. This basically means it needs to look good and work well at the same time in
order for this to be just one may have o be sacrificed to make it a successful P.O.S
for instance there might be a P.O.S that looks aesthetically brilliant but if it is not
user friendly then it is a bad product. Similarly if the point of sale is really
interactive and does its job well but doesn't look good it wont draw peoples
attention which means it hasn't worked properly. An example would be if a Ferrari
had 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.S
Home

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Primary source photo’s of point of sales:
This is Cadbury's successful P.O.S its grab and go
Idea is clever there is no unnecessary information
Or features just simply grab the product and pay
Which is the fundamental idea of a p.o.s
I think this P.O.S is clever. It is very
representative of the relaxing and
therapeutic brand because of the
Buddha. However it doesn't give
any information about the brand.
Here is a temporary point of sale in a
Supermarket Advertising a new release
DVD the size makes it Stand out and it
is similar to others so is easily
Recognisable. But it is made of cardboard
so could easily be knocked over
This is a different type of point of
sale to the other ones shown. It was
in the middle of a shopping centre. It
successfully showed an array of
products which you could easily see
because of the transparency and
size but there was no information of
where you could buy the product or
what the product was. For me this
information is fundamental to a
P.O.S
Here is yet another of the same style phone point of
sales. Because it is the same as any other it doesn't
stand out to the public and people tend to walk past.
It does have some information about what the
product is however the customer once more cant
interact with the product which on an electrical
device is significant.
This P.O.S is showing off the new
Guinness book of records. It was
quite eye catching because of the
colours but some of the edges of
the cardboard had scuffed and
folded which didn't look good.
There is all necessary information
for the consumer and so in that
respect it is successful
This is a temporary P.O.S
advertising a new release of book
in WHSmith. The point of sale does
its job- promotes the company
with colours and sells the product.
It does however look cheap which
isn't a good representation of the
company.

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Here is the red bull point of sale unit.
Red bull are particularly good at
advertising. The design is simple and
contemporary. The brand is clearly
visible. The point of sale stands out to
the consumer. The P.O.S is also a fridge
but has no door this means the product is
Easily accessible which is essential in a
P.O.S
This is a P.O.S unit for Cadburys I don't
Think it is particularly successful because it
Is small (not eye level) so people may not
See it. I would describe the colours as visual
Noise I think they are a little over-powering
On the same hand It is the brands colours so
In that area it is appropriate.
This is national lotteries point of sale which I could
only describe as a land mark. Wherever you are if
you see it and you are likely to participate. The size
and unforgettable shape means it is easily located
by the consumer the point of sale is interactive and
a drawing table is cleverly included in the design
Here is a unsuccessful P.O.S the reason I think it
Is unsuccessful is because there is no clear identification
Of the brand . The user cant interact and feel the
Product. This tends to put the customer off because
They don't know what they are buying. The product is
Clearly displayed but this doesn't intrigue the customer
Because I tested it upon myself and thought If it was
Me am I interested? no
This point of sale was in orange. I don’t think it
Is a very good example because it is quite plain. I
Think the actual design is bad because it looks
like the penny spinner you find in places like
McDonalds which is bad marketing. The brand
is easily spotted however the consumer cant
interact with the product.
This is a point of sale I found in Superdrug.
I think It looks cheap and tells you nothing
about the product. Celebrity cut outs can
sometimes be successful because you see
it out the corner of your eye and for a split
second you think it could be the actual celebrity
So you walk over to find out more. Which
Could bring custom.

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Situation: The Problem
My personal research and experiences proved/showed that the scent of Hackett
Aftershave on cardboard testers is distinctly different to the smell of the product
On human skin. This has an adverse impact on the consumer because they might
be buying a misleading product for example they might like the smell of Hackett
on the cardboard but actually when its on they’re skin it smells different and they
don’t like it . This can confuse the customer and put them off the brand. I need to
develop a mechanism which allows the customer to smell the product exactly as it
should and what they could potentially be buying. But is unique to what is currently
On the market. For example I could use a motion sensor so that when someone walks
Past the Hackett scent is automatically sprayed in the air. This could stop someone in
They’re tracks and make them want to go back and smell more and hopefully explore
the brand more
Brief:
The brief is to design and make a point of sale unit for Hacket. The point of sale
must successfully display the product. The P.O.S must also clearly reflect the brand
either in colour style or fashion. It must be user friendly and interactive so the
user can experiment with the product which Is true to that of which they may
be purchasing.

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Task 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 purchase
Materials And Aesthetics:
-aluminium
-cardboard
-plastics
-woods
-Metals: ferrous, non ferrous alloys.
-Coniferous, non coniferous
-thermo, thermoset, elastomers
Safety:
-sharp edges
-wires
-choking hazard
-tripping hazard
-breathing problems from aerosols
Branding;
• 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 weather
conditions if placed outside.
Environment;
• Must suit its environment.
• Must not be a hazard to the
environment.
• Must withstand wearing.
Construction;
• Sturdy construction.
• Able to stand freely and take
weight of product.
• Does not brake easily.
Future;
• Longevity
• Sustainability
• Where is the product going
to end up?
Social Networking;
• Viewable on Twitter.
• Viewable on My space.
• Viewable on Facebook.
• Viewable on the Internet
• And other examples
Interactivity;
• Entertain possible customers.
• Not too interactive so people
just play and not purchase it.
• Give a glimpse of what the
product has to offer.
• Doesn’t give everything away.
Ergonomics;
• Eye levels.
• Easy to test.
• Not having to bend or stretch
for stock of product.
• Comfortable to use.
Price;
• Affordable for target audience
• Suitable for the products
branding and quality.
Functionality and Features;
• Interactive
• Testers
• Relative to products design
• USP
Visibility 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

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Initial specification: access fm
Aesthetics:
The P.O.S must reflect the brand colours the shapes used must be related to the branding and ethos of
Hacket. Logos must be present so that the customer knows what brand they are looking at. Any relevant
patters related to Hacket need to be in the design possibly Aston martin as well as they are a paired
company with Hackett. The P.O.S needs to be stylistic and modern like Hackett I need to chose relevant
colours and images such as black and white photo shoots. I would also need to make sure all information
about 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, by
this I mean that the P.O.S will be better looking and I can afford to spend more in manufacture because I
wont have to make a high quantity of them. Ni need to bear in mind the materials (high cost/low cost). Cost
of manufacture needs to be considered. I will need to workout the cost of delivery- is it cheaper to distribute
my P.O.S flat packed. I need to consider the cost of its environment…floor space is money. E.g. end of aisle
positioning can be expensive.
Customer:
I need to target the perfect customer in relation to status of person in relation to the price of the product
also in light of this I need to think about the genre of shops my design will be in. anthropometrics is key, my
P.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 scan
their eyes when entering the shop I want people to panoramically view the shop and see my P.O.S that sticks
out and lures the customer in. I want to position my P.O.S in an environment that is making a lot of money in
retail, 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 friendly
to the consumer. I need to consider issues with stability for example if its too tall it could fall over and injure
someone which is a safety issue. The bigger it is the more expensive it is because it takes up more floor
space which costs money. Visual noise, if it is too big it putts people off the product. Also the P.O.S will
swallow 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 will
endeavour to make sure there are no sharp edges because this could cause injury. I want to make sure I
avoid any ‘avoidable incidents’ by making sure my products wont be stolen because this puts the shop
keepers/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 injury
Function:
Among other things my P.O.S must comply to some simple points and ideas. For starters it needs to have
testers, the customer must be able to smell what they could potentially be buying if I didn't do this it would
be unsuccessful. The actual accessibility of the product I am advertising is essential. The customer must be
able to access the product to smell, touch and hold it. I think it is also important for the point of sale to be
interactive 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 also
representative of Hackett's 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 have
a good polish or shine to them.

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1 what do you want to learn?
I want to see what fundamental things draw the customer to certain
points of sales. I also want to know what the customers themselves think
is successful about certain points of sales. I can then apply these
answers 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 or
looking at things on a point of sale. I will also speak to staff in the shop to
find 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 a
selection of P.O.S’s such as house of Fraser, john Lewis, or Boots
4 do you need to conduct anything beforehand?
I will need to asses where I am to conduct the research to make sure that
it is suitable and has the facility to allow me to do the research I will also
have 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 to
create a concise list of appropriate questions these will be loosely based
upon the concept of ‘access fm’
- 10 Minute Oberservation
How is it used?
Positioning?
- environmental snapshot
Colours?
Height?
Where people walk? }
Personal observations and
analysis to be conducted
myself and to be recorded
to later be applied to my
project . Possibly take
pictures and written
documentation.
Here is my Gant chart which I have
made to manage my time. It allows
me to complete tasks in a certain
time the shaded blocks show when
the task should be completed by. It
is an easy way of ensuring I
complete work on time because it
is a simple and easy to read table.

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Here is my mood board I have thought of everything related to Hackett whether that be through colours of materials or aesthetics. I have also
reflected Hackett's colour schemes with blacks, whites and greys. I have thought of products that remind me of Hackett such as Alessi’s lemon and
some of Philippe starch's products I think it would be especially interesting if some of these products could influence my P.O.S this is a good sales
tactic because it might remind people of products they like and attract other customers

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Competitive products/ Product Profiling:
Price: High
Popularity: highPopularity low:
Price: low
Here is a graphical representation of where I have plotted Hackett against its competitors. I have looked at relative brands and axis. I chose
popularity and price to see how brands actually sell. It’s a common mistake for example that people think YSL is a popular brand however
recently it has declined in sales. Whereas polo is a VERY common brand with the 17-20 year old category and its not unaffordable so many
many people tend to buy/wear it. I have located Hackett where it is because it is quite popular but its not expensive, affordable prices will
increase sales.

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Questionnaire:
1) If a product is displayed on a point of sale would you be more
tempted to test the product as opposed to on a normal shelf?
YES NO
2) 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 the
product that is being displayed?
YES NO
4) Do you tend to buy the same products every time you shop. For
example do you only buy one brand or do adverts encourage
you to buy others?
YES NO
5) Do you think aesthetically that materials must be suited to the
brand in order to stand out? For example does a cardboard
flimsy P.O.S draw your attention?
YES NO YES NO
6) Where would you place a P.OS?
entrance exit fragrance section end of aisle
7) 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 to
conduct the questionnaire. I made the questions specific to the information I felt I needed to find out that
would help me to understand the brand better

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Results:
yes
no
yes
no
10 TO 15
16-20
21-25
26-30
30+
0
5
10
15
YES NO0
2
4
6
8
COLOURS SHAPE SIZE
3)
1)
4)
5)2)
7)
entrance
exit
end of aisle
fragrance
6)
Here are my results from my questionnaire. People generally buy products that are displayed in one way or another this proves that my
brief 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 gets
peoples 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 is
important for the customer to be able to interact with the product that is being displayed. Unfortunately people tend to buy the same
products every time they shop I need to break this habit by making Hackett stand out and displaying any relevant information. The P.O.S
must be made of quality materials that reflect status and Hackett, because a cardboard P.O.S is usually an eye-sore and 60% of people
would 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 became
clear 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. My
estimation to the age range for Hackett aftershave was correct the public thought that Hackett aftershave is suited to 26-30 year olds.

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Customer Profiling:
Here is a collection of images related to the target customer from the results of my questionnaire I found that
the consumer thought people in the age range of 26-30 are the key audience. From researching on the
internet I found that many of the kinds of people that would wear Hackett are your typical businessman. over
45% of these men have children. A large proportion of these men would have a blackberry or an I phone for
business and a middle to high range watch to match the way they dress to work. I have put the picture of an
everyday 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 the
pub with mates (a situation where aftershave is certainly going to be used). Someone of this persona is bound
to wear a fragrance everyday to work and so Hackett being a reasonable product would be an economical way
of being able to smell good.

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Brand Profiling:
Hackett is a traditional British brand, it cleverly uses fashion in a niece way to make
the target audience a broad range. It uses a classic racing theme and the brand is
linked to Aston martin. Despite its high status and business partners Hackett remains
a brand aimed at middle class and your average person. I can use Hackett's subtle
colour scheme of whites, blacks and greys to put my point of sale in shops where it
will suit its surroundings, such as:
-House of Fraser
-John Lewis
-Debenhams
-Heals
-and many more
However the simple colours mean the brand is versatile and can be put in stores that
aren't perhaps so stylish such as boots, Superdrug and specialist shops such as the
perfume shop.
Hackett is like the British version of Ralph Lauren and when you see something with
the Hackett logo on it you think it is valuable because it is quality, well made products
which is representative of peoples attitude to British industry.

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Market research:
This graph here shows Hackett’s sales figures over
the past 6 years. It quite clearly shows that Hackett
is a growing company which is making more and
more money every year. This is good for me
because it will help to make my point of sale more
successful. If more people are buying Hackett
products more people are looking out for it in
stores as it becomes more popular. However I cant
rely on this information solely I need to make sure
that the P.O.S is still appealing to a broad range of
people 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 to
they’re success (I think) is because as a population
we are being more and more influenced by
fashion. I will need to design my P.O.S to this fact.
Having said this the P.O.S might not be in Hackett
itself so it needs to fit a range of environments.

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Home
Debenhams: This is the inside
of Debenhams. I think this is a
prime place to put my point of sale
because the fragrance part of the
shop is always by the entrance, exit
so it is bound to catch maximum
attention. Even to those who didn't
plan on buying a fragrance it will
hopefully draw them in to make a
purchase
John Lewis: john Lewis is a
department store that everyone goes
to for one reason or another. The
blue water store is used by many as a
‘cut through’ I could place my P.O.S
carefully so when people walk
through they see it and entices them
into buying it. John Lewis has a simple
and effective colour scheme which is
similar to Hackett's- I could use this to
my advantage
The fragrance shop: the
fragrance shop is similar to the perfume
shop. The perfect place to put my P.O.S
would be where the yellow and black
signs are either side of the doorway so
that people see it as they walk past the
shop and will hopefully be inclined to
walk over and test the product. However
I would have to make sure that the
product/P.OS is thief proof so I don't put
any customers/staff in danger.
The perfume shop: The
perfume shop is THE shop for selling
fragrance. Offers and signs in
windows draw many customers to the
shop but my P.O.S needs to grope the
consumer in to make sure my product
is the only one the customer is
focusing on. If this doesn't happen
people will just swamp into the shop
for the cheapest product.
House of Fraser: house of
Fraser is the perfect place to
advertise because the shop is classy
like Hackett so there is a direct link
between the shop and my brand.
This is a stylish environment with
contemporary design and I would
have to design my P.O.S in relation
to its surroundings. It would have to
look niche and smart.
Boots:this is the inside of boots
which specialises in fragrance and
beauty products so it is the perfect
place to put a point of sale. However
this type of shop is bound to be full of
points of sales so I would have to make
sure it really stood out. Or was in a
good position in relation to footfall
however this will cost money.
Environmental snapshot:

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Product assembly:
}
Here is a point of sale I saw in WHSmith I examined the way it was put together by looking at it in a
number of different angles. After doing this I built up a construction plan in my head and how it would all
fit together. Here I have drawn the net of the shape and scanned it into the computer. The P.O.S fits
together like most cardboard boxes- with a flap that inserts into a slot marked with a blue circle. in this
process no bonding agent (such as glue) is needed. The shelf insert is a separately made box-like
construction with a missing base the lips of the box rest behind the flaps marked with the red circle. The
P.O.S is made of a reinforced cardboard for strength because cardboard can be flimsy. Shop staff will
sometimes strap the display to a pole etc for stability.

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The research stage of my coursework has been very useful. I have found out things that I didn’t know before. I’ve
learnt about economics and how the status of the company affects the amount of sales and that I need to design my
point of sale to this niche market/audience. I have arranged most of the folder in a graphical way because this allows
me 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 this
because I can then influence my design loosely around other brands. The Idea behind doing this is that through
aesthetics if the point of sale reminds people of a brand they like they might come over to it increasing the possibility
of a sale by an estimated figure of 5-7% however, it is crucial that the point of sale screams out HACKETT to the
customer.
I have identified a specific customer profile I have chosen very specific interests and things related to the life of my
customer. I have plotted that he is a family man- middle aged, has an average family car. Has a decent with to go
with his ‘businessman attire’ I have put other interests on the page as well. For example, the picture of the gym I
could 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 for
my mind of design but in terms of research I don’t think it was the most fulfilling piece of research, mainly because I
know that I won’t be making my P.O.S out of cardboard, having said this the research has broadened my
understanding 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 look
good in the shop and not to stand out too much but enough to attract attention. As well as style environmental
snapshot allows me to plot a position where I think it will look best and to have looked at locations of current P.O.S’s
and compare the 2 which will give me a ‘prime’ position. From my photos I fount that the best place to have my
P.O.S was in relation to the consumers foot fall for example in doorways and at the bottom of escalators and ends of
aisles. These locations are the best places because all people walk past these places. From my questionnaire I found
that the majority of people think the entrance to a shop is the best place to put a P.O.S
From my questionnaire I got some very useful specific information. These results are effectively what will make my
design what it is for instance from the results I found that people are attracted generally by the size of a P.O.S this
doesn't mean I need to produce a massive P.O.S but it needs to be easily seen. I also found that people tend to but
the same products every time they shop which may not be Hackett therefore my P.O.S must change this by standing
out with any relevant information. The publics verdict was that people need to be able to interact with the product
so I will need to make sure the customer can hold, touch and feel the product, most importantly they must be able
to smell the product
As part of my research summary I have classed the different types of research into leagues of importance. And how
useful it was to me as a designer. This is on the following page...
Research summary:

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Competitive products
Questionnaire
Productassembly
Market research
Customer profiling
Brand profiling
Mood board
Gant chart
Environmental
snapshot
Personal observations from previous
occurrences
Here I have ranked my different pieces
of research. I have presented the
information in a different was as
opposed to the bog standard list of
importance. I got the idea from a
website called information is beautiful.
So the way this graph works is simple
the bigger the square the more
important the information was to ME.
And as you can see in my opinion
customer profiling was the most
important piece of information . The
reason I have made this decision is
because simply all business and design
revolves around the customer and
demand and if my P.O.S doesn't appeal
to the customer then I have failed the
task. The other 2 top ones are brand
profiling and market research. Brand
profiling is important because the P.O.S
must reflect the brand to advertise it
and if I don't do this it will be misleading
so its vital the P.O.S reflects Hackett. I
had to do market research to get
background information for myself so I
could understand fully what I was doing I
needed to understand the scale of
company I was working for and to really
get into the ideas and ethos behind
Hackett. I did this by carefully sifting
through information on the internet.
Even looking through Hackett's website
gives you a good insight into the brand.
Research summary:

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Further specification: this is my final specification on what the point of sale should be like before I start the designing part of my
project. 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 summary
of 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 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 must be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I don't
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 an expensive brand and the point of sale
MUST look like its made of quality materials. I want the point of sale to look really good, after my questionnaire it was clear that
people think cheap looking ones for example made of cardboard don't 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 typically
have children and a wife. The man is bound to be quite social and Hackett makes a perfect ‘middle range’ fragrance for that. Although
the 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 sale
needs to be ergonomic for all.
Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes and styles, so the environment
needs to be like Debenhams, john Lewis, heals, or house of Fraser they are stylish environments which are clean ordered shops and
environments, 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 for
choking 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, there
will 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 I
can substitute size for positioning. For example if it is mounted on the wall or hanging from the ceiling it will be seen easily and
doesn't 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, the
customer must be able to smell what they could potentially be buying if I didn't do this it would be unsuccessful. The actual
accessibility of the product I am advertising is essential. The customer must be able to access the product to smell, touch and hold it. I
think 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 most
suitable, some of these are acrylic, oak and aluminium..these are typically quite expensive materials which will make the customer
think Hackett is an expensive brand which it is.

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Here is my first deign idea. The circles on the
floor are called a psychological nudge. The
customer is walking down an aisle in the
shop…people will generally be pushing a
trolley, playing on their phone or looking at
the floor. Out of the corner of their eye they
will see the footstep, people will follow the
advertisement footsteps to the point of sale-
this is a gaining of custom system. The black
strip at the top in blackboard paint which
when it dries can be wrote on with chalks. The
H in the middle is milled out from the oak strip
style wood. The faces are then covered by a
clear acrylic door on a hinge where there is
storage of the bottles across the bar and on
the bottom. There will be no bottle on display
on the exterior of the point of sale. I have
thought of a unique way for the scent to
diffuse into the environment surrounding it. I
will deconstruct a ‘jade whisp’ (a sensor
triggered air freshener) this will go upwards
and NOT towards the customer because
otherwise it could be a safety issue. This is
another way of making customers stop in their
tracks and come over to the point of sale. The
shape of this design is based around the shape
of an abstract aftershave bottle. It is also like
an S which stands for splash (the fragrance
name)
Design Concept 1:

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Here is my second design concept. It is designed around an old style locker which
reminds people of Hackett heritage and style. this will hopefully mean that the point
of sale is easily spotted and recognised. The front face of the point of sale will have
clear acrylic over it so that Hackett products such as brogues or tweed jackets can be
displayed without the risk of them being stolen. I can also hold stock within the
locker so staff can put more on display if one is sold. The sample bottle will sit on the
podium on the top of the locker. I will have testers which are stored in the podium on
a preloaded spring so when one is taken a new one will come out. I am conscious the
materials needed to produce this might be expensive so I may have to build a podium
to make the point of sale higher. I would use a dark wood such as teak or use
pine, rub it down and stain it dark to make it look old. I could even veneer a cheap
wood such as mdf.
Design Concept 2:

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Here 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 Aston
martin, a British brand. It will be a 3D structure that stands alone, it will be made out of a variety of materials which should make
it look very aesthetically pleasing. The aftershave would sit on different parts of the flag like having 3 separate podiums. The
aftershave 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 safety
precaution because it means the bottle cannot be easily stolen.
Design Concept 3:

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After looking at old, classic and vintage
furniture I have decided that the dove
tail joint will look the best. High quality
furniture will often have a finger or dove
tail joint, this is because it is a hard joint
to make and uses skilled labour to create
it. It has a high quality finish and looks
aesthetically pleasing. If I want to do this
joint I will have to consider materials , a
wood with a wide and loose grain such
as pine will not be a good material to use
because it might split and the dove tail
joint is very accurate. My initial idea was
to do a butt joint or mitre joint however
they don’t look good and Hackett is a
brand of specific aesthetic pleasures.
Joint:
Materials:
I think the most appropriate material
to make the main body of my point of
sale out of is American oak because it
can make a very precise shape because
of how tight the grain is. Oak takes well
to a stain or polish which is crucial
because I need to make the locker look
old. Oak is an expensive material and
my point of sale is quite large so I may
have to consider other materials teak is
a good material because it is already a
dark material and can be made to look
old very easily.
For the podium rather than using the
same material as the rest I want to
chose a material that will accompany
the teak wood. I think a two tone idea
would work well. I think carbon fibre
and aluminium go really well
together, I think carbon fibre as a
material is really cool, and looks really
good. Both of these materials will be
hard to create, which is good because it
gives me a challenge. A classic
combination is teak and brass, I have
considered this but I think that it is too
old fashioned and possibly tacky. I think
the modern touch from the carbon
fibre will look good with the bottle
sitting on it, and will contemporise the
point of sale.
component:
To fix my dove tail joint in place to
ensure it will stay fixed I will need to glue
it in place. The glue I will use is PVA glue
which is specialized to wood which is
also known as ‘wood glue’ This is good
because it is very strong and it dries
clear as well so I wont ruin my point of
sale if some goes out of the joint.
Despite this I need to be careful because
I want the joint to look perfect.
Adhesives:
After attempting to do a
finger joint and seeing how
difficult it was I have decided
not to use one, however the
main reason for making this
decision was that a finger
joint is a mechanical
joint, used for the front face
of a draw or any other area
that is put under tensile
strength or stress, on this
basis I have decided it is
quicker, easier and more
suitable to use mitre joints.
Test: (1)

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I have decided to use a piano hinge on
the locker point of sale. I chose to use
this type of hinge because I think it looks
best on old type furniture. I will use a
brass coloured one because brass and
teak go really well together. The hinge
will be secured to the body and the door
by small screws.
Hinge:
My idea for advertising or interactivity
is to use blackboard paint on the I
inside of the locker door like you see in
American films when they put things
on the inside of their locker. I could
advertise the brand, price and
advertisement etc. I could let the
customer write things themselves
which would make my point of sale
interactive and fun if it was used in the
right way. But in doing this I could
make my point of sale subject to
vandalism. I will have to research
similar ideas done I the past and see if
it will be vandalised. Either way I will
write the price etc on the door for the
customers information.
component:
As it stands there is nothing on the
exterior of the point of sale that tells
people the brand is Hackett. Hence I
need to have an interior that makes
people think of Hackett. I will need to
pick Hackett type products to display
this is good advertisement because
people might see one of the products
they like and will then go to a Hackett
store or on the website.
Interior Display:
Social Media:
I think social media is a great way to
advertise brands. Customers will be
able to follow Hackett and get news on
latest offers and deals. I will use a vinyl
to stick the logo on the inside of the
locker. I will have acrylic over the front
of the locker. I could etch the logo into
the front this means there will be no
‘visual noise’ that stands out. If it was
etched it would look good with the
colour scheme. However I need to
make sure it will stand out enough so it
can be seen.
Test: (2)
I have decided to use 2 small
hinges instead of a full length
piano hinge because children
like to touch things and the
less hinge there is the less the
risk of a child catching their
fingers in the hinge, this will be
cheaper which reduces my
production costs, it will be
lighter, reducing the weight on
the wall and from an
aesthetics point of view my
users think it will look better.
(see graph)

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Home
finishes:
Teak wood can be finished really
easily, because it is a naturally oily
wood so you can use its own wood to
preserve the wood. this is a simple
finish that can be applied a number of
times. I could wax the wood however it
is going to be in an environment where
it will take constant knocks and hits and
if I use a wax it will leave marks.
Because teak is a dark wood I wont
have to stain it which is good. Teaks
waterproof abilities mean that my
point of sale means that it can be used
outside this is a unique selling feature
because the point of sale can be put in
a different place if its current location is
not selling as well as expected.
process:
I will use a band saw to cut the teak
wood. I can use the guiding rail to
make sure I cut a very accurate line. I
chose to use this over a hand saw
because it is inaccurate and leaves a
worse finish because it makes splinters
etc. I wouldn’t use a Hegna -saw for
this part because teak is quite a dense
wood and It would take ages to cut
through it and the blade could snap.
A way I can make my point of sale
interactive is to make a pull out style
time line. This will present the
customer with information on the
brand. This would work on a similar
way to a scroll and would pull out the
top of the locker I would probably print
information off the Hackett website, I
would then laminate this onto a piece
of acrylic or probably just leave it as a
laminated piece of paper then I can fit
more information on the sheet.
component:
shelf:
For the shelf in my point of sale I will
mill out a runner and slot the shelf
in, this is the most sturdy way to do it, I
could also do it with a hand lathe . So I
would cut the runner out on three
pieces of the lengths at the same
height and then when I construct the
box like shape it will all connect to form
a c shaped line around the point of sale
. The shelf would be made out of MDF
because its not somewhere that needs
to be aesthetically pleasing. I might
veneer the MDF to make it look a bit
better.
I tested the original wood stain
that I had hoped to use
(mahogany stain) on a small
sample of wood, it was a gingery
colour and dried quite blotchy and
specifically darker inside the
grain, even when I coated it
multiple times the colour didn’t
look natural, it was obvious it had
been stained. so I sent a picture of
the sample to Hacket and they
have decided not to use a wood
stain instead I will use a dark
veneer to wrap mdf I will then use
a clear lacquer varnish to give the
wood a nice shine and even shine.
Test: (3)

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Advertisement:
I could use a TV screen to show an
‘inspirational’ video. Videos are used a
lot nowadays on the TV such as the
lynx advert when the man gets chased
by loads of women because he smells
good, this makes the consumer think
they can be the same. I could also
advertise Hackett deals and offers, this
will be a way to show social media as
well, If it plays volume it will also
encourage more customers over
because they hear it before they see it
so they walk over to it.
Podium shape:
I think the podium is a great way to
relate the point of sale back to Hackett
so far I have done it in very subtle ways
I would make the H out of aluminium
or brass this will look really good and
will have the scent mechanism within it
I will make it highly polished so it looks
good.
Mechanism:
Whilst in my Nan's house I walked in
the door and a censored air freshener
went off, straight away I was presented
with the smell that filled the air. I
thought that if I took the mechanism
out and replaced the scent with
Hackett splash people would smell it in
the air and wonder what it was. This
will make people come over.
Samples (pre sprayed):
For the customer to smell the product I
will have pre-sprayed pieces of card for
the customer to take. The samples
would be loaded in a tray under a
springs pressure so when one is taken
the rest of the samples will be pushed
to the front for the customer to take
the end ‘pusher’ will be coloured red so
that a member of staff will see the red
square and will know to refill the tray
with more testers.
I researched more and more point of sales
and discovered that JML are the only
company that use tv screens in their Point
of Sales when I went into house of Fraser
but I saw that they were vandalised, had
ran out of battery or had been stolen or
attempted to be stolen. So for the safety of
the staff in the shop and to avoid repair
costs I have decided not to include a tv
screen, this will also mean that I can save
money making the Point Of sale and spend
the money on other parts.
I went to house of Fraser on the weekend
and had a look at the aftershave section, I
found that there was a lot of samples spilt
on the floor and thrown in the bin, I think
that people tend to spray the scent in the
air or on their skin so from an aesthetics
point of view (samples on the floor) and
from a cost point of view I think it will be
better to use a mechanism to spray the
scent into the air
Test: (4)/(5)
shelf
no shelf

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Samples (pre sprayed):
Halo:
In order to make my point of sale to
really stand out on a white background
I may have to put some advertisement
around the edge of the point of sale for
example I could have a layout such as
HACKETT in large bowed (curved
letters) and then London written in
smaller normal font these letters would
be made out of acrylic and then
individually placed on the wall behind
the point of sale. Each letter would be
placed individually in a smooth curve
similar to the picture to the right
T
T-LONDON-
Further design analysis:
The distinctive shape of this lottery point of sale
makes it easily recognisable, I want to add
something to my design to make it
recognisable, I will keep with the theme of the
Hackett website. I will cut squares of different
sizes and shades of black, white and grey or silver
To fix the pieces of acrylic together I will use
liquid solvent cement or bolts I would haver to
screw the bolts into a hole that I would have
drilled, but this is not aesthetically pleasing, I will
use liquid solvent cement because it is invisible
to the eye and will look better.
I researched the price of the acrylic
halo and when I added up how
many sheets in different colours it
added quite allot of money to the
overall production costs of my
product. As well of that I couldn't fit
some of the larger pieces into the
laser cutter. also to prepare the
dowel to connect the sheets I would
of had to use the lathe an awful lot
which is a safety hazard because
there would be so much to do I
could get tired and have an accident
. Hence, I have decided to add some
‘Hackett vinyl's to the product to
show the brand and to attract
attention, this us much cheaper and
safer. This conclusion came after an
agreement made from 3 Hackett
reps who all voted for no halo.
Test: (6)
I think my point of sale will look really
good if it is ‘floating’ on the wall. This
will be done with a simple wall
mounting which can be hidden or one
that comes from the side slightly and is
screwed in with a screw and a plug. If I
am to do this I will need to make sure
that I make every attempt to keep the
weight of the point of sale to a
minimum, this is for safety so that the
point of sale doesn't rip out of the
wall, this means it can go anywhere on
the perimeter of the shop or on one of
the columns that comes from the
ceiling this means the point of sale is
quite versatile.

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Aesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my mood
board 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 must
be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I
don't 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 an
expensive brand and the point of sale MUST look like its made of quality materials. I want the
point of sale to look really good, after my questionnaire it was clear that people think cheap
looking ones for example made of cardboard don't 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 typically have children and a wife. The man is bound to be quite
social and Hackett makes a perfect ‘middle range’ fragrance for that. Although the 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 sale needs to be ergonomic for all.
Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes
and styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraser
they are stylish environments which are clean ordered shops and environments, 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 for choking 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, there will 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 I can substitute size for positioning. For example if it is mounted
on the wall or hanging from the ceiling it will be seen easily and doesn't need to be that big, I think
the ideal size is about 80cm tall.
Function
Materials: the materials have to reflect the brand, some of the materials in my mood board are
what I think are most suitable, some of these are acrylic, oak and aluminium..these are typically
quite expensive materials which will make the customer think Hackett is an expensive brand
which it is.

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construction:
I have decided that I could make a
draw on the bottom of my point of
sale, I will be able to display a pair of
shoes in the draw, this draw would
have iron handles like classic furniture
and the customer would be able to
open it, despite this I think that I could
use this space better. I could store the
bottles of aftershave here so when the
customer decides to buy the product
they can open the draw and get a
product out which will have a security
tag on to make sure they are not
stolen.
Runner:
handles:
For the draws of the point of
sale I will simply screw on a
vintage looking handle to keep
the vintage feel of the point of
sale, or I could sand cast the
handles to make them myself I
would scrape the shape into
the sand and pour molten iron
into it to form the handle. This
process s is too much for bass
production so I will just use a
simple dowel for a pully
For the draw to work I will need to buy
a runner. One part of the runner is
screwed onto the side of the draw
itself, the wheel of that part then rests
on another runner that is screwed into
the side of the point of sale the wheel
then rolls along the bar when the draw
is opened or closed, I need to calculate
how much space it takes up to fit the
runners.
Materials:
For the draw I will use MDF or pine
because you will not be able to see it so
you don’t have to worry about what it
will look like. I’ll make the face
plate(the one you can see) out of teak
because you can see that part.
Joint:
To make the draw I will use a dowel
joint. This is because you wont see
it, it’s the easiest joint to make I will
drill a hole the same diameter as the
dowel peg. You then put PVA glue in
the hole and Put the dowel in so it will
stay in place, it doesn’t have to look
good because it will not be visible.
I chose to use acrylic after a
vote from possible users to put
on the front of the draw, “we
think that the draw would look
better with some colour or a
shiny surface because
otherwise there will be a lot of
wood which is boring on the
eye, something brighter will
break the point of sale into
sections and draw attention to
the draw” so I have decided to
put a piece of acrylic over the
front of the draw to solve this!
Probably mirrored, maybe
black to go with the
blackboard.
Test: (7)

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Shape Check/Mood-board:
The most important part of my point of sale is the
shell shape that goes around the outside. I need to
make sure I get the recognisable features on it
such as the grill at the top and bottom. I will mill
out the grill out of the door, I will mill three
identical sized lines with equal distance between
each line. To make it look more ‘grill like’ I could
vacuum form a small vent like feature that I could
fix to the slot. I think the lock part of the locker is
important its what is typically on a point of sale. I
will start by cutting a small square of aluminium
sheet and fix it to the door of the point of sale. I
could then weald a piece to the plate to make a
structure for a bolt/lock. I would need to use a TIG
welder, however the workshop does not have the
facility to do so, therefore I will have to use
araldite I need to make sure this option will
support the wear and tear, so I will experiment
and put a picture at the bottom. I looked at it and
decided that the araldite will not hold because
there isn't much surface area for it to stick
therefore after looking at shed and gate type locks
I decided I will use one as drawn on the
whiteboard below , one part would be connected
to the door and the other on the locker where
they meet is where the lock will go through, I
could screw the 2 bits on with wood screws
however if I don't get the screw in perfectly it will
meat at an angle which doesn't look good so I
decided I would fix it in with a pop rivet which is
very accurate and will look good.
DEVELOPMENTS IN SUMMARY (LEFT)
7
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 simple lock design attached
with rivets.
Took inspiration from existing
designs. (mood board)
Experiment with different materials
and constructions.
In Brief:

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Here is the first of my models , I
made it out of styro foam. This
prototype gives me a good idea of
what my point of sale will look
like, this is the first one so it is how
the point of sale looks before any
developments, so it is the same as
my sketch-up made out of material.
I will use this model as a template
so when I develop the point of
sale, I have an original, like a master
copy of the point of sale.
After playing with my model
and testing how the door will
work and looking at the model I
don't think the shelf looks good.
I asked the users and they
thought It splits the point of
sale into different sections
which they didn’t think was
effective they want it to be one
consistent point of sale, without
the shelf I will be able to hang a
blazer in the back of the point
of sale or a lacrosse stick or
polo stick much like this one
below which was in the glades.
Test: (9)
Styrofoam model making:

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Aesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my mood
board 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 must
be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I
don't 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 an
expensive brand and the point of sale MUST look like its made of quality materials. I want the
point of sale to look really good, after my questionnaire it was clear that people think cheap
looking ones for example made of cardboard don't 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 typically have children and a wife. The man is bound to be quite
social and Hackett makes a perfect ‘middle range’ fragrance for that. Although the 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 sale needs to be ergonomic for all.
Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes
and styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraser
they are stylish environments which are clean ordered shops and environments, 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 for choking 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, there will 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 I can substitute size for positioning. For example if it is mounted
on the wall or hanging from the ceiling it will be seen easily and doesn't need to be that big, I think
the ideal size is about 80cm tall.
Function
Materials: the materials have to reflect the brand, some of the materials in my mood board are
what I think are most suitable, some of these are acrylic, oak and aluminium..these are typically
quite expensive materials which will make the customer think Hackett is an expensive brand
which it is.

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Protection:
To stop the point of sale hitting on to
the wall I will need to use little rubber
stoppers or feet. This will stop any
friction between the point of sale and
the wall.
Fixing:
I will need to fix the rubber feet to the
wall with screws, the screws will go
through the middle of the rubber
pads, another way would be to pop
rivet the stopper to the back of my
point of sale.
safety:
Children shutting fingers in the door of
my point of sale is a hazard so I will
latch:
To hold the door in place I will use a
latch, this means people wont be able
to slam the door closed, this limits the
possibility of the point of sale being
broke and limits any safety issues.
alternative:
Araldite would work to glue the rubber
feet to the wall or point of sale this
means I wont have top screw anything
and so it will probably work best.
Aesthetically it will look good, because
it will blend in.
Window:
For the point of sale I will have 2 sheets of
acrylic the seam between the 2 sheets of
acrylic will meet at the middle which is
where the shelf is so that the seem will
not be visible. About 4 inches of the
bottom sheet labelled B will have a sand
blasted effect, I could do this with a
laminate sheet or with a very fine wet and
dry sandpaper.
The sandblast effect, much like windows
in bathrooms will be like a private storage
area, here I can have storage of the
aftershave bottles to be sold...and also
any resources that shop staff may
need, for example I could have a
demonstration day when the aftershave
could be promoted, any utensils needed
for this could be stored in the point of
sale.
Runner, the acrylic window will be held in
place on a ‘slot like’ feature. The acrylic
will go in at the top and go down on a
runner it will stop when it reaches the
bottom and be held in place the depth of
the runner will be roughly the same as the
acrylic so it shouldn't be able to wriggle or
move.
How will I make the runner...
How...
Process...
why...
For the slot for the acrylic to fit in I will
measure where I want it and use the
milling machine, this way I can get a
straight line with exactly the same width
to it all the way down, I can use a jig to
make sure I keep the piece of wood in
place otherwise it wont be a straight
cut, the slightest change in angle will
affect the acrylic.

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Usability:
To make people want to use
the draw I could attach a
small ‘pull me’ tab (circled in
red) this will encourage the
user to pull the tab which
will pull out a timeline, by
pulling this it will also reveal
the contents of the draw.
Another way I could encourage the
user to open the draw would be to
put a light inside the draw, if
people see the light they will want
to see what is inside.
I could simply just fix the draw
open so it cant be moved and
therefor the contents of the draw
can be seen.
To promote Hackett
aftershave and the point
of sale I could hold a
demonstration day, this
would have a stylish man
or woman between 18-32
who would hand out
samples and testing.
Test: (10)
After looking in Debenhams I
found that Electricity points will
not always be placed close to my
point of sale and some shops
don't have any electric points
other than behind the tills, I asked
the staff in Debenhams and they
thought I should scrap the idea
(see graph) so the light idea in the
draw will not be effective, instead
I have come to the conclusion
that I will put a ‘pull me’ sign to
urge the customer to open the
draw.
0
1
2
3
4
5
light no light

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After analysing the video I realised that
people don’t open random doors and draws in a shop
as a matter of manners. So I need to think of a way
to make the draw more inviting for the
customer to use.
Interaction analysis:

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Final design: Social: one social issue is of social seclusion
and the idea that those people not in the target
age range of the product may feel conscious
because they feel they cant be all that Hackett
aim to be. Another issue is that Hackett is
aimed at the middle/upper class and people of a
lower class might feel secluded.
Environmental: there are many
environmental issues surrounding my point of
sale. From the raw materials that I will be
using, is the source sustainable? and are
the workers treated right and to the machinery
I'm using, how much impact that has on the
environment. Even to the extraction of
materials used to make the actual scent I
will be displaying and the transport modes to get
the Hackett scent across the country and even
the globe
Moral:there is a moral issue
surrounding my point of sale in the idea that my
Hackett point of sale is trying to “sell a
lifestyle” which couldn’t be achieved by
simply buying the product. For example, by
simply wearing cologne you don’t become rich
and a well established businessman the scent
simply makes you smell good but from the
pictures on the point of sale and the
reputation it could be perceived that I am
trying to sell a lifestyle.

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700
mm
300
mm
664
mm
180
mm
300
mm
180
mm
264
mm
264
mm
350
mm
100
mm
180
mm
40
mm
40
mm
20
mm
30
mm
Dimensions drawing:
Here is my dimensions
drawing, I will refer to this
when I am making my product
as it has all the sizing's
which I have mathematically
worked out to the product will
all work.
Test: (9)
I had originally planned to
make the point of sale around
800mm in length and 500mm
wide so I could fit more inside
but after a survey my
customers/ the public came
to the hypothesis that the
point of sale will look better
smaller and personally It is
better because a) I use less
materials and b) the point of
sale will be lighter and wont
rip off the wall.
(see graph on page)
light
no light

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Product application:

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Part
Number Description Material
Length
(mm)
Width
(mm)
Thickness
(mm) Number Of
1 Main panel Teak 880 300 3
2 “lid” Teak 300 300 2
3 door teak 664 264 1
4 Draw face teak 264 180 1
5 shelf mdf 264 264 1
6 Mill lines 215 20 3
7 Acrylic (face) acrylic 264 350 2
8
Acrylic
(drawer) acrylic 264 300 1
9
10
Cutting list:
This cutting list is so
that I know the exact
sizing's of each and
every component of
my point of sale. This
will help during cutting
and construction.
8
2
3
4
5
6
7
1

Product manufacture summary of processes:
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To fix my dove tail joint in place to
ensure it will stay fixed I will need to glue
it in place. The glue I will use is PVA glue
which is specialized to wood which is
also known as ‘wood glue’ This is good
because it is very strong and it dries
clear as well so I wont ruin my point of
sale if some goes out of the joint.
Despite this I need to be careful because
I want the joint to look perfect.
Adhesives:process:
I will use a band saw to cut the teak
wood. I can use the guiding rail to
make sure I cut a very accurate line. I
chose to use this over a hand saw
because it is inaccurate and leaves a
worse finish because it makes splinters
etc. I wouldn’t use a Hegna -saw for
this part because teak is quite a dense
wood and It would take ages to cut
through it and the blade could snap.
Joint:
To make the draw I will use a dowel
joint. This is because you wont see it,
it’s the easiest joint to make I will drill a
hole the same diameter as the dowel
peg. You then put PVA glue in the hole
and Put the dowel in so it will stay in
place, it doesn’t have to look good
because 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 simple
lock design attached with rivets.
I will need to fix the rubber feet to the
wall with screws, the screws will go
through the middle of the rubber pads,
another way would be to pop rivet the
stopper to the back of my point of sale.
To hold the door in place I will use a
latch, this means people wont be able
to slam the door closed, this limits the
possibility of the point of sale being
broke and limits any safety issues.
For the slot for the acrylic to fit in I will
measure where I want it and use the
milling machine, this way I can get a
straight line with exactly the same width
to it all the way down, I can use a jig to
make sure I keep the piece of wood in
place otherwise it wont be a straight cut,
the slightest change in angle will affect the
acrylic.
I could simply just fix the draw
open so it cant be moved and
therefor the contents of the draw
can be seen.

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Evaluation’s
“ I am in split decision over the outcome: part of me is happy and the
other half of me doesn't feel satisfied with the outcome.
I think the concept of my design is good! But i think i have gone the
wrong way about making my design. The manufacture of the point of
sale is mainly carpentry style work which i thought i would be quite
good at, however making the box turned out harder than id
imagined , it took a long time because i had to wait for certain parts
to dry before i could do others such as gluing certain joints.
My point of sale turned out to be quite expensive, my solution to
keeping cost of materials low was by veneering MDF rather than
using teak or oak but veneer turned out to be quite expensive
especially with the acrylic I used etc.
I think the quality of the point of sale is a bit below standard with
some gaps where the joints are however I think the point of sale is
effective and I think it works, I think the draw is particularly effective
and works well as well as the interior display I think the only thing
letting the point of sale down Is the joinery which Is easily
professionalised.”
Client comments:
“we think the design behind the product is innovative and
as an over all product it looks good! And definitely suits the
image and ethos of the brand However there are a number
of issues we feel would have to be resolved before the point
of sale is suitable for general use. It seems that some
aspects of the design are careless, for example some of the
joints are a little ‘dodgy’ this may be because of the style of
joint, we say keep it simple and professional! There could
be an issue with transportation but a possible solution is
that the door could be removed and then it’s a simple box
like structure to move. The veneering isnt as good as weve
seen on other products such as tables and the final concern
is for the safety of the products, a bit of acrylic is not
sufficient”
“We think the point of sale is successful and with some
simple adjustments the point of sale could be perfect for
Hackett”
Displays manager from Bluewater:
“it’s a good idea that you have space within the point of sale
to display things (such as the jacket) my concern is that the
point of sale could get lost in the shop, by that I mean most
customers walk through the middle of shops and don’t
necessarily follow the perimeter of the shop which is the
environment of your display unit. One solution I could
suggest is to give it a colourful backdrop from my
knowledge of Hackett you could put a flag behind the point
of sale or ‘fake walls’ which I have used in shops such as
John Lewis and the point of sale could screw into that, I
think this will make your point of sale more usable and will
be in a space where it will be seen more! Which can only be
a good thing. Another thing to bare in mind is your
manufacture. I'm no professional but if you was told to
make 100 spontaneously I think you would be caught out! I
think you should be happy with your product which could
be brilliant!”
User:
“the point of sale is like classic furniture, it looks good
and reflects the ethos of Hackett, but as an overall
‘product’ I think it lacks professionalism. The quality
of other products out there isn't present, as I walked
into the shop where the point of sale would be I
looked at the national lottery point of sale which is
faultless! It fits together seamlessly and looks like a
great all round product, I think this is missing on this
point of sale having said this we think it was quirky
and fun to use (was user friendly) however if you
made the door so it closed it would be more fun!”

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Conclusions and comments of others analysed:
Structure and joints - Next time, to make the
construction of my point of sale easy I would use
laminated/veneered mdf sheets, similar to those
used now. This will make transportation easy and
I will make sure that someone in the shop
constructs the point of sale, these sheets will be
perfectly cut so they fit together seamlessly using
CNC machine.. The idea behind this is simple
yet effective. But using a CNC machine is
not the best way for Hackett because its
batch production and a CNC machine is
expensive so I would use a circular table top
saw
to improve the transportation I
could make it so the hinge is a
hook on hinge, the 2 parts of the
hinges will be ready and screwed
into the wood so that all the staff
have to do is hook the hinge into
one another, this makes the
brand more sustainable
because I will be able to fit more
of the product into the same fan
cutting down the transport costs
and amount of journeys needed
to be done. I will have to order
these hinges in which will be
more expensive than the simple
hinges that are in at the moment
but they are more affective. This
also means if the door is
damaged it can be taken off
simply for repairs.
‘The point of sale is bland and doesn’t attract attention’
one solution that was suggested to make the point of
sale more interesting was to make a backdrop for the
point of sale to sit on this will raise it from the background
and attract attention I could injection mould the
different parts to make an affective background, however
the cost for doing this for under 1000 products is too high,
it would be better to laser cut the different parts of the
flag, stick them into the different positions with liquid
solvent cement and to bolt the point of sale through the
flag.
The client said that there product were not stowed away safe enough
for them, the solution I have come up with to solve this is to put a
lock on the acrylic similar to one on a cabinet, these will be quite
expensive but because I will buy a large batch of them I should get a
discount. The cost of these is justified because it will protect up to 10
bottles of £40 this is protecting £400 of stock and it’s the clients request
and therefor is appropriate The client said that the veneering didn’t look very
good, the idea of veneering is so its like the wood
itself and creates an illusion, to over come this issue
I would get the box laser measured for the highest
precision and then get the sizes laser cut out to get
the exact shape and then put the veneer on from a
single piece rather than bordering it! I think I could
just measure the box with a tape measure and create
a detailed drawing on techsoft which will then be
laser cut out which also should fit perfectly this is the
cheaper way of doping it which I also think will be
effective
For the assembly of the product I will use
simple knock down joints such as a cam lock
or barrel nut and bolt to put it together this
means people that work in the Hackett shop
can easily put the point of sale together with
an Allen key that will be supplied my me (the
designer/ manufacturer) this adds to the
overall production cost of my point of sale but
will save money in other areas such as
transport. This makes it more
sustainable.

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Comments from users:
“I don’t think the handle is effective, the dowel would get
slippery and you wouldn’t be able to open the draw, its
not ergonomic and I think it needs to have a bit where
you can actually pull it”
“you are now able to grip and pull the handle with ease to
open the draw, its ergonomic with the cross hatching
because it creates an easy surface to put your fingers
on, the groove allows you to get a good gip on the
handle, I think the handle like this is much more effective”
“I think that using teak wood will be the best material
both in suitability to the brand and from an aesthetics
point of view”
“ I don’t think the veneer is as affective as If teak had of
been used, you can see some slight bubbles where the
veneer hasn’t fully stuck to the mdf, it would have been
better to use even pine and to stain it, I even think that
the cornering where the veneer has been put on is of a
low standard”
“The product is not user friendly enough, there's nothing fun to do
with the point of sale its just there to look at, there's no way to
connect with it”
“the draw has solved all the issues, there's background information
the brand to inform the user, there's clear advertising, links to the
Hackett website so the user can use they're smart phone, the user
has to physically open draws meaning we get to engage with the
product which is great fun!”

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