How to make the most of retail display in beauty

Even though more consumers are going online, the power of the in-store setting is not to be underestimated

Display specialist arken P-O-P knows the power of in-store engagement, as Nathalie Lawrence, Key Account Director, Health & Beauty, explains...

What does arken do and who does it work with?
We design and manufacture innovative retail displays to help beauty brands, such as MUA, Models Own and I Heart Make Up, to engage customers in-store and influence final purchase decisions.

Nathalie Lawrence

Tell us about some of the most exciting retail projects arken has been working on?
Recently, we helped launch new brand Lottie London in over 250 Superdrug stores. It’s a young vibrant brand with a fantastic product range. We’ve also partnered Freedom Makeup London on their worldwide retail launch, following our success for sister-company, Makeup Revolution.

What impact has omnichannel retailing had on approaches to in-store display?
The path to purchase is no longer confined to the four walls of a store. In-store must therefore be fully integrated with other channels to deliver a truly connected and consistent brand experience. However, simply repurposing advertising assets for use in-store is not enough. Displays must ‘talk’ to customers in a way that is relevant to their shopping mission and provides compelling reasons to buy.

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