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Bespoke POP
Thorntons
British chocolate company Thorntons has introduced a new impulse display system into 30 stores across the UK, to provide distinct categorisation in a bid to grow its share of the impulse market. The new system has been provided by leading point of purchase specialists Impulse Point of Purchase with the first phase of the store roll-out successfully completed earlier this month.
Impulse won the six way pitch to design, develop, manufacture and install a new range of displays into 30 Thorntons stores. The installations were planned to coincide with the introduction of a new range of Thorntons impulse products, with the aim of driving greater impulse purchases of new and existing confectionery lines.
“We are delighted to be working with one of the UK’s most famous chocolate brands and to spearhead a change in the way the company displays its products in store. We hope this point of purchase will prove to be a huge success and early sales show they have been very well received by customers,” said Impulse’s MD Mark McKeown.
“Impulse impressed us with their insight and ability to hit the brief, both in the design and implementation of the project,” said Craig Brackner, Consumer Environment Manager for Thorntons, “This is a new direction for Thorntons, and so our choice of partner was crucial to the success of the project. We are confident that the changes made in store have enhanced our brand, and complemented the existing offer.”
The final designs incorporated clear PETG shelving, metal fixturing, and acrylic mid floor units. Live product was used to fill header boxes, creating the whole “Treat” sensation.
The objective of this initiative was to introduce new impulse products, enticing the “Eat it now” impulse purchaser, whilst enhancing the existing gift and sharing propositions, and also offering effective communication of multibuy promotions. The new display efficiently groups products by offer type, with clear placement of each promotion.
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