The POPAI UK & Ireland 2014 ceremony award was held in London last October 9th.
Become a major stakeholder in a handpicked team to revitalise and redeploy Tesco’s product offer; that was Tesco’s overriding requirement of HMY for the future of their in-store Homewares departments. The teams resulting solution has been recognised with a Bronze POPAI award in the Flagship & Stores categories.
With online shopping growth providing a real and growing threat for Tesco in-store sales, they were seeking a new concept store format that would turn each visit into a unique experience for the consumer.
The desire was to make stores a leisure destination that encourages customers to explore the range of products using attractive and specialized displays that provide an inspiring shopping experience. Improved product information was also high on the list of requirements.
HMY Radford developed a very competitive range of furniture and commercial equipment that is being introduced in all nonfood areas of each Tesco store.
The main overriding challenge for the Project was to deliver a solution that retained the very creative design intent produced by Household Design without losing view of the functional requirements of a supermarket and delivering a price point that would allow for future potential roll out that could result in a real ROI.
Initial trial stores turned out to be a great success with a substantial increase in sales. “The new design has shaken up and changed customer’s perception on how they want to do their supermarket shopping “Paul Jones, Design Manager at Tesco.
This is the second award the HMY POP Division has received within the year. The HMY POP Division is specialised in display solutions at the point of sale. Last February the POPAI D-A-CH took place and a display from Lindt produced by HMY was also awarded with a Bronze POPAI.
These awards represent an international recognition to the specialised work developed by the HMY POP Division to strengthen a brands presence at the point of sale. HMY offers unique display solutions for each customer with a close, flexible and fast Service, backed up by the substantial capabilities in management and production of a global group such as HMY, the international leader in commercial equipment.
