Famous P.O.P. Stars

Russell Langridge, Sales and Marketing Director, HRG

...on the rewards available for designers:

"It's the job of the designer to push the boundaries of the brief and create a display which will engage the target audience. Creativity plays a significant role as to whether or not a consumer makes a purchase and whether or not a client increases sales and market share. The knock-on effect of successful design is repeat business and this often leads to financial recognition and career progression for employees."

 ...on the many design challenges:

"Time and budget are always critical when it comes to designing P-O-P. However, no two days are the same. One day, you may be working on a top household brand to give it stand-out on a supermarket shelf, the next day you could be designing the entire category of a department store. For talented designers coming into the industry, creating display fixtures, retail environments and graphics enables them to develop their own unique style in what I think is a really exciting business."


Gerry Hebron, Managing Director, Creative id*a Ltd

...on the role of design:

"Design has to work harder than any other element in the retail marketing process - the importance of good design can never be stressed enough as it has to accomplish so many things; it has to attract, excite, educate, amuse and instill desire."

...on student talent:

"It is of the utmost importance that we develop student awareness and interest in
the industry because without new talent and ideas being injected the industry will wither and
die."


Martin Fawcett, Creative Director, Bluetouch

...on good retail design:

"Good retail design should create compelling experiences that prompt the shopper to buy, provide functionality for display & merchandising and differentiate one proposition from another.

The last thing retail design should be is aesthetic; design should promote the experience and offer memorable devices that build loyalty."

...on bringing students into the industry:

"It is vital that we encourage fresh lateral thinking amongst students - continuously promoting the industry as an equal media channel to that of traditional creative channels."


Tracy Scutt, Managing Director, arken

...on complemeting other brand advertising:

"Effective P-O-P display needs to be designed in such a way that it compliments other marketing medium used for a campaign or launch."

...on functionality v aesthetics:

"It needs to be functional for both stocking and shopping and be visually attractive to entice the shopper and provide stand out from the competitors offering. To be just visually attractive is inadequate."

...on the future of the industry:

"To have a continual influx of students coming into the industry, educated in new materials and processes will guarantee continual innovation and take P-O-P to new levels."


Mark Simpson, Chairman, Simpson Group

...on the impact of innovative design:

"Innovative design has a major impact on the way in which we live our lives. It ties us emotionally to brands and stimulates our desires. Design's role in retail marketing cannot be overstated. It grows revenues, increases market share and stimulates brands."

...on the influence of young people who drive the industry forward:

"The retail landscape is changing so rapidly and today's young people are driving that change. If you are currently a student thinking of entering the world of retail marketing, then just consider the influence you can have within this industry and grab the chance with both hands".