M&S store rotation programme: the importance of graphics
Keeping customers informed throughout the process
In the current climate, it’s not unusual to hear of retail stores closing. Often, when this happens, the assumption is a negative one, that it represents a brand that is in decline. However, this isn’t always the case. In fact, it can be part of a strategy to strengthen the business by consolidating stores and focusing on those that can best support its long term success.
Marks & Spencer is currently undertaking a programme of this nature; something that they have termed a ‘store rotation’ plan. Their strategy is to reduce the overall number of stores from 247 to 180 by relocating to units that are bigger, more energy efficient, more suitable for carrying full lines, and more productive – all while safeguarding their 2200 staff.
Clear communication is key
With the potentially negative assumptions that store closures can bring, communicating that they are actually part of a programme for growth is vitally important in maintaining the high street brand’s reputation, And that’s where we come in.
We have been working with M&S to provide strong, branded graphics for hoardings and windows that inform shoppers that stores are closing for relocation to bigger and better stores and that those stores that are being redeveloped, will become new, exciting M&S stores.
The important role of graphics
We have worked closely with the client to create bespoke graphics that communicate what’s happening at each store, where stores are moving to, and key dates. Coupled with strong images associated with the brand including its mouthwatering food offering and fashion, it helps to keep shopping centres and high streets vibrant while works are taking place, as well as build anticipation for forthcoming store launches.
A busy store rotation programme
This has certainly kept us busy, producing and installing graphics for stores through the whole life cycle of the programme. We’ve worked on stores in several locations, including Manchester (M&S’s move to the former Debenhams unit in The Trafford Centre), Barnsley, Wrexham, and Swindon.
Want to know more?
You can read more about the graphics we can offer for retail or, if you want to discuss your own project, contact us on 01274 525660 or by sending us a message.
