Case Study - Christmas festivities – Retail shopping
When; December 2011-13
The client asked for a marquee, ‘as large as possible’, to be directly connected to their existing retail space, without impacting either their car parking or compromising fire exits. The space needed to respond to 7 day opening, over extended hours in the run up to Christmas. It also had to be compatible with the regular shop space to enable similar merchandising, replenishment and customer accessibility.
A regular client of Meridian and Visions, approached us with a brief for a marquee to incorporate a traditional English garden in full bloom, as part of a fund raising luncheon and corporate presentation. The structure therefore needed to be closed to protect the AV and electronics from any passing shower, without detracting from the herbaceous borders!
In discussion with the client, it became apparent that a joint build involving Visions to deliver all the AV and associated lighting would meet the above criteria, and fulfil the colleges need for their lawn to be clear for a function at the Chapel Sunday afternoon. Once the client understood the joint capacity of the Meridian / Visions relationship they became much more confident it could be achieved.
- An initial site visit established the space available and identified appropriate access utilising a side entrance to the shop; we put forward a proposal that the client could work with in conjunction with their standard shop.
- The marquee provided sufficient floor space to substantially increase product shelving and display.
- Visions our sister company provided specialist low energy / high output lighting for maximising visual impact.
- Standard ivory linings softened the marquee structure, and together with traditional Christmas lighting and POS (point of sale) attracted customers to deviate from the normal shop layout and visit the temporary extension.
The same format has now been repeated successfully 3 years running allowing the shop to increase both customer footfall and year on year sales growth. With a 4m high Christmas tree centrepiece, the store has been able to maintain their standard shopping experience without compromising established shelf space to promote seasonal fare over what has become a very competitive marketing period within the retail industry.