The US economy is moving through challenging times and on average disposable income has reduced, but consumers are still spending $600 to $700 on an ipad. On my recent travels through the US, Europe, UK and Asia I met with clients, prospective partners and industry peers to explore the current demands of, and opportunities for, point of purchase. Meeting with Apple Macintosh clarified two simple messages ‘innovate to fuel consumer demand’ and ‘zig while others zag’. The question for point of purchase is what are you selling and how do you present it?
Great product – and by this I mean relevant, timely and cost effective – coupled with the theatre of sales, is a recipe for success. How this is achieved is driven by the organisation’s culture. Your people’s attitude will make or break you. There are two approaches, seize the opportunity for innovation or join the bandwagon and moan and groan about the state of the economy.
Success, from ideation to sales is a mindset which Apple has brilliantly mastered. This mindset whether applied to product innovation or innovation at point of purchase is a driver for commercial success. At Creative Instore Solutions we live by this same mantra, ‘innovate to fuel consumer demand’, which is why we have received over 50 industry awards including numerous global awards recognising our expertise across point of purchase. In these tough times, it will also be our backbone which drives innovation in design to create customised solutions which achieve incremental sales for our clients.
Group Chief Executive Officer