Magazines Archives - 2009 March

More than just pretty
Story 6 - Focus

In these trying times when all sectors, including retail, are reeling from what is expected to be a deep and long global recession, it is easy to Idismiss investments in signage and point-of-purchase (POP) displays as unnecessary.

But to remove this from dwindling operating budgets would be folly, according to leading retail authorities in the Philippines which believe that devoting resources to further improving the retail experience by putting in place functional and aesthetically-pleasing signs and displays in their outlets has never been more necessary.

Contrary to the common misconception that this is frivolous spending, which business owners can ill afford during difficult times, Cecile Marvilla, marketing manger of Araneta Center, asserts: “In today’s competitive retail environment, a shopping mall cannot afford to regard merchandising a frill. Everyone is competing for the customers’ hard-earned peso. There are more choices out there for consumers than ever before.”

The Araneta Center, one of the oldest and biggest shopping developments in the country, is putting money behind its belief. It hired the services of Los Angeles-based Ann Dudrow, a specialist in shopping-centre signage and wayfinding systems, to help put up attractive and informative signages on its premises.

“We have also replaced our outdoor poster holders with plasma-TV units that broadcast electronic, animated posters; video ads of upcoming movies and concerts; and even TV commercials about our different business units.

“We also use plasma monitors at the Araneta Coliseum Ticketnet counters as well as the gateway and Ali Mall Cineplex ticket counters to [playout] trailers and display movie schedules,” Marvilla elaborates.

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