Crucial Trading’s premium carpet collections

Retail Display

Retail

The Brief:

Fathom was tasked with designing and manufacturing a retail display unit for Crucial Trading’s premium carpet collections that would achieve the following objectives:

  1. Grow market share within high-end retailers
  2. Elevate brand presence in the market
  3. Offer a seamless connection between online and offline customer experience
  4. Provide future proofing for new product launches and brand updates

 

 

Background:

Crucial Trading were looking for a brand-new POS display that would achieve multiple goals within its branding, marketing and sales strategy for its premium carpet collections.

The design needed to capture customer attention in crowded high-end, concession-centred stores, providing an innovative and interactive experience that would not only showcase the products but also reflect the brand’s identity and values.

With 17,000 customer carpet samples ordered via the Crucial Trading website each year, the display had to bridge the gap between the brand’s online and offline presence. It was imperative to facilitate a cohesive and efficient customer journey from ordering samples on the website to purchasing the final product in the nearest retail partner store.

The unit was also required to be adaptable to future changes and updates in the product range.

 

 

The Solution:

Fathom designed a striking and statuesque, 3-metre-wide interactive wall unit supported by pioneering RFID technology with a 43” touchscreen at its centre. The screen is flanked by two display modules housing the full product range, with an illuminated lozenge header above and storage facility below.

Each carpet sample delivered to customers or displayed within the unit is embedded with an individually programmed RFID chip. When placed on the unit, this activates the display of relevant product information on the touch screen, including access to Crucial Trading’s interactive rug builder platform.

The unit’s design is in keeping with the sleek and sophisticated feel of Crucial Trading’s online aesthetic, fostering instant brand recognition and creating a seamless flow from the website to the in-store display.

The unit is fully updateable, including interchangeable duratran headers for the side modules and removable pegs to accommodate an increase or decrease in SKUs. The touchscreen can be remotely updated via a specifically designed App.

 

 

Key Points:

  • Visually impressive display unit that commands attention and elevates the brand’s presence in a multi-concession retail space
  • Interactive customer experience, creating theatre and intrigue and compelling customers to explore further
  • Cutting-edge technology and pioneering omnichannel experience uniting online and offline customer journey
  • Expert design and craftsmanship resulting in an incredibly stable and robust unit constructed with premium materials to guarantee longevity

 

 

The Results:

By designing and manufacturing a domineering 3-metre wall unit with a high-end aesthetic, Crucial Trading was able to significantly elevate its presence within premium, multi-brand retailers.

There was an immediate positive impact on in-store sales and a subsequent increase in market share within the first month of installation.

The high-quality appearance of the unit was matched by the premium customer experience it facilitated, connecting the brand’s online and offline retail spaces to form one seamless and efficient buying journey.

The inclusion of pioneering technology and innovative interactivity has led to an increase in the conversion of sample ordering to sales.

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Their ability to listen to our needs and translate them into a stunning POS design was fantastic.

“It was an absolute pleasure working with the team at Fathom. From the outset, they demonstrated exceptional communication skills, ensuring that every detail of the project was understood and executed flawlessly. Their ability to listen to our needs and translate them into a stunning POS design was fantastic."

Eve Fitzhenry

Consumer Marketing Manager