Dt as cswk

H

CA

TTEK

DT ASpoint of sale coursework folder.Ravens Wood School (14277)Alex Shipp (4187)

H

CA

TTEK

Fish started off its life in a barber shop as a modern male grooming product. I think they have bad marketing because they seem to have tried to present themselves as a traditional brand on they’re web page however the bold colours on the packaging of the product would give quite the opposite effect making people think it is a modern brand this therefore in my opinion limits the market to people under the age of 20. his misleading branding could put the consumer off the product because they begin to doubt the product.

Old spice aim to rebrand their range with new advertising. As of recent old spice Has been seen as an old mans fragrance. But with they're cheap prices peoples mentality are being changed especially in the current economy . This product is aimed for people around 16-35 maybe those who are going to the gym and simply want a smell to stop them smelling badly. The new advert seams to imply the fragrance is for any age any race as old spice is a typical white mans band until recently. Old spice is a brand that everybody has heard of and so with simple advertisement they could boost their sales a lot.

Old SpiceFishI think Mr Natty appeals to all generations. Its

presented as a traditional ‘gentleman's’ hair product. The language used on the packaging and website is modern so the product is both moving with the times and traditional. The product and range looks smart and the whole company seams niche. I expected the brand to be expensive but upon looking on the website they are quite reasonable. For the following reasons I would say the products are for ages 16-30. the vintage style moustache products make people want to read more about the brand because its so unique.

Mr Natty

L'Oreal men expert:Is a very successful brand for people in the 45+ age group. It’s the only anti aging cream to market itself in the way it does. This brand also has scientific evidence showing the product works-partly the reason behind their success the colours used are neat and smart. The people for the models are those of 40+ Age but look good so men think they can pull the same thing off. Which has a good impact on the company’s sales. The brand has quite a narrow selling audience however I believe this is widening because people are more conscious about the way they look recently which is good for the company.

Lynx is aimed at the teenage market, the packaging is in ‘cool’ colours which draws people to the product. It has been especially successful in themale grooming market partly because of the adverts which show women desiring men who wear lynx. Lynx has even been successful in the girl teenage market because of its nice smelling reputation. I think the target audience is 12-18 age group because it is for people in the age where they are starting to go through puberty and out and they want to smell nice and aspire to be like older people.

Lynx: Hacket is like the British version of ralph LaurenThey sell up to date clothing fashion lines and combine they’re history to make them a brand of expense despite they're reasonable prices. Hackett are associates with Aston martin which ads a status to the brand I would say this brand is for the aspiring business man and is therefore for the age: 17-40. Hackett is a traditional gentleman's brand. It has associates withAston martin and other racing brands which link in withTradition because they are expensive and have status.Hackett is in with fashion as well as having vintage style . The aftershave bottles are tasteful, they Look smart and expensive which contrasts with their reasonable price. This may be a sales tactic to draw customers in to other products such as clothes in store. I think the product is aimed for people 18-40 who go out for a night and want to smell good. And the standard business man who wears fragrance every day and therefore uses a lot of it so looks for a reasonable fragrance. Hackett's clever advertising gives you the thought that you could be like the models they show off

Hackett

H

CA

TTEK

Links fxL-logical-stand out and advertise the brand (colours, size, positioning)-use ergonomic considerations in the design. Is it user friendly? Is it comfortable to use?-needs to reflect the brand. E.g. Company name/logo-needs to draw customers in and keep them there for a time. Colours ,lights, sound, size-use of testers/samples so the user can safely interact with the product.-USP-unique sales point. It needs to stand out and be different from the others-positioning in relation to foot fall, needs to be in prime positioning for the customer to see/find it.Is it positioned where they would be going anyway such as at the end of an aisle.

I-Illogical:-too much text, confuses the customer and leads to them walking off.-not enough information leaves the customer unsatisfied with the product and they continue else where-no branding identity is bad marketing to the customer-visual noise, are the colours too bright and off putting, is the p.o.s an eye saw-too interactive without any thought of purchase. E.g. apples ipad. You can play as much as the customer wants with no obligation or intention to buy.-Removing the product from the point of sale, defeats the object of it.-too many options, confuses the customer-having the P.O.S below eye level-poor sustainability

N-need:-must display the product clearly and allow the consumer to interact with the product-attract the customer in one way or another-display the branding-must keep the potential customers attention-any relevant information must be present-give the consumer the ability to access and purchase the product-needs to consider:ErgonomicsSafety Theft

K-keep:-Must be on eye level to be seen-Must be placed close to the main footfall of the shop.-Must clearly show the product.-Must display the branding.-Must display any important information.-Must hold the potential customers.

S-scrap:-Scrap using cardboard testers as it reacts differently to skin.-Scrap any Visual noise which puts customers off.-Scrap too much information so customers don’t get bored.-Scrap having to remove the product from the unit to test it.-Scrap the purchasing the product to be long and complicated.-Scrap having too many products on the unit to choose from

F-form VS functionality:For a point of sale there needs to be a perfect balance between function and form. This basically means it needs to look good and work well at the same time in order for this to be just one may have o be sacrificed to make it a successful P.O.S for instance there might be a P.O.S that looks aesthetically brilliant but if it is not user friendly then it is a bad product. Similarly if the point of sale is really interactive and does its job well but doesn't look good it wont draw peoples attention which means it hasn't worked properly. An example would be if a Ferrari had a bad engine in it , it would be a failure.

X-Factor:-Use a TV to display the brand and attract attention-use lighting to attract the customer and illuminate the P.O.S to make it stand out-sound could promote the business to passing customers-putting ‘nudges’ on the floor for customers to follow to find the P.O.S

Home

H

CA

TTEK

Primary source photo’s of point of sales:

This is Cadbury's successful P.O.S its grab and go Idea is clever there is no unnecessary information Or features just simply grab the product and pay Which is the fundamental idea of a p.o.s

I think this P.O.S is clever. It is veryrepresentative of the relaxing and therapeutic brand because of the Buddha. However it doesn't give any information about the brand.

Here is a temporary point of sale in a Supermarket Advertising a new release DVD the size makes it Stand out and it is similar to others so is easily Recognisable. But it is made of cardboard so could easily be knocked over

This is a different type of point of sale to the other ones shown. It was in the middle of a shopping centre. It successfully showed an array of products which you could easily see because of the transparency and size but there was no information of where you could buy the product or what the product was. For me this information is fundamental to a P.O.S

Here is yet another of the same style phone point of sales. Because it is the same as any other it doesn't stand out to the public and people tend to walk past. It does have some information about what the product is however the customer once more cant interact with the product which on an electrical device is significant.

This P.O.S is showing off the new Guinness book of records. It was quite eye catching because of the colours but some of the edges of the cardboard had scuffed and folded which didn't look good. There is all necessary information for the consumer and so in that respect it is successful

This is a temporary P.O.S advertising a new release of book in WHSmith. The point of sale does its job- promotes the company with colours and sells the product. It does however look cheap which isn't a good representation of the company.

H

CA

TTEK

Here is the red bull point of sale unit.Red bull are particularly good at advertising. The design is simple and contemporary. The brand is clearly visible. The point of sale stands out to the consumer. The P.O.S is also a fridge but has no door this means the product is Easily accessible which is essential in aP.O.S

This is a P.O.S unit for Cadburys I don'tThink it is particularly successful because it Is small (not eye level) so people may notSee it. I would describe the colours as visualNoise I think they are a little over-powering On the same hand It is the brands colours soIn that area it is appropriate.

This is national lotteries point of sale which I couldonly describe as a land mark. Wherever you are ifyou see it and you are likely to participate. The size and unforgettable shape means it is easily locatedby the consumer the point of sale is interactive anda drawing table is cleverly included in the design

Here is a unsuccessful P.O.S the reason I think it Is unsuccessful is because there is no clear identificationOf the brand . The user cant interact and feel the Product. This tends to put the customer off because They don't know what they are buying. The product isClearly displayed but this doesn't intrigue the customerBecause I tested it upon myself and thought If it wasMe am I interested? no

This point of sale was in orange. I don’t think it Is a very good example because it is quite plain. IThink the actual design is bad because it lookslike the penny spinner you find in places likeMcDonalds which is bad marketing. The brand is easily spotted however the consumer cant interact with the product.

This is a point of sale I found in Superdrug. I think It looks cheap and tells you nothing about the product. Celebrity cut outs can sometimes be successful because you see it out the corner of your eye and for a split second you think it could be the actual celebrity So you walk over to find out more. Which Could bring custom.

H

CA

TTEK

Situation: The ProblemMy personal research and experiences proved/showed that the scent of HackettAftershave on cardboard testers is distinctly different to the smell of the product On human skin. This has an adverse impact on the consumer because they might be buying a misleading product for example they might like the smell of Hackett on the cardboard but actually when its on they’re skin it smells different and they don’t like it . This can confuse the customer and put them off the brand. I need todevelop a mechanism which allows the customer to smell the product exactly as it

should and what they could potentially be buying. But is unique to what is currently On the market. For example I could use a motion sensor so that when someone walks Past the Hackett scent is automatically sprayed in the air. This could stop someone in They’re tracks and make them want to go back and smell more and hopefully explore the brand more

Brief:The brief is to design and make a point of sale unit for Hacket. The point of sale must successfully display the product. The P.O.S must also clearly reflect the brand either in colour style or fashion. It must be user friendly and interactive so the user can experiment with the product which Is true to that of which they may be purchasing.

H

CA

TTEK

Task Analysis:

Visibility And position:-relation to footfall -position in the shop-eye-level?-ergonomics- is it in a good position…-does it stand out? Can it be seen?-colour, size, shape-visual noise, don’t be overpowering-branding and crucial information.-products display.

Target Audience:-gender-age-genre-Person al taste-purpose of purchase

Materials And Aesthetics:-aluminium-cardboard-plastics-woods-Metals: ferrous, non ferrous alloys.-Coniferous, non coniferous-thermo, thermoset, elastomers

Safety:-sharp edges-wires-choking hazard-tripping hazard-breathing problems from aerosols

Branding;• Show brand name.• Show brand logo.• Unit must fit into branding.• Promote the brand.

Sustainability;• Must use a suitable material.• Must be strong and sturdy.• Must fit in the environment.• Must withstand weather

conditions if placed outside.

Environment;• Must suit its environment.• Must not be a hazard to the

environment.• Must withstand wearing.

Construction;• Sturdy construction.• Able to stand freely and take

weight of product.• Does not brake easily.

Future;• Longevity• Sustainability• Where is the product going

to end up?

Social Networking;• Viewable on Twitter.• Viewable on My space.• Viewable on Facebook.• Viewable on the Internet• And other examples

Interactivity;• Entertain possible customers.• Not too interactive so people

just play and not purchase it.• Give a glimpse of what the

product has to offer.• Doesn’t give everything away.

Ergonomics;• Eye levels.• Easy to test.• Not having to bend or stretch

for stock of product.• Comfortable to use.

Price;• Affordable for target audience• Suitable for the products

branding and quality.

Functionality and Features;• Interactive• Testers• Relative to products design• USP

Visibility and Position;• Relation to foot fall.• Positioning in the shop.• Average eye-level.• Ergonomics.• Stands out and noticeable.• Colours, shape, size.• Not too much visual noise.• Branding.• Products display

H

CA

TTEK

Initial specification: access fm

Aesthetics: The P.O.S must reflect the brand colours the shapes used must be related to the branding and ethos of Hacket. Logos must be present so that the customer knows what brand they are looking at. Any relevant patters related to Hacket need to be in the design possibly Aston martin as well as they are a paired company with Hackett. The P.O.S needs to be stylistic and modern like Hackett I need to chose relevant colours and images such as black and white photo shoots. I would also need to make sure all information about the brand and product is clear and concise.Cost:Because Hackett is not the kind of brand in everyday value stores the quantity to value ratio will be good, by this I mean that the P.O.S will be better looking and I can afford to spend more in manufacture because I wont have to make a high quantity of them. Ni need to bear in mind the materials (high cost/low cost). Cost of manufacture needs to be considered. I will need to workout the cost of delivery- is it cheaper to distribute my P.O.S flat packed. I need to consider the cost of its environment…floor space is money. E.g. end of aisle positioning can be expensive. Customer:I need to target the perfect customer in relation to status of person in relation to the price of the product also in light of this I need to think about the genre of shops my design will be in. anthropometrics is key, my P.O.S needs to be of perfect size and shape for the consumer to use safely and properly.Environment:Where is it positioned within the shop in relation to the consumers foot fall and specifically where they scan their eyes when entering the shop I want people to panoramically view the shop and see my P.O.S that sticks out and lures the customer in. I want to position my P.O.S in an environment that is making a lot of money in retail, an example of this is the recently passed Olympics.Size:Size in relation to ergonomics and anthropometrics of the customer and so the size needs to be user friendly to the consumer. I need to consider issues with stability for example if its too tall it could fall over and injure someone which is a safety issue. The bigger it is the more expensive it is because it takes up more floor space which costs money. Visual noise, if it is too big it putts people off the product. Also the P.O.S will swallow the product if it is too big because the product MUST be seen.Safety:I need to make sure my P.O.S wont fall over because this could be a safety hazard to the consumer. I will endeavour to make sure there are no sharp edges because this could cause injury. I want to make sure I avoid any ‘avoidable incidents’ by making sure my products wont be stolen because this puts the shop keepers/staff in danger. Safety of the person putting my P.O.S together must be taken into consideration.I cant have any choking hazards (small parts0 on it because this could cause harm or injuryFunction:Among other things my P.O.S must comply to some simple points and ideas. For starters it needs to have testers, the customer must be able to smell what they could potentially be buying if I didn't do this it would be unsuccessful. The actual accessibility of the product I am advertising is essential. The customer must be able to access the product to smell, touch and hold it. I think it is also important for the point of sale to be interactive to engage the user.Materials:I have thought of some materials that would be suitable to make the P.O.S out of that are also representative of Hackett's simple yet effective colour scheme. Here are some of my examples:Oak Aluminium Acrylic Stainless steel and probably other materials that look good (expensive) or that have a good polish or shine to them.

H

CA

TTEK

1 what do you want to learn?I want to see what fundamental things draw the customer to certain points of sales. I also want to know what the customers themselves think is successful about certain points of sales. I can then apply these answers to make my P.O.S successful.2 who will you speak to?I will speak to the consumer, people who may be hovering around or looking at things on a point of sale. I will also speak to staff in the shop to find out if the P.O.S was easy to set up etc..3 where will you conduct research?I will conduct my research in shops which typically have a selection of P.O.S’s such as house of Fraser, john Lewis, or Boots4 do you need to conduct anything beforehand?I will need to asses where I am to conduct the research to make sure that it is suitable and has the facility to allow me to do the research I will also have to ask permission of staff to do the questionnaire.5 what are you going to do to complete this research.I will ask a selection of questions in my questionnaire I will need to create a concise list of appropriate questions these will be loosely based upon the concept of ‘access fm’

- 10 Minute OberservationHow is it used?Positioning?- environmental snapshotColours?Height?Where people walk? } Personal observations and

analysis to be conducted myself and to be recorded to later be applied to my project . Possibly take pictures and written documentation.

Here is my Gant chart which I have made to manage my time. It allows me to complete tasks in a certain time the shaded blocks show when the task should be completed by. It is an easy way of ensuring I complete work on time because it is a simple and easy to read table.

H

CA

TTEK

Here is my mood board I have thought of everything related to Hackett whether that be through colours of materials or aesthetics. I have also reflected Hackett's colour schemes with blacks, whites and greys. I have thought of products that remind me of Hackett such as Alessi’s lemon and some of Philippe starch's products I think it would be especially interesting if some of these products could influence my P.O.S this is a good sales tactic because it might remind people of products they like and attract other customers

H

CA

TTEK

Competitive products/ Product Profiling: Price: High

Popularity: highPopularity low:

Price: lowHere is a graphical representation of where I have plotted Hackett against its competitors. I have looked at relative brands and axis. I chose popularity and price to see how brands actually sell. It’s a common mistake for example that people think YSL is a popular brand however recently it has declined in sales. Whereas polo is a VERY common brand with the 17-20 year old category and its not unaffordable so many many people tend to buy/wear it. I have located Hackett where it is because it is quite popular but its not expensive, affordable prices will increase sales.

H

CA

TTEK

Questionnaire:

1) If a product is displayed on a point of sale would you be more tempted to test the product as opposed to on a normal shelf? YES NO

2) What features on a point of sale entice you to it? E.g. colours, shape, size (CIRCLE APPROPRIATE)

3) Do you think it essential that the customer interacts with the product that is being displayed?

YES NO4) Do you tend to buy the same products every time you shop. For

example do you only buy one brand or do adverts encourage you to buy others?

YES NO 5) Do you think aesthetically that materials must be suited to the

brand in order to stand out? For example does a cardboard flimsy P.O.S draw your attention?

YES NO YES NO6) Where would you place a P.OS? entrance exit fragrance section end of aisle7) What age range would you classify Hackett aftershave in? 10-15 16-20 21-25 26-30 30+

For my questionnaire I have crafted simple questions with easy answers this makes it easy for me to conduct the questionnaire. I made the questions specific to the information I felt I needed to find out that would help me to understand the brand better

H

CA

TTEK

Results:

yesno

yes(8) NO

(3)

yesno

10 TO 1516-2021-2526-3030+

YES NO02468

101214

COLOURS SHAPE SIZE01234567

3)

1)

4)

5)2)

7)

entranceexitend of aislefragrance

6)

Here are my results from my questionnaire. People generally buy products that are displayed in one way or another this proves that my brief is valid. The public also reached the verdict that the size matters. The bigger the P.O.S the more it stands out which in turn gets peoples custom- it also shows that colour makes a difference too. Its clear to see from the results that the majority of people feel that it is important for the customer to be able to interact with the product that is being displayed. Unfortunately people tend to buy the same products every time they shop I need to break this habit by making Hackett stand out and displaying any relevant information. The P.O.S must be made of quality materials that reflect status and Hackett, because a cardboard P.O.S is usually an eye-sore and 60% of people would be inclined to walk straight past it. I needed to find out where the best position for my point of sale was. From my research It became clear that in the fragrance section of a shop (which is obvious) and the entrance of a shop is the best place to put my point of sale. My estimation to the age range for Hackett aftershave was correct the public thought that Hackett aftershave is suited to 26-30 year olds.

H

CA

TTEK

Customer Profiling:

Here is a collection of images related to the target customer from the results of my questionnaire I found that the consumer thought people in the age range of 26-30 are the key audience. From researching on the internet I found that many of the kinds of people that would wear Hackett are your typical businessman. over 45% of these men have children. A large proportion of these men would have a blackberry or an I phone for business and a middle to high range watch to match the way they dress to work. I have put the picture of an everyday car suitable for family use. I need to make my P.O.S fit the customers profile and must be stylish (modern) I think the product is ideal for people who go to the gym so I put the picture in (1 in 4 go to the gym) I have identified the customer as a sociable person who likes to play some kind of sport and likes to go to the pub with mates (a situation where aftershave is certainly going to be used). Someone of this persona is bound to wear a fragrance everyday to work and so Hackett being a reasonable product would be an economical way of being able to smell good.

H

CA

TTEK

Brand Profiling:

Hackett is a traditional British brand, it cleverly uses fashion in a niece way to make the target audience a broad range. It uses a classic racing theme and the brand is linked to Aston martin. Despite its high status and business partners Hackett remains a brand aimed at middle class and your average person. I can use Hackett's subtle colour scheme of whites, blacks and greys to put my point of sale in shops where it will suit its surroundings, such as:-House of Fraser-John Lewis-Debenhams -Heals-and many moreHowever the simple colours mean the brand is versatile and can be put in stores that aren't perhaps so stylish such as boots, Superdrug and specialist shops such as the perfume shop.Hackett is like the British version of Ralph Lauren and when you see something with the Hackett logo on it you think it is valuable because it is quality, well made products which is representative of peoples attitude to British industry.

H

CA

TTEK

Market research:

This graph here shows Hackett’s sales figures over the past 6 years. It quite clearly shows that Hackett is a growing company which is making more and more money every year. This is good for me because it will help to make my point of sale more successful. If more people are buying Hackett products more people are looking out for it in stores as it becomes more popular. However I cant rely on this information solely I need to make sure that the P.O.S is still appealing to a broad range of people and that I attract new customers.

Hackett now has over 14 branches and growing. This again shows they are a evolving company. Hackett is a stylish company and the reason to they’re success (I think) is because as a population we are being more and more influenced by fashion. I will need to design my P.O.S to this fact. Having said this the P.O.S might not be in Hackett itself so it needs to fit a range of environments.

H

CA

TTEK

Home

Debenhams: This is the inside of Debenhams. I think this is a prime place to put my point of sale because the fragrance part of the shop is always by the entrance, exit so it is bound to catch maximum attention. Even to those who didn't plan on buying a fragrance it will hopefully draw them in to make a purchase

John Lewis: john Lewis is a department store that everyone goes to for one reason or another. The blue water store is used by many as a ‘cut through’ I could place my P.O.S carefully so when people walk through they see it and entices them into buying it. John Lewis has a simple and effective colour scheme which is similar to Hackett's- I could use this to my advantage

The fragrance shop: the fragrance shop is similar to the perfume shop. The perfect place to put my P.O.S would be where the yellow and black signs are either side of the doorway so that people see it as they walk past the shop and will hopefully be inclined to walk over and test the product. However I would have to make sure that the product/P.OS is thief proof so I don't put any customers/staff in danger.

The perfume shop: The perfume shop is THE shop for selling fragrance. Offers and signs in windows draw many customers to the shop but my P.O.S needs to grope the consumer in to make sure my product is the only one the customer is focusing on. If this doesn't happen people will just swamp into the shop for the cheapest product.

House of Fraser: house of Fraser is the perfect place to advertise because the shop is classy like Hackett so there is a direct link between the shop and my brand. This is a stylish environment with contemporary design and I would have to design my P.O.S in relation to its surroundings. It would have to look niche and smart.

Boots: this is the inside of boots which specialises in fragrance and beauty products so it is the perfect place to put a point of sale. However this type of shop is bound to be full of points of sales so I would have to make sure it really stood out. Or was in a good position in relation to footfall however this will cost money.

Environmental snapshot:

H

CA

TTEK

Product assembly:

}Here is a point of sale I saw in WHSmith I examined the way it was put together by looking at it in a number of different angles. After doing this I built up a construction plan in my head and how it would all fit together. Here I have drawn the net of the shape and scanned it into the computer. The P.O.S fits together like most cardboard boxes- with a flap that inserts into a slot marked with a blue circle. in this process no bonding agent (such as glue) is needed. The shelf insert is a separately made box-like construction with a missing base the lips of the box rest behind the flaps marked with the red circle . The P.O.S is made of a reinforced cardboard for strength because cardboard can be flimsy. Shop staff will sometimes strap the display to a pole etc for stability.

H

CA

TTEK

The research stage of my coursework has been very useful. I have found out things that I didn’t know before. I’ve learnt about economics and how the status of the company affects the amount of sales and that I need to design my point of sale to this niche market/audience. I have arranged most of the folder in a graphical way because this allows me to plot things against one another and to compare results to get the best possible research.

I think I have covered all things to do with Hackett’s ethos; I have included other designers and brands in this because I can then influence my design loosely around other brands. The Idea behind doing this is that through aesthetics if the point of sale reminds people of a brand they like they might come over to it increasing the possibility of a sale by an estimated figure of 5-7% however, it is crucial that the point of sale screams out HACKETT to the customer.

I have identified a specific customer profile I have chosen very specific interests and things related to the life of my customer. I have plotted that he is a family man- middle aged, has an average family car. Has a decent with to go with his ‘businessman attire’ I have put other interests on the page as well. For example, the picture of the gym I could do something to the design of my P.O.S to make the customer think it is the perfect ‘gym fragrance’ .

I looked at product assembly in quite some depth by looking at the net shape of the point of sale, this was good for my mind of design but in terms of research I don’t think it was the most fulfilling piece of research, mainly because I know that I won’t be making my P.O.S out of cardboard, having said this the research has broadened my understanding of construction of points of sales.

Environmental snapshot is one of the topics which will affect the design of my P.O.S the most I need my P.O.S to look good in the shop and not to stand out too much but enough to attract attention. As well as style environmental snapshot allows me to plot a position where I think it will look best and to have looked at locations of current P.O.S’s and compare the 2 which will give me a ‘prime’ position. From my photos I fount that the best place to have my P.O.S was in relation to the consumers foot fall for example in doorways and at the bottom of escalators and ends of aisles. These locations are the best places because all people walk past these places. From my questionnaire I found that the majority of people think the entrance to a shop is the best place to put a P.O.S

From my questionnaire I got some very useful specific information. These results are effectively what will make my design what it is for instance from the results I found that people are attracted generally by the size of a P.O.S this doesn't mean I need to produce a massive P.O.S but it needs to be easily seen. I also found that people tend to but the same products every time they shop which may not be Hackett therefore my P.O.S must change this by standing out with any relevant information. The publics verdict was that people need to be able to interact with the product so I will need to make sure the customer can hold, touch and feel the product, most importantly they must be able to smell the product

As part of my research summary I have classed the different types of research into leagues of importance. And how useful it was to me as a designer. This is on the following page...

The research stage of my coursework has been very useful. I have found out things that I didn’t know before. I’ve learnt about economics and how the status of the company affects the amount of sales and that I need to design my point of sale to this niche market/audience. I have arranged most of the folder in a graphical way because this allows me to plot things against one another and to compare results to get the best possible research.

I think I have covered all things to do with Hackett’s ethos; I have included other designers and brands in this because I can then influence my design loosely around other brands. The Idea behind doing this is that through aesthetics if the point of sale reminds people of a brand they like they might come over to it increasing the possibility of a sale by an estimated figure of 5-7% however, it is crucial that the point of sale screams out HACKETT to the customer.

I have identified a specific customer profile I have chosen very specific interests and things related to the life of my customer. I have plotted that he is a family man- middle aged, has an average family car. Has a decent with to go with his ‘businessman attire’ I have put other interests on the page as well. I looked at product assembly in quite some depth by looking at the net shape of the point of sale, this was good for my mind of design but in terms of research I don’t think it was the most fulfilling piece of research, mainly because I know that I won’t be making my P.O.S out of cardboard, having said this the research has broadened my understanding of construction of points of sales.

Environmental snapshot is one of the topics which will affect the design of my P.O.S the most I need my P.O.S to look good in the shop and not to stand out too much but enough to attract attention. As well as style environmental snapshot allows me to plot a position where I think it will look best and to have looked at locations of current P.O.S’s and compare the 2 which will give me a ‘prime’ position.

Research summary:

http://www.google.com/imgres?q=bentley+logo&um=1&hl=en&safe=active&biw=1280&bih=908&tbm=isch&tbnid=UD2UWDIKRYay6M:&imgrefurl=http://www.autodealerus.com/auto/makes/bentley/car-logo.htm&docid=NeGh8g48RwzcIM&imgurl=http://www.autodealerus.com/auto/makes/bentley/bentley-lapel-pin.jpg&w=400&h=267&ei=MWV9UPXyJevM0AX8loDAAw&zoom=1&iact=hc&vpx=962&vpy=414&dur=1080&hovh=183&hovw=275&tx=116&ty=79&sig=109662255670792336710&page=3&tbnh=136&tbnw=198&start=52&ndsp=30&ved=1t:429,r:61,s:20,i:314

H

CA

TTEK

Home

Competitive products

Questionnaire

Prod

uct a

ssem

bly

Market research

Customer profiling

Brand profiling

Mood board

Gant chart

Environmental snapshot

Personal observations from previous occurrences

Here I have ranked my different pieces of research. I have presented the information in a different was as opposed to the bog standard list of importance. I got the idea from a website called information is beautiful.So the way this graph works is simple the bigger the square the more important the information was to ME. And as you can see in my opinion customer profiling was the most important piece of information . The reason I have made this decision is because simply all business and design revolves around the customer and demand and if my P.O.S doesn't appeal to the customer then I have failed the task. The other 2 top ones are brand profiling and market research. Brand profiling is important because the P.O.S must reflect the brand to advertise it and if I don't do this it will be misleading so its vital the P.O.S reflects Hackett. I had to do market research to get background information for myself so I could understand fully what I was doing I needed to understand the scale of company I was working for and to really get into the ideas and ethos behind Hackett. I did this by carefully sifting through information on the internet. Even looking through Hackett's website gives you a good insight into the brand.

Research summary:

H

CA

TTEK

Further specification: this is my final specification on what the point of sale should be like before I start the designing part of my project. This is like an outline of how I need the point of sale to be. I will refer back to this when I am designing my point of sale, it is a summary of my research and shows how it has shaped my design.

Aesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my mood board shows all the types of materials and colours that are perfect I think acrylic looks smart. From my questionnaire I found that people think it is essential that materials and aesthetics must be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I don't want confusion just a simple shape with simple materials for people to relate to.

Cost: I need to keep the production cost to as low price as possible however Hackett is an expensive brand and the point of sale MUST look like its made of quality materials. I want the point of sale to look really good, after my questionnaire it was clear that people think cheap looking ones for example made of cardboard don't attract them so I need to find a balance of costing and quality.

Customer: I think is the typical business man who needs a fragrance for long days in the office, these kinds of people will typically have children and a wife. The man is bound to be quite social and Hackett makes a perfect ‘middle range’ fragrance for that. Although the customer is this man between 26-35, its clear that the wife and kids could be customers as well for gifts etc so the point of sale needs to be ergonomic for all.

Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes and styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraser they are stylish environments which are clean ordered shops and environments, I would like my point of sale to be put outside as well like in the doorway of a shop etc where it could get wet.

Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurt themselves on, or small parts for choking hazards. I will also make sure children wont walk into the point of sale so I will aim to raise it off the ground some how, there will be no dangerous electronics either.

Size: from my questionnaire I found that the size is important for the point of sale to be seen, so it needs to be quite big, however I can substitute size for positioning. For example if it is mounted on the wall or hanging from the ceiling it will be seen easily and doesn't need to be that big, I think the ideal size is about 80cm tall.

Function Among other things my P.O.S must comply to some simple points and ideas. For starters it needs to have testers, the customer must be able to smell what they could potentially be buying if I didn't do this it would be unsuccessful. The actual accessibility of the product I am advertising is essential. The customer must be able to access the product to smell, touch and hold it. I think it is also important for the point of sale to be interactive to engage the user.

Materials: the materials have to reflect the brand, some of the materials in my mood board are what I think are most suitable, some of these are acrylic, oak and aluminium..these are typically quite expensive materials which will make the customer think Hackett is an expensive brand which it is.

Initial Design Ideas:

H

CA

TTEK

Home

H

CA

TTEK

Home

H

CA

TTEK

H

CA

TTEK

Here is my first deign idea. The circles on the floor are called a psychological nudge. The customer is walking down an aisle in the shop…people will generally be pushing a trolley, playing on their phone or looking at the floor. Out of the corner of their eye they will see the footstep, people will follow the advertisement footsteps to the point of sale- this is a gaining of custom system. The black strip at the top in blackboard paint which when it dries can be wrote on with chalks. The H in the middle is milled out from the oak strip style wood. The faces are then covered by a clear acrylic door on a hinge where there is storage of the bottles across the bar and on the bottom. There will be no bottle on display on the exterior of the point of sale. I have thought of a unique way for the scent to diffuse into the environment surrounding it. I will deconstruct a ‘jade whisp’ (a sensor triggered air freshener) this will go upwards and NOT towards the customer because otherwise it could be a safety issue. This is another way of making customers stop in their tracks and come over to the point of sale. The shape of this design is based around the shape of an abstract aftershave bottle. It is also like an S which stands for splash (the fragrance name)

Design Concept 1:

H

CA

TTEK

Here is my second design concept. It is designed around an old style locker which reminds people of Hackett heritage and style. this will hopefully mean that the point of sale is easily spotted and recognised. The front face of the point of sale will have clear acrylic over it so that Hackett products such as brogues or tweed jackets can be displayed without the risk of them being stolen. I can also hold stock within the locker so staff can put more on display if one is sold. The sample bottle will sit on the podium on the top of the locker. I will have testers which are stored in the podium on a preloaded spring so when one is taken a new one will come out. I am conscious the materials needed to produce this might be expensive so I may have to build a podium to make the point of sale higher. I would use a dark wood such as teak or use pine, rub it down and stain it dark to make it look old. I could even veneer a cheap wood such as mdf.

Design Concept 2:

H

CA

TTEK

Here is my third and final concept I have attempted to ‘re-brand’ the union jack because recently it has been associated with ‘chav-culture’ and I think Hackett are the brand to do so. Hackett as a brand are very British they are associated with Aston martin, a British brand. It will be a 3D structure that stands alone, it will be made out of a variety of materials which should make it look very aesthetically pleasing. The aftershave would sit on different parts of the flag like having 3 separate podiums. The aftershave would be on a pull cord such as the ones on a mobile In a mobile phone shop. This is interactive and also is a safety precaution because it means the bottle cannot be easily stolen.

Design Concept 3:

H

CA

TTEK

After looking at old, classic and vintage furniture I have decided that the dove tail joint will look the best. High quality furniture will often have a finger or dove tail joint, this is because it is a hard joint to make and uses skilled labour to create it. It has a high quality finish and looks aesthetically pleasing. If I want to do this joint I will have to consider materials , a wood with a wide and loose grain such as pine will not be a good material to use because it might split and the dove tail joint is very accurate. My initial idea was to do a butt joint or mitre joint however they don’t look good and Hackett is a brand of specific aesthetic pleasures.

Joint:

Materials:I think the most appropriate material to make the main body of my point of sale out of is American oak because it can make a very precise shape because of how tight the grain is. Oak takes well to a stain or polish which is crucial because I need to make the locker look old. Oak is an expensive material and my point of sale is quite large so I may have to consider other materials teak is a good material because it is already a dark material and can be made to look old very easily.

For the podium rather than using the same material as the rest I want to chose a material that will accompany the teak wood. I think a two tone idea would work well. I think carbon fibre and aluminium go really well together, I think carbon fibre as a material is really cool, and looks really good. Both of these materials will be hard to create, which is good because it gives me a challenge. A classic combination is teak and brass, I have considered this but I think that it is too old fashioned and possibly tacky. I think the modern touch from the carbon fibre will look good with the bottle sitting on it, and will contemporise the point of sale.

component:

To fix my dove tail joint in place to ensure it will stay fixed I will need to glue it in place. The glue I will use is PVA glue which is specialized to wood which is also known as ‘wood glue’ This is good because it is very strong and it dries clear as well so I wont ruin my point of sale if some goes out of the joint. Despite this I need to be careful because I want the joint to look perfect.

Adhesives:

After attempting to do a finger joint and seeing how difficult it was I have decided not to use one, however the main reason for making this decision was that a finger joint is a mechanical joint, used for the front face of a draw or any other area that is put under tensile strength or stress, on this basis I have decided it is quicker, easier and more suitable to use mitre joints.

Test: (1)

H

CA

TTEK

I have decided to use a piano hinge on the locker point of sale. I chose to use this type of hinge because I think it looks best on old type furniture. I will use a brass coloured one because brass and teak go really well together. The hinge will be secured to the body and the door by small screws.

Hinge:My idea for advertising or interactivity is to use blackboard paint on the I inside of the locker door like you see in American films when they put things on the inside of their locker. I could advertise the brand, price and advertisement etc. I could let the customer write things themselves which would make my point of sale interactive and fun if it was used in the right way. But in doing this I could make my point of sale subject to vandalism. I will have to research similar ideas done I the past and see if it will be vandalised. Either way I will write the price etc on the door for the customers information.

component:

As it stands there is nothing on the exterior of the point of sale that tells people the brand is Hackett. Hence I need to have an interior that makes people think of Hackett. I will need to pick Hackett type products to display this is good advertisement because people might see one of the products they like and will then go to a Hackett store or on the website.

Interior Display:Social Media:

I think social media is a great way to advertise brands. Customers will be able to follow Hackett and get news on latest offers and deals. I will use a vinyl to stick the logo on the inside of the locker. I will have acrylic over the front of the locker. I could etch the logo into the front this means there will be no ‘visual noise’ that stands out. If it was etched it would look good with the colour scheme. However I need to make sure it will stand out enough so it can be seen.

Test: (2)

I have decided to use 2 small hinges instead of a full length piano hinge because children like to touch things and the less hinge there is the less the risk of a child catching their fingers in the hinge, this will be cheaper which reduces my production costs, it will be lighter, reducing the weight on the wall and from an aesthetics point of view my users think it will look better. (see graph)

H

CA

TTEK

Home

finishes:Teak wood can be finished really easily, because it is a naturally oily wood so you can use its own wood to preserve the wood. this is a simple finish that can be applied a number of times. I could wax the wood however it is going to be in an environment where it will take constant knocks and hits and if I use a wax it will leave marks. Because teak is a dark wood I wont have to stain it which is good. Teaks waterproof abilities mean that my point of sale means that it can be used outside this is a unique selling feature because the point of sale can be put in a different place if its current location is not selling as well as expected.

process:I will use a band saw to cut the teak wood. I can use the guiding rail to make sure I cut a very accurate line. I chose to use this over a hand saw because it is inaccurate and leaves a worse finish because it makes splinters etc. I wouldn’t use a Hegna -saw for this part because teak is quite a dense wood and It would take ages to cut through it and the blade could snap.

A way I can make my point of sale interactive is to make a pull out style time line. This will present the customer with information on the brand. This would work on a similar way to a scroll and would pull out the top of the locker I would probably print information off the Hackett website, I would then laminate this onto a piece of acrylic or probably just leave it as a laminated piece of paper then I can fit more information on the sheet.

component:

shelf:For the shelf in my point of sale I will mill out a runner and slot the shelf in, this is the most sturdy way to do it, I could also do it with a hand lathe . So I would cut the runner out on three pieces of the lengths at the same height and then when I construct the box like shape it will all connect to form a c shaped line around the point of sale . The shelf would be made out of MDF because its not somewhere that needs to be aesthetically pleasing. I might veneer the MDF to make it look a bit better.

I tested the original wood stain that I had hoped to use (mahogany stain) on a small sample of wood, it was a gingery colour and dried quite blotchy and specifically darker inside the grain, even when I coated it multiple times the colour didn’t look natural, it was obvious it had been stained. so I sent a picture of the sample to Hacket and they have decided not to use a wood stain instead I will use a dark veneer to wrap mdf I will then use a clear lacquer varnish to give the wood a nice shine and even shine.

Test: (3)

H

CA

TTEK

Advertisement:I could use a TV screen to show an ‘inspirational’ video. Videos are used a lot nowadays on the TV such as the lynx advert when the man gets chased by loads of women because he smells good, this makes the consumer think they can be the same. I could also advertise Hackett deals and offers, this will be a way to show social media as well, If it plays volume it will also encourage more customers over because they hear it before they see it so they walk over to it.

Podium shape:I think the podium is a great way to relate the point of sale back to Hackett so far I have done it in very subtle ways I would make the H out of aluminium or brass this will look really good and will have the scent mechanism within it I will make it highly polished so it looks good.

Mechanism:Whilst in my Nan's house I walked in the door and a censored air freshener went off, straight away I was presented with the smell that filled the air. I thought that if I took the mechanism out and replaced the scent with Hackett splash people would smell it in the air and wonder what it was. This will make people come over.

Samples (pre sprayed):For the customer to smell the product I will have pre-sprayed pieces of card for the customer to take. The samples would be loaded in a tray under a springs pressure so when one is taken the rest of the samples will be pushed to the front for the customer to take the end ‘pusher’ will be coloured red so that a member of staff will see the red square and will know to refill the tray with more testers.

I researched more and more point of sales and discovered that JML are the only company that use tv screens in their Point of Sales when I went into house of Fraser but I saw that they were vandalised, had ran out of battery or had been stolen or attempted to be stolen. So for the safety of the staff in the shop and to avoid repair costs I have decided not to include a tv screen, this will also mean that I can save money making the Point Of sale and spend the money on other parts.I went to house of Fraser on the weekend and had a look at the aftershave section, I found that there was a lot of samples spilt on the floor and thrown in the bin, I think that people tend to spray the scent in the air or on their skin so from an aesthetics point of view (samples on the floor) and from a cost point of view I think it will be better to use a mechanism to spray the scent into the air

Test: (4)/(5)

shelfno shelf

H

CA

TTEK

Home

Samples (pre sprayed):Halo:

In order to make my point of sale to really stand out on a white background I may have to put some advertisement around the edge of the point of sale for example I could have a layout such as HACKETT in large bowed (curved letters) and then London written in smaller normal font these letters would be made out of acrylic and then individually placed on the wall behind the point of sale. Each letter would be placed individually in a smooth curve similar to the picture to the right

H

EC TA TK

-LONDON-

Further design analysis:The distinctive shape of this lottery point of sale makes it easily recognisable, I want to add something to my design to make it recognisable, I will keep with the theme of the Hackett website. I will cut squares of different sizes and shades of black, white and grey or silver

To fix the pieces of acrylic together I will use liquid solvent cement or bolts I would haver to screw the bolts into a hole that I would have drilled, but this is not aesthetically pleasing, I will use liquid solvent cement because it is invisible to the eye and will look better.

I researched the price of the acrylic halo and when I added up how many sheets in different colours it added quite allot of money to the overall production costs of my product. As well of that I couldn't fit some of the larger pieces into the laser cutter. also to prepare the dowel to connect the sheets I would of had to use the lathe an awful lot which is a safety hazard because there would be so much to do I could get tired and have an accident . Hence, I have decided to add some ‘Hackett vinyl's to the product to show the brand and to attract attention, this us much cheaper and safer. This conclusion came after an agreement made from 3 Hackett reps who all voted for no halo.

Test: (6)

I think my point of sale will look really good if it is ‘floating’ on the wall. This will be done with a simple wall mounting which can be hidden or one that comes from the side slightly and is screwed in with a screw and a plug. If I am to do this I will need to make sure that I make every attempt to keep the weight of the point of sale to a minimum, this is for safety so that the point of sale doesn't rip out of the wall, this means it can go anywhere on the perimeter of the shop or on one of the columns that comes from the ceiling this means the point of sale is quite versatile.

H

CA

TTEK

Home

Specification checkpoint:Aesthetics: my point of sale needs to look stylish and fit with Hackett colour schemes, my mood board shows all the types of materials and colours that are perfect I think acrylic looks smart. From my questionnaire I found that people think it is essential that materials and aesthetics must be related to the brand, I want the design to be stylish and clean, Allessi is a perfect example, I don't want confusion just a simple shape with simple materials for people to relate to.Cost: I need to keep the production cost to as low price as possible however Hackett is an expensive brand and the point of sale MUST look like its made of quality materials. I want the point of sale to look really good, after my questionnaire it was clear that people think cheap looking ones for example made of cardboard don't attract them so I need to find a balance of costing and quality.Customer: I think is the typical business man who needs a fragrance for long days in the office, these kinds of people will typically have children and a wife. The man is bound to be quite social and Hackett makes a perfect ‘middle range’ fragrance for that. Although the customer is this man between 26-35, its clear that the wife and kids could be customers as well for gifts etc so the point of sale needs to be ergonomic for all.Environment: The Hackett point of sale is going to be stylish using contemporary colours shapes and styles, so the environment needs to be like Debenhams, john Lewis, heals, or house of Fraser they are stylish environments which are clean ordered shops and environments, I would like my point of sale to be put outside as well like in the doorway of a shop etc where it could get wet.Safety: my point of sale needs to be user friendly there will be no sharp parts for people to hurt themselves on, or small parts for choking hazards. I will also make sure children wont walk into the point of sale so I will aim to raise it off the ground some how, there will be no dangerous electronics either.Size: from my questionnaire I found that the size is important for the point of sale to be seen, so it needs to be quite big, however I can substitute size for positioning. For example if it is mounted on the wall or hanging from the ceiling it will be seen easily and doesn't need to be that big, I think the ideal size is about 80cm tall.FunctionMaterials: the materials have to reflect the brand, some of the materials in my mood board are what I think are most suitable, some of these are acrylic, oak and aluminium..these are typically quite expensive materials which will make the customer think Hackett is an expensive brand which it is.

http://www.google.com/url?sa=i&rct=j&q=green+tick&source=images&cd=&cad=rja&docid=BnyafJJRIyQsdM&tbnid=TWIm23Pal5yO_M:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/File:Green_tick.png&ei=wYsLUYj5NenQ0QWxnYGgCA&bvm=bv.41867550,d.d2k&psig=AFQjCNHJ6qXVXfFCTrGJSjJrWHlg-UiclQ&ust=1359797531679505




H

CA

TTEK

construction:I have decided that I could make a draw on the bottom of my point of sale, I will be able to display a pair of shoes in the draw, this draw would have iron handles like classic furniture and the customer would be able to open it, despite this I think that I could use this space better. I could store the bottles of aftershave here so when the customer decides to buy the product they can open the draw and get a product out which will have a security tag on to make sure they are not stolen.

Runner:

handles:For the draws of the point of sale I will simply screw on a vintage looking handle to keep the vintage feel of the point of sale, or I could sand cast the handles to make them myself I would scrape the shape into the sand and pour molten iron into it to form the handle. This process s is too much for bass production so I will just use a simple dowel for a pully

For the draw to work I will need to buy a runner. One part of the runner is screwed onto the side of the draw itself, the wheel of that part then rests on another runner that is screwed into the side of the point of sale the wheel then rolls along the bar when the draw is opened or closed, I need to calculate how much space it takes up to fit the runners.

Materials:For the draw I will use MDF or pine because you will not be able to see it so you don’t have to worry about what it will look like. I’ll make the face plate(the one you can see) out of teak because you can see that part.

Joint:To make the draw I will use a dowel joint. This is because you wont see it, it’s the easiest joint to make I will drill a hole the same diameter as the dowel peg. You then put PVA glue in the hole and Put the dowel in so it will stay in place, it doesn’t have to look good because it will not be visible.

I chose to use acrylic after a vote from possible users to put on the front of the draw, “we think that the draw would look better with some colour or a shiny surface because otherwise there will be a lot of wood which is boring on the eye, something brighter will break the point of sale into sections and draw attention to the draw” so I have decided to put a piece of acrylic over the front of the draw to solve this! Probably mirrored, maybe black to go with the blackboard.

Test: (7)

H

CA

TTEK

Shape Check/Mood-board:The most important part of my point of sale is the shell shape that goes around the outside. I need to make sure I get the recognisable features on it such as the grill at the top and bottom. I will mill out the grill out of the door, I will mill three identical sized lines with equal distance between each line. To make it look more ‘grill like’ I could vacuum form a small vent like feature that I could fix to the slot. I think the lock part of the locker is important its what is typically on a point of sale. I will start by cutting a small square of aluminium sheet and fix it to the door of the point of sale. I could then weald a piece to the plate to make a structure for a bolt/lock. I would need to use a TIG welder, however the workshop does not have the facility to do so, therefore I will have to use araldite I need to make sure this option will support the wear and tear, so I will experiment and put a picture at the bottom. I looked at it and decided that the araldite will not hold because there isn't much surface area for it to stick therefore after looking at shed and gate type locks I decided I will use one as drawn on the whiteboard below , one part would be connected to the door and the other on the locker where they meet is where the lock will go through, I could screw the 2 bits on with wood screws however if I don't get the screw in perfectly it will meat at an angle which doesn't look good so I decided I would fix it in with a pop rivet which is very accurate and will look good.

DEVELOPMENTS IN SUMMARY (LEFT)

7

Grill feature: option a) mill out 3 identical lines (equal spacing)option b) vacuum form grill shape and stick on.

Lock feature: lack of resources. So will use simple lock design attached with rivets.

Took inspiration from existing designs. (mood board)

Experiment with different materials and constructions.

In Brief:

H

CA

TTEK

Home

Here is the first of my models , I made it out of styro foam. This prototype gives me a good idea of what my point of sale will look like, this is the first one so it is how the point of sale looks before any developments, so it is the same as my sketch-up made out of material. I will use this model as a template so when I develop the point of sale, I have an original, like a master copy of the point of sale.

After playing with my model and testing how the door will work and looking at the model I don't think the shelf looks good. I asked the users and they thought It splits the point of sale into different sections which they didn’t think was effective they want it to be one consistent point of sale, without the shelf I will be able to hang a blazer in the back of the point of sale or a lacrosse stick or polo stick much like this one below which was in the glades.

Test: (9)

Styrofoam model making:

H

CA

TTEK








H

CA

TTEK Protection:

To stop the point of sale hitting on to the wall I will need to use little rubber stoppers or feet. This will stop any friction between the point of sale and the wall.

Fixing:I will need to fix the rubber feet to the wall with screws, the screws will go through the middle of the rubber pads, another way would be to pop rivet the stopper to the back of my point of sale.

safety:Children shutting fingers in the door of my point of sale is a hazard so I will

latch:To hold the door in place I will use a latch, this means people wont be able to slam the door closed, this limits the possibility of the point of sale being broke and limits any safety issues.

alternative:Araldite would work to glue the rubber feet to the wall or point of sale this means I wont have top screw anything and so it will probably work best. Aesthetically it will look good, because it will blend in.

Window:

For the point of sale I will have 2 sheets of acrylic the seam between the 2 sheets of acrylic will meet at the middle which is where the shelf is so that the seem will not be visible. About 4 inches of the bottom sheet labelled B will have a sand blasted effect, I could do this with a laminate sheet or with a very fine wet and dry sandpaper.

The sandblast effect, much like windows in bathrooms will be like a private storage area, here I can have storage of the aftershave bottles to be sold...and also any resources that shop staff may need, for example I could have a demonstration day when the aftershave could be promoted, any utensils needed for this could be stored in the point of sale.

Runner, the acrylic window will be held in place on a ‘slot like’ feature. The acrylic will go in at the top and go down on a runner it will stop when it reaches the bottom and be held in place the depth of the runner will be roughly the same as the acrylic so it shouldn't be able to wriggle or move.

How will I make the runner...

How...

Process...why...

For the slot for the acrylic to fit in I will measure where I want it and use the milling machine, this way I can get a straight line with exactly the same width to it all the way down, I can use a jig to make sure I keep the piece of wood in place otherwise it wont be a straight cut, the slightest change in angle will affect the acrylic.

H

CA

TTEK

Usability:

To make people want to use the draw I could attach a small ‘pull me’ tab (circled in red) this will encourage the user to pull the tab which will pull out a timeline, by pulling this it will also reveal the contents of the draw.

Another way I could encourage the user to open the draw would be to put a light inside the draw, if people see the light they will want to see what is inside.

I could simply just fix the draw open so it cant be moved and therefor the contents of the draw can be seen.

To promote Hackett aftershave and the point of sale I could hold a demonstration day, this would have a stylish man or woman between 18-32 who would hand out samples and testing.

Test: (10)

After looking in Debenhams I found that Electricity points will not always be placed close to my point of sale and some shops don't have any electric points other than behind the tills, I asked the staff in Debenhams and they thought I should scrap the idea (see graph) so the light idea in the draw will not be effective, instead I have come to the conclusion that I will put a ‘pull me’ sign to urge the customer to open the draw.

light no light0

0.51

1.52

2.53

3.54

4.5

H

CA

TTEK








H

CA

TTEK

interaction analysis.MOV

After analysing the video I realised that people don’t open random doors and draws in a shop

as a matter of manners. So I need to think of a way

to make the draw more inviting for the customer to use.

Interaction analysis:

H

CA

TTEK

Final design: Social: one social issue is of social seclusion and the idea that those people not in the target

age range of the product may feel conscious because they feel they cant be all that Hackett aim to be. Another issue is that Hackett is aimed at the middle/upper class and people of a

lower class might feel secluded.Environmental: there are many environmental issues surrounding my point of sale. From the raw materials that I will be using,

is the source sustainable? and are the workers treated right and to the machinery I'm using, how much impact that has on the

environment. Even to the extraction of materials used to make the actual scent I will be displaying and the transport modes to get

the Hackett scent across the country and even the globeMoral: there is a moral issue surrounding my point of sale in the idea that my

Hackett point of sale is trying to “sell a lifestyle” which couldn’t be achieved by simply buying the product. For example, by simply wearing cologne you don’t become rich and a well established businessman the scent

simply makes you smell good but from the pictures on the point of sale and the reputation it could be perceived that I am trying to sell a lifestyle.

H

CA

TTEK

700mm

300mm

664mm

180mm

300mm

180mm

264mm

264mm

350mm

100mm

180mm

40mm

40mm

20mm

30mm

Dimensions drawing:Here is my dimensions drawing, I will refer to this when I am making my product

as it has all the sizing's which I have mathematically worked out to the product will all work.

Test: (9)

I had originally planned to make the point of sale around 800mm in length and 500mm wide so I could fit more inside but after a survey my customers/ the public came to the hypothesis that the point of sale will look better smaller and personally It is better because a) I use less materials and b) the point of sale will be lighter and wont rip off the wall.(see graph on page)

lightno light

H

CA

TTEK

Product application:

http://www.google.com/url?sa=i&rct=j&q=menshealth&source=images&cd=&cad=rja&docid=9VXsNtfXWf-WSM&tbnid=uQfFysVaWkLi1M:&ved=0CAUQjRw&url=http://kormore.com/2012/11/26/ko-joo-won-mens-health-cover-boy/&ei=A9YHUfRs8pjRBdXygIgJ&psig=AFQjCNF1X27hG3gjHGDRztQK_j-Wm7DhkA&ust=1359554435497516

H

CA

TTEK

Home

Part Number Description Material

Length (mm)

Width (mm)

Thickness (mm) Number Of

1 Main panel Teak 880 300 3

2 “lid” Teak 300 300 2

3 door teak 664 264 1

4 Draw face teak 264 180 1

5 shelf mdf 264 264 1

6 Mill lines 215 20 3

7 Acrylic (face) acrylic 264 350 2

8 Acrylic (drawer) acrylic 264 300 1

9

10

Cutting list:

This cutting list is so that I know the exact sizing's of each and every component of my point of sale. This will help during cutting and construction.

8

2

3

4

5

6

7

1

Product manufacture summary of processes:

H

CA

TTEK

To fix my dove tail joint in place to ensure it will stay fixed I will need to glue it in place. The glue I will use is PVA glue which is specialized to wood which is also known as ‘wood glue’ This is good because it is very strong and it dries clear as well so I wont ruin my point of sale if some goes out of the joint. Despite this I need to be careful because I want the joint to look perfect.

Adhesives:process:I will use a band saw to cut the teak wood. I can use the guiding rail to make sure I cut a very accurate line. I chose to use this over a hand saw because it is inaccurate and leaves a worse finish because it makes splinters etc. I wouldn’t use a Hegna -saw for this part because teak is quite a dense wood and It would take ages to cut through it and the blade could snap.

Joint:To make the draw I will use a dowel joint. This is because you wont see it, it’s the easiest joint to make I will drill a hole the same diameter as the dowel peg. You then put PVA glue in the hole and Put the dowel in so it will stay in place, it doesn’t have to look good because it will not be visible.

Grill feature: option a) mill out 3 identical lines (equal spacing)option b) vacuum form grill shape and stick on.

Lock feature: lack of resources. So will use simple lock design attached with rivets.

I will need to fix the rubber feet to the wall with screws, the screws will go through the middle of the rubber pads, another way would be to pop rivet the stopper to the back of my point of sale.

To hold the door in place I will use a latch, this means people wont be able to slam the door closed, this limits the possibility of the point of sale being broke and limits any safety issues.

For the slot for the acrylic to fit in I will measure where I want it and use the milling machine, this way I can get a straight line with exactly the same width to it all the way down, I can use a jig to make sure I keep the piece of wood in place otherwise it wont be a straight cut, the slightest change in angle will affect the acrylic.

I could simply just fix the draw open so it cant be moved and therefor the contents of the draw can be seen.

Finished product:

H

CA

TTEK

Evaluation’s“ I am in split decision over the outcome: part of me is happy and the other half of me doesn't feel satisfied with the outcome.I think the concept of my design is good! But i think i have gone the wrong way about making my design. The manufacture of the point of sale is mainly carpentry style work which i thought i would be quite good at, however making the box turned out harder than id imagined , it took a long time because i had to wait for certain parts to dry before i could do others such as gluing certain joints.My point of sale turned out to be quite expensive, my solution to keeping cost of materials low was by veneering MDF rather than using teak or oak but veneer turned out to be quite expensive especially with the acrylic I used etc.I think the quality of the point of sale is a bit below standard with some gaps where the joints are however I think the point of sale is effective and I think it works, I think the draw is particularly effective and works well as well as the interior display I think the only thing letting the point of sale down Is the joinery which Is easily professionalised.”

Client comments:“we think the design behind the product is innovative and as an over all product it looks good! And definitely suits the image and ethos of the brand However there are a number of issues we feel would have to be resolved before the point of sale is suitable for general use. It seems that some aspects of the design are careless, for example some of the joints are a little ‘dodgy’ this may be because of the style of joint, we say keep it simple and professional! There could be an issue with transportation but a possible solution is that the door could be removed and then it’s a simple box like structure to move. The veneering isnt as good as weve seen on other products such as tables and the final concern is for the safety of the products, a bit of acrylic is not sufficient”“We think the point of sale is successful and with some simple adjustments the point of sale could be perfect for Hackett”

Displays manager from Bluewater:“it’s a good idea that you have space within the point of sale to display things (such as the jacket) my concern is that the point of sale could get lost in the shop, by that I mean most customers walk through the middle of shops and don’t necessarily follow the perimeter of the shop which is the environment of your display unit. One solution I could suggest is to give it a colourful backdrop from my knowledge of Hackett you could put a flag behind the point of sale or ‘fake walls’ which I have used in shops such as John Lewis and the point of sale could screw into that, I think this will make your point of sale more usable and will be in a space where it will be seen more! Which can only be a good thing. Another thing to bare in mind is your manufacture. I'm no professional but if you was told to make 100 spontaneously I think you would be caught out! I think you should be happy with your product which could be brilliant!”

User:“the point of sale is like classic furniture, it looks good and reflects the ethos of Hackett, but as an overall ‘product’ I think it lacks professionalism. The quality of other products out there isn't present, as I walked into the shop where the point of sale would be I looked at the national lottery point of sale which is faultless! It fits together seamlessly and looks like a great all round product, I think this is missing on this point of sale having said this we think it was quirky and fun to use (was user friendly) however if you made the door so it closed it would be more fun!”

H

CA

TTEK

Conclusions and comments of others analysed: Structure and joints - Next time, to make the construction of my point of sale easy I would use laminated/veneered mdf sheets, similar to those used now. This will make transportation easy and I will make sure that someone in the shop constructs the point of sale, these sheets will be perfectly cut so they fit together seamlessly using CNC machine.. The idea behind this is simple yet effective. But using a CNC machine is not the best way for Hackett because its batch production and a CNC machine is expensive so I would use a circular table top saw

to improve the transportation I could make it so the hinge is a hook on hinge, the 2 parts of the hinges will be ready and screwed into the wood so that all the staff have to do is hook the hinge into one another, this makes the

brand more sustainable because I will be able to fit more of the product into the same fan cutting down the transport costs and amount of journeys needed to be done. I will have to order these hinges in which will be more expensive than the simple hinges that are in at the moment but they are more affective. This also means if the door is damaged it can be taken off simply for repairs.

‘The point of sale is bland and doesn’t attract attention’ one solution that was suggested to make the point of sale more interesting was to make a backdrop for the point of sale to sit on this will raise it from the background and attract attention I could injection mould the different parts to make an affective background, however the cost for doing this for under 1000 products is too high, it would be better to laser cut the different parts of the flag, stick them into the different positions with liquid solvent cement and to bolt the point of sale through the flag.

The client said that there product were not stowed away safe enough

for them, the solution I have come up with to solve this is to put a lock on the acrylic similar to one on a cabinet, these will be quite expensive but because I will buy a large batch of them I should get a discount. The cost of these is justified because it will protect up to 10 bottles of £40 this is protecting £400 of stock and it’s the clients request and therefor is appropriate The client said that the veneering didn’t look very

good, the idea of veneering is so its like the wood itself and creates an illusion, to over come this issue I would get the box laser measured for the

highest precision and then get the sizes laser cut out to get the exact shape and then put the veneer on from a single piece rather than bordering it! I think I could just measure the box with a tape measure and create a detailed drawing on techsoft which will then be laser cut out which also should fit perfectly this is the cheaper way of doping it which I

also think will be effective

For the assembly of the product I will use

simple knock down joints such as a cam lock or barrel nut and bolt to put it together this means people that work in the Hackett shop can easily put the point of sale together with an Allen key that will be supplied my me (the designer/ manufacturer) this adds to the overall production cost of my point of sale but will save money in other areas such as

transport. This makes it more sustainable.

H

CA

TTEK

Home

Comments from users:“I don’t think the handle is effective, the dowel would get slippery and you wouldn’t be able to open the draw, its not ergonomic and I think it needs to have a bit where you can actually pull it”“you are now able to grip and pull the handle with ease to open the draw, its ergonomic with the cross hatching because it creates an easy surface to put your fingers on, the groove allows you to get a good gip on the handle, I think the handle like this is much more effective”

“I think that using teak wood will be the best material both in suitability to the brand and from an aesthetics point of view”“ I don’t think the veneer is as affective as If teak had of been used, you can see some slight bubbles where the veneer hasn’t fully stuck to the mdf, it would have been better to use even pine and to stain it, I even think that the cornering where the veneer has been put on is of a low standard”

“The product is not user friendly enough, there's nothing fun to do with the point of sale its just there to look at, there's no way to connect with it”“the draw has solved all the issues, there's background information the brand to inform the user, there's clear advertising, links to the Hackett website so the user can use they're smart phone, the user has to physically open draws meaning we get to engage with the product which is great fun!”

H

CA

TTEK

Video of usabilityUser evaluation Double click us!

Here are some pictures and videos of the point of sale highlighting areas of interactivity and usability as well as a visual evaluation of the display unit from a user

H

CA

TTEK

Business

Dt as cswk