Gardening product supplier Tui is a market leader in integrating its brand message well across all communication touchpoints, says First Retail Group director Chris Wilkinson.
“After all it’s, not what you say, but how many times you say it,” he says.
Tui marketing manager Gemma Hignett says a few years ago it went through a brand refresh and developed a whole design system that went across its products and all its communication mediums.
“A major consideration was to create assets across communication mediums and cater the message accordingly,” she says.
It has worked. The Tui brand has become well known over the past 10 years, also helped by significant partnerships with celebrity chef Annabel Langbein, and TVNZ programme Kiwi Living.
Tui’s key driver is to help the novice gardener be successful in the garden through getting them the right information. This is achieved via product displays in-store, right through to online components, Hignett says.
“What you see in-store will also be communicated through all our other mediums, whether that is from TV or a Facebook post,” she says.
In-store it uses large format signage, such as banner wraps, to grab people’s attention and as they get drawn in, the signs become more detailed in their information.
Tui uses shelf wobblers – a little mini poster than hangs off the shelf – and shelf talkers – a small format sign with product information.
Spring is its busy time as shoppers get their gardens in order for the growing season, and Tui designs a different look and feel in line with its campaign at this time.
“We have a great rep force and we rely on them to execute within a store’s limitations, shapes and sizes,” Hignett says.
Tui’s product displays often have a theme. If it’s tomato-planting time, then it will offer a total tomato solution with displays focused on tomato growing, products and guides for people to take home.
A challenge in large format stores is to get cut-through, says Hignett.
“You really need to have clear messaging that is easily available – keeping it simple and consistent, ” she says.
This story originally appeared in NZ Retail magazine issue 747 December 2016 / January 2017