Tui excels at self-seeding branding

  • News
  • February 9, 2017
  • Jenny Keown
Tui excels at self-seeding branding

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

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?


A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit