G Plan Cabinets has launched the G Plan studio concept, its biggest merchandising initiative in over a decade. There is certainly enough strength in the brand that communicating it to consumers makes good business sense – marketing manager Gavin Douglas explains the philosophy behind the initiative …
What personal and professional qualities are necessary for good marketing?
Over the past 35 years I have been involved in the marketing industry, and specifically over the past 16 years I have worked with the Morris Furniture Group. The key to our successful marketing package has been our development and understanding of the marketing cycle, which has enabled us to develop our business year on year.
What trends have you noticed recently in how retailers approach in-store marketing?
The big brand has become more important to consumers who are looking for the comfort of a known entity. This means that, in particular, our iconic G Plan Cabinets brand has seen real growth, where we have been able to offer a complete package of in-store displays, brochures, point-of-sale, advertising, PR and web support. It has been essential for this to work for us to develop strong commercial ranges with a comprehensive collection of pieces to meet every aspiration.
What is your view on how retailers should balance online marketing with traditional media and in-store POS?
Traditional media still drives sales, however, as more and more consumers use the internet, it is essential that retailers have an online presence. This should be considered to be primarily a shop window, driving customers to stores, and secondly an opportunity to purchase. To differentiate between retailers and not simply to become a price comparison, retailers need to give consumers a reason to visit the store.
This should be an offering of the experience of seeing and touching the furniture on display, a test drive of your new investment prior to making the financial commitment. Once in store, the consumer needs to be able to identify with the brand, and that is where the POS takes over.
How are the group’s approaches evolving this year?
Our strategy this year has allowed us to develop a complete new studio concept for retailers while continuing support through our existing PR and advertising activities. This has enabled us to create an in-store display system that not only positions the brand in a dramatic but flexible manner, but also shows the furniture at its best.
Our new G Plan wallpaper gives a stylish backdrop, while simultaneously ensuring that the brand is strongly showcased. This is supported by further POS elements including seasonal offers which are available to studio stockists, giving customers a real reason to buy now!
Describe the benefits to the retailer of having a new G Plan studio display
What we are doing is giving retailers the tools and support to really market G Plan products by creating a new in-store shopping experience that will drive sales through the sheer presence and strength of the brand. As the economic squeeze forces homeowners to cut back on spending, many retailers are finding trade increasingly difficult. But rather than reining in our costs, we believe it is more important than ever to work with and support retailers now.
What philosophies and demands informed the design of the studio?
The new G Plan studio concept aims to support retailers with a marketing package designed to capitalise on the unique strengths of the brand to drive sales in store. This represents a huge investment for the company and underlines our commitment to retailers during a tough economic climate when they need extra support.
We know that when disposable income is limited, consumers turn to the reassurance of known and trusted brands, particularly those with such added peace-of-mind extras as our 10-year guarantee. The G Plan studio concept will significantly raise the profile of the brand in-store and will be supported by a full promotional and marketing programme. It represents our biggest merchandising push for more than 10 years.
Can you mention any other businesses that you feel employ branding well, and how can retailers learn from their approach?
Car manufacturers such as BMW have always concentrated on their brand and have been able to ensure that the experience of owning the car with the brand meets their expectations. The Ultimate Driving Machine only needs to show a small piece of well-shot detail and a piece of the marque to engage a positive response from the viewer.
Often it is 100% aspiration, but bringing in the 1-Series made the car affordable to the mass market at the same time. In a similar vein, Volvo managed to shake off the fuddy duddy image by taking their vehicles onto the race track and re-engineering the range to meet their new target market.
In the same way that furniture production cloned manufacturing techniques from the motor industry, it could look to the marketing of top motor brands. Retailers could do well by looking at high-end motor showrooms to see the care and presentation which goes into the prestige car brands. 
Gavin Douglas is the marketing manager of the Morris Furniture Group, which includes G Plan Cabinets, Morris Furniture, Zone Furniture and Relaxateeze, as well as a contract division.
W gplancabinets.co.uk
