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2 UPDATE 3-4 RETAIL 5 SPECIAL FEATURE 6 SPOTLIGHT
Issue 6
November 2007
www.kleerex.com
FEATURE ARTICLE:
The growth and future challenges
FEATURES:
ASDA • BOOTS • CO-OP • LONDIS
SOMERFIELD • TESCO
SPOTLIGHT:
Q MANAGEMENT SYSTEM
20th anniversary edition
Win an iPod touch FREE
UPDATE shelftalk 2
www.kleerex.com
Issue 6 20 years on and going strong
November 2007 This year Kleerex celebrates its 20th Birth- We also have partners, distributors
day. and licensees in the US, Australia, France
In 1987 the company began the and Germany.
manufacture of bespoke plastic prod-
ucts and is today one of the best known
names in retail and brand support in the
UK and Ireland, offering designs in fixtures Subscribe
and displays encompassing all materials
and technologies. We provide a full turn- Are you reading a colleague’s
key offer to our customers, incorporating Shelftalk? Subscribe yourself by
services such as project management, kit- emailing your name and address to
Welcome to the latest edition of ting & collation, bundling, installations & stuart.belsey@kleerex.co.uk and
Shelftalk. Inside you can find some merchandising and store openings. you’ll receive your very own free
of the numerous projects our Kleerex have operations in Dublin, copy from now on!
team has worked on in 2007. Bristol, Harlow, Swindon and Uttoxeter.
As we head towards the
important Christmas season,
when the level of activity peaks for
the year, it is time to reflect on the
Kleerex Group continues to grow
industry. The latest company to become part of the provides a turnkey service offer, which al-
In recent months there Kleerex Group is WP Display Ltd., a leading lows them to focus their time on their core
have been major casualties in fixtures supplier to the greeting card, gift- business.
the sector. This demonstrates wrap and stationery markets in the UK and
how fluid the sector is and the Ireland.
significant challenges constantly Operating since 1994, they work in partner-
facing suppliers. ship with leading publishers and retailers
Suppliers need to be such as Asda, Tesco, Clinton Cards, Hallmark,
competitive, innovative and Birthdays, UK Greetings and Sainsbury’s.
provide an excellent service. This This completes a busy period for the
all costs money in a market where business with investments in installation
competitive pressures continue to and merchandising.
reduce margins. SJH Install is a leading retail installa-
Hence suppliers in the tion company, delivering new store instal-
longer term must adapt their lation and refits and also catering for spe-
strategies accordingly, by listening cific one-off projects. With over 200 trained
even more to their customers and fitters and supervisors and 40,000 sq ft of
responding to their changing logistics and storage facilities, SJH is dedi-
requirements. cated to delivering specialist retail instal-
As a leading strategist wrote, lation services and roll-out projects that
there is no point running faster to range from one store to over 800 stores.
catch any bus, you need to be on Kleerex Merchandising Services can
the right bus! cater for any merchandising project, from
new store openings, re-fits and revamps,
Michael Ryan to stocktaking, rollouts, closures and stock
Chief Executive uplifts. With the ability to provide teams of
any size, including managers and supervi-
sors, projects of all sizes can be completed
in any retail environment. Left to right: Colin Gregory, Managing
Integrating the skills and competen- Director of WP Display and Michael Ryan,
cies of these companies into the group CEO of Kleerex Group
RETAIL shelftalk 3
www.kleerex.com
Boots Health Green shopping in the bag
Hall equipment Kleerex have developed this display to
highlight Tesco’s range of permanent bag-
plastic bags when shopping. The unit is
made from clear PETG and is positioned in
Boots have developed an initiative to ging solutions. Tesco want to change the front of each checkout in stores across the
help customers locate healthcare prod- way consumers shop and help reverse the estate. The displays rolled out in 5 weeks
ucts more easily through clear navigation environmentally unfriendly trend of using throughout the UK.
at shelf level. 370 stores were involved in
the initiative and Kleerex have supplied
each store with up to 21 different pieces
of equipment, including information flip-
charts, leaflet holders and signage, which
have been installed on every shelf in the
store area. Wooden events tables were
also manufactured for the project (pic-
tured) to create a strong focus on other
brands. Feedback has so far been excel-
lent from both customers and staff.
Easimove pusher system launch
After a successful 6 month trial the Easi-
move pusher system will be installed into
cigarette gantries in over 300 Somerfield
stores and forecourts. Traditionally pusher
systems use metal coils; however Easi-
move has been designed to use a bungee
cord system, offering increased lifespan,
reliability and extra safety benefits.
Kleerex Merchandising Services will
be installing the system and re-merchan-
dising all stock.
Competition
We’re giving away an 8GB iPod Touch and you have a chance to win it by answering the following question correctly:
Which year did Kleerex Group begin trading?
To enter, please email your answer to stuart.belsey@kleerex.co.uk along with your name and address. Three runners-up will
receive a £10 HMV voucher.
Closing date: 30 November 2007. Not open to employees of the Kleerex Group or members of their family.
RETAIL shelftalk 4
www.kleerex.com
Asda news and Londis pilot store
magazines Kleerex recently completed work with
the Musgrave Group on their new
Londis flagship store in Weymouth.
Solutions were developed for the key
impulse categories of crisps, snacks,
news, magazines, cards and also general
merchandise. The store has been a
success for the retailer and the new
layout has received positive feedback
from the local community.
Somerfield
Fresh rollout
Upon successful completion of the
Kleerex recently manufactured this news
Evolution project Kleerex were asked
and magazines bay for Asda. 4,000 bays
to work with Somerfield on their Fresh
were rolled out across the estate, installed
rollout. The project was instigated to
by SJH Install, the installation division of
rationalise product ranges and increase
the Kleerex Group.
the volume on more profitable lines.
The project includes the installation of
Co-op Fairtrade category signage poles, chiller headers
and shelf overlays across the estate,
displays with the project being managed by
SJH Install, the Installation division of
the Kleerex Group.
In conjunction with Co-op’s ongoing com-
mitment in supporting Fairtrade, Kleerex
have developed shelf overlays that high-
light their ranges of Fairtrade wine, coffee We’re dedicated to helping the environment. That’s why this newsletter
and chocolate. These permanent displays is printed on chlorine-free, recycled paper.
are vacuum formed and tie in with Co-
op’s newly developed store format.
Tesco pharmacy
As part of a project to develop Tesco
pharmacies Kleerex are supplying a pull
out shelving unit that displays and stores
pharmaceutical goods. The units are a sig-
nificant part of the pharmacy and feature
a spring-loaded mechanism that assists
members of staff when they are pushing
the angled shelving back in place.
Following two successful store tri-
als equipment will be supplied to all new
pharmacies in the 2007/8 Tesco store
programme.
SPECIAL FEATURE shelftalk 5
www.kleerex.com
The growth and future challenges of Fairtrade
Fairtrade has seen phenomenal growth in recent years but with its growth come a new set of
challenges. Hannah Booth reports
Fairtrade products are undergoing something rising year on year, up 45% in the first six producers Fairtrade, because it was set up to
of a growth spurt. They are flying off shelves months of 2007 on the same period the year support marginalised producers overseas,” says
at an impressive rate — sales are doubling before. “We don’t have to force it anymore,” Meller. “But we support British farmers in every
nationally every second year. Garments made says Brad Hill, Fairtrade strategic development way we can.” What about categories where
with Fairtrade cotton have been launched this manager. “Consumers are demanding it.” They there are both British and Fairtrade products?
year by retailers including Top Shop, Monsoon may be driving sales, but Fairtrade product Which takes precedent? “In that instance, say
and Sainsbury’s — joining Marks & Spencer last categories are relatively fixed, so how do
year. And some retailers are now converting retailers evolve and grow? The challenge, says We
“We estimate only half of
entire product categories to Fairtrade; in Hill, is to be creative with the products they
July, Sainsbury’s converted all its bananas have. “We have just introduced three new all consumers are aware
— its biggest selling Fairtrade product — to Fairtrade cakes, for example, using Fairtrade of Fairtrade, and even
Fairtrade. Consumers are responding: sales sugar and cocoa — and we will be introducing
of Sainsbury’s bananas have risen 5% since a Fairtrade Christmas range.” A new Fairtrade
fewer understand what it
the change. “Fairtrade food is becoming an cotton shopping bag is currently rolling out. means. Consumers often
everyday item, not just a one-off, worthy buy,” How are retailers such as the Co-op confuse the term Fairtrade
says a Sainsbury’s spokeswoman. building consumer understanding of what
It all looks rosy. But with this growth are Fairtrade means? The figures are gloomy.
with sustainable.
with sustainable.”
coming a new set of challenges facing retailers: “We estimate only half of all consumers Brad Hill
are aware of Fairtrade, and even Co-op
fewer understand what it means.
Consumers often confuse the term honey, we would stock both,” says Meller.
Fairtrade with sustainable,” says Hill. With regard to air-freighted flowers, it’s not a
There is much consumer education simple argument. Flying roses from Kenya has
to do, agrees David Meller, socially “5.8% less of a carbon impact” than growing
responsible sourcing manager for them in artificial conditions in Europe, he says.
Sainsbury’s. At the supermarket, “And that’s not taking into consideration the
this involves producing information positive social impact of buying flowers from
leaflets, publishing articles in African producers.”
the Sainsbury’s magazine, online The challenge for Fairtrade now is to
information — as well as in-store and grow its retail presence. For all its expansion,
product labelling. it still represents a tiny percentage of products
For all its good work, Fairtrade sold. “Some consumers still perceive Fairtrade
does have its critics, who focus on to be more expensive, and some still believe it is
two main arguments, namely: isn’t of slightly lower quality,” says Meller. “Although
Fairtrade unsustainable, as it imports that is fast becoming a myth. We are trying to
products from all corners of the grow Fairtrade in two ways — by converting
world? And isn’t it favouring overseas certain categories that will only ever come
producers at the expense of UK from developing countries into 100% Fairtrade,
farmers? How are retailers addressing as we have done with bananas. And pushing
this? the Fairtrade Foundation to create standards
Most products are in fact shipped, on new products and geographical areas; jute,
not flown — with the exception say, or rice from other countries.” Retailers are
of flowers. And retailers are keen to also looking to marry the twin concerns of
Sainsbury’s has committed to Fairtrade by only emphasise that they support both Fairtrade and the environment, by helping
buying Fairtrade certified bananas UK and overseas producers in equal producers to become more sustainable. “We
measure. “We support British farmers where we can go much further in this area,” says Hill, “and
how to boost consumer understanding of can,” says Co-op’s Hill. “So we sell British apples give Fairtrade products even more credibility.”
Fairtrade, how to grow it further and how to where they’re in season, and import apples
address its ‘eco’ credentials. from, say, South Africa when they’re not. But the Hannah Booth is a writer for The Guardian.
As one of the largest retailers of Fairtrade, Fairtrade marque was borne out of the coffee
with the longest history of collaboration with crisis in the southern hemisphere, so those are WIN AN iPOD TOUCH
the Fairtrade Foundation, the Co-op is facing the communities we support.” “The Fairtrade
See page 3.
these issues. Sales of Fairtrade products are Foundation has no intention of making UK
SPOTLIGHT shelftalk 6
www.kleerex.com
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The new Q Management System has Versatility is at the heart of this system. configurations.
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Sometimes customers spend more tionery, magazines and cards) to be mer-
time queuing in store than actually chandised using a variety of profiles, cus-
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Value for
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The design and innova- and reliable solution, which will help with
tion team at Kleerex place the formation of organised queues whilst
a heavy emphasis on cre- at the same time encouraging impulse
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with an eye always on For more information on the Kleerex
delivering reduced costs Q Management System and how you can
and increased sales to our benefit from using it please call Laura
Q Management System in a BP/M&S forecourt store customers. Lock on 0117 959 4040.
UK multiple retailers & UK multiple & independent Ireland Head Office:
Get in touch. brands: retailers / shopfitters:
Do you have any questions or Kleerex Group Kleerex Group Kleerex Group
comments about Shelftalk? If Calder House Unit 8 Grange Drive
so, we would love to hear from Central Road Cribbs Causeway Centre Baldoyle Industrial Estate
you. To contact the editor, call Harlow Bristol Dublin 13
01279 406362 or email Essex BS10 7TT
stuart.belsey@kleerex.co.uk. CM20 2ST
If you have any other enquires, T | 01279 406300 T | 0117 959 4040 T | +353 (0) 1 839 9300
here are our general contact F | 01279 406390 F | 0117 959 4343 F | +353 (0) 1 839 4651
details. E | info@kleerex.co.uk E | info@kleerex.co.uk E | info@kleerex.ie
