Callaway teed up for global retail success with shop in shop design Solutions : Insight | Design | Make | Implement | Sustain
The Objective :
Callaway approached 100 Percent Group to help them innovate their retail spaces in independent retailers and golf club shops. Typical golf shops vary greatly in size and retail opportunity, with the emphasis traditionally on showing as much stock as possible, leaving minimum space for branded shopfitting – the major golf brands vie for space and prime position, so quality of the presentation was paramount, at the same time enabling the greatest stock of well merchandised product.
The Solution :
The initial emphasis was heavily on field research to establish parameters for space utilisation, potential display opportunities, store construction, power availability and lighting, as well as competitor activity in a number of UK and European golf shops. Golf shops overall are poorly lit, so illumination became a major factor in our designs in terms of highlighting both brand messages and illuminating the product itself. In the golfing sector, brand loyalty is highly important, so great emphasis had to be made in terms of logo standout.
The Callaway Flagship Shop-in-Shop system provides the ultimate in modularity. A comprehensive range of components designed to cater for almost every conceivable scenario in widely varying golf shop locations, both on / off course, across EMEA. One of the greatest challenges related to the need for a universal fixing method, for the displays to be free-standing where possible, with the secondary option of wall fixing. Equally, the need to easily interchange and update elements of the display and branding were considered.
The Results : The Testimonial :
“100% Group has built a long-term strategic partnership with Callaway Golf. Their ability to provide a total service from creative design to development and production, with logistics and installations across Europe, all from one source, is a great benefit.”