Famous P.O.P. Stars

Find out what industry-leaders think about the retail marketing industry, the importance of design and the future of the industry  - in your hands!


Gerry Hebron, Managing Director, Creative id*a Ltd

...on the role of design:

"Design has to work harder than any other element in the retail marketing process - The importance of good design can never be stressed enough as it has to accomplish so many things; it has to attract, excite, educate, amuse and instill desire".

...on student talent:

"It is of the utmost importance that we develop student awareness and interest in
the industry, because without new talent and ideas being injected, the industry will wither and
die."


Martin Fawcett, Creative Director, bluetouch


...on good retail design:

"Good retail design should create compelling experiences that prompt the shopper to buy, provide functionality for display & merchandising and differentiate one proposition from another.

The last thing retail design should be is aesthetic; design should promote the experience and offer memorable devices that build loyalty."

...on bringing students into the industry:

"It is vital that we encourage fresh lateral thinking amongst students - continuously promoting the industry as an equal media channel to that of traditional creative channels."


Tracy Scutt, Managing Director, arken

...on complemeting other brand advertising:

"Effective POP display needs to be designed in such a way that it compliments other marketing medium used for a campaign or launch."

...on functionality v aesthetics:

"It needs to be functional for both stocking and shopping, visually attractive to entice the shopper and provide stand out from the competitors offering. To be just visually attractive is inadequate."

...on the future of the industry:

"To have a continual influx of students coming into the industry, educated in new materials and processes will guarantee continual innovation and take POP to new levels".


Mark Simpson, Chairman, Simpson Group

...on the impact of innovative design:

"Innovative design has a major impact on the way in which we live our lives. It ties us emotionally to brands and stimulates our desires. Design's role in retail marketing cannot be overstated. It grows revenues, increases market share and stimulates brands."

...on the influence of young people who drive the industry forward:

"The retail landscape is changing so rapidly and today's young people are driving that change. If you are currently a student thinking of entering the world of retail marketing, then just consider the influence you can have within this industry and grab the chance with both hands".