1 June 2009
Hewlett-Packard (HP) has appointed integrated agency Ideas-to-Market (I-to-M) to help with its retail publishing solutions at point of sale. The agency has not confirmed whether it is negotiating partnerships with Boots and Snappy Snaps to integrate HP’s new photo booths into stores.
Ideas-to-Market, part of Publicis Group, specialises in customer awareness of brands at point of sale or decision, and its client list includes Alcatel-Lucent, Chopard, Panerai, SAB Miller, ViaPost and Western Union.
HP is aiming to integrate photo booths into high street stores to create a calm and pleasurable buying experience as opposed to the chaos of traditional in-store photo booths. The company has appointed I-to-M to advise on creating this calm customer experience.
I-to-M MD Tony Treacey says: “We help clients sell products at point of sale. Businesses need the best environment they can possibly have to engage shoppers without disruption. It’s about the shopping experience. It takes about to 30 minutes to craft a photo album in the booth, so we need to design a soft environment that gives them ‘dwell time’.”
The booths will aim to offer a variety of photo products, including mugs and jigsaw puzzles.
I-to-M will be creating and producing marketing communications and promotional material for the HP brand. It will also be looking after HP’s launches and sales events.
“Having a strong and effective presence in-store is a key part of our marketing and promotional strategy,” says HP Retail Photo Solutions EMEA marketing manager Angelika Selg. “This agency’s experience in the retail sector impressed us, as well as its in-depth understanding of the market and retail environment.”
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