Our exciting new store for Iceland opens in London

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We’re thrilled to see all the hard work put in by the UK team for Iceland come to fruition this week with the grand (re)opening of the Clapham refitted and modernised store.

The project has been a labour of love for the UK Whippet team since July and has seen them completely overhaul the store from the fascia to the flooring and the freezers to the fixtures, as well as create all outdoor media and a completely new kit of comms including value, promotion, brand and service communication.

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The design treatment displays a new, brighter colour palette and lifestyle photography, as well as a friendlier, more human tone of voice. Integral to the messaging throughout is Iceland’s brand proposition, Power of Frozen, which communicates the many benefits of buying frozen food, including nutritional value, quality, convenience and the positive impact on wastage and household budgets. A bigger, bolder fascia and an impactful run of digital screens appear at the front of the store – a first for Iceland – and for the kids (ok, and the adults too) a musical ice cream freezer; open the door and it’s just like when the ice cream van arrives!

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We’ve already heard that customers love the new store so if you are in London, pop in, grab a Lavazza coffee and be amazed at the transformation!

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See our work at the AFL Grand Final.

One project we’ve loved doing for Coles Insurance in the past couple years is designing and animating the electronic signage for all AFL games held at the MCG. 

With over 40,000 fans at each game, over 95,000 anticipated this Saturday and millions watching on TV, it’s one of the most seen pieces of work we have done. 

Look out for it while when watching the Grand Final this weekend. 

Go Doggies! (We are Whippet after all) 

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Whippet Australia and UK welcomes SEEK and Iceland, our brand new clients.

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Big news from our Melbourne and London offices, with competitive pitch wins on both sides of the world. In Melbourne we welcome SEEK, Australia’s number one jobs site and in the UK we’re saying hello to Iceland, one of the UK’s fastest growing retailers. 

For SEEK we will be helping their hirer marketing team to develop marketing and content that speaks to recruiters, SMEs and enterprise sized businesses. 

In the UK, the Whippet team is busy bringing new ideas to future stores, helping to bring customers a more engaging store experience and discover the unique brand that is Iceland. 

Already, the work has been rewarding for all involved, and we’re excited for what the future may bring with these great brands. 

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How we brought loyalty to the fashion capital.

We were lucky to be asked by one of Australia’s leading fashion hubs, Chadstone, the ‘fashion capital’ to develop their loyalty program.

We came up with The A-List, the loyalty program that gives discerning shoppers exclusive access to runway shows, premier events and money can’t buy experiences.

It was important that The A-List retained the same essence of luxury and style synonymous with the Chadstone brand, while always having the member benefits at the front of all communication.

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From touch screen directories and elevator doors to digital billboards and large scale installation – we used all areas of Chadstone’s media to deliver a consistent message throughout the entire shopping centre.

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See you all on the runway!

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What else ticks Steve Stoner’s retail boxes?

Here’s part two in our two part series (part one here), where we speak to Whippet’s original founder in the UK and Principal Director to find out what ticks his retail boxes.

How many ways can you say SALE?
Infinite, but generally the most effective way of saying something is to use the language we were given. The word ‘SALE’ seems to do well enough for most retailers doesn’t it? I certainly know what to expect when I see it.

Coles is a key client for Whippet in Australia. What’s been you favourite project for them?
Probably the project that brought most satisfaction was changing the way fresh produce was presented through point-of-sale in back in 2010. We devised a graphic style nicknamed ‘Woodstock’ (pictured), drawing on influences from real food markets, that formed the basis for all campaigns for the next few years and can still be seen in stores today. Another key project was the creation of the ’Value Ring’, the red circle you see around all price points. That brought a low level consistency to the brand and a recognisable ’Colesness’ to every piece of promotional marketing across all channels. The early years of the Coles turnaround were exciting times, with client and agencies all pulling in the same direction and driving significant change. It’s great to see some of those original ideas still performing for the brand today and of course to still be there helping it grow further.

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How can a store convey ‘quality’ and ‘value’?
A ‘quality’ feel can be conveyed through many touchpoints in the customer journey, from the fixtures and finishes of the store design itself to the graphic treatment of the point-of-sale. Staff interaction with customers is also vitally important. I think a store should be authentic to its brand rather than trying to portray a false sense of ‘quality’, but all retailers should alway strive to improve the customer experience whatever form that takes. A client once expressed concern that a design we had presented was too aspirational for their audience which I felt was rather insulting to the customer. Surely every customer deserves better? ‘Value’ is a tricky word and one which is often mistaken to mean ‘low price’. True customer perception of value is gained through a combination of shopping experience, the product itself and the price paid for it. Value is not simply about being the lowest price, it’s about having the most compelling combined offering.

What are your all-time top five retailer brands?
So many to choose from but notable names are…

IKEA for their ruthless efficiency, originality and continual design improvement, all delivered with a winning personality.

JOHN LEWIS (UK) for proudly championing a unique business structure and their understated tone of voice.

NEXT (UK) for shaking up perceptions of high street fashion in the eighties and for the beautifully designed, but clearly horribly expensive to print, Next Directory.

WALMART should be acknowledged for defining an all-in-one-store model that has influenced retailers around the world.

SELFRIDGES in London for simply being the best department store in the world (in my humble opinion). Expensive it often is, but it has never let me down and is always a voyage of wonder and discovery.

Steve Stoner is Whippet’s original founder in the UK and Principal Director. Over the past 25 years, he’s worked closely with some of the world’s best retailers like Coles, Tesco, Target and many more. 

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