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British Wool – supporting retailers with new display ideas

At British Wool we understand how hard brands have to work to grab consumers' attention in competitive retail environments. That's why we're supporting manufacturers and retailers with a striking new range of merchandising and displays designed to clearly communicate the benefits of buying British wool. Graham Clark, British Wool’s Director of Marketing, explains more.

A consumer-focused marketing strategy

Our marketing strategy is all about taking our message directly to consumers. We use a multi-channel approach with specific focus on social media, consumer exhibitions and the actual retail environment the products are sold in. It’s vital that we target consumers directly as this will increase their awareness of the many benefits associated with wool beds and bedding - over and above the alternative products that are available. Our social media channels are designed to drive consumer traffic into retailers, where our point of sale and display materials will help to stimulate interest, and ultimately, sales.

The importance of effective point of sale and display materials

Effective point of sale and display material is a vitally important part of our new marketing strategy, grabbing the attention of consumers as they enter retail premises, and clearly communicating the benefits of purchasing British wool products.

Our new materials are designed to encourage consumers to choose wool beds and bedding, clearly explaining the numerous benefits of wool, and supporting retailers in promoting the positive messages they are already communicating. Another area of key messaging will focus on the provenance of products. Increasingly, consumers are appreciating tradition, heritage, and the skill and craft involved in making something beautiful from natural fibres, and our new material clearly explains that this is at the heart of the product.

Interested in British Wool support?

British Wool is currently developing a full range of point of sale and display material, including display stands, product labels and wraps and sample boxes. If you’re interested in finding out more, visit the British Wool stand at The Bed Show (E5) or email marketing@britishwool.org.uk

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British Wool – supporting retailers with new display ideas The new display materials clearly explain the benefits of buying British wool