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POINT OF PURCHASE Retailers making an impact Designed by David Jones and produced by retail solutions specialist id8 Studio, the new ‘Wellness Station’ at DJs’ Elizabeth Street store in Sydney enables brands to take over the space, showcasing their hygiene and wellness offerings to customers. The Wellness Station punctuates the hygiene stop on store entry in typical DJs style. Brands can showcase their unique products as part of the hand sanitisation process, exciting the store’s shoppers with new offerings each time they visit. Australian beauty label Grown Alchemist, perhaps the perfect partner for David Jones’ hygiene and wellness feature, was the first brand to use the sleek and contemporary installation on the department store’s world class beauty floor. Another example comes from Australian events company DisplayWise, which knows how important face-to-face interaction is for consumer brands. The desire to ‘browse’ is still strong, and it’s up to stores to provide exceptional retail experiences. As Australia entered phase two of living with Covid-19, DisplayWise developed Bare Hygiene, a range of brand-centric sanitisation stations enabling retailers to facilitate engagement with customers, promoting new brands and products. Myer and Pandora are two retailers that have already integrated these new premium hygiene solutions into their in-store environments and shopper experiences. The high-end contemporary fixtures are ideal for the occasion of trying on and sampling jewellery and beauty products, while looking like part of the store design. As Australian retailers start to trade ‘normally’ again and 2020 comes to an end, it will be interesting to see more and more innovation presented by retailers, merging brand, hygiene and retail displays to create engaging retail experiences for the new-normal shopper. About Zita Watkin Zita Watkin has 20 years’ experience in design and marketing, working with Australia’s top creative and manufacturing businesses, servicing iconic retailers and brand clients. Zita travels internationally to GlobalShop and Euroshop, keeping up to date with the latest retail marketing trends and case studies, returning to share findings with Shop! ANZ members. Today, Zita works alongside Shop! creating content for members and curating marketing and events. She also runs her own consultancy, Zita Creative Marketing, working on strategic marketing for retail B2B clients. About IRI Formerly known as POPAI, Shop! is the only global, not for profit industry association exclusively advocating for excellence in shopper marketing and retail experience. With 20 offices covering 45 countries and more than 1700 member companies worldwide, Shop! brings global best practice intelligence, resources, recognition and networks and to our members. For more information, visit popai.com.au NOV, 2020 RETAIL WORLD 105