Topline: Retail Training Branding

To enhance its competitive edge Topline recognises it needs to train its retail staff in the finer points of customer service. Topline University is the delivery vehicle for this training initiative via online videos presented by Art Freedman, an expert in hardware retail.

The objective

The objective of our project was to create a sub brand to present this service in an appealing manner to all staff. A brand mark was required, suitable for use on video and in printed promotional material.

Screen grab from the Topline University online training video, presented by Art Freedman.

The solution

We created a Topline University brand mark that positioned this as a credible, innovative in-company training programme. We defined an informative graphic style to support key learnings in the video presentations. We advised the production company on the integration of the Topline University brand throughout the video material. We created a range of printed learning support materials and promotional items to ensure high staff participation. The first programme of Topline University was launched in August 2012.

Staff posters displaying key module messages.

Topline: Common Cents Sub Brand

Background

The trend of deals and special offers in the Irish retail environment arises from the economic downturn. Recognising that consumers want value for money Topline decided to address this opportunity.

Objective

Topline tasked us with creating a distinctive Value Zone within their stores. This area or aisle is where consumers could avail of a range of value items all based on a price point of just €1.49.

This Value Zone was to be seen as a stand-alone area within stores with a designated name and visual style. Use of category colours and value cues would identify it as a dedicated value area.

Benefits

We worked collaboratively with Topline on naming. The chosen name ‘Common Cents’ communicates the value of products on offer. We then developed a visual identity to visually block out the defined space. We recommended a bright red and yellow colour palette, commonly used within retail stores to denote value offerings, to differentiate this area. The range of POS items included header boards, shelf strips, shelving unit end-caps and hanging signs.

To date 22 retailers have adopted Common Cents range and there are plans to launch it into further stores in 2012.

Topline: Store Exterior Promotion

Topline core message mark on store exteriorOver the past four years Topline have successfully enhanced a large number of its members’ stores. This involves devising new store layouts, maximising product range per square metre and implementing the brand identity system through signage and point-of-sale in each store.

However, Topline came to us with a problem – the revamped store exteriors did not reflect the in-store experience. Members’ stores are large cladded retail units, often with a limited amount of window space and are located on the outskirts of towns. The exteriors needed a coordinated approach that could effectively promote the full range of product and expertise available within the stores.

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Topline: Energy Hub

Topline identified an opportunity to develop interactive energy centres in their member retail stores. BFK were engaged to fully develop and realise this business concept.

Initial sketches of the energy centre concept.

The objective

The energy centres needed to be customer-focussed with the central message being about saving money while also saving energy. Each would be a defined space within member stores that would showcase money-saving ideas for the home and samples of insulation materials, heat-saving options, together with other ideas and tips. The centre was required to be flexible and modular to accommodate different store layouts and be practical in installation and maintenance.

Three units of the modular system displaying material samples and information for customers.

The solution

We explored the design structure of the units in collaboration with exhibition designer Ciarán Adamson who helped us to create a unique and engaging structural concept. We created a distinctive design solution for the presentation of the information, tailoring each unit’s content to be eye-catching with a clear hierarchy of information. We consulted with contractors on the structural design and unit specification. We reviewed and selected materials. We advised Topline in selecting a contractor by assessing each company’s capability to deliver a high quality solution.

Each unit displays money-saving ideas and grant information.

The complete energy centre was unveiled and positively received at Topline’s member conference in September 2011. The first energy centre installation was in Topline Burtons store in Kanturk.

Topline: Comprehensive Online POS System

Overview of Topline Standard POS rangeTopline asked BFK to completely rethink and redesign their point-of-sale (POS) system for use throughout their member hardware stores. Topline members had difficulty in creating impactful and consistent POS items for product pricing and product information. Their existing system was limited by being restricted to a small number of pre-printed base stocks. BFK developed a new POS system that is visually impactful, could communicate a range of offers, have a consistent family-feel while also having flexibility to allow members to customise their own POS items.

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Topline: First Rebranded Store

Following on from our recent brand development work for Topline, their first newly branded store has opened in Longford. The new store interiors have a lifestyle feel through the introduction of colour, vibrant imagery and key product information points. Customers can now navigate the stores with clearly differentiated department signage.

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Topline: Brand Identity

BFK developed the new Topline retail brand identity system for the Amalgamated Hardware group. Originally established as builders merchants, member stores are moving to also being hardware and homeware retailers In the current changing and competitive hardware sector, the Topline brand identity system has been developed to position the groups members with a more competitive edge.

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Topline: Research and Brand Strategy

Topline is the consumer retail and trade brand of a hardware buying group Amalgamated Hardware. Market trends, reinforced by the decline in the construction sector, meant that builders' providers needed to improve their retail positioning in support of traditional trade business. The objective of our research project was to identify perceptions and experiences of the Topline brand and its communications across three key stakeholder groups – individual member store owners, trade customers and light DIY retail customers. Based on the research findings we recommended a brand development strategy.

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