Redefining Shelving with WH Smith
Using Eastman Spectar copolyester to create free-standing multi-tier book shelves
Who
British Retailer WHSmith
What
Teaming up with Bartuf Systems, WHSmith worked to redefine shelving for books, stationery, magazines, newspapers, and confectionery. “We’re the innovators here,” explained David Smith, senior construction manager for WHSmith. “Nobody else has been displaying merchandise the way we do it. We were first to market with it.”
Needs
For WHSmith, innovation started with understanding their customers and showcasing their products. “We sell products, not shelves — end of story,” stated David Smith. “I don’t want to be seeing lots of shelf details, brackets or anything else. If there’s enough space for big brackets, it means there’s less space for product.”
Material
WHSmith’s innovative product-centered retail environments were made possible with free-standing, multi-tier racks, designed by Bartuf, using Vivak sheets made from Eastman Spectar copolyester (PETG) resin. The PETG material is light but still strong enough to carry the enormous weight of newspapers and magazines without requiring heavy support.
Success
Like most innovators, WHSmith didn’t set out to be clever or innovative. The goal was to look at shelving and store fixtures with “new eyes.” The result was a breakthrough system that optimized space, reduced breakage and maximized product sales.
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