At the recent Instore Show in London I noticed that one theme seemed to be shining through loud and clear: Innovation – who has it, who wants it and what does it mean?

This is not unique to the UK, as the message is alive and kicking in the US and Australia as well.

Many companies profess that they have it, splashed across their display at shows, backed up verbally or through headlining their company overview. Many marketers say they need it, want it, but don’t necessarily want to pay extra for it.

For such a hot topic, it is strangely undefined as to what it actually means. Wikipedia refers to innovation as a new way of doing something. It may refer to incremental, radical, or revolutionary changes in thinking, products, processes, or organisations.

This topic is of special interest to CIS, as we strive to push the boundaries of innovation every day, and constantly define what it means to us.

If we attach the idea of Innovation to answering the needs of brands, then we can easily define this as:

• Merchandising and promotional displays that are easy to rect
• Faster to merchandise
• More engaging to the consumer
• Cheaper to produce 

And the tasty dollop of cream on top is the need for the product to be “green” - providing raw material is accessible and can be produced at the right price.

For us, innovation isn’t just about creating displays that have that Wow! effect and nothing else. It’s understanding how we can take what already exists and make it better, understand existing behaviours and improve from there, rather than predict what new behaviours might be.

We are currently working with a number of our clients in just this way, and the results have been really exciting.

The big A-HA! moments that have occurred when we present an idea that ticks all the requirement boxes shows that our innovation strategy is hitting the mark. Our units are extremely fast to erect, ship in smaller boxes, are quicker to merchandise than existing units, AND tick all the green sustainability boxes. Lastly, they offer extremely good value for money, and visually stop you in your tracks.

Now that is a Wow! effect.

CIS thrive on idea generation, innovative thinking and ways we can do things differently and do them better. If this sounds like the key to unlocking your marketing objectives then give us the opportunity to show you how we can effectively increase your sales and brand equity.

Call us now to find out more

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