The division, called The Last 4 Feet, is headed up by former Bezier business development director Neil Johnson. He takes on the role of business unit director.
According to Johnson, the arm will focus on improving in-store return on investment by helping clients understand shoppers’ habits and what effect point of purchase (PoP) material has on decisions.
He said: “According to MORI, around 46% of shoppers change their purchasing choice in the last four feet
of a store.
“We are helping organisations to engage the shopper more effectively. It’s an extension to our existing print service and encompasses the retail side.”
The Last 4 Feet has four main services: retail insights, creative, PoP production and PoP placement.
The arm represents the second new service the south London group has offered its customers this year.
Last month, it unveiled Solidvision, a 3D lenticular product that enables the screen to be 6mm thick. Irish cider brand Magners was the first firm to use the product in a marketing campaign.
The launch is the latest example of large-format firms bringing value-added services to their clients.
Others include Bezier, which has bolstered its creative capabilities in the last year with the purchase of Leeds-based advertising agency Poulters.
Augustus Martin has services examining in-store customer behaviour, while Gateshead firm Simpson Group has a reception designed to look like a shopping centre.
THE LAST 4 FACTFILE
• Part of £20m turnover group SMP
• Four main services: retail insights, creative, PoP production and PoP placement
• Headed up by ex-Bezier director Neil Johnson
• Aimed at improving in-store return on investment
