The Shop, a specialist retail creative business with design at its heart,
launches this week with a remit to help retailers and brands translate advertising into exciting and effective in-store executions, turning browsing shoppers into buyers of products and services.

The 15-strong team is already working with retailers and brands including Holland & Barrett, M&S and Britvic as part of its partnership with SP Group, the point-of-sale (POS) print business also owned by St Ives. The Shop’s headquarters are in Redditch but it also has offices in London as it bids to build its team based around client needs.

The Shop grew out of the existing design studio of SP but has now turned into a standalone creative business that offers integrated services much earlier in the planning process, including:

- Shopper marketing
- Retail design
- Permanent display
- Brand activation.

Heading The Shop is Managing Director Neil Jenkinson. He has more than two decades’ experience in retail at agencies including Ogilvy Group and The Marketing Store. He was also a founding partner of Blend.

Jenkinson was most recently Marketing Director at SP Group and will continue to report to Nick Cole, MD of SP Group. Jenkinson said: “There has always been a design studio within SP and it became obvious that what clients needed was the ability to turn that design capability into an integrated offering. The Shop allows us to engage with marketing teams much earlier in their retail planning process, giving us the chance to broaden business with existing and new clients.”

He added: “The world has changed. Gaining cut-through is harder and ROI more important than ever for clients. Too often retailers and brand owners are handed top-level creative concepts by their agency only to find out they don’t work in-store. With our experience of retail, grounded in marketing expertise, The Shop can bring ideas to life to help stores and manufacturers make the

SP will continue to print in-store material for retail clients and will benefit from The Shop being involved in earlier and wider conversations with marketers. Jenkinson explained: “Success for The Shop means success for SP. Whereas POS is typically briefed post campaign, The Shop will be engaged earlier and able to offer SP’s print and production services alongside its own creative skills.”

The Shop has recently appointed Chris Belcher as Creative Director to lead the team with Jenkinson. Belcher, who was previously Design Director at Bezier, added: “I’m delighted to be joining The Shop, an exciting new concept in retail creative and design. The business already has some top clients and I’m aiming to help the team produce cutting-edge work to win more. The key thing is that The Shop understands the motivations of customers while they’re in-store and knows how to adapt existing above-the-line ideas to persuade people to buy while they are in shopper mode.”

Published on: 3:30PM on 3rd September 2013