Light & Coley’s work for Coral, one of the three large retail betting chains in the UK, has developed to take on the forthcoming changes in the law which will allow site interiors to become open to public view.
The consultancy, which has been working with Coral since 1990, has designed a point-of-sale campaign which `takes advantage of what is arguably the greatest change to retail betting shops since the 1960s’, according to Light & Coley managing director Alan Coley.
A pilot shop in Weybridge sporting the new window frontage and point-of-sale concept is being monitored, but Coral has decided to roll out the new look to about 200 sites when legislation is passed by Government this spring. The deregulation will mean that clear window fronts, more facia signs and catering facilities in bookmakers will be allowed. Current law states that betting shops have to have closed doors and windows to prevent people looking in from the street, and point-of-sale material is only allowed inside the shop.
`Naturally, Coral wants to use the opportunity to attract a whole new customer base – for example women, who would be very wary of going into a shop they couldn’t look into,’ says Coley.
As well as the point-of-sale campaign for the windows, which retains the display tower units designed by Callum Lumsden when he was at Tilney Lumsden Shane, Light & Coley has also designed a display guidelines manual, and instore point-of- sale literature.
The chain’s corporate identity and shop interiors, designed by Light & Coley in 1992, will remain unchanged.