MFI in-store material by The Nest

MFI has this week appointed The Nest to revamp its entire in-store communication suite. The work, which will include point-of-sale material and in-store literature, will roll out across the company’s 220plus stores in autumn.

MFI director of marketing communications David Brewis says the work follows the retailer’s introduction of new store concepts by the Conran Design Group and the successful test of new product categories such as bathrooms.

‘As part of the process we are now looking at how we communicate with customers in-store,’ says Brewis.

The consultancy has been briefed to develop concepts that complement the new store environments and simplify the purchasing process says The Nest chairman Alex Willcock.

‘People making big purchasing decisions can find the process intimidating,’ he says. ‘We are going to make the [communications] environment more approach-able, accessible and friendly.’

The Nest creative director Russell Pinch says in-store communication also has an informative role to play.

The group was appointed following a seven-way creative pitch.

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