case study_retail_ house of frases uk
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©2008 Koninklijke Philips Electronics N.V.
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Date of release: July 2008 / UK
Printed in the Netherlands
Philips Lighting UK
Philips Centre Guildford Business Park
Guildford
Surrey, GU2 8XH
E-mail: [email protected]
www.lighting.philips.com
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Location
Philips Lighting
Case study House o Fraser
London, United Kingdom
MASTERColour CDM Elite
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“ We’re really pleased with the visible change that MASTERColour
CDM Elite has brought to our business but more importantly so are
our customers – and that has to be the key indicator o its success.”
Peter Horrix, Director o Store Development
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Fast Facts
Client
House o Fraser
Project
House o Fraser stores
Location
Croydon’s Centrale shopping mall, the fagship store London
Oxord Street, City store in London William Street, UK
Light sources
35W and 70W MASTERColour CDM Elite
Project Team led by
Tim Higgs, Darren Smith
BackgroundHouse o Fraser, one o the UK’s avourite department stores, has a long
reputation in oering the world’s most amous brands. As choice and
competition on the high street increases, it is crucial that retail displays
and visual merchandising continue to attract consumers.
The Challenge“Lighting must help us create the right ambience in store”, explains
Mike Clare, Head o Engineering at House o Fraser. “One o our prime
considerations is that our lighting gives a true representation o daylight,
something o particular importance or our ashion collections.” Clothes
must not only look vibrant and attractive on display but must also meet
customers’ expectations when they return home. Goods returned to
store impact on overall turnover and actors inuencing this are
important.
The SolutionA mix o MASTERColour CDM Elite 35 and 70 Watt lamps was used in
three prime House o Fraser locations: Croydon’s Centrale shopping
mall, the agship store on London’s Oxord Street, and the City store in
King William Street, also in the capital. Installation was carried out in just
two weeks to minimise any disruption to busy trading hours. Crucial to
the speed and efciency o this changeover was the delivery o some
5000 lamps supplied in ull and on time by House o Fraser’s main
distributor, The LightBulb Company. Such has been the success o these
three stores that the re-lamping and switch over to MASTERColour
CDM Elite will be rolled out across an additional 20 stores during 2008.
BeneftsOne o the key benefts o MASTERColour Elite is its unique combina-
tion o unbeatable light quality and consistent lietime perormance.
MASTERColour CDM Elite lamps have a lumen maintenance o 80%
in comparison with conventional lamps o only 50%. Reliability o lamp
perormance also oers the opportunity to predetermine end o lie
allowing the potential or a group replacement strategy at times when
no inconvenience is caused. As Peter Doherty, General Manager, o
House o Fraser Oxord Street explains, “We need to know that our
stores will look attractive and inviting at all times so that our customers
have a consistent shopping experience each time they visit.
MASTERColour CDM Elite lamps give us that assurance as their
quality and reliability are exceptional.”
Since adopting MASTERColour CDM Elite House o Fraser has seen a
reduction in goods being returned. As Peter Horrix, Director o Store
Development, sums up, “We’re really pleased with the visible change that
MASTERColour CDM Elite has brought to our business but more
importantly so are our customers – and that has to be the key indicator
o its success.”
Philips MASTERColour Elite lampsinstalled in House o Fraser stores
Old CDM lamps New CDM Elite lamps