The Challenge:
Create highly memorable shopping experiences making GIFTORIUM Australia’s #1 Christmas department store and a one-stop shop for Christmas. After 3 years of Giftorium analysis, we determined that some of our vendors creative product offerings, did not sell nearly as well as others. It became clear through examining data that a more thorough curation of gifts was required. We wanted Giftorium to be the destination zone for the perfect gift, rather than a cool selection of products. And this vision needed to be complemented with beautiful print signage that was attractive, noticeable, festive, bold and beautiful.

The Activation:
The destinations were wrapped in gigantic metallic paper-chains, escalators enveloped in sparkling printed decals, fixtures with golden pelmets and display signage. The Giftorium journey was beautifully decorated in a “CHRISTMAS CARNIVAL” theme. Colours inspired by Australian summer, from ‘dusk to night’. The gold, blue and red paper-chains and print signage symbolically link and guide shoppers through the store until they reach Giftorium. The paper-chains bring a sense of tradition to Christmas at Myer. The Christmas experience in many retail stores is overly stylised.

The Results:
Myer was an absolute winner creating memorable experiences resulting in $45M in sales in the Giftorium area alone. #1 DESTINATION FOR DEPARTMENT STORES: “Very strong results for Giftorium at Myer. Stronger execution and an easier baseline for Myer compared with David Jones should result in good relative sales growth at Myer.” Eli Greenblat, The Australian. Personalisation, including monogrammed handbags and personalised foods such as Tim Tams was a major theme that paid off. Unique offerings made these installations both winners with shoppers seeking experience in-store and at the till.

Skills: