Challenge
Last year there was a project that had the client baffled
It was for a high-end jewellery store that was spending a small fortune on point of sale for their seasonal price promotions
The thing was the team felt this investment was having little (no) impact on sales
Previous research had confirmed
Except it wasn’t attracting attention
It didn’t increase sales
No one could understand why …….there was something missing
Research Approach
We went to store and stood and watched shoppers and within a few minutes the answer was obvious
Shopping for jewellery is different from almost any other shopping experience
Shoppers get up close to the product, they examine the range in close up, they want to be wowed by the item and for a piece to stand out
So they stand very close to windows or display cabinets
They are almost always touching the glass
They look down
They look in close up, their depth of field is very narrow
What they aren’t doing is looking up and around and clocking the very expensive (ineffective) point of sale
THEY MISS MOST OF THE INSTORE COMMUNICATION
Result
By observing and not asking we saw what we were missing
Now we know this we know how to fix it – promotions that look down and not up
We sometimes drop knowledge bombs directly into your inbox. Subscribe below for your piece of action.
By clicking “Sign Up” you agree to our ‘Terms of Use’ and that you have read our ‘Privacy Policy’.
Copyright © 2026 Ink Insight. All rights reserved.
ONLINE MARKETING BY HIGH RANKING WEBSITES
Understand how your audience feels that reach your audience at the right time, in the right way
Seek out strong and resonant creative campaign territories to nurture and develop
Identify and prioritise the most creative and compelling communication messages
Measure, monitor and predict success through brand health tracking and idea testing
Create and refine propositions that provide solid foundations at the heart of your brand plans
Evaluate and elevate the design appeal of your products, packaging, and services
We love a pricing study and an optimised price point recommendation. We also love to find out which features and benefits contribute most to your brands’ value
Generate ideas, test and refine concepts and explore how well they fit into the lives of your audience
Understand the current position of your brand and in the marketplace through the eyes of your target audience. Find an ownable space that solves your audience problems
Answer the questions at the core of your brand
What does your brand stand for?
What is the brand mission?
What does your business do – or commit to never do?
What values does your brand uphold
Insight and information improve planning confidence, whether that’s confidence to take a new direction, capitalise on opportunities or fix your brand problems, we can help you develop your brand strategy
Audit your brand’s touchpoints and understand how your audience feels and interacts at these touchpoints. Unlocking ideas to build brand plans that reach your audiences at the right time in the right way
We can help you to choose who to target and to better understand their needs
Our segmentation studies can help you to pinpoint, prioritise and get to know your
audiences
A behind the scenes look into the daily lives of your audiences
Observe and understand them in their natural environment, see how they behave and interact with your products and services
Uncover and understand your audiences’ real needs, emotions and desires. How well are you currently meeting them, is anyone meeting them better?
Explore interactions throughout the buyer journey, identifying irritants and delights. Finding opportunities to connect along these touchpoints
