Making Better Use of Existing Space

Retail environments are full of potential for short-term promotional activity — but some of the most visible and consistent features, such as structural pillars (aka columns), are often overlooked. Though present in almost every store, they’re not always factored into campaign plans.

This is understandable: pillars vary in size and finish, and their locations aren’t always documented in a way that’s easy to work from. As a result, they’re sometimes seen as too complicated to use. In practice, however, they offer a valuable opportunity to extend campaign messaging into space that already exists — with the right planning and execution.

At Brand Retail, we provide an end-to-end service designed to do exactly that. We’ve helped retailers such as Boots bring pillars into active use across a wide variety of store formats — from high-street locations to larger out-of-town sites — for brand support, seasonal enhancement or tactical messaging.

We manage the process from initial planning through to installation and removal. Each store is visited individually to record the details required for a proper fit, and materials are prepared to suit each location. This ensures a clean, accurate result that integrates well with the broader campaign.

We also maintain an accurate store-by-store database of pillar positions and details, built from our site visits. This means future campaigns can be planned more precisely, with graphics adapted to support specific store zones, product categories or seasonal displays. This targeted approach allows messaging to work harder — reinforcing key areas of the shop floor and supporting trading priorities with minimal additional effort.

Installations and removals are scheduled in line with each retailer’s preferences. We work to agreed timelines, stay in contact throughout, and keep the process simple for store and marketing teams.

Because these campaigns are typically short term, the emphasis is on clarity, timing and presentation. The model is cost-effective, adaptable, and easy to repeat across multiple sites — and it’s designed to minimise demands on internal teams. Confirmation of completion is provided as standard, with photographic records and direct handling of any required follow-up. It’s a straightforward service, delivered carefully, and refined over years of practical experience. This reflects how we work more broadly: practical, adaptable, and focused on making the most of what’s already there.

If you’re looking to get more from your store space — whether to support an existing category, respond to trading priorities, or increase visibility around key promotions — we’d be pleased to show you how this service can be adapted to suit your needs. It’s straightforward to implement, flexible in scope, and ready to go where you need it.

Get in touch, and let’s see what we can create together.