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INDUSTRY SPOTLIGHT: Point-of-Sale Graphics – A full service from Cestrian

Effective retail displays not only engage consumer attention, but also represent your brand, provide a wayfinding guide, create an immersive experience and complement other displays throughout a store.

That’s why Cestrian does a lot more than just print. We draw together creative ideas, innovative techniques and world-class technology to bring your point-of-sale graphics to life.

We also aim to make the process smooth and hassle-free, from concept and testing right through to distribution – including storing, picking, packing and delivery.

Our innovative range of POS display products includes:

  • Free standing display units (FSDUs) – check out our brochure
  • Totem displays – created using our tension fabric systems
  • Window graphics
  • Vinyl floor graphics
  • Hanging signs
  • Counter display units (CDU)
  • Point of purchase displays (POP)

And we also create small-yet-impactful products such as:

  • POS stacking cubes
  • Bollard covers
  • Standees and cut-outs
  • Strut cards
  • Shelf strips and wobblers

Want to upgrade your POS displays? Simply tell us what you want to achieve, then we’ll recommend a package tailored to your needs.

Phone us: 0161 488 3300

Email us:

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Cestrian is one of the UK’s leading visual brand communications manufacturers and has been successfully delivering exceptional campaigns for over 20 years. We’re part of the Arian Group, one of Europe’s most modern and forward-focused point-of-sale specialists.

Online sellers ‘not using own data to improve business performance’

Online sellers are using e-commerce solutions to gather better data insights, yet many are failing to use it to make better business decisions, according to new research.

Whilst 42% are using data to improve customer service, only 24% are using data for buying behaviour analysis and two thirds are not using it to improve the user experience.

The survey of 559 global B2B organisations by Sana Commerce found that many are still only focused on using e-commerce for sales and improving online shopping for customers – traits associated with e-commerce 1.0 and 2.0.

48% identified driving sales as the top priority for their e-commerce solution and 38% said it was to improve the user experience.

Despite having data available at their fingertips, online sellers are not using their data to achieve desired business performance outcomes. The main response to tackling competition is competing on price (47%) and increasing the online customer experience (38%) rather than enhancing the proposition.

Only a third said they would use data to improve personalisation and 26% said they would use data to improve targeting and account-based marketing.

Sana says many online sellers seem to be overlooking the true value of e-commerce 3.0 and improving integration with key business systems such as the ERP to drive broader business benefits.

Michiel Schipperus, CEO and managing partner at Sana Commerce, said: “It’s encouraging to see online sellers building on their digital transformation strategies and considering the implementation of these advanced technologies, but it’s important to first establish how they can be implemented strategically. E-commerce 3.0 has enabled better integration between internal systems as a growth strategy and way to improve businesses agility. M2M and other forms of automation represent a significant investment, so e-commerce businesses need to ensure they’re being used to their full potential and improving key business drivers.”

The survey of B2B organisations in Europe and the US was undertaken by independent market research company Sapio on behalf on Sana Commerce. You can download the report here.

Do you provide Creative & Design services? We want to hear from you

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Creative & Design solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Creative & Design solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Stuart O’Brien on

Digital Marketing Solutions Summit – Secure your place today!

The Digital Marketing Solutions Summit will take place on May 14th 2019 in London – and you can attend for free!

The concept of the event is simple: Delegates receive an itinerary of meetings with the solution providers that match their strategic needs for 2019 and beyond.

Simple and effective. And no time wasted.

And it’s free for marketing industry professionals to attend as delegates – simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend nest year.

For more information on registering as a delegate, contact Katie Bullot on 01992 374049 or email

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact Joel Millson on 01992 374070 or email

CAP Code introduces new rules on the use of data for marketing

Following public consultation, the Committee of Advertising Practice (CAP) is introducing new rules on the use of data for marketing.

The changes are intended to ensure that its rules cover data protection issues most relevant to marketing, and that they align with the standards introduced by the General Data Protection Regulation (GDPR).

The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).

CAP is the sister organisation of the ASA and is responsible for writing the Advertising Codes.

Until 25 May this year, CAP’s regulation of data protection issues was carried out under two sets of rules: section 10 (Database practice) and Appendix 3 (Online behavioural advertising).

Section 10 regulated the use of data for direct marketing generally, while Appendix 3 included rules on the transparency and control of data collected and used for the purpose of delivering ads based on web-users’ browsing behaviour.

CAP consulted on:

  • proposals for the removal of section 10 rules relating to “pure data protection matters” on the basis that these rules are unlikely to attract an expectation of regulation by the UK’s advertising regulator;
  • proposals for the amendment of marketing-related section 10 rules (and definitions) to ensure that they are aligned with the GDPR; and
  • a proposal to remove Appendix 3 (Online behavioural advertising (OBA) of the CAP Code and to regulate OBA under an updated Section 10.

The new Section 10 rules will take effect immediately and will be subject to a 12-month review. In the first six months following the rules taking effect, the ASA is likely to deal with matters informally, but reserves the right to tackle some cases formally where it believes, having consulted with relevant bodies, that a formal ruling is in the public’s and the sector’s interest.

CAP and the ASA will use the Direct Marketing Commission, an independent industry watchdog, as a Panel to provide advice in cases involving “legitimate interests” and related matters.

CAP will carry out a further consultation on matters that have arisen during the current consultation in two areas: marketing to children; and publication of prize-winners’ names. This consultation will be published imminently and will last for four weeks.

CAP’s regulatory statement can be found here, along with copies of consultation responses and CAP’s evaluation of them.

Three quarters of UK marketers ‘miss global opportunities’

Research from Rakuten indicates UK marketers are missing a major sales opportunity, with 74% focused on the local market, despite seeing huge potential in affluent APAC shoppers.

It cites Singles’ Day 2017, which saw online shoppers from at least 225 countries and regions spend more than $25 billion across Alibaba’s platforms, more than Black Friday and Cyber Monday combined – but just 13% of UK marketers are focused on the China-led sales day.

Instead, 56% of marketers say they now keep marketing campaigns constant throughout the year. It’s a strategy that Rakuten says is built around local consumer behaviour and a growing trend in early holiday shopping.

In the UK, two of the most dominant shopper profiles are the ‘Early Bird Shopper’ (18%), planning up to a year ahead, and the ‘Sporadic Shopper’ (23%) who buys gifts throughout the year, as uncovered by the recent Unwrapping the Global Holiday Gift Shopper report.

However, this approach leaves an ever-growing opportunity untapped, says Rakuten. Anthony Capano, Managing Director of Europe, said: “In Britain alone, as many as 35% of transactions driven for Rakuten Marketing clients are now taking place overseas. Marketing teams must start focusing on these demographics and carrying out thorough research into local consumer behaviour and trends to inform campaigns.”

Interestingly, marketers have an overwhelmingly positive outlook on the potential for growth in overseas markets. Nearly two-thirds of UK marketers believe their target customers outside of the UK are wealthier (62%), younger (64%) and more digitally savvy (71%).

This sentiment is highest among marketers targeting Asia-Pacific where 82% confirm they see their customer base in the region as ‘premium buyers’.

However, Rakuten Marketing’s recent research report, New Horizons: A Guide to Reaching Consumers in High-growth Global Markets, found just 11% of marketers say they have local marketing teams in overseas markets able to carry the responsibility for the international roll-out of campaigns.

Capano added: “Fortunately our research also shows APAC shoppers are actually far more likely to visit the brand site itself as part of the online journey than their western counterparts, allowing teams the opportunity to start small, measure and evolve their strategy. Instead of shying from the international stage, it’s time for UK marketers to invest in seasonal marketing campaigns and Singles’ Day is no exception. It will prove highly rewarding for early movers.”

To reach customers in the lucrative Chinese market, Rakuten says marketers must not only embrace seasonal peaks and the opportunity therein, they must think about the additional platforms they use. Some UK marketers are increasingly using platforms such as the messaging app, WeChat: 36% have used the platform personally. Similarly, 30% have tried the microblogging website Weibo and 18% have tried the social network Renren.

INDUSTRY SPOTLIGHT: Fabric frames and lightboxes – Vivid retail displays from Cestrian

The fight for consumer attention has never been tougher – so if you want your retail displays to really stand out, we’ve got a flexible solution to make them bigger, brighter and much, much more beautiful.

Cestrian’s tension fabric systems (TFS) can not only display huge printed graphics, but also accessories such as digital screens and shelves, to celebrate and demonstrate your latest products.

They’re created by stretching digitally printed fabric graphics across modular aluminium frames, for a seamless, crease-free finish. Whether you want to cover an entire wall or introduce a free-standing focal point, fabric frames are versatile and can be tailored to suit any brand or store.

The benefits of Cestrian’s fabric frame displays include:

  • Razor-sharp, vibrant imagery – printed to our impeccable standards
  • A wide choice of textiles, depending on the look you want to create
  • Powder-coated frames to match the colours of your brand
  • A lightweight, flexible design that can be easily transported, stored and installed
  • Easy-to-change graphics, with each new campaign or season
  • Hidden sockets, wires and lights – so you only see the stunning results

And another bright idea…

If you want to make your displays even more dynamic, LED backlighting or edge lighting can be used to illuminate your fabric graphics.

Just like our other frame displays, our fabric light boxes can be single or double-sided, free-standing, wall-mounted, ceiling-hung or simply presented on a counter or table.

Ready to streamline your retail displays with high-impact fabric frames? Talk to the Cestrian team today…

Phone us: 0161 488 3300

Email us:

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Cestrian is one of the UK’s leading visual brand communications manufacturers and has been successfully delivering exceptional campaigns for over 20 years. We’re part of the Arian Group, one of Europe’s most modern and forward-focused point-of-sale specialists.

Print & Digital Innovations Summit – Last call!

Time has almost run out for you to register for the Print & Digital Innovations Summit – grab the last remaining places.

It takes place on November 22nd at the Hilton Canary Wharf, London. Don’t miss out! Register your place today!

Meet with innovative and budget-saving suppliers based on your requirements and upcoming projects

Network with other senior education procurement professionals

Learn from our guest speakers, with topics including:

  • Augmented Reality and other new technology – what to do and what NOT to do
  • The future of print

PLUS! Enjoy complimentary lunch and refreshments.

Places are limited, however, so register now to secure your place and avoid disappointment.

Or for more information, call Emily Gallagher on 01992 374084 or email

To attend as a supplier, call Sam Walker on 01992 374054 or email

For more information, visit

Business leaders in the dark over marketing budgets and activity

Thirty-seven per cent of business leaders admit they don’t know what they are spending their marketing budgets on, according to a survey of 1,021 UK workers.

The study, carried out by, also revealed that more than 1 in 3 (35 per cent) said they are unsure as to whether the marketing budget has increased or decreased in the last financial year.

In addition, the research found that 21 per cent of business leaders don’t even know what audiences their marketing campaigns are targeting. A further 16 per cent confessed they are unsure as to which marketing channels they have used for this activity.

And nine per cent of business leaders surveyed said that they don’t know what marketing measurement techniques the company has employed.

Gareth Hoyle, managing director at, said: “The research shows how business leaders are worryingly unaware of the marketing activity that is being carried out for their company. From the budget, the target audience to measurement methods, there are a number of marketing practices that business leaders aren’t up to speed on, which play a crucial role in the success of the business.

“Of course, those at the top often have a lack of time to study campaign activity in depth, but they are often the most well informed on the overall strategy of their business, making it an imperative that they understand the detail of their current marketing efforts.

“Ultimately, the bottom line of any business is to make money and marketing is an essential component of this process. Moreover, marketing can impact on a business in many different ways – from increasing sales, to growing the business and engaging customers. Therefore, it is extremely important that business leaders make more of a concerted effort to recognise what marketing activity the company is undertaking.”

GUEST BLOG: Overcoming marketing isolation

Marketing has been transformed over the past two decades, evolving from a primarily creative, somewhat fringe activity to a core corporate function, defined by metrics.

Yet while the ability to demonstrate ROI may have added discipline and improved marketing’s board level credentials, there is a significant downside to the reliance upon individual, task based measures. It is not just the CMO who is frustrated by the inability to join multiple sets to diverse metrics to gain a deep understanding of the true operational impact of marketing; individual marketers operating in task basked silos are completely blind to the role they play within the full marketing and sales funnel.

For generations now raised to expect instant gratification and an ability to contribute, these data silos are damaging morale and contributing to employee churn – resulting in ever less successful marketing teams. Data may have redefined marketing and provided essential proof of value but the tide is turning.

Without a real-time view of data gathered from all aspects of the sales and marketing funnel, which underpin a relevant dialogue with sales and, critically, build a far more motivated and engaged team, the gains in reputation and corporate value could be rapidly eroded, insists Marc Ramos, Chief Marketing Officer, SplashBI

Providing the complete picture

From Pay per Click (PPC) to email campaigns, social media to content generation, every marketing role is now supported by an extraordinary depth of data, often in real-time. But how effectively is marketing working as a whole? Is marketing delivering the quality and quantity of sales leads required? Despite the proliferation of data, the vast majority of resources are siloed – from sales automation tools to Google Analytics, data may support day to day campaign management but it delivers little, if any, valuable and actionable insight to the CMO.

From the CMO’s desire to identify and remediate problems in real time, to the Sales VP’s requirements for a better dialogue with marketing and the corporate need for accountability, siloed data sources, however deep and however fast, fail to provide the complete picture. And that is unbelievably frustrating, not only for the CMO but for individual marketers. The current real-time data sets offer a marketer great insight into campaign performance; but if that insight stops the moment the leads are handed off, and the overall company objectives are not being hit, the model is clearly flawed. Isolated individuals, however well they perform within their own remit, lack the motivation and engagement that is essential to achieve long term success.

Analysing full funnel data

It is a real-time understanding of the links between each marketing element – and hence data set – that delivers new levels of accountability and visibility between marketing and sales and vice versa. What leads have been delivered to sales and how effectively have sales closed those leads? Where, what and how is this affecting the overall corporate objectives this week, month, quarter or year? With visibility all the way to the CEO, when full funnel data is pulled together, analysed and reported on properly, the entire organisation can be held accountable.

The ability to leverage a pre-built business visualisation of the complete marketing funnel is a revelation. Encompassing web traffic performance and PPC, email campaigns and social media response, a high visual, real-time view of the entire funnel changes every aspect of the CMO’s activity – from real-time campaign tweaks on the fly in response to a drop off in specific performance to the day to day management and motivation of staff.

This latter point is key: while deep, cross business insight will improve the relevance of marketing metrics and enable effective targeted response, this complete, end-to-end view can also re-centre the marketing team by overcoming task based isolation. By creating marketing goals that are inclusive of sales performance, the business can consider and understand the performance of individuals as part of the whole and vice versa: for the first time each individual can understand the value of his or her marketing role to the overall business.

Taking individuals out of their task based siloes not only makes it far easier to focus on the best leads but, more critically, it provides context to day to day activities, context that is fundamental to building engagement and motivation. For the CMO dealing with the constant challenge of staff retention and the fear of losing great talent, adding cross-organisational business insight, including sales, finance and HR data, to full funnel analytics can also be a revelation.

A pre-built visualisation can provide a better understanding of the issues created by a multi-generational workforce of baby boomers, Generation X and millennials; or identify those managers who retain and get the best value from their talent. Essentially, with the ability to rapidly explore diverse business information, the CMO has new insight to support the creation of a true marketing team, rather than a number of isolated individuals, – a team that shares the same business vision and works effectively together.