Joe Mothilal has been appointed as POINT’s FSU Specialist. As SA’s leading Print Procurement Company, POINT has identified a need in the print management sector for skilled individuals working with clients in ensuring the best possible solutions across a range of print and production products. One being Free Standing Units or FSUs.
Mothilal is a structural engineer with over 20 years’ experience in mechanical and cost engineering and has worked on a variety of projects that vary from military, major appliances, injection moulding and free standing retail units. He boasts extensive knowledge of free standing units and the FSU market. He has also seen and tested most of the technology available in this sector. Mothilal is highly attuned to local and global trends as well as suppliers. It is this skills set that ensures he is able to advise not only clients but also suppliers.
Mothilal comments “As shelf space becomes an increasingly high value space with products vying for consumer’s attention, we are seeing resurgence in the use of FSUs. Added to this, we are seeing more clients leaning towards more environmentally friendly options. These factors are contributing to the continual evolution of the FSU.
“Shelves have become cramped with the result that often products ‘fade into the background ‘. FSUs ensure brand and product attention. The FSU of today must accommodate as much product as possible – highlighting the consumable not the FSU itself, while taking into account environmental issues.”
Being at the coal face in this sector is paramount for supplying clients with the best options. With this in mind Mothilal sources solutions, materials, technology and ‘the green factor’ from across the globe.
“Investigating and using sustainable, recycled and reusable materials is key when developing the product.” comments Mothilal.
“Additional elements - other than sustainability to be considered when designing FSUs are cost effectiveness, tight time-lines and durability. The designer also needs to consider the quantity of product to be displayed, volume and weight of the display, location and of course budget.”
Mothilal also suggests that designers get involved in the briefing process. “In order to know what process to use, designers need to be involved from the start. It is paramount they understand the client brief so that they can contribute meaningfully towards material and structure, saving money in the long run.”
“In addition, custom displays can either be temporary or permanent depending on the campaign and the client’s needs and objectives. This will also affect the material used, whether it’s steel, cardboard, acrylic or a combination. Elements crucial for the designer to know.
“Often those outside of the marketing department don’t understand the amount of work and thought that goes into designing and producing these units in the most structurally sound and cost effective manner. FSUs are vital in driving sales and highlighting the brand and or product. Done right, they provide retailers with an exceptional cost-effective way of advertising, catching the customer in the ‘right’ frame of mind while they are ‘ready’ to buy. As such their production should not be taken lightly.”
So what makes POINT a leader in this sector of the market? Mothilal says: “POINT has a global supply chain, we ensure that you have the best service in production, value engineering and cost evaluation while trying to save the environment.”