SHANGHAI, CHINA — WPP’s end-to-end Creative Commerce agency, Geometry, has re-deployed a “Handle on Hygiene” innovation as part of the agency’s commitment to provide sustainable retail hygiene solutions amidst the current global pandemic.

There is substantial demand for heightened hygiene in supermarkets, with increased hygiene protocols no doubt becoming a legacy for this pandemic and the new normal for retail in the future, the company claimed.

Geometry’s innovation was conceived in 2015 by Geometry MENA and Barrows, the leading manufacturer of physical and digital experiences for retail, in partnership with Lifebuoy, a Unilever sanitizer brand.

 

Deployed across more than 500 supermarkets over a two-year period, the technology instantly applies a thin layer of sanitizer liquid to any supermarket or store trolley handle, killing 99.9 percent of germs with one swipe.

“Physical retail has been an unsung hero during this pandemic. Despite an abundance of business predictions of the death of brick and mortar, grocery stores, pharmacies, convenience, liquor stores, and even physical bicycle stores have all been deemed essential businesses,” said Beth Ann Kaminkow, global CEO of Geometry.

“Keeping local doors open has offered consumers access to necessities and a bit of normalcy. Yet as countries and states begin to lift public restrictions, sustainable hygiene measures will become imperatives for sustained future growth.”

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