Best Buy Display Demonstrates Internet Options
Consumers can now quickly and easily choose the best broadband option for them based on where they live by comparing leading broadband alternatives at Best Buy retail locations. Through new in-store interactive displays, customers will be able to evaluate availability, cost and comparative speed for a variety of high-speed Internet access services. The new displays are a response to growing consumer demand to compare different broadband alternatives in a single retail location.
“This is all about making it easy for customers to choose which broadband technology is right for them based on their needs and where they live,” said Phil Schoonover, Senior Vice President of Digital Technology Solutions for Best Buy. “As we expand our offerings to include connectivity and content services like high-speed Internet access, we want to make these services easy to understand, compare and purchase, so that consumers can make informed decisions about which service is best for them.
At Best Buy’s interactive displays, customers can learn more about broadband in general, interact with demonstrations that simulate the on-line experience of different broadband services, and determine if they qualify for these types of services based on where they live. Customers can also initiate an order for the service from the displays.
Initially, more than 65% of Best Buy locations will offer consumers two or more of the following services, based on coverage availability: DSL from MSN HighSpeed as well as Flashcom; cable television and high-speed cable Internet access from AT&T Broadband; satellite from DirecPC; and fixed wireless from Sprint. More than half of Best Buy locations will offer three or more broadband service alternatives.
Dramatic Sales Environment Sets Stage For MINI Intro
Hot off its triumphant unveiling in Europe, the MINI COOPER is debuting in the U.S. in early 2001. The COOPER is the first all new product from the MINI brand, a division of BMW of North America, since its inception in 1959 and represents a total redesign for the automotive icon.
Retailing MINI in the U.S. will include a mix of select, strategic dealerships affiliated with BMW North America’s retail network, and e-commerce will also be used to sell the car.
To convey the MINI’s proud heritage, MINI dealers will be fully furnished with a dramatic sales environment and staffing exclusively dedicated to the franchise.
Research by MINI’s marketing team has shown that MINI will appeal to a wide cross-section of customers of different ages and from different backgrounds. What they share is an enthusiasm for driving and the look of their car. However, there are particular groups to which MINI will greatly appeal.
The first group is young and affluent, aged 20-34. Experimental, they enjoy the new and tend to be open minded and active.
The second group is slightly older, 35-50 and a more affluent, yet progressive-thinking household. The MINI COOPER may be an additional sporty, yet affordable car for their garage - perhaps even to “share” with younger family members.
The third group includes classic car fans and MINI enthusiasts.
Sebastian i Zone Transforms Salon Business
Sebastian International, has unveiled “project i Zone,” a 12,000 sq. ft. trans-functional space that promises to redefine the salon business. Located in Woodland Hills, CA, i Zone comprises four distinct businesses: the Salon, Cyber Cafe, Store and Learning Center.
“i Zone is an environment for exploration of self,” said Anthony Guthmiller, Sebastian’s Director of Advance Learning and iZone Creator. “Information is the commodity at iZone and the goal is to expose visitors to something new every time they visit. Non-traditional service amenities and trans-functional uses of space create an atmosphere that will keep people coming back to experience more.”
Designed by Gabor Studios with Feng Shui design principles, the ancient Chinese art of placement that arranges surroundings for harmony and balance with nature, iZone’s atmosphere taps into all of the senses with aromatherapy, light and color therapy, non-linear and translucent walls, music and sound zones and more than 50-feet of waterfalls.
In addition to sensory elements, i Zone’s fluid architectural lay-out blurs the lines between each of its four businesses, that are located under the same roof. The Salon is a 5,000 sq.ft. space housing imported Italian Capellini furniture in the lounge and stylists who offer traditional salon services and non-traditional service amenities. The Store is a new shopping experience that envelopes clients into its Feng Shui atmosphere with two 8-foot waterfalls, a full-range of Sebastian hair products, a makeup buffet featuring Sebastian’s Trucco makeup line and purchase information for all featured furniture and artwork in the i Zone. The Cyber Cafe allows consumers to explore the Internet or obtain a STAYHEALTHY.com body composition analysis. The Learning Center is an information source for professionals.
3Q Launches 3-D ‘Q Clone Generators’ At Babbage’s
3Q inc., a pioneer in 3-D human form capture technology for the electronic gaming industry, has launched its “Q Clone Generator” in leading Babbage’s stores.
Through its “Q Clone Generators,” similar in form to a passport photo-booth, PC gamers, for the first time ever, will be able to capture their 3-D image (a.k.a. virtual clone), customize their clone and easily upload it into popular games such as Quake III Arena(TM) and Half-Life Opposing Force.
“For years, Babbage’s Etc. stores have been committed to bringing members of the electronic gaming community together in real world events which enable them to interact and compete,” said Roxanne Koepsell, VP of Marketing, Babbage’s Etc. “Now, with 3Q’s ‘Q Clone Generators,’ we are able to promote a virtual community by bringing our customers together in a multiplayer online gaming environment. Babbage’s is always looking for technologies that bring our customers together and 3Q definitely fits the bill.”
Microsoft-Branded Kiosks Debut At RadioShack
RadioShack has unveiled the Microsoft Internet Center chainwide as part of its strategy to become “America’s Home Connectivity Store.”
The Microsoft Internet Centers serve as a one-stop source for consumers, allowing them to both test various broadband services as well as subscribe to Microsoft’s high-speed Digital Subscriber Line (DSL) service.
The Microsoft Internet Centers were designed and produced by HMG Worldwide, a multi-disciplinary marketing, promotion and point-of-purchase display agency, headquartered in New York City.
Levi’s Lets Customers Create ‘Made For You’ Levi’s
Levi’s has announced the expansion of its customization services, which uses individual body measurements to provide a personal fit and style combination, to include the hottest fabrics, finishes and cuts for the ultimate in “Create Your Own” pants.
Consumers can create their own jeans at any one of the 12 Levi’s stores or they can customize a pair of authentic Levi’s jeans, cargo or carpenter pants without ever leaving home. The Create Your Own process is easy, requiring a brief Levi’s Store fitting in which the customers’ waist and hip measurements are taken. These measurements are entered into a computer, which suggests a prototype trial jean for the customer to try on.
From there, the customer can explore a variety of options (looser/tighter, longer/shorter, fabric/texture, etc.) to determine his or her personal style and fit preferences.
Puma Displays Soccer Apparel
Puma Canada wanted to display soccer apparel and accessories while maintaining a small footprint. Puma also wanted to build brand awareness.
Gorrie Marketing Services of Mississauga, Ontario, Canada, designed and produced this display, which can be shopped from both sides, is easy to re-merchandise and move to another location in the store.
The display was made using a 1” square metal tubing frame, powder coated black, MDF melamine wall and shelves with a laminated aluminum facing. On top was a metal laser cut header with a 3-color printed decal.
General Mills & GetMusic Run Music Promotion
General Mills is joining forces with GetMusic, the online music site, on a music promotion that offers eight exclusive CD compilations ranging from *NSYNC to Sting to Boyz II Men. This free on-pack offer, involves more than 20 General Mills cereal brands, including Chex, Cheerios, Honey Nut Cheerios, Lucky Charms, Cinnamon Toast Crunch and Total.
Consumers only need the unique code printed inside over 80 million participating cereal boxes in order to redeem the “Gotta Get It Hits” CD of their choice for free, paying only for shipping and handling. “We’ve worked hard to make this a valuable offer for families,” said Cheryl Moser, General Mills Promotion Manager.”
An interactive in-store display brings this promotion to life. More than 25,000 grocery stores across the country will receive a “Gotta Get It Hits” Listening Station, which allows shoppers to hear clips from each of the eight CDs.
Borders Debuts Title Sleuth Kiosk
Borders has introduced the Title Sleuth Kiosk to enable consumers to search for a book, CD or video and receive a map of its location in the store.
“Sleuth Kiosk offers consumers an easy interactive way to locate a particular product and find their way around the store,” said Mary Jean Raab, Exec. V.P., Retail Direct and Convergence, Borders. “In addition to search capabilities, Title Sleuth also offers recommendations and lists for best sellers, new releases, and Borders Essentials in over four hundred categories chosen by our expert buyers.”
The Title Sleuth Kiosk was created by Kiosk Information Systems (KIS), of Broomfield, CO.
Dickies Concept Shops Placed In Kmart Stores Across The Country
Kmart has announced the expansion of its Dickies concept shops to a total of 398 Kmart stores across the country, as a result of its successful 98-store test. The Dickies concept shops allowed Kmart to offer customers a much broader assortment of work shirts, pants, denim, coveralls and jackets.
The goal of the Kmart initiative was to build incremental business through adding innovative branded workwear products to the traditional core Dickies line, such as the double-knee work jeans and twill work pants (both with cell phone pockets), stone washed utility jeans, work shorts, jackets, etc.
“Workwear is a growing category, and Dickies is the dominant brand,” said Carmine Esposito, Vice President of National Sales, Dickies. “When Kmart wanted to become a destination store for quality workwear, we got behind it 100%. We created exclusive promotions and signage, focused on forecasting, and continued our excellent fill rate to support their expanded program.”
Wolverine Displays DuraShocks Boots & Shoes
Wolverine World Wide, Inc. is using this slatwall fixture with shoe shelves to introduce its new Wolverine DuraShocks Motion Control technology.
The slatwall fixture describes the features of the Wolverine DuraShocks Motion Control boots and shoes including the DuraShocks Vibram rubber outsole with multiple flex curves for flexibility and stability; patented shock-absorbing pads; exposed high-density arch support system; external heel counter that encases the heel; and tri-density footbed with visco-elastic polymer pads to absorb shock and transfer energy for extended comfort.
The shoe shelves on the fixture display up to two styles.
Gillette For Women Shaving System Debuts
The Gillette Company is introducing Gillette for Women Venus, a unique triple blade razor which delivers the closest shave ever in just one stroke, so a woman’s skin stays smoother longer. Venus combines several proprietary features, including an oval-shaped cartridge, ergonomically superior handle and convenient storage compact with individually sealed refill cartridges, resulting in the best shaving experience possible for women.
Advertising campaigns for Venus will break in April 2001 with total first-year marketing support exceeding $150 million.
Fuji Film Offering Custom Power Wing
Fuji Film is using this custom power wing display to develop sales increases while servicing customers better in the retail environment.
The Fuji Power Wing was designed to change the method of purchasing photographic film - from buying directly from retail sales staff who work behind the counter - to enabling consumers to service themselves by selecting the film from a free-standing, in-store floor display. The merchandiser features the various types of films and QuickSnap cameras offered by Fuji Film.
The custom power wing can be used as an endcap or a freestanding display in nearly any location in the store. Crafted of Styrene, peg board, metal posts and hooks, it features the Fuji Film name and logo on the top and side panels.
Display Technologies, College Point, NY, created the display for Fuji.
Valeria Cosmetics Display Showcases Color Cosmetics
International Supermodel Valeria Mazza, along with San Telmo, Inc., have launched Valeria Cosmetics. Taking its cues from the catwalks to the sidewalks, Valeria Cosmetics offers nine exciting looks from Valeria’s own “Natural Look” for everyday to the more dramatic “Femme Fatale Look” for evening.
Mirroring the display, the line is packaged in sleek matte silver components, housed in shiny silver cartons, all with windows so shades are easily seen throughout the line. The display header captures the natural beauty, sensuality and hypnotic charm of Valeria and supports the unique and innovative packaging design.
The 60 SKU line, moderately priced from $14-$28, utilizes coordinating duos and quads to achieve over 80 shade choices. Valeria Cosmetics follows the success of Valeria’s signature fragrance, VALERIA.
Rusk Source Display Achieves Industrial Image
The Rusk hair care product line is now highlighted in salons nationwide by this new Source display rack, which was created to follow the original Source Center that had been a salon staple since the mid 90’s.
The new Rusk Source display imparts an industrial image achieved with a clearcoat finish on steel, which dramatizes weld joints and other manufacturing processes. Custom CNC perforated shelves enhance the image.
The Rusk Source 2000 display was created by The Display Link Inc., Babylon, NY.
Duracell Ultra Battery Display Conveys High Tech Look
Tweeter Home Entertainment Group recommends and carries only Duracell Ultra batteries for the high end electronic devices it sells. Tweeter wanted an exciting counter display to fit on top of an existing spinner, which sells CD accessories. The display had to convey the value-added look of a high tech battery product suitable for its customers.
The display, created by Display Creations Inc., Brooklyn, NY, is made of curved sheet metal, wire, wood and styrene. Its design captures the high-tech look Duracell and Tweeter’s Home Entertainment group were after. The design highlights the new product, and the graphics really catch the consumers’ eyes.
The display has been rolled out nationally at Tweeter Home Entertainment locations. It receives prominent placement in high traffic areas of the stores and has been met with widespread acceptance. Duracell Ultra sales have increased 11% since deployment of this display.
Sakura Of America Debuts Stardust Gel Pen
Sakura of America, Hayward, CA, has introduced the Stardust gel pen as the latest addition to its Gelly Roll gel pen line. With ink that reflects light, Stardust shimmers across the page.
Stardust pens are available in 12 sparkly colors. This counter display will merchandise the new pens.
Carson Products Displays Dark & Lovely Naturally
Carson Products Co., has introduced Dark & Lovely Naturally, a hair care line designed to meet the needs of women wearing natural hair styles.
Dark & Lovely Naturally, offers six premium products, featuring rich natural ingredients like citrus extracts, honey, almond oil and peppermint. The Naturally product group includes: Soothing Peppermint Anti-Itch Shampoo, Almond Rain Oil Mist, Hydrating Citrus Braid Sheen Spray, Calming Tress Set & Hold Gel, Honey Kissed Hair Dress and Tea Tree Oil Loc & Twist Butter.
Promotional materials include a counter unit display, which holds 36 units of product and a consumer brochure with mail-in rebate, as well as posters, shelf talker and packette samples. The display and packaging are designed to give Dark & Lovely Naturally a “natural” feeling of sophistication and style through earth-tone hues and “modern afro-centric” illustrations.
Sunrise Offering Retailers Guardian Display
Sunrise Medical Inc., Longmont, CO, has introduced a Guardian Home Healthcare Center for providers who want to increase cash sales by offering retail-oriented products.
Included are the most popular cash selling bath safety, walking aids and accessories, personal care and home comfort products, merchandised on the 8’ custom display. The planogram has been designed to maximize space utilization and also to create a home healthcare retail destination.
Outdoor Broadcaster Promotes Coca-Cola
Coca-Cola is using this Giant Outdoor Broadcaster, a point-of-sale sign which is designed to sit near the road and attract consumers. Its louvred panels can withstand winds up to 30 miles per hour.
The Giant Outdoor Broadcaster is a stock display unit produced by Paul Flum Ideas, Inc., St. Louis, MO.
Heineken Runs ‘Shop. Click. And Save’ Promo.
Heineken and 800.com, a leading online retailer of consumer electronics, have partnered for a promotion that gives shoppers discounts of up to $100 off purchases of $300 or more on 800.com’s Web site.
The 800.com/Heineken “Shop. Click. And Save” promotion, was offered via Heineken/Amstel Light p.o.p. displays at more than 14,000 stores. At the displays, consumers can obtain Web decoder cards that reveal discounts on 800.com’s Web site. The promotion delivers over 1.2 million decoder cards, each offering discounts that range from $10 off purchases of $50 or more, $25 off purchases of $100 or more and $100 off purchases of $300 or more.
“We are excited to partner with a market leader like 800.com to tap into the excitement of consumer electronics and e-commerce,” said Scott Hunter-Smith, Brand Manager, Heineken.
MidWest Quality Gloves Features Footwear Island
MidWest Quality Gloves is introducing this island display to merchandise up to 72 pairs of rain and garden loafers.
The specially designed display features three tiers of display hooks in four directional sections.
It is shipped pre-packaged and ready to go on delivery on a quarter pallet base.
The display features a pylon header with distinctive full color graphics and is ideal in retail lawn and garden departments.
The Sharper Image Featuring New Acrylic Fixtures
The Sharper Image, retail chain of 90 stores, has faced the challenge of merchandising its proprietary products without diluting other important brands.
To accomplish this, the company restructured its in-store merchandising strategy, incorporating innovative, visually effective fixtures into the store design, using custom-built acrylic tables made from ACRYLITE GP FL acrylic sheet from CYRO Industries of Rockaway, NJ.
DreamWorks Runs `Road To Gold’ Instant Win Campaign
DreamWorks Home Entertainment is offering the chance to win a grand prize of one million dollars as well as millions of prizes, in the “Road to Gold” instant winner campaign, marking the release of the animated comedy adventure, “The Road To El Dorado” on VHS and DVD.
DreamWorks is offering consumers a $3.00 rebate on the purchase of both The Road To El Dorado PC Game and The Road To El Dorado VHS or DVD via an in-pack coupon inside both products.
Warner Bros. Runs Retail Promotion For Looney Tunes
Warner Bros. Consumer Products has run a Looney Tunes promotion, featuring a send-away offer for a limited edition Looney Tunes interactive CD-ROM. To get the CD-ROM, consumers purchase two Looney Tunes products and mail in an order form along with $1.99 for shipping and handling.
“This promotion is great for consumers, licensees and retailers alike,” said Gwilym McGrew, Sr. V.P., Retail Business Development for Warner Bros. Consumer Products. “We have put together a tremendous consumer value that is sure to drive retail traffic.”
P.o.p. materials include end cap signs, blade signs, shelf talkers and tearpads.
I-Jam Uses Pre-Pak To Introduce The LP
I-Jam Multimedia LLC, a pioneer in the digital audio arena, is using the PocketZip disk from Iomega Corp. as the basis for the new secure way to distribute pre-recorded music, best-selling books, and digital magazines.
The new product, called the License Plate or LP, is a new and improved form of content storage that is about the size and shape of a silver dollar.
Doug Marrison, CEO of I-Jam Multimedia, said, “The decision by multiple music leaders to embrace technology by supporting this new format is truly significant. Just as cassette tapes and compact discs were improvements on the storage formats before them, I-Jam’s LP which uses Iomega’s PocketZip technology is going to impact the worlds of music and spoken word.”
I-Jam will distribute to retailers a p.o.p. Pre-Pak to showcase the new product. The Pre-Paks include Iomega HipZip players bundled with a free sampler LP.
Jansport Display Promotes Airlift Backpacks
Jansport wanted a display that would draw attention to its new Airlift line of high-end backpacks and convey the uniqueness of the “gelastic” padded straps and lumbar pad.
This was accomplished with a display that holds a large quantity of product within a small footprint . The display was constructed from a combination of powder-coated sheet metal and tubing, as well as particle board side panels with full color graphics.
The product had nearly a 100% sell-through.
The Jansport Airlift Backpack Display was produced by Frank Mayer & Associates, Inc., Grafton, WI.
Energy Star Clean Up Sweepstakes Launched
Consumers can enter to win an Energy Star qualified clothes washer during the Energy Star Clean Up Sweepstakes at any Fred Meyer store in the Northwest.
“Every participating Fred Meyer store will give away one Energy Star-qualified clothes washer, meaning 110 consumers will walk away with a top-of-the-line, resource-efficient machine from Equator, Fisher & Paykel, Frigidaire, or Whirlpool, which have donated the prizes,” said Margie Gardner, Executive Director for the Northwest Energy Efficiency Alliance.
Entry forms are available at the Energy Star Clean Up Sweepstakes display in the grocery section of the stores.
Whirlpool Display Helps Consumers ‘Just Imagine’
Inglis Limited, manufacturers of the Whirlpool brand, wanted to differentiate its product and focus consumer attention on the features and benefits.
Inglis commissioned Creative Displayworks Corporation of Ontario, Canada, to design and produce an enclosure for its Catalyst washer and Senseon dryer.
A 59”W x 33”D x 6”H wooden enclosure at the base of the units backed by a 75”H x 55”W metal framework, provided substantial signage capacity, visible from both sides, with significant emphasis on the Whirlpool logo, which encourages consumers to “Just Imagine” the products in their home. Units were shipped with signage mounted to the metal framework and the base knocked-down for easy on-site assembly.
Coldwater Creek Opens Retail Stores
Coldwater Creek, the catalog and e-commerce retailer of upscale women’s fashion and accessories, has recently embarked on an aggressive campaign to open 80 stores in 29 states.
The in-store atmosphere has been carefully designed to create a place where customers can get away from their daily routine and shop for their favorite items. “Each store is designed to recreate the ‘Coldwater Creek Experience’ in a brick and mortar setting using soft woods, ambient lighting and water features (such as our trademark floor-to-ceiling waterfall) to further define the brand,” said David Gunter, Coldwater Creek spokesperson.
The niche customer base that has contributed to the success of the Coldwater Creek brand through its four catalogs (Northcountry, Spirit of the West, Natural Elements and Coldwater Creek Home), as well as its Web site (www.coldwatercreek.com), factor into where stores will be located. Stores will be located in lifestyle centers and upscale malls where Coldwater Creek’s customers already live. Stores will average between 7,000-8,000 sq. ft.
“The stores will be filled with the ‘best of the best’ from the catalogs and Web site, as well as items exclusive to the area,” said Georgia Shonk-Simmons, President of Catalog & Retail Sales. “Shopping Coldwater Creek in the retail setting will be like walking right into our catalogs, with one big difference — you’ll be able to touch, see and experience the merchandise in person.”
A total of 10 full-line stores are open to date.
Earful Opens Audiobooks ‘Superstore’
Earful of Books, Inc, has opened it first superstore in Redmond, WA. Customers can rent or purchase from 7,000 titles on cassettes or CDs and order from another 65,000 titles. The bookstore is only the third in the nation to be co-located at a Blockbuster Video site. The agreement with Blockbuster allows up to 150 Earful corporate and franchise units to be co-located at premier U.S. Blockbuster sites by mid-2003.
Paul Rush, founder and President of the Austin, TX-based operation, said “This store will be among the first to provide a ‘sound dome’ for customers to preview listening choices. There are no unwieldly headphones and no disturbance to other customers.”
WHV’s Displays Scooby-Doo Line-Up
Warner Home Video has launched “Scooby-Doo and the Ghoul School,” leading the all-Scooby-Doo line-up of the first family event of WHV’s massive new catalog initiative for 2001.
In support of the year-long promotion, Warner Spotlight posters featuring five Scooby-Doo videos will be available, as well as custom mixed merchandisers in 24, 36, 48 and 60-unit configurations, to help create consumer awareness.
The “What’s In Your Spotlight?” Sweepstakes provides consumers with a chance to instantly win a trip for two to a Warner Bros. movie premiere in either Hollywood or New York City, a DVD player, free videos and free boxes of Act II Microwave Popcorn.
The Warner Spotlight VHS program will include more prominent promotional partners than ever before, featuring offers that bring the consumer savings potential to an unprecedented $1,400 via The WB Spotlight Studio Pass, a coupon book inserted in every Spotlight Wave video.
Back to Top
To See previous issues of Promotion Audit, click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
