Following the
exclusive at launch success of Gtech’s innovative new AirRAM™ cordless vacuum
cleaner within John Lewis stores, the company has also rolled out a major
in-store marketing programme within two more of the UK’s favourite retailers.
Heralded at its launch in April this year as ‘The
Future of Vacuuming’, the Gtech AirRAM™ has firmly stamped its mark on the
sector – becoming one of the UK’s most desirable vacuums. The new cordless
upright vacuum cleaner uses a unique dirt collection system, completely
different from conventional mains products.
The British company has now
commissioned Newmarket-based in-store marketing specialists, arken P-O-P
International to design and manufacture a new demo module FSU (freestanding
display) and a stock holding FSU to promote its AirRAM™ cleaners within Debenhams
and Curry’s stores.
Gtech’s Head of Marketing Jon Collings says: “AirRAM™ challenges the market leaders
bringing a new era of technological change with true mains performance achieved
for the first time ever from a cordless vacuum cleaner. As a brand, it is vital
that our retail presence successfully communicates the product’s unique point
of difference and engages shoppers within our key retail accounts at the
point-of-purchase. These new displays will help us to create real ‘stopping
power’ in-store.”
Featuring a similar footprint to the cleaner itself, the
new display solutions allows for boxed product placement within the units and
clearly promotes the USPs of the product – shoppers are encouraged to ‘pick me
up’ and test the lightweight nature of the AirRAM™. The distinctive
demonstration unit incorporates a black base, with prominent Gtech and AirRAM™
branding on all sides of the display. The back vinyl and edging to the
display’s shelf uses the brands vibrant green colour to create instant brand
recognition.
With many shoppers sceptical about the ability of a cordless
cleaner to perform as well as a plug in cleaner, Gtech’s well-supported claim that
it matches the performance of some leading mains powered vacuum’s is a key selling point that is also communicated
strongly through the unit’s visual graphics.
A separate display has also been created to provide
flexible stock holding, which sits next to or behind the main product display. More than 140 of demonstration modules and 60 stockholding
units have now been rolled out into high street retail, including Debenhams and
prominent independent retailers.
