International lock group ASSA ABLOY is
locked on to generating strong in-store sales for its global consumer brand
Yale® following the launch of a new interactive retail display to promote its innovative
Yale Doorman DDL (Digital Door Lock) range.
The brand’s latest in-store initiative has
been created in partnership with Newmarket-based point-of-purchase display
specialist arken P-O-P International as part of a brand-led shopper engagement
strategy.
Designed exclusively for the Scandinavian
markets of Sweden, Norway and Denmark, the fully functioning demo display features a ‘live’ door handle locking unit that allows
DIY shoppers to engage and interact with the latest technology that’s been
incorporated into the ‘worlds favourite lock’.
A total of three
retail display variations have been created. Based around the same design, each
has been designed to suit specific store environments whilst delivering a
consistent shopper experience across counter top displays, shelf displays and
freestanding units.
The business hopes
that the new Doorman DDL displays will unlock more valuable connections between
the brand and DIY shoppers and encourage those searching for the latest in door
opening technology to make purchases in-store.
“Bringing
market-leading product innovation to life in-store is a priority for the brand.
Yale aims to make sure the brand has strong presence in-store spaces where its
target audience spend a large amount of their time and that the discovery and
purchase process is easy to understand for their shoppers,” said Vicki Cox - Key Account Manager, arken.
Designed to
create greater in-store awareness for the Yale® Brand, the freestanding units
also include a digital screen – playing a short film to further aid shopper
education. Display graphics have been kept simple and strong, promoting
messages about the Doorman DDL’s unique point of difference, whilst the retail
displays also provide shoppers with a simple guide on how to use the product.
