In the Outdoor Power Equipment industry, battery power is rapidly displacing gasoline in many applications. Battery technology has evolved offer power Restrictions on the sale and use small in many locales have forced a near-immediate market shift to battery power.
Our client needed a flexible display system to go to market with their AK Homeowner System. The project team defined objectives for this project:
- Clear branding and messaging for the AK battery system
- Connect online, print, and TV advertising to point-of-purchase
- Versatility and long-term flexibility to be used in different retail store formats, in multiple store positions
- Able to support a rapidly-changing product line
- Product fixturing that could also be used on inline setups with peg or slat walls
- Economical shipping and easy setup
FHC developed the AK Homeowner System Display to provide an in-store destination that showcases the evolving AK battery-powered product line. It stands alone as a battery-powered product display to deliver a clear message to the consumer that the products displayed represent a family of homeowner tools that use common batteries. The products are arranged and fixtured to allow the consumer to easily handle them and make a purchase decision. The display ships in component form and is assembled in-store with basic tools in under 20 minutes. Graphics are easily updatable and all the fixturing can also be used inline for secondary placement in-store.
FHC works closely with the client to estimate the project return on investment (ROI) as the initial planning stage. For any stand-alone display solution, there is consideration of direct financial impact as well as the intangible brand impact. The need for a battery platform product destination for the AK Homeowner System was clear. But would the investment alone lift sales that justify the spend? FHC started with a layout of all the products that could be merchandised on this display, then collected the retail price points of all merchandise. The business case was clear—it takes less than two turns of sales to recover the display cost. The intended field life of the display is 5+ years, due to updatable graphics and easily changed tool fixtures that allow for any new products to be merchandised on it regardless of their physical configuration.
