FEATURE: MERCHANDISING & POS
THE IMPORTANCE OF STRONG POINT OF SALE
When customers walk onto the shop floor they are greeted with a magnitude of products, ranging from tools and tiles to sanders and abrasives. But what makes these products stand out from the crowd? Ryan Jones, Business Development Manager, Construction and Decoration, Mirka UK met with DIY Week to discuss how points of sale (POS) both on and off the shop floor can help customers make decisions and choose specific products.
P
oints of sale must be eye-catching and highlight in no uncertain terms the benefits the product will provide the
users in the short, medium and long term. By doing this, two simple outcomes occur. The first is the POS will draw in customers, even those who might not be interested in the product at that moment in time, because it stands out and makes an impact. The second is the display will serve as a reminder for the customer down the line and it will drive them to potentially purchase a specific brand over others. In addition, with static points of sale, businesses must think about the location of them. The best place is in high traffic areas of the store such as the entrance to the main
aisle. Once located, the staff must remember that the items on display should be set out in a way that makes sense to the customer. An example of this from our perspective is having specific abrasives and tools related to a process altogether such as sanding dry lining.
Non-traditional POS We are seeing customers add non- traditional points of sale into their business which comes in the form of dedicated test areas within the premises. These sections might have previously been unused rooms or areas of the shop floor. However, they are now assets. These areas are places where staff can take a customer to put a tool through its paces and see how it will meet their needs and requirements. They are areas not set up with specific branding or colours
“Overall points of sale in all their forms are important, enabling brands and businesses to work closely together.”
In addition, this point of sale
provides the business with added value which comes in the form of regular customers knowing that they can try certain products before they buy them.
and the reason for this is pretty simple. The branding is not the main event, unlike out on the shop floor, the products themselves are.
Ronseal has expanded into interior paints with one of its biggest product launches for years with its new ‘One Coat Everywhere’ product.
Known for its leading woodcare
products for fences, decking and interior surfaces, the launch marks a significant expansion for Ronseal as it moves into interior decorating with a one-stop-solution for every room in the home.
Ronseal One Coat Everywhere is available in 21 colours and works wonders without a primer on almost any interior surface: walls, ceilings, wood and metal*. The product launch is central to Ronseal’s growth plans for 2024 as it aims to grow brand awareness and build on its reputation as a trusted brand that makes DIY easier.
10 DIY WEEK JUNE 2024
LEADING DIY BRAND EXPANDS INTO INTERIOR PAINT By simplifying home decorating
projects, One Coat Everywhere will help Ronseal to reach a younger consumer segment, including young families and working parents who need performance products and have limited time for their decorating projects. The product is ideal for helping decorators to achieve the popular ‘colour drenching’ effect where every surface is painted in the same colour for a bold and trend-led look. One Coat Everywhere is also disrupting the paint market by offering improved value to the consumer. With an RRP of £29.99 and great results in just one coat, the product is cheaper than the multi-surface paint solutions of rival brands which also require a separate primer.
Overall points of sale in all their forms are important, enabling brands and businesses to work closely together to ensure they evolve with new trends and meet the constantly shifting buying habits of the consumer.
Ronseal has a big marketing push planned for One Coat Everywhere. The campaign, which includes radio and online advertising, social media collaborations and a partnership with well-known duo ‘The Buckleys’ will feature Ronseal’s famously plain-speaking tone of voice and its slogan, ‘Does exactly what it says on the tin’. The product will also launch in retail stores with eye- catching point of sale displays and shelf takeovers.
Ronseal One Coat Everywhere is tough and washable, providing rich colour and long-lasting protection. The product is grease, stain and mould resistant, and touch-dry in one hour.
Jimmy Englezos, Senior Brand Manager at Ronseal, says: “Ronseal’s mission has always
been to make DIY projects easier for people, and this goal informs our approach to new product development and innovation. “The launch of One Coat Everywhere marks a significant new chapter for Ronseal as we expand into interior painting and decorating with a typically hard-working and easy-to-use product. Used alongside our wide range of garden and home products, it has never been easier to ‘Ronseal your home’ and achieve the results you want without a fuss.” Available in 2.5L and 5L (selected colours only) and ‘peel & stick’ samples are available.
*If you’re painting ferrous metals, like steel or cast iron, you’ll need to use a specialist primer first.
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