A.T. Cross Gains Mass Market Foothold Via Countertop

Lincoln, R.I. -- A new name in the designer pen-and-pencil category is gaining entry into office supply megastores by successfully "building a better mousetrap," says Michael Drolet, merchandising manager at the A.T. Cross Co."Our objective was to get a name brand to compete directly against other Asian-produced products," he says. "We believe the Bill Blass name is at least equal in cachet to the competition and we know that our product and package is better than theirs." The licensed line hit the market this spring and was accompanied by a three-sided countertop display merchandising 12 gift sets."My task was to create a better-looking display so that the entire presentation to the consumer would make them aspire to have Bill Blass pens" rather than the competing brand even at a 30% higher price point, says Drolet.Designed and produced by Maro Display Inc., North Kingstown, R.I., the display "was an integral part of our success in getting the product" into Staples and OfficeMax, he notes. At press time, Drolet was in discussions with Office Depot as well. "Office Depot does not allow countertops as such, so we're working with Maro to come up with an alternative display for use elsewhere in the store," he says. An initial run of 3,000 countertop units was produced for distribution to stores in the United States and Canada."This is a self-purchase type of product, so we kept the doors and locks out of the display," says Drolet. Easily accessible to browsing consumers, the $12.99 retail pen sets are visible from every angle. "Having the three sides helps create a little more interest than the competition's two-sided display," he says. "There's always a side in view, leading you to wonder what's on the other side."In an effort to create a "more upscale, more aspirational" image, the designers topped the unit with a Bill Blass logo that is screenprinted in gold onto a dark blue background. The swivel mechanism at the base was color-coated in the corporate blue so that it visually recedes from view. "The corporate colors give it a feeling of value," says Drolet. Additionally, clear, static cling-type removable price signs are affixed to each side.Measuring 12 inches wide by 20 inches high by 10 inches deep, not including the header, the display consists of a clear 3/16-inch acrylic top and bottom with 1/8-inch acrylic shelves and side walls. The turntable is also acrylic.The product was loaded into the same carton with the displays and shipped directly to Staples and OfficeMax stores.

A.T. Cross Gains Mass Market Foothold Via Countertop

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