Displays Support Clearnet PCS Launch

A cellular phone merchandiser designed for a variety of Canadian retail partners -- from traditional phone and electronics stores to non-traditional outlets such as video rental stores, tire stores, supermarkets, drugstores and print shops -- is supporting the launch of a new product from Clearnet Personal Communications Systems (PCS).Like the product it features (the Clearnet PCS dual-mode digital cellular phone), the clear and deep purple acrylic countertop merchandiser is simple, according to Jason Bell, channel business analyst for Clearnet PCS, Toronto. That simplicity and its user-friendly benefit is summarized in the product's slogan, "The Future is Friendly.""With the literature provided on this new display, consumers can easily learn what they need to know to buy this product, which is a simple, safe buy," says Bell. "Consumers can be anywhere -- in traditional or non-traditional phone retail stores -- and see, learn about and buy our phone. It's not a difficult sell."We've included non-traditional retailers so consumers won't have to walk far to get this product," adds Bell. "Almost every Canadian mall and strip center will have at least one location in which to buy it."The unit's design is simple yet versatile, says Bell, because "we continue to aggressively sign on new retail partners, but we haven't yet identified the specific needs of each one." The unit can also be placed next to a cashier, on a work table or in a display case on the back wall, he notes.The compact, 18-inch-wide by 15-inch-high by 12-inch-deep unit has helped Clearnet PCS gain placement in a variety of new stores. "It's amazing how having these units in the trunk of a sales representative's car has helped get real estate and grow our presence," says Bell. "Once they sign up, we instantly supply new clients with a display."Featured on the display are three literature pieces with their titles clearly visible, which is an important selling consideration for this product. "Our previous countertop unit stacked the product's educational P-O-P literature, obscuring their titles. One of our biggest design challenges for the new merchandiser was presenting each brochure title clearly and effectively," Bell explains.The unit also features a dummy version of the phone and a small, interchangeable poster area where a free consumer gift-with-purchase is promoted. Depending on the retail audience, the gifts may include an auto tool kit, travel blanket, coffee cup, movie passes, portable knife or a flashlight. Promotions and gifts change every season.The company consistently uses a nature theme on the unit's literature and poster promotions, as well as in its television advertising.

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