Dolomite Sales Center Promotes Shaped Skis, Boots

With the release of its ski boot display in September, Dolomite chose to address consumer education head on. The Dolomite Super Side Cut Sales Center promotes a whole new category of shaped skis as well as the first boot made specifically for the category.The Norwalk, Conn.-based boot manufacturer introduced the CYB-X collection of three shaped ski boots to the industry in March. Retailers who ordered 50 or more pairs of boots for September delivery received the sales center display at no charge."Our biggest concern going into this season was educating the consumer about this new product, getting the word out about these new skis that make skiing so much easier. We decided to make a display that was not only consumer friendly but retailer friendly as well," says Jeff Mechura, marketing manager for Dolomite.Making retailers happy meant building a display that consumed a minimum amount of space and featured more than just one product.The sales center promotes "not only the CYB-X boot product but also this new phenomenon -- the super side cut [or shaped] ski," Mechura says. The multi-functional aspect of the 24-inch-wide by 72-inch-high by 18-inch-deep display helps justify the retailers' commitment of floor space.In addition to space for three ski boots, the sales center provides room for retailers to display a pair of skis, from any manufacturer they carry. The skis fit into two parallel slots cut into the base, one in front and one in the back.Furthermore, one side of a double-sided card explains the CYB-X features that make them especially suitable for super side cut skis. The reverse side describes the general dynamics of the new skis. The copy is generic enough to promote any brand's ski, Mechura says."Every manufacturer came out with a shaped ski this year," he says, likening the new ski to an oversized tennis racket or golf club. The waist (or middle) of the ski is narrow in proportion to the shovel (front) and the tail (rear). That exaggerated shape is said to make skiing easier.The graphic cards can be removed and updated with information on new Dolomite products or new ski technology as it comes out. The cards attach to the frame of the stand -- a 1-inch-by-1-inch post running up the center of the display like a spine.The central post supports three horizontal arms that hold three boots. The boots sit on a sheet metal plate that can be locked into place via a mechanism similar to ski bindings, if the dealer so chooses.Curving from the top to the bottom of the spine is a swath of purple styrene, with a yellow flexible vinyl trim molding. Mimicking the sweeping turn of a ski down a slope, the S-shape indicates movement and was designed to be bold and capture attention, Mechura says.The base is constructed of black melamine on medium density fiberboard. The headers -- four-color process litho sheets mounted to 60-point board -- also attach to the central pole.Designed in-house at Dolomite and executed by The Elliott Group, Pawtucket, R.I., the display costs approximately $300 to produce and ship. "We're hoping to get two seasons out of it," Mechura says. The boots carry a suggested retail price of between $350 and $445.

Dolomite Sales Center Promotes Shaped Skis, Boots

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