Frequent-Purchaser Promo Helps Launch Bosch Accessory Display

S-B Power Tool Co., maker of Bosch and Stanley brands of tools, began shipping a new permanent floor display for its Bosch professional accessory items in late October. The unit features three hinged panels and can be freestanding or laid out along a wall. To kick off the program and promote the array of accessories available, the company has also introduced a program in which frequent purchasers can earn points toward contractor-oriented apparel and gifts."Our goal was to provide the retailer with a lot of flexibility while also gaining great impact," says Steve Holley, product manager for accessories at the Chicago-based company. "Time is a key concern to professional customers, as well as other consumers looking for these products. We wanted to create a display that drew the customers to it, helped them find the product they needed, and worked as a silent salesman in leading them to other items."With more than 3,000 SKUs in the mix, helping contractors find a particular item and see additional items they might need takes some planning. "This display represents a brand new concept for our industry," says Holley. "It's really a breakthrough in gaining product awareness." The program was designed by Marketing Expressions Inc. and produced by United Displaycraft Inc., both in Des Plaines, Ill.Called the "Bosch Center for Quality Accessories," the full display features three 3-foot-wide pegboard panels standing about 7 feet high. Each has a 7-inch-high vacuum-formed, trapezoidal header projecting out from the pegboard. The header is supported by metal tubing. Each panel also has a vacuum-formed base that includes lockable storage space. The backing pegboard makes the company name prominent, with the bright-red Bosch logo appearing multiple times against white pegboard.The panels can be hinged together, allowing them to be formed into a triangular walk-around aisle display, a trapezoidal wall unit that projects out from along a wall, or a 9-foot-long wall merchandiser. The panels can also be used in one- or two-section increments.A variety of peg hardware can be used on the panels, including a waterfall display for small saw bits and an easel to hold the Bosch catalog for submitting special orders. The easel contains a plastic holder for brochures that describe the volume-oriented Bosch Buyers Advantage program.A master planogram featuring a general assortment of products is offered for the unit, Holley notes, but the company also plans to work with retailers to customize units to meet their specific customer needs and buyer profiles. "The program really shows the breadth of the line and introduces it fully to the buyer."The Buyers Advantage program, which was also introduced in late October, will aid that. It offers various point totals based on the product bought. The customer must send in each product's UPC symbols to participate in the program. Points are also awarded for other activities, including signing onto the program. The participating contractor will receive a monthly statement listing his point total and any redemptions he's made. Points can be redeemed for items such as stainless-steel mugs, parkas, jackets, shirts and first-aid kits."We wanted to create a program with incentives that appealed to true professionals so they would be encouraged to consolidate their volume buys with us," Holley says.

Frequent-Purchaser Promo Helps Launch Bosch Accessory Display

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