ICI Paints Sampler Aids Premium Paint Selection

ICI Paints has introduced a display that lets customers sample its new Premium line of paints while opening up cross-merchandising potential for its retailers. The display's design builds on a previous project created for the company's new Color Key system that was unveiled last fall for its combined Glidden, Devoe and Fuller O'Brien paint lines."The Premium line displays are something of an add-on to the Color Key system, but they are separate programs," explains Bob Brisky, manager of marketing services for the Cleveland-based paint company. The program marks the company's first effort in the upscale paint market. "Our independent retailers are the ideal segment in which to sell a premium line because their customers are looking for service, color selection and guidance."The goal with the new sampling display is to allay customers' fears about committing to a color that doesn't work and wasting a lot of money and paint. "Color is an important part of selling paint, but many customers are afraid to use color," Brisky explains. "They want to try darker and bolder colors, but they're afraid it won't look good over a larger area." To solve that problem, consumers often bought a quart to test at home, he says. "This format gives them a chance to try a color on a small space first."The display, created by Stamford, Conn.-based Mechtronics, is separated into two cabinets, which stack and screw together to stand 7 feet high. It is constructed of 3/4-inch particleboard with a white-washed oak veneer to give it a furniture-like look. The bottom half of the cabinet contains three shelves holding six gallons of tint base for the premium paints.The top half features five shelves containing 1.7-ounce sample sizes of paint. The top three rows accommodate 12 facings, while the lower two show six facings flanked by pockets for an informational brochure. The paint containers fit into injection-molded, spring-loaded trays that keep the samples organized and fronted.The header consists of a 1-foot-high particleboard face at the top of the display that shows the "Premium" name, a channel strip for adding a features/benefit panel that can be changed and a three-dimensional base for the brand logo. This panel hinges at the top and opens to reveal two more shelves containing half-pint containers of tint base.The cabinet measures about 2 feet wide and can be separated so the upper half can be used by stores with smaller departments or in decorating stores with related departments. It also offers the option of cross merchandising in the home center to other departments such as wallpaper or home decor.Supplementing the display is a gondola header made of molded urethane. Its design mimics that of the tester rack, featuring a faux ceiling molding across the top and a smaller logo piece along with the logo.

ICI Paints Sampler Aids Premium Paint Selection

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