Instant P-O-P from Dexter Shoe

Dexter, Maine -- It's difficult to imagine displays with quicker, easier set-up than those Dexter Shoe Co. is using to highlight its "Spring Fling" promotion.The 5-foot-high temporary displays ship flat and neatly folded. An internal system of rubber bands causes the displays to spring open to a convex tube shape seconds after they're unfolded."Quite frankly, retailers have enough things to think about besides setting up P-O-P," says Steve Lunder, vice president of marketing. "It's a major point of frustration, we think, for the retailer to have to go through setting up merchandising pieces. So the easier we can make it, the less resistance we get and the greater opportunity for them to utilize it."Dexter's "Spring Fling" promotion highlights the latest offerings for the season. The displays were created as part of a multi-component program to raise awareness in stores. Four-color lifestyle graphics cover the convex surfaces of the display and focus on the company's target market of men and women between the ages of 35 and 54."First and foremost, we wanted to draw attention to our brand as well as the new products," says Lunder. "In the retail environment that our products are shown in, the majority of displays are against slatwall, so therefore they are somewhat two-dimensional presentations. This offers maximum visibility by creating a three-dimensional display and also allows the retailer a tremendous amount of flexibility."Introduced in mid-April, the promotion is being tied to Mother's Day as well as Father's Day. Several hundred displays were produced for the global launch, which included distribution to stores across the United States as well as Canada, the United Kingdom, Singapore, the Philippines, France, and others.The display is constructed of 24-point SBS board and rubber bands. It measures 20 inches wide and deep by 60 inches high. "What's great is that we can ship it folded up and collapsed," says Lunder. "It doesn't even require instructions because it is constructed with rubber bands and it snaps itself into shape. Basically, all you do is unfold it."Marin's USA, Norwalk, Conn., designed and produced the displays, while graphics for the unit were created in-house at Dexter.Lunder adds that the unit can be used as a mall line sign or as a display set aside from the wall. "If a mall retailer or even a retailer on Main St. is looking for something to put near the front of his store as a way of drawing attention for consumers that might be walking by or just walking in, this piece adds dimension to their presentation and draws attention to the new product offerings."The pop-up unit is the only display piece in the program, which is going into independent shoe retailers and better-grade department stores. "It augments the more semipermanent pieces that we make available to our retailers," Lunder says. "There are a variety of items that we are using, including simple pieces like shelving units all the way up to what we call tower units where we can showcase up to 15 different styles," he says. "Our maxi unit holds 30 to 40 different SKUs if a retailer wants to highlight the entire assortment under one brand umbrella. A majority of the retailers today are utilizing a mini-brand area where they put the collections of a particular brand together. Anytime they can put it closer to that area, the better the association with our brand."The issue of not being able to showcase shoes on the display wasn't a priority for the company, Lunder adds. "We didn't think it would be a priority for the retailer because we are getting other space in the stores."The unit was sent to retailers from Dexter with their order of shoes. Also sent in the shipment and tied into the promotion are gift-with-purchase products for consumers. "For women, we're offering a foot pampering kit that includes peppermint lotion, a loofa and a few other items," Lunder says. "For the men, we've created a barbeque set in a nice carrying case with the Dexter logo on it."

Instant P-O-P from Dexter Shoe

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