JBL Rolls Out Interactive Endcaps to Costco Stores

Without a trained sales staff to explain the advantages of a surround television-speaker system, more pressure falls on a display to complete the selling job. JBL Inc. found a way to accomplish that with an interactive endcap display for Costco stores that actually standardizes the format."Because stores are so different, we often have to customize our displays of this size for only a few outlets," explains Eli Harary, senior vice president of marketing for the Woodbury, N.J.-based audio company. "With Costco offering us 200 similar stores to work with, we were able to create one format that we could use on a more widespread basis than we usually do."The display features a wooden pedestal base that holds the five sets of speakers offered as options in the surround-sound package. One set is grouped together on the base beneath a television that shows the video working with the sound. Three more sets are arrayed vertically along both sides, while the fifth is perched on steel frames pointed back toward the television viewing area to provide the "surround" aspect.Above the television is a control unit that selects which sets of speakers are operating and explains the features and benefits of the surround-sound system. The header card sits in a metal frame with the control buttons on an angled console below it."What we've tried to do is create an effective selling approach for a non-directed salesfloor where sales help isn't always available," Harary says. "We needed a design that was self-sufficient that explained the products and let the customers try them on their own. We had to create something that showed the effects possible with different options."The control board allows the customer to turn on one set of speakers to replicate the traditional television sound, then add options for front, surround and sub-woofer speakers to show the differences they create. Each button on the console controls a different speaker set, allowing the customer to hear the variety of options possible. "Even if they aren't familiar with the idea at all," Harary says, "they can push one button to add or take away speakers, and the product speaks for itself."The header focuses on the advantages of sound quality and the total experience. "We scaled down the information to put it into 'consumerese' and not get too technical," Harary says.The displays, designed by Manhattan Marketing Ensemble, New York, and produced by Flair Display Inc., Bronx, N.Y., were tested early last year, and the first units were installed in Costco stores in November. The merchandisers were set up on a staggered schedule, with about 150 of the 200 total planned in place by mid-May.Initial results from those already in place have been strong, Harary reports. "Some of the displays have had a dramatic impact on sales," he says. "They've gone from selling basic two-speaker systems to selling entire packages of five speaker sets. We've had terrific results from the program already."

JBL Rolls Out Interactive Endcaps to Costco Stores

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