MAG Value Kit Creates Sales by Covering Former Packages

New packaging can revitalize a brand, but it also creates a backlog of old merchandise that retailers want to replace. Marketers at MAG Security found a way around that -- and improved retailers' cross-merchandising sales -- by packaging a variety of existing blister-packed MAG products in a newly designed Home Security Value Pack."This provides a new look for old packaging and creates a new product for the retailer to sell," explains James S. Gleason, vice president of marketing for the Huntington Beach, Calif.-based company. The company produces security products for four applications -- doors, patio doors, door jambs and patios -- in a line that includes chains, jamb guards, peephole viewers and locks.The Value Pack package features a heavy-stock backer board measuring 21 inches wide by 16 inches high. With products positioned across its face, it has a depth of 7 inches. It carries 10 products covering all four applications, with a cutout carrying handle at the top. A new printed overlay designed to look like a house has been added. When the customer pulls it off, each product remains self-contained. That ensures each can be installed as desired with all components remaining in place -- and the old packaging gets used up.The package back includes a complete checklist describing each product included in the pack along with other home-security items the homeowner might add, as well as the tools needed to install each piece.The kit can be pegged using the center cutout handle, and it also comes with a black corrugated merchandiser. Packed with 12 kits, the display stands 21 inches wide, 17 inches high and 16 inches deep.The company has also produced a smaller five-pack display, which is being offered to hardware co-ops such as Ace Hardware. "The display offers a great way to improve cross-merchandising sales in the door or window departments, and it also works as an impulse or gift sale," Gleason says.Designed in-house and printed by Marfred Inc., Lake View Terrace, Calif., the Value Pack received an excellent response during its introduction at the National Hardware Show in Chicago in August, Gleason reports. The first production run of 11,000 units sold out from orders at the show, and the company spent September working on a second run.The kit and merchandiser are only one part of a unified merchandising approach introduced in September. Packaging was updated using the same yellow, red and black coloring but emphasizing the yellow to draw more attention. Each carded product was categorized further into one of the four key applications, which are color coded with symbols.These symbols are prominent on all headers and display materials, including a display poster measuring 26 inches wide and 39 inches tall. It features a diagram of a house with the location of the four applications magnified to show them in use. The symbols also carry over to cardstock headers that measure 24 inches wide and 3 inches tall.Other merchandising items are being introduced for large racking installations. These include wooden swing mounts that can be attached to pegboard or steel frames and swing out of the way when not in use. The boards, measuring 9 inches wide, 35 inches high and more than 1 inch thick, show the door reinforcers and edge guards on the face of the board and high-security strike plates on the edge of the mount, allowing customers to see a variety of pieces in use.Clip strips are also available, featuring a brass bracket that attaches to the rack. The bracket offers both a front hole to attach one strip of products as well as holes on either side to double the amount of product and face it toward the customer, Gleason explains.Other new pieces include a header-mounting bracket that extends from the pegboard by eight inches, pulling the signage out to the customer and attracting more attention from down the aisle.Rounding out the new merchandising pieces is a 12-page laminated brochure that serves as a selector guide."These information-driven display elements keep customers coming back and ensure they understand the purpose of these products, which often may be overlooked during a larger sale despite the potential for profits," says Gleason.

P2PI MEMBERS

JOIN P2PI

You May Also Like

The Shop Brings Men's Grooming Line Exclusively to Walmart

Eye-Catching In-Store Displays