Pacific Bell Mobile Services Rings Up New Display Ideas

Pacific Bell Mobile Services (PBMS) has begun rolling out its new line of wireless communication products with an aggressive in-store program. The campaign includes six sizes and shapes of permanent displays to ensure it can meet any retailer's needs. The company is also expanding its distribution beyond the typical phone stores to include mass merchants and other outlets in its region.The products, called Personal Communications Services (PCS), feature entirely digital connections, unlike cellular phones. The company says that by using digital systems, PCS avoids static crosstalk, eavesdropping and other cellular disadvantages. But to get that message across and emphasize the differences, PBMS had to get customers' attention in a dramatic way."We want to change the retail paradigm in the category," explains Lester Lee, vice president of sales for the Pleasanton, Calif.-based subsidiary of Pacific Bell. "We want to take the product from behind the counter and eliminate the complex selling procedures and complicated agreements. Our goal is to make it an off-the-shelf product that customers can buy just like an electric toothbrush. Part of achieving that involves customizing the merchandising piece to make it attractive and appropriate for any retail format, regardless of the retailer's philosophy."Six displays were created by Beeline Group Inc., Fremont, Calif. The units include 2-, 3- and 4-foot endcap displays, a freestanding floorstand, a countertop unit and a pallet display. Constructed of plywood and laminate, each features a black header with the Pacific Bell name reversed out and a background for the entire display that utilizes the division's "blue sky" graphic and "Mobile PCS" logo."PBMS wanted the retail look to create a consistent and clear brand positioning to consumers, but with customized features across different retail channels," explains Ed Shimmon, Beeline Group president. "They wanted major retailers to feel their displays were different and suited to their stores' unique selling environment."The combination of displays meant a larger budget than producing one basic style, but Lee says, "It was worth every penny. We wanted to gain premium retail locations in high-traffic areas to familiarize consumers with our concept."The 4-foot endcap features a writing desk, pockets for collateral pieces and a detachable header card. Sample products are tethered to the desk with an alarm.A large graphic on the face panel above the desk shows a map of the offered coverage area, while beneath the desk is pegboard for stacking product. The pegged section can be fitted with lockable glass doors. This configuration was also used on the 3-foot endcap, which stands 60 inches high with the header in place.The 2-foot display features a similar desk approach with the pegged lower portion replaced with a panel that contains pockets for collateral material. The freestanding unit, measuring 54 inches high and 16 inches deep, features a black base with an angled blue panel that has a coverage map and an offset, angled header.The displays began appearing in November in the San Diego market and will continue to be placed throughout California and Nevada during the first half of 1997. Major chains receiving the displays include Office Depot, Good Guys, Longs, Kmart, Sears, Staples, Price Costco and Circuit City.The company wants to expand its reach beyond traditional cellular-phone outlets and has targeted mass merchants, office supply warehouses, warehouse club stores and consumer electronic stores as its initial markets. It also sees potential for many other outlets."Our philosophy is to provide anything the retailer wants or can use in displays, posters, banners and other display materials," Lee says. "Our intention is to look like a consumer product company in our merchandising approach."In every instance, we've gotten front row center merchandising space that consumer electronics people would kill for," he says. "We also made sure that our displays would fit into the retailer's runs in the regular aisles. That way, when the promotional period ends and they decide to switch it out, they can take the shelves out of their rack and slide our displays right into line rather than throw them out. We, in essence, were able to buy ourselves permanent retail space."

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