Ping Expands P-O-P for Spring Golf Intro

Ping Golf Equipment is rolling out a series of P-O-P displays to introduce a variety of new products. The display program, which will hit stores in April, includes a Concept Shop that was designed to create a store-within-a-store presentation for the company's four core products in large sports departments."This spring we're offering the largest product rollout in our 41-year history, so we decided it was a good time to update all of our P-O-P displays and give everything a fresh new look," says Steve Bostwick, marketing products manager for the Phoenix-based company.The new products highlight the company's four main product categories: golf bags, irons, metal woods and putters. The displays, produced by Trans World Marketing Inc., East Rutherford, N.J., were designed with a uniform look that conveys the brand image and name.The Concept Shop features four 3-foot diameter floorstands, one for each of the core products. Each features a circular base with a central column made of laminated wood and fiberboard, to which the various products are attached with specialized powder-coated brackets. The columns, which stand 5 feet high, feature adjustable extension poles holding 3-foot-high, four-sided Ping banners that extend up to 11 feet high.Marketers had been discussing this store-within-a-store concept for four or five years, says Bostwick. "We wanted to find a way to display our core products and give the larger stores a format that they could take advantage of. There aren't that many stores that can use these displays, but we wanted to meet the needs of those who could," he says.After two years of research, the company produced 25 Concept Shops and tested them last year. The key to the design, Bostwick says, is that the pole banner keeps sight lines clear, while still drawing attention to the displays. Following feedback from the test, the displays were further tweaked. Two-sided Ping banners were redesigned as four-sided pieces and poles were made adjustable to store ceiling heights."The tests were very positive," Bostwick says. "The displays worked well and achieved good sales. They also introduced our key products to new customers and encouraged interaction. But the critical element was that they didn't interfere with store traffic or employees' ability to navigate through the department. That's vital because we don't want the staff to get frustrated and take these down. We want to keep them up for a long time."The company recommends that retailers allocate 100 square feet of floor space for the floorstands so several customers can navigate between the displays comfortably. A 64-square-foot space is the minimum effective size.Two new club displays have also been introduced to the line. An iron display features a rotationally-molded base that holds the grips for 18 irons. This new unit complements a putter display that was introduced last year. The second display spotlights the custom-fitting aspect of the clubs in a similar design to the updated irons unit.The displays' rotationally-molded bases are a new unifying component that can stand up to abuse, says Bostwick. "We got the idea from looking at children's toys and playground equipment," he says. "We wanted a material that could hold its color for a long time and could last forever." Approximately 2,000 iron displays and 3,000 fitting displays were shipped to stores worldwide.Another display that was designed for golf bags maintains the consistent look by incorporating the overall black coloring with the reversed-out Ping logo design. It was designed to merchandise 12 golf bags in a compact 3-foot diameter on two levels. Approximately 500 of these displays were produced for domestic use, with another 250 planned for international retailers."These introductions complete the rollout of our new P-O-P materials, giving us a group of displays that are consistent, durable and effective," Bostwick says. "We're pleased with the look we've established with these units and what we have to offer retailers."

Ping Expands P-O-P for Spring Golf Intro

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