Products, P-O-P, Packaging Put Pedal to the Metal for Revitalized Whistler

Whistler Corp. is viewing 1997 as a year to shift gears. In January, the automotive aftermarket products manufacturer initiated a host of changes in its products, their positioning and their point-of-purchase support that will continue into 1998."About 18 months ago when we came under new management, we identified some aggressive revenue and diversification goals for the company," explains Karen McVeigh, director of corporate marketing for the Chelmsford, Mass.-based company. "We took a hard look at the markets we compete in, at our retail environments and at consumers."In September, the company, which manufactures products ranging from radar detectors to CB radio accessories, hired Boston-based Fitch Inc. to conduct market research. "We talked to people in focus groups and one-on-one; we drove around with consumers to understand how they use our products and what they're looking for in new ones," says McVeigh. "We also did a lot of trade research of buyers and merchandising managers."The conclusion: Whistler enjoys a high level of brand awareness, but its consumers have changed over the years. "We learned that drivers regard the car almost as a cocoon, where they can get away from it all," McVeigh says."Consumers are looking for products to help them enjoy driving more. So we've positioned the brand around driving and the driving experience," McVeigh explains.According to Whistler's research, drivers want products that provide information and communication-related functions so they can stay in touch. They also like to be comfortable. And they value the feeling of control that personal safety and security products offer. The new tag line sums it up: "Whistler enhanced driving tools keep you in touch, in comfort and in control."Within those newly identified core areas are five new product categories: protection, convenience, portable power, detection and mobile communications.In the past Whistler sought to appeal to male automobile enthusiasts; now, anyone who drives -- regardless of gender -- is a potential customer.The repositioning carries into trade and consumer literature, packaging and merchandising. Display materials include a wall system, a mobile floorstand and a countertop unit. A 6-foot-tall wall system designed for installation against a store wall or on a gondola makes the most of category management. Available in an 8-foot-wide and a 4-foot-wide section, the fixture stocks merchandise on hooks and standard shelving. The center of the wall features a large brand graphic above two brightly-colored, oval platforms designed to present highlighted products.A digital print of the company's stylized W is mounted on Sintra substrate. The ovals duplicate the Whistler logo. They can be removed and used individually, not unlike a shoe shelf. The back panel on each riser features a graphic sandwiched between a thin sheet of metal and an acrylic overlay. The wall itself consists of gray painted pegboard, angle iron, and custom perforated metal sheets."We provided plenty of opportunity for cross-merchandising," says McVeigh, "because our theory is that consumers coming into the store looking for products to assist them with their driving are likely to buy other products that will provide the same benefits." The 4-foot wall section, she says, will likely be used in smaller stores or as an endcap.A freestanding fixture with wheels advances the cross-merchandising goal, enabling retailers to position it in high-traffic areas throughout the store. "You can pair two of these together for a high-impact presentation or it can be used as an instant endcap display," notes McVeigh. The H-shaped fixture contains interior shelves and hooks on two sides, and extended display platforms on an exterior side. A cabinet with glass doors occupies the lower half of one side, allowing dealers to lock up the more "mobile" products.The displays utilize the same brand graphic, the same structural materials and the same oval shelves, providing continuity throughout the store. The perforated metal used in the units "has a unique contemporary presentation to it that fits with the product we're offering," says McVeigh.A three-sided countertop carousel rounds out the new P-O-P offerings. Three oval shelves, each backed with a graphic panel that replicates the new packaging, allow retailers to spotlight certain products. Whistler will ship the displays with the prints in place or provide extra panels for dealers to install."It's very easy to swap out the back panel," says McVeigh. "We plan to use heavy-duty double-stick tape to keep the [sample] product on the shelf. Theft is a real problem." The display takes up about a square foot of counter space.An acrylic display is in development to highlight a featured Whistler product on existing shelves.McVeigh says the new P-O-P is "quantum leaps ahead" of past efforts. "We've never offered anything in such a unified fashion before," she says, "nor have we had such a comprehensive offering." Fitch, the design company, contributed to every aspect of Whistler's makeover, from the repositioning research, to the new logo to the development of all P-O-P. [At press time, a manufacturer of the display pieces had not been selected.]Whistler distributes to mass merchants, power retailers, specialty retailers, auto parts stores, truck stops and warehouse clubs. The wide variety of retail environments influenced the selection of P-O-P materials. Each display needed to be "flexible enough to present a variety of products in a range of formats," says McVeigh. Stores that are unable to use the permanent materials will be provided signage, shelf talkers and other collateral materials.Reaction from dealers who previewed the new merchandising materials at the Winter Consumer Electronics Show in Las Vegas was "overwhelmingly positive," according to McVeigh.

Products, P-O-P, Packaging Put Pedal to the Metal for Revitalized Whistler

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