Vermont-American Tool Boosts Sales of Private-Label Accessories in Sears

Vermont-American Tool Co. is aiding sales of its private-label brand of table saw accessories in Sears' hardware departments by supplying a triangular rotating display designed to sit on top of the woodworking unit. One merchandiser was sent to each store that ordered three table saws. It promotes the company's box-joint and miter guide."We've been doing a number of pieces like this for Sears," explains Kevin Moore, sales manager for the Louisville, Ky.-based company's Craftsman Marketing Group. "We find their sales associates aren't always aware of the specific features and benefits of these types of products, so we try to provide as many items as we can that work as 'silent salespeople.'"The display, designed and produced by FHc, Chicago, features three 18-inch by 10-inch sheet-metal panels held in place by a rotating 20-gauge wire frame. The panels depict application photos and key features of the tool, two of which explain the guide's benefits in cutting miters and box-joints. The panels focus on the details that woodworkers need and help draw attention to the table saws in the store. The final panel contains a pocket holder for detailed brochures that customers can take with them.The spinner's die-cut header was fashioned to provide an example of both miter-fence and box-joint cuts that can be seen from a distance. In all, the display measures 12 inches wide, 25 inches high and 10 inches deep.The company produced 1,100 of the units for Sears stores and is not planning to produce a version for its own Vermont-American label. "We have so many different types of retailers that trying to produce a piece like this to fit their specific needs would be difficult," Moore explains. He also points out that few other retailers feature the table saws set up on their floors, eliminating a prime horizontal surface for locating the displays.Introduced during the Father's Day promotional period beginning in May, the display has been well received by Sears, Moore says. "Its ability to help sell the key features led us to decide that we'll include some type of specialty display with every woodworking tool we ship," he says. "It's very effective at conveying the uses and explaining the details to woodworkers."

Vermont-American Tool Boosts Sales of Private-Label Accessories in Sears

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment