Mt. Prospect, IL, January 22, 2009 – Vermont American Power Tool Accessories is proud to accept an award for self-select merchandising. The newly designed merchandising system includes packaging and category management solutions, and point-of-purchase (P-O-P) design. Vermont American’s merchandising system encourages sales growth by creatively enhancing the entire in-store experience.
For more than 40 years, the American Packaging Design Award, presented by Graphic Design USA and sponsored by Neenah Paper, recognizes the value that graphic design brings to business and to sales growth.
The winning self-select system simplifies accessory selection for both do-it-yourselfers and professionals. An independent research study by Martec determined that purchasers of power tool accessories most often search by product application and then by size. The new design uses a large picture format to show the key application. Additionally, each package is clearly marked with the correct application use and accessory size. From a distance, shoppers can clearly identify the correct accessories by category, application, and/or size, without associate assistance.
The updated Vermont American merchandising system was designed to complement the new packaging for the entire line of core accessory items. The merchandiser racks create easily recognized sections of application-specific material. Together, these programs offer several distinct selling advantages:
· Streamlining space and floor planning
· Increasing sell through
· Increasing productivity of store personnel and customer satisfaction.
Walt Ploszaj, of Lee Hardware & Supply in Bristol, CT, has been carrying Vermont American products since 1954. After implementing Vermont American’s new merchandising system, he was pleasantly surprised. “The waterfall merchandising has saved a ton of space and the product can be seen and located easier, which has helped increase sales,” said Ploszaj.
New additions to the program have further increased visibility. “How to Buy” category aisle violators will further guide the consumer to select the proper accessories based on their needs. Signage will explain key applications and the benefits of using the Vermont American brand. The end result? Simplified selection process for the end user and increased sales for the retailer.
Brand Manager Kevin Enke is pleased with the results. “We have seen consistent double-digit growth after applying this self-serve strategy at accounts like Friedman's (32 percent growth first year after reset) and Westlake ACE (15 percent growth first year after reset). Our category management has clearly shown direct impact on sales through having the right product and making it easy for the end user to find through effective merchandising.”