New shopping concept makes waves in Marine Industry13/06/2012
Leading marine electronics brands Lowrance, Simrad and B&G have broken new ground in the marine retail market by introducing a cutting edge concept in consumer shopping. The brands, owned by Navico the world’s largest marine electronics company, have created bespoke ‘shop-in-shop’ installations, which are rolling out in stores across Europe.
Complete experience for customers
Contrary to current marine electronics in store offerings, which traditionally consist of simple Free Standing Display Units, Pod or Point of Sale installations, the tri-brand ‘Shop-in-shop’ provides a complete experience for customers looking to refresh their marine electronics. Thanks to the new shop-in-shop installations, customers can experience the look, feel and use of a product for the first time ever, without having to leave the store or set foot on the water. The installations will be similar to those found at major boat shows, with live equipment offering a range of demonstrations and simulations. Customers will be able to enter data, select options and explore the full range of functionality, as well as appreciate firsthand the quality and clarity of the displays.
Exploring products by brand and concession
President and Chief Executive Officer for Navico, Leif Ottosson said: “Across Europe consumers have already experienced the shop-in-shop concept. Whether purchasing clothing or furniture for the house, we are all used to entering a store and exploring products by brand and concession. Until now, the marine industry has not adopted this practice, only providing retailers with display equipment. Our research showed that retailers wanted a better way for their customers to connect with electronics, so we introduced shop-in-shop to provide a unique way of exploring products in store. Marine electronics are an important purchase, one which often increases the safety on a craft, so customers should be informed about their choices. The shop-in-shop concept helps retailers to do this in a simple and easily accessible way.”
Joint venture between Navico and their retailers
The shop-in-shop is funded as a joint venture between Navico and their retailers, there are currently in the region of 18 modules installed throughout Europe, with a further 50 stores lined up for fit out in the coming months. The Navico shop-in-shop sets itself apart from existing marine in store displays, having been designed by European retail specialists Alrec in conjunction with the Navico teams and retailers. Alrec, who create in store experiences globally for companies such as HP, Sony and Diesel clothing, worked with Navico’s marketing experts to create in store solutions that would fit exactly with the needs of both the marine consumer and marine stores.
Source: bymnews.com & navico.com
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