ICI Paints AkzoNobel simplifies product selection through merchandising innovation

ICI Paints AkzoNobel, the world’s leading performance coatings company and one of the most respected names in wood protection, has developed a unique new merchandising solution which is set to bring its three-strong woodcare portfolio – Dulux Trade, Cuprinol Trade and Sikkens – together.

The new system has been developed in response to comprehensive research into the insights and shopping habits of trade customers. As well as helping to increase sales and profits for merchants, it aims to make the product selection process easier for customers through three simple steps:

  1. Header boards which define the three woodcare brands and guide customers to the particular strengths that those brands offer
  2. Aisle barkers which divide the fixture up into groups of products clearly showing the areas where the products can be used. The four areas being: Interior, Exterior Landscape and Treatments & Fillers
  3. Detailed shelf edge tickets for each product follow the aisle barker colour coding to reinforce the area of use. Furthermore, they facilitate final product selection by providing clear information on the specific area of application, e.g. floor, door, cladding etc., formulation and key product benefits

The POS materials are highly flexible and can fit into a variety of store environments. This means that merchants can choose to organise their displays by brand or alternatively by having a mixture of brands within sections dedicated to area of use. ICI Paints AkzoNobel is also developing product selector guides which will help customers to easily and accurately identify products and their uses at a glance. Colour displays that can be positioned on the fixtures will also be available to highlight the range of ready mixed colours.

Richard Bradley, Marketing Manager Woodcare, comments: “We have invested heavily in developing this merchandising display system to help drive product sales. By simplifying the product selection we’re in a position to capitalise on the woodcare market through our innovation. Not only will our customers find it easier to select the right product for their specific need in three easy steps, but the merchants can reap the rewards through increased sales and repeat purchase from satisfied trade customers.”