Case Study | Microsoft - keyboard and mouse product display unit
This Silver award winning keyboard and mouse in-store display sited in PC World, was a category initiative featuring high performing keyboards and mice. As category captain the point of purchase displays were driven by Microsoft but were implemented across the three main brands Microsoft, Logitech and Advent. The product displays encouraged hands on customer interaction which enabled them to offer a point of difference against their online competitors.
The biggest challenge was the lack of shelf space allocated to the retail display stands, as PC World did not want to have to change the standard store shelving. To overcome this issue display areas were erected above the boxed product on shelf, creating live product demo areas. Security was an issue with these high end product lines so adjustable clamps and recoiling wires were attached to display products to minimise theft. The point of purchase displays therefore allowed customers to interact with and feel the quality of these high end products that had up until then been hidden away in their packaging.
To ensure compliance in store the supporting graphic areas on each feature plinth were placed in front of PC Worlds own graphic panels and utilised the same clip.
Category sales increased by simplifying the decision and highlighting this more premium technology, with a noticeable 9% uplift in the first three months.