You are in:
Shops in shops breed success for Vango
Retailer, Outdoor World UK Ltd, has seen an increase in sales since installing Vango’s new ‘shop in shop’ concept six weeks ago.
Commenting on the concept, Eric Scotland, director, Outdoor World, said, “We decided to introduce the new shop in shop system as the quality and versatility of the units has created more floor space enabling us to display more product than before. In addition, Vango did all the fitting and work creating a superb display for us instore.”
Vango officially launched its new ‘shop in shop’ merchandising units last month to support its 2006 range of tents, rucsacs, sleeping bags and accessories. The concept was also designed to aggresively drive sales and in ony a matter of weeks it appears that sales are already up.
Commenting, Gary Craig, AMG Group said, “Currently we have 18 shop units installed and following the successful launch and overwhelming response from retailers, plans are now in place to roll out this ambitious merchandsing programme out nationally.” “Our aim is to have 35 untis intalled along with numeours mobile rucsac units. We also have over 70 sleeping bag merchandising units in retailers across the country,” Craig continued.
This significant investment is part of Vango’s strategy to take the brand to the consumer by having a dedicated and uniform Vango branded location in each store. The units are also being supported with full product point of sale display stands including sleeping bag units and mobile rucsac dispensers. Commenting on the style of the units Scotland added, “The units have improved the look of our store to the extent I am currently trying to obtain similar merchandising for my store window.”
Springfield Camping is another retailer who has had the merchandising units for a few weeks. Commenting, Nigel Gray, partner, said, “Since we had the shop in shop merchandising unit fitted we have noticed a significant increase in attention from customers to that side of our store. Although it is probably to early to say, but the signs are that it will have directly helped increase our sales.”
Gray added, “The units provide more value to the product and identifies the brand more. The displays are so eye catching it has helped improve the overall look of our store too.”
Clare Murphy, marketing manager, Vango, “We are investing heavily in our merchandising programme in 2006 as we are looking to further strengthen Vango as one of the top suppliers of outdoors products in the UK. Our objective is to create a branded ‘Vango Shop’ in-store. Vango will benefit from consistent messaging and an enhanced presence in store and the retailer will benefit from a uniformed and dedicated branded location. Our plan is to build on the initial success of the Shop in Shop concept and to continue to work in partnership with key retailers.
